Andy Best
Pioneer film producer, Chief Ike Nnadi, of the famous Andy Best Production, has been around in the industry for a very long time, even before the emergence of Nollywood.
In fact, he co-produced and marketed Living in Bondage, the monster hit flick that changed and revolutionized Nollywood in 1992. Ever since, his award-winning stable has churned out over a 100 other successful movies with some of them being shot abroad.
In this exclusive interview, the outspoken producer took us down memory lane on how they started the industry globally known as Nollywood today, the challenges encountered, prospects, and way forward. Best, who is very bitter with the dirty politics, stealthily ravaging the industry, also spoke on his latest projects. He equally proffered solutions on how to reposition Nollywood in the league of movie-making nations globally.
Enjoy the interaction!
We would like to know more about the man behind the famous film production company, Andy Best?
I’m Chief Ike Nnadi, the CEO Andy Best Production. I am a pioneer moviemaker and one of the founding fathers of what is today known as Nollywood. I am a successful business and family man from Imo State. This should be okay for now about my background.
When and how did you join the movie industry?
I started a long time ago, at a very young age. In fact, I have put in over 18 years in the Nigerian movie industry, we have been there and silently making waves before the revolution of the industry. We started with dramas like Mike Ori Ihedinma – before the birth of Living in Bondage, which I also co-funded and marketed. I was already a top moviemaker.
What was it like marketing and distributing Living in Bondage?
For me, Living in Bondage, was a child of circumstance, from the very first day the boss of NEK videos, Kenneth Nnebue brought it to us, I knew it was going to be a blockbuster and invested heavily. I also made good profit. It gives me joy every day that the movie I invested in was what changed the face of Nollywood.
As a busy movie producer, how do you source for your stories?
It is not usually easy, but I source my stories basically from my environment, things happening around me and listening to people with good stories. Some years ago, when I was shooting a movie on Catholic Church, I had to personally interview my sister, who is a reverend sister.
What would you say are the major challenges facing core practitioners in Nollywood today?
For me, the biggest problems facing or challenging us in Nollywood internally is greed. Again, there is no love and most of us pretend a lot. Greed is tearing the industry apart. New comers should calm down and learn the ropes before coming out fully. I’m not against them standing on their own, but they should be patient enough to learn the art and craft from the masters. For me, all these are the challenges confronting us in Nollywood. We need to come together and further consolidate on the gains of Nollywood. I remember that when I first started, I co-produced and marketed some big movies with my colleagues. We need to partner ourselves in Nollywood in order to achieve maximum growth. It baffles me when somebody says he is a top moviemaker yet does not have an office or outlet.
So, what in your views is the way forward?
The only way forward that would also bring sanity into the system is for those at the helm of affairs in Nollywood, that is the leaders of the various guilds, especially producers/marketers to be focused. A good leader must be one who listens at all times without being or sounding arrogant. In fact, he is a servant of the people. A leader should not frustrate his followers because he is at the top, he should remember that those people he tries to frustrate put him there. All hands must be on deck to move Nollywood forward.
From your perspective, what is the best way to tackle piracy in Nollywood?
For me, the biggest piracy confronting us is from video club owners. Tackle them and watch piracy reduce to the barest minimum. Having a video club does not give you the right or power to illegally mass dub the sweat of another man and rent to hundreds or thousands of people, that is sheer theft and heartless piracy. We spend money producing these movies only to get nothing at the end of the day.
Do you think government is doing enough for Nollywood?
Government has not done enough for Nollywood, in fact, they have not started looking our way. Government is trying, but need to do more, especially through legislation and regulating video club owners.
We are not asking them for funds, because we have been producing without funds, all we want from them is a level playing ground so that things can be efficiently done like it is obtained in Western world. My candid opinion is that government if they want to, can come in and help regulate Nollywood.
There is this general notion that movies are no longer selling like before, what do you think is responsible?
It still boils down to bad leadership, because if those at the helm of affairs formulate good policies, it will checkmate piracy and put video club owners in control. Those good old days, my movies like Narrow Escape, sold over 100,000 copies, but now, everybody want to be a marketer/distributor. Too much greed is killing the sale of movies in Nollywood. Some people will take your movie on credit and would not make returns at the end of the day before you know it; they will go from behind and use your money to shoot their own movies secretly.
Again, there seems to be a proliferation of producers in the industry today. Why?
The problem is that most of these small boys are mush room producers and do not know how the industry started, once they see you driving a good car they instantly believe the easiest way to make it in Nollywood is to be a producer. Producing goes beyond glamour, you have to be passionate and committed to be able to succeed. We are tired of these people jumping into producing. I started first with marketing before going into producing. I became a producer, because somebody that I gave money to produce for me, used it for his own needs and delayed my movie for almost a year and when that was becoming too much, I had to come into producing. You can see that I came into producing the very hard way.
You are so passionate about Nollywood and even invested in the industry when many were scared and sceptical. Any reason(s)?
It is inborn, I sleep, drink, eat and talk Nollywood and that also gives me joy and sense of fulfillment. At least, you see how Nollywood posters litter my office and cars; it is because I’m proud and passionate about my industry. I love making quality movies and feel excited when I get calls from our numerous fans across the globe.
It is very obvious that there is disunity in Nollywood, why is it so?
Disunity in Nollywood is incessant because of lack of respect and honour in some quarters. People should learn to respect and give honour to those they met in Nollywood prior to their arrival and not think of pushing them out because they want to be number one.
The industry is too big for all of us to progress. Some of these new producers do not even recognize us as pioneer movie-makers. We started this industry when Nigerians saw nothing good about it and nurtured it to this level.
In terms of comparisons, how would you rate the old and new generation of producers in Nollywood?
The truth is that most of the new generation producers are not passionate about Nollywood, they are just after the money and glamour that comes with it.
Another truth is that, we started first by loving the industry, the job of producing and dishing out quality movies. Because of my love for the industry, I always strive hard in my own little ways to make it better through my movies. It is sad that most of these new producers are not thinking of moving the industry forward; they just want to make quick money and be called big boys, thereby throwing creativity to the dustbins at the expense of Nollywood. Some of them are also fond of recycling and copying other people’s jobs words for words. Some even go as far as instructing their directors to make sure it is done exactly like Andy Best jobs. Isn’t that crazy? In a nutshell, most of these new producers are empty barrels that are not creative.
You are regarded as one of the richest movie producers/marketers in Nollywood. We would like to know your worth.
We thank God, we are doing very well. But I need to consult our accountants to be able to know our worth financially. Few years ago, we suffered huge financial loss when some of our Chinese partners duped us, while trying to assist us import some video tapes. Despite this misfortune, we are not relenting.
And what is your general assessment of Nollywood?
Nollywood is steadily going up but the many politicians in the industry are trying to stifle it. Remove politics and dubious characters, Nollywood will take over from Hollywood and Bollywood in no distant future.
What was it like when people like you started the industry known globally today as Nollywood, then?
When we started, it was face-me-I-face style of marketing but now, we have stepped up by moving into corporate offices in town, going for seminars and conferences abroad. We are now respected locally and internationally and even going abroad with stars to shoot foreign movies with hi tech equipment.
What are the secrets of being a good producer?
First, you must be committed, love the job, learn from the masters, and be creative and hardworking. Producing is not for lazy people and you must not rush if you want to be a successful producer. Above all, have the fear of God in you by not being fraudulent.
Most times, I spend between two and three years shooting a single movie. Just like my name, I always want to come out with the best. I’m on top because; I do a lot of researches as a moviemaker.
Like how many movies has your stable produced, marketed, and distributed so far?
I’ve lost count, because aside from my own movies, I have also marketed and distributed films for other people. But as a moviemaker, I have produced over 100 movies.
Which would you say is your most cherished work till date?
I like all my movies, because they are quality jobs, but the ones I cherished so much till date are, War Without End, Narrow Escape, Only Nigerian Girl and My Father’s Love. I respect them because they are core Christian flicks. Among these listed flicks, War Without End, is so, so dear to my heart because its message reveals a lot about end time and fake pastors and it generated a lot of controversies when it came out. I do movies basically to help fight ills and decadence in the society and also educate, especially my own family members.
What is your assessment of the leadership of guilds and associations in Nollywood?
I’m not into politics, but my anger is that there is too much politics in the leadership of Nigerian movie industry guilds and associations, starting from my own association. Those at the top should work for everybody and stop protecting only their own interests and that of their cronies. They should also learn how to tell the truth always.
Let me cite a good example here, sometimes ago, a foreign list came that we were needed in America and my name was included, but some bad people wickedly removed my name but when I found out I quickly wrote the embassy and I was given a visa. I recently met one on one with Emeka Mba, DG; Censors board in Abuja and after our interaction my respect and love for him increased. He knows a lot about Nollywood even though we feel he is always in Abuja. He is very passionate about Nollywood and how it can be moved forward, our meeting was memorable.
Why is your association always at loggerheads with video club owners?
One of the biggest battles we are having in Nollywood is video club owners; our leaders should know how to tackle and follow them. A crisis ridden leadership can’t challenge video clubs. I’m not totally against them but they should work within the confines of the law. They should collaborate with us and not ripping us apart financially. We are tired of our films being turned into carnivals overnight-at least a film should be able to have two years life span before it goes into carnival. But unfortunately, those leading us are not thinking this way. Video club owners should strive and have a proper arrangement with us.
What are the latest movie projects from your stable?
Already, my stable, Andy Best Production, has six completed hit movies, one of them, My Sweet Sister, is currently out while the others would be out before the end of the year. They include King of the Town, shot in America and Europe, Life Abroad, The Biggest Boy in Town, African Baby, and Rainmaker. These movies are star-studded. King of the Town is coming out soon. I went to abroad to shoot this movie despite the huge cost, because as a pioneer, I like doing my movies differently. It is a true life story that started in Nigeria and ended in Europe and America. I also like sending messages through my movies, so all these movies are loaded with didactic messages. I relayed back the experiences of my own younger brother in one of the movies. You know, I also write my own stories, that is another aspect that stands me out. In virtually all my stories I try to let people know that greed leads to total destruction, so people should desist from it. My plea to movie-buffs is to always buy our films and stop renting them; they should encourage and not help to destroy us.
We would like you to shed more light on the recently pardoned actors by your association?
The outcome of our recent meeting with some artistes was okay. Truth is that I was not in Nigerian when this misunderstanding started. I’m also happy that all the artistes we invited at this meeting turned up, from RMD, Genevieve, Omotola, Stella Damasus, and Sam Dede. Mind you, nobody was banned, it was just a misunderstanding caused by communication breakdown, which had been sorted out amicably. On my part, for the fact that I have never worked with RMD, does not mean we are quarrelling, he is a good friend, so also with Sam Dede. I have worked with Omotola and Genevieve. And whether you agree with me or not, I see myself as a godfather in Nollywood today. At the meeting, we listened to all of them speak. While speaking, RMD made a point, from the professional angle. We were happy with the way he spoke. I faulted and advised Omotola and Genevieve at the meeting; I also told them that respect matters a lot in our relationship with them. I said this based on my experience with them, especially Omotola, in the past.
Without us, these stars are not known; we picked them up and made them stars by investing in them heavily. So, I see no reason we can’t work together as one. We demand respect from the people we work with, there should be a decent manner of approach.
First published, September 2006.
