The programme boldly aims to improve exchange, access and networks between distributors and other media professionals in the African and European film markets

The participants in and organisers of the African-European Distribution Academy

The first annual African-European Distribution Academy (AEDA) recently drew to a close after a set of in-depth webinars and a residency programme that brought eight African film and creative professionals to Germany for five weeks. The inaugural cohort was composed of distributors, producers, filmmakers, marketers and entrepreneurs from Rwanda, Kenya and Ethiopia.

Run by distributor Torsten Frehse’s Neue Visionen Filmverleih and producer Fabian Massah, of Endorphine Production, AEDA was created as a training and networking programme to facilitate exchange between the African and European film industries. The programme’s objectives are also to expand and grow the number of film distribution companies in Africa, and build a sustainable network of distributors, producers and creators between the two continents.

The participants in the 2024 residency were Winnie Adeya, a marketer and distributor from Kenya; Semagngeta Aychiluhem, a writer, director and producer from Ethiopia; Chloe Genga, an impact producer and distribution manager at Kenya-based LBx Africa; Aaron Kassaye, a creative entrepreneur based in Ethiopia; Ceke Mathenge, a film producer and curator based in Rwanda; Cynthia Munio, a director and producer from Kenya; Wangeci Murage, a media executive and the CEO of Kenya-based consultancy Media Pros Africa; and Leul Shoaferaw, a filmmaker and entertainment entrepreneur based in Ethiopia.

Speaking to Cineuropa, Massah recalled that the programme began around a year and a half ago, when Frehse visited East Africa to better understand the distribution landscape. He returned with insights about how the European market could support African professionals without perpetuating a domineering approach. Massah further described the approach to AEDA as wanting to generate “more network, more exchange and more access” in response to local needs, where the flow of knowledge and films goes both ways.

The academy also included rigorous capacity- and skill-building components. As part of the programming, the cohort visited film festivals and met with distributors, sales agents and other industry professionals in Hamburg, Leipzig, Cologne and Berlin. The group was also in attendance at Cologne’s European Work in Progress (EWIP) and International Film Distribution Summit (IFDS) events earlier this autumn.

Aychiluhem elaborated on the practical importance of AEDA’s industry visits: “We go to distribution companies and see how they work. […] It’s been a very comprehensive experience that showed how the market works in Europe and inspired us to see how we can adapt because most of the movies that work here may not directly translate. We can take some things from here and also create links that we can use for the future.”

One focal point that the cohort brought to particular attention was just how different distribution looks in many East African countries compared to Europe owing to phenomena like piracy, a lack of trust and a dwindling cinema-going culture. Munio expressed her appreciation for European co-production culture, which she positively described as “built on friendship”. Murage expanded on the functionality of this point: “I think that also expands the footprint in terms of where you are able to distribute your content and make sales. That's also something we have learned: that we need to expand and do a lot more on that […]. Because if I have a footprint in Africa and not in Asia or Europe, then I will collaborate and partner with someone.”

Massah made clear that what participants took away from the academy was up to each person: “The only thing that I really wish for is for the network to be established. So, when everybody goes back to their countries, and maybe they have an endeavour to create a distribution company, and then particular questions come up, then they will know who to reach out to in order to ask that particular question.”

And even though the first edition has only just concluded, Massah is already brainstorming greater aspirations for the programme. “The next step would definitely be to expand the programme – to go to Uganda, maybe Tanzania – and that's where we want to explore what's going on in the industry, in these countries, and then let the network grow in an organic way,” he shared.

The programme is organised by Neue Visionen Filmverleih in partnership with Medienboard Berlin-Brandenburg, MOIN Filmförderung Hamburg Schleswig-Holstein and GIZ – Gesellschaft für Internationale Zusammenarbeit. Additional support comes from Filmfest Hamburg, Filmfestival Cologne, DOK Leipzig, European Work in Progress Cologne, the International Film Distribution Summit and Weltkino Filmverleih.