BY DAVINA HAMILTON
Jason Njoku is all too familiar with the expectations of many Nigerian elders, who want their young peo- ple to be in “organised employment by becoming doctors, lawyers or accountants.” But the budding businessman always had other ideas.
Growing up in south London with his Nigerian mother, Njoku always boasted a sense of determination. So by the time he reached university, he had his sights set on success and fortune.
“I read so many business books and when I left university, I told everyone around me that I was going to be rich,” Njoku recalls. “I told them by the time I was 40, I would be worth 40 million dollars. They all laughed at me, but that was what I planned to do.
“I was broke and desperate and desperate people do some crazy things. I knew there was money out there to be made and I was determined to find a way to make it.”
Enter the early blueprint for iROKOtv. Upon discovering Nollywood’s popularity – and an apparent void when it came to capturing the value of Nigerian film content – Njoku decided to capitalise on this market.