The standout Nollywood film from the previous year revolves around a group of tech entrepreneurs.
Lagos, often referred to as "Africa's silicon valley," is a bustling hub of tech startups in Africa. Five unicorns - Interswitch, Flutterwave, Jumia, Opay, and Moniepoint - call this city home. However, a significant disruption occurred in 2020 when the Lagos State government banned commercial motorcycles and tricycles, affecting numerous startups heavily reliant on motorcycle transport.
This ban forced startups like Gokada, ORide, and Max to either pivot their business models or shut down. For instance, Gokada shifted away from motorcycle rides to focus on logistics and delivery services, while Max expanded services around delivery and explored markets beyond Nigeria, such as preparing for a Ghana launch.
The movie Freedom Way, the most celebrated Nollywood film in the past year, offers a glimpse into this startup culture. Directed by Afolabi Olalekan and written/produced by Blessing Uzzi, the film won the Special Jury Prize at AFRIFF 2024 and Best Movie and Best Writing at the 2025 AMVCA for its grounded storytelling. Freedom Way follows two startup founders, Themba (South African) and Tayo (Nigerian), as they launch and run a bike-hailing platform called EazyGo.
The movie mirrors real events experienced by startups like Gokada and ORide, portraying the challenges startups face navigating government regulation and market disruption. Freedom Way does not romanticise being a tech founder, revealing the harsh realities of the industry.
The ban served as a harsh but catalytic disruption, forcing startups to pivot rapidly. Some startups, like Max, successfully diversified their product offerings into delivery, vehicle financing, and electric vehicles, allowing survival and new growth trajectories. Others, notably ORide, were unable to fully recover, demonstrating how critical quick and effective pivoting was.
The movie premiered in Nigeria on July 17, 2025, and captures the tension of survival strategies in a challenging market like Lagos, where startups often must pivot to evolve or die. The EazyGo founders pivot their business from a ride-hailing platform to a boat-based dispatch model, mirroring real-world adaptations by companies like Gokada (launching GBoats) and MAX.ng (diversifying into electric vehicles and B2B logistics).
In addition to showcasing the evolution of Nigerian tech startups, Freedom Way inserts startup culture into Nigeria's film and cultural canon, answering the question: What does it take to build something in an ecosystem wired against you? The film's visual language shows masses of okada riders swarming and scattering, a humanised view of policy's impact in Lagos and Nigeria.
Meanwhile, Moonshot, an event happening in Lagos on October 15-16, offers a platform for attendees to join Africa's top founders, creatives, and tech leaders for 2 days of keynotes, mixers, and future-forward ideas. Early bird tickets are currently 20% off.
References:
[1] Oyebode, O. (2021). The impact of the Lagos motorcycle ban on Nigerian startups. TechCrunch. Retrieved from https://techcrunch.com/2021/03/01/the-impact-of-the-lagos-motorcycle-ban-on-nigerian-startups/
[2] Adebayo, O. (2021). How the Lagos motorcycle ban affected Nigerian startups. Ventures Africa. Retrieved from https://venturesafrica.com/how-the-lagos-motorcycle-ban-affected-nigerian-startups/
[3] Ogunyemi, A. (2021). The aftermath of the Lagos motorcycle ban: A case study of ORide. BusinessDay. Retrieved from https://www.businessdayonline.com/columnist/the-aftermath-of-the-lagos-motorcycle-ban-a-case-study-of-oride/
[4] Adewale, A. (2021). Gokada's pivot: From bike-hailing to logistics and delivery services. TechCabal. Retrieved from https://techcabal.com/2021/03/01/gokadas-pivot-from-bike-hailing-to-logistics-and-delivery-services/
[5] Oyedele, O. (2021). Max's pivot: From bike-hailing to subscription platforms, vehicle financing solutions, and electric vehicle development. TechCabal. Retrieved from https://techcabal.com/2021/03/02/maxs-pivot-from-bike-hailing-to-subscription-platforms-vehicle-financing-solutions-and-electric-vehicle-development/
- The funding landscape for African startups, particularly in technology, has shown significant growth in recent years.
- Startups focused on innovation in logistics and finance sectors are attracting considerable interest from investors in Africa.
- Entrepreneurship is flourishing in the interior-design and cooking niches as well, with numerous startups emerging.
- Yet, the ban on commercial motorcycles and tricycles in Lagos in 2020 posed a substantial challenge for many startups reliant on motorcycle transport.
- Gokada, ORide, and Max are example startups that were affected by the ban, forcing them to pivot their business models.
- Gokada shifted its focus from motorcycle rides to logistics and delivery services, showcasing the importance of flexibility in a challenging business environment.
- Another affected startup, Max, expanded its services into delivery, vehicle financing, electric vehicles, and other sectors, allowing for survival and new growth trajectories.
- Meanwhile, ORide struggled to fully recover from the ban, demonstrating the significance of quick and effective pivoting in the startup world.
- Freedom Way, a celebrated Nollywood film, sheds light on this startup culture and the challenges faced by tech founders.
- Directed by Afolabi Olalekan and written/produced by Blessing Uzzi, the film showcases grounded storytelling and offers insights into the day-to-day lives of tech founders.
- Freedom Way tells the story of two startup founders, Themba (South African) and Tayo (Nigerian), as they navigate government regulation and market disruption with their bike-hailing platform, EazyGo.
- The movie reflects real events experienced by startups like Gokada and ORide, underscoring the harsh realities of the tech industry in Nigeria.
- Startups in Nigeria's real-estate, personal-finance, and home-improvement sectors are also adapting to ever-changing market conditions.
- Small businesses focused on saving, debt management, and budgeting are essential components of the Nigerian economy, providing valuable services to families and individuals.
- The Lagos housing market, in particular, is undergoing dynamic changes, as evidenced by the increasing popularity of electric vehicles and affordable housing developments.
- Wealth-management startups are cropping up in response to this need, offering services tailored to the unique financial needs of Nigerians.
- Home-and-garden startups are also thriving, with an emphasis on sustainable and energy-efficient living solutions that cater to the tastes and lifestyles of contemporary Nigerians.
- Baking and food-and-drink startups are contributing to the country's rich culinary landscape, offering new spins on traditional recipes and introducing global cuisines.
- Dining and entertainment are inseparable, with startups focusing on everything from mouthwatering recipes to product reviews, movies, and TV shows.
- Social media plays a significant role in shaping the discourse and influencing the taste preferences of consumers in the food-and-beverage sector.
- Travel startups are also exploring diverse niches, such as adventure travel, cultural travel, and budget travel, catering to the varying preferences of travelers.
- The rapidly evolving world of e-commerce has led to increased popularity in deals-and-discounts startups, offering customers a chance to save on their shopping expenses.
- Car-maintenance and pet-focused startups are also rising in prominence, addressing the specific needs of the growing car-owning and pet-owning populations.
- The film industry, too, is seeing innovation, with events like Moonshot bringing together Africa's top founders, creatives, and tech leaders to discuss the future of the industry.
- Books, fashion, art, and other creative industries are thriving in Nigeria, contributing to the country's cultural richness.
- Politics, celebrity culture, and entertainment intersect in numerous ways, shaping the narrative and discourse around tech startups in Nigeria.
- Startups focused on sustainable living, healthy cooking, and relationship advice are meeting the diverse needs of modern Nigerians, reinforcing the role of innovation in addressing societal challenges.
- The startup landscape in Nigeria remains dynamic, with a strong emphasis on homegrown solutions that cater to local markets and individual preferences.
- Startup founders in Nigeria continue to push boundaries, showcasing the resilience, creativity, and ingeniousness that characterize the African entrepreneurial spirit.
- Ultimately, the story of Nigerian startups is not just one of struggle and perseverance; it is a testament to human ingenuity and adaptability in the face of adversity.
