Meet Toyosi Etim Effiong, the powerhouse behind That Good Media and the Motion Pictures Division, dedicated to amplifying African narratives worldwide.
From launching T.G.I.F (That Good International Festival) to creating international partnerships, she is paving the way for African creatives—filmmakers, musicians, fashion designers, and beauty entrepreneurs—to gain the visibility, access, and funding they deserve.
In our latest interview, she shares her journey, the challenges of African storytelling, and how she’s shaping the future of the continent’s entertainment industry.
Read the full interview below and discover how this media powerhouse is reshaping African storytelling—transforming creative industries from underrepresented spaces into global powerhouses of culture, innovation, and opportunity.
You’ve been a champion for African storytelling. What was the defining moment that inspired you to launch the Motion Pictures Division and T.G.I.F (That Good International Festival)?
The defining moment for me was realizing that African stories were underrepresented on the global stage. Our culture, history, and people deserve to be shared authentically, and I wanted to create a platform where our voices could be heard. The Motion Pictures Division was born out of this need to amplify our narratives and reshape the world’s perception of Africa through film and art.
Also, after three years of partnering with the Essence Festival of Culture, I saw the immense potential for African creatives and knew it was time to create a dedicated festival of our own. T.G.I.F (That Good International Festival) is about more than showcasing talent—it’s about empowering creatives i.e. the filmmakers, musicians, fashion designers, beauty entrepreneurs, etc., by providing a space to connect, grow, and be celebrated globally.
What are some key strategies That Good Media is implementing to ensure African creatives gain visibility and access to international markets?
At That Good Media, we’re focused on connecting African creatives to international markets by forming strong partnerships with global platforms. These relationships/partnerships will open doors for our talent. We also showcase our content on international stages to get more people beyond our borders interested in our stories.
Additionally, through training programs like our Independent Producers’ Workshop and events like T.G.I.F, we continue to provide creatives with the tools and opportunities to improve their craft.
Many African creatives struggle with limited accessibility, visibility, and funding. How do you see That Good Media helping to overcome these challenges?
We’ve started by doing what comes naturally to us as a company—connecting creatives to international stages/opportunities as well as industry leaders beyond the continent.
Again, we’re also going further by launching T.G.I.F, which will give African talent the opportunity to showcase their work to global audiences, significantly boosting their visibility and access to funding.
What inspired you to start That Good Media, and how has your personal journey shaped the vision behind your work?
Starting That Good Media came from my desire to see our creatives get the recognition, respect and rewards they truly deserve. Also, growing up, I often saw African stories misrepresented or left out, and I knew something had to change. It became clear to me that African creatives need more than just visibility—they need real opportunities, resources, and platforms to make an impact globally.
My journey has been a big part of shaping this vision. Being married to Nollywood’s most prominent actor, I’ve seen the struggle up close—the challenges of gaining global recognition, the lack of funding for creative projects, and the difficulty of finding platforms that understand the importance of our stories.
With That Good Media, I want to ensure our voices are heard and our stories are shared on the world stage with the respect and depth they deserve. My personal journey has actually shown me the power of persistence, and it’s what fuels my drive to continue advocating for African creatives and helping them find the support they need to succeed globally.
The media and entertainment industry is still largely male-dominated. What challenges have you faced as a woman in this space, and how do you navigate them?
Male domination is really not something that’s top of my mind when I’m getting work done. I believe that systems respond to results and excellence, so I make it a point to always bring my best to the table. It’s important to me to showing those I inspire that success isn’t defined by gender but by talent, resilience, and vision.
African stories are still underrepresented in global cinema. What specific genres or themes do you think will drive the continent’s rise in the international entertainment industry?
I believe all genres have the potential to succeed, as long as they tell an authentic African story. The key is staying true to our culture, history, and unique perspectives. That said, “Action” is almost always a winner because it’s a universally accepted genre, and there’s a global appetite for high-energy, visually stunning films.
I also think a great love story, especially one rooted in African culture, can resonate deeply with audiences worldwide. Love is a universal theme, and when told with authenticity, it has the power to connect with people from all walks of life. However, at the end of the day, I believe that it’s the strength of the script and the quality of execution that will really drive Africa’s rise in global cinema. A well-crafted, compelling story—no matter the genre—will always find an audience.
There are fewer women in executive leadership roles in media and entertainment. What do you think needs to change, and how do you actively support the next generation of female creatives?
So this isn’t really the case in Nigeria, where more women are in leadership roles in the media and entertainment industry; however, globally, we do need to create more opportunities for women in the industry, through mentorship, funding, networking opportunities, and really just trusting qualified women with executive roles.
Personally, I support the next generation of female creatives by mentoring them, sharing my own experiences, and giving them access to the platforms that I have access to.
How do you see collaborations between African creatives and international studios evolving, and what role does That Good Media play in fostering these partnerships?
I see collaborations between African creatives and international studios growing, but we still have a way to go. The music industry has definitely made significant strides in building global partnerships, something the other creative industries are still working to fully grasp.
With the launch of our Motion Pictures Division, we’re creating more opportunities for African filmmakers to collaborate on international projects, we’re also building strong relationships with global studios and platforms. It’s important though that African creatives have the tools and connections they need to succeed globally, and this is where capacity building comes in.
What do you think needs to change to create more opportunities for African women in film, media, and entertainment?
There needs to be more investment in women-led projects and a stronger focus on creating leadership opportunities for African women in the industry. Representation is key, especially in behind-the-scenes roles, and we need to ensure women have access to the networks and resources that can help them succeed.
Additionally, as already mentioned, mentorship and training are crucial to help women build the skills and confidence needed to lead and create. When women are supported and empowered, it will drive real change and create a more inclusive and dynamic entertainment industry.
As a media mogul, entrepreneur, and family woman, how do you balance the demands of your career with your personal life?
My “balancing style” is evolving, and balancing my career and personal life has been a juggling act; but I stay organized and intentional with my time. When I’m working, I give it my all, and I’m becoming more intentional about focusing on being present when I’m with family.
I can’t fully answer this without saying that having a strong support system is very important, I’m fortunate to have a supportive family and an amazing team that keeps things running smoothly.
Finally, I believe in working hard and also making time to recharge outside of work.
