Big Ghun Urges African Creatives to Think Beyond YouTube as He Prepares to Premiere Vibes The Movie
For rising Ghanaian filmmaker and rapper Big Ghun, YouTube may be a powerful launchpad, but it should never be seen as the ultimate destination for African filmmakers. Speaking in an interview with Graphic Showbiz on Tuesday, September 9, the Africa Magic Viewer’s Choice Awards (AMVCA) winner stressed that the African film industry is far too big and diverse to be tied to a single distribution platform.
Big Ghun, whose real name is Nicholas Tetteh Nartey, argued that while YouTube has been instrumental in helping young filmmakers gain visibility and experience, it is time for African creatives to expand their vision and embrace multiple platforms that align with their goals.
“YouTube Is a Tool, Not the Ultimate Solution”
“YouTube gives young filmmakers a chance to start, to build an audience, and to learn the ropes of the industry,” Big Ghun explained. “Its standards are less rigid than premium platforms, which makes it perfect for fresh talent. But not every project belongs there. Some films may perform well on a free-to-view platform, but others deserve to be showcased on premium streaming services or cinemas. We have to stop reducing the African film conversation to YouTube alone.”
He added that creatives should focus on choosing the right platform for their artistic vision. “The real power lies in choice. If YouTube serves your project, embrace it. If not, chase the platform that aligns with your dream. What matters is telling your story and making sure it reaches the people it was created for.”
The Role of YouTube in African Film
There is no denying the impact YouTube has had on the African entertainment industry. It has become a global distribution hub, allowing filmmakers from Ghana, Nigeria, Kenya, and beyond to share content directly with audiences without the traditional gatekeepers of film. The platform’s accessibility and flexibility have enabled many young creatives to build fan bases, earn income, and establish themselves in the industry.
In Nigeria, YouTube has been described as a “cash cow” for filmmakers who use it as both a revenue source and a launchpad to bigger opportunities. In Ghana, several content creators and film producers have also benefited from its reach. However, as U.S.-based Ghanaian filmmaker Leila Djansi has pointed out, the platform comes with risks. Constantly changing policies, algorithm-driven visibility, and the threat of oversaturation can make YouTube an unpredictable business model for long-term careers.
Big Ghun’s call, therefore, is not to dismiss YouTube, but to reframe the conversation. Instead of locking African filmmakers into debates about whether or not YouTube is the best option, he urges creatives to think more broadly about the future of African cinema.
Big Ghun’s Journey: From Social Media to Film Festivals
Big Ghun’s perspective comes from lived experience. He is not just speaking in theory—his career is proof of how finding the right platform can change everything.
In 2023, he became Ghana’s only representative at the Africa Magic Viewer’s Choice Awards (AMVCA), winning the MultiChoice Talent Factory Award with Leaked, a short film he co-produced. The recognition placed him firmly on the radar as one of Ghana’s most promising new voices in film.
But his rise did not begin on the festival circuit. Big Ghun first gained attention as an “agenda boy” on social media platform X (formerly Twitter), where his witty takes and rap skills earned him a following. From there, he began experimenting with content creation, teaming up with comedian Jeffrey Nortey to launch the Vibes series in 2024.
From Vibes Series to Vibes The Movie
The Vibes series quickly struck a chord with Ghanaian youth. Combining rap, comedy, and storytelling, the weekly episodes captured the struggles, humor, and hustle of everyday Ghanaian life. Within just one year, the series amassed over 10 million views across platforms, proving that there was a hungry audience for relatable, locally grounded storytelling.
Now, the success of the series has birthed a feature film adaptation, Vibes The Movie, which is set to premiere at Silverbird Cinemas in Accra and West Hills Mall, Accra, on Saturday, October 4, 2025.
“The Vibes started as a weekly social media series that creatively combined rap, comedy, and storytelling to reflect the struggles of Ghanaian youth,” Big Ghun explained. “We are thrilled to see it evolve into a film. This movie is a must-watch for every young person trying to find their way. It’s a story that resonates deeply.”
The Bigger Picture for African Filmmakers
Big Ghun’s success story illustrates both the value and the limits of platforms like YouTube. His career began with short-form content on social media and digital platforms, but he has steadily expanded to cinema premieres and international festivals. His message to African creatives is simple: do not box yourself in.
The African film industry is experiencing a renaissance, with Nollywood, Ghallywood, and other creative hubs producing works that are gaining international acclaim. With the rise of global streaming services like Netflix, Amazon Prime, Showmax, and Disney+, African stories are reaching global audiences. For creatives, the challenge is to choose platforms strategically while maintaining ownership and integrity of their art.
Final Thoughts
Big Ghun’s comments come at a crucial time when African creatives are navigating questions of ownership, distribution, and sustainability. While YouTube has opened doors, it is not the only way forward. As he prepares to premiere Vibes The Movie, Big Ghun embodies the principle he preaches—use every tool available, but never stop aiming higher.
For young filmmakers, his advice is a reminder that the dream goes beyond clicks and streams. It’s about building lasting legacies, telling authentic stories, and ensuring African cinema continues to shine globally.
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