Big Ghun is a Ghanaian filmmaker and rapper
Filmmaker and rapper, Big Ghun, has established that YouTube is a useful entry point for filmmakers, but should not be mistaken as the ultimate destination for African cinema.
He believes that while the platform has opened doors for many young creatives, it should not be mistaken as the ultimate solution for distribution.
In an interview with Graphic Showbiz on September 9, 2025, Big Ghun explained that African filmmakers must resist the temptation to tie the industry’s growth to YouTube alone.
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“YouTube gives young filmmakers a chance to start, to build an audience, to learn and gain experience in the industry. Its standards are less rigid than premium platforms, which makes it perfect for fresh talent.
“But not every project belongs there, although some films perform very well on a free-to-view platform like it. That’s why we need to stop limiting the African film conversation to YouTube alone. Filmmakers must consider their vision and goals when selecting a distribution platform,” he said.
Big Ghun acknowledged the role YouTube has played in democratizing film distribution, labeling it a valuable stepping stone for those who use it wisely. However, he also noted that the industry cannot afford to box itself into a single channel.
“The platform is one of the many channels of distribution available to filmmakers, and I believe it serves its purpose well for those who choose it. I believe talks about YouTube limit potentials of African film industry and we should move beyond such discussions,” he added.
According to Big Ghun, the conversation should not be about dismissing or overpraising YouTube, but about embracing choice.
“Every filmmaker has a different vision. If YouTube serves your project, embrace it. If not, chase the platform that aligns with your dream. What matters is telling your story and reaching the people it was made for,” he noted.
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YouTube has become a ‘money-maker,’ for many filmmakers in Nigeria, choosing to premiere their movies on there.
Ghanaian filmmakers have also tapped into its reach, using the platform to push projects.
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