Netflix rejection almost broke me – Ugwu

Arese Ugwu, renowned Nigerian author and producer, recently opened up about the emotional toll of facing rejection from Netflix for the second season of her acclaimed series, The Smart Money Woman. Despite the setback, Ugwu’s resilience led her to explore alternative avenues, ultimately choosing YouTube as the platform to continue sharing her work with audiences.

In an interview with BusinessDay, Ugwu recounted the challenges encountered during the production of Season Two. Securing financing was a significant hurdle, compounded by economic fluctuations such as the naira’s depreciation and rising diesel costs. These factors made scaling the production more complex and costly. Despite these obstacles, Ugwu and her team remained committed to delivering quality content.

However, the most daunting challenge emerged during the distribution phase. Ugwu revealed that negotiations with streaming platforms did not yield a deal that reflected the value of their work. “We weren’t able to reach a deal with a streamer that was reflective of the value we had created on screen,” she explained. This impasse led to the difficult decision to forgo traditional streaming platforms for the series’ release.

The rejection from Netflix was particularly disheartening for Ugwu, given the effort and resources invested in the project. “Initially, I thought I would be devastated,” she admitted. The challenge extended beyond personal disappointment; it involved conveying the news to creative partners and stakeholders who had high expectations for the series’ distribution.

Faced with this setback, Ugwu chose to bet on herself and her community. Recognizing the limitations of traditional distribution channels, she turned to YouTube as an alternative platform. “It’s not the first place you think of for prestige content, but a lot is changing,” Ugwu noted. She anticipated that offering the series for free on YouTube would reach a broader audience, despite initial skepticism from investors.

Ugwu’s decision reflects a broader trend among Nigerian filmmakers who are increasingly leveraging YouTube to distribute their work. This shift is driven by challenges such as piracy, limited access to traditional distribution channels, and the desire for greater control over content. Filmmakers like Ibrahim Yekini and Seun Oloketuyi have found success on YouTube, citing its accessibility and potential for wider reach.

The move to YouTube also aligns with changing viewer habits in Nigeria, where data costs and subscription fees can be prohibitive. By providing free access to content, creators can engage with a larger segment of the population, fostering a more inclusive entertainment landscape.

Ugwu’s experience underscores the importance of adaptability and resilience in the creative industry. Despite the disappointment of Netflix’s rejection, she remained focused on her mission to tell compelling stories that resonate with audiences. “Everything is a challenge, and it’s how you rise to it that matters,” she reflected. Her journey serves as an inspiration to other creatives facing similar obstacles.

Looking ahead, Ugwu is optimistic about the future. She hinted at upcoming projects, including a new series and feature film currently in development. While details remain under wraps, her commitment to storytelling and innovation remains unwavering.

In an industry marked by rapid change and uncertainty, Ugwu’s story highlights the power of perseverance and the potential of alternative platforms to democratize content distribution. By embracing new avenues and maintaining a steadfast belief in her vision, she continues to make significant contributions to Nigeria’s creative landscape.