When stories become heritage: James Useghan and the power of cultural film

In a world increasingly shaped by speed, technology, and global uniformity, the preservation of culture has become both a responsibility and a quiet act of resistance.

It is within this context that Alerte Universal Limited, under the leadership of its founder, James Useghan, reaffirmed its commitment to cultural storytelling through the sponsorship of Flaming HyperMedia’s Short Film Festival, Cultural Mosaic, held at the prestigious Mike Adenuga Centre.

The festival was more than a cinematic gathering; it was a celebration of identity, memory, and the shared human experience. For Alerte Universal Limited, the partnership represented not merely corporate sponsorship but a deliberate investment in storytelling as a tool for cultural preservation and social connection. It reflected a belief that culture, when nurtured and expressed through creative mediums, becomes a bridge between generations and communities.

Speaking on the significance of the collaboration, Useghan described the sponsorship as an extension of the values that have guided Alerte Universal Limited since its inception. Rooted in cultural appreciation, social responsibility, and creative empowerment, the company’s support for Cultural Mosaic underscores a broader mission to elevate African narratives and amplify emerging voices within the creative industry.

In today’s rapidly evolving global landscape, cultures are constantly intersecting, blending, and at times, fading into obscurity. Modernisation and globalisation, while offering opportunities for progress, have also posed serious threats to indigenous traditions, languages, and histories. Against this backdrop, storytelling has emerged as one of the most powerful ways to preserve identity. Film, particularly short film, stands out as a medium capable of capturing complex emotions, lived realities, and cultural nuances within moments that linger long after the screen fades to black.

The Cultural Mosaic Short Film Festival distinguished itself by creating a space where diverse narratives could coexist and engage in dialogue. The films showcased explored themes of heritage, migration, resilience, identity, and community, stories that resonate deeply within African societies while maintaining universal relevance. Each production served as a fragment of a larger narrative, collectively forming a mosaic that reflected the richness and complexity of human experience.

For Useghan, witnessing the films was both affirming and inspiring. Seated among an audience of filmmakers, culture custodians, and creative enthusiasts, he observed how storytelling transcends boundaries, uniting people through shared emotions while celebrating their differences. The festival atmosphere was one of reflection and connection, reminding attendees that culture, when expressed through art, has the power to unify rather than divide.

Alerte Universal Limited’s involvement in the festival also highlighted the company’s recognition of the creative industry as a vital contributor to social and economic development. Beyond entertainment, film serves as a historical archive, a social mirror, and a catalyst for dialogue. It documents untold stories, preserves endangered traditions, and challenges prevailing narratives, often prompting conversations that inspire change.

Central to the company’s sponsorship was a commitment to empowering young filmmakers. Across Africa, many emerging creatives grapple with limited access to resources, mentorship, and platforms that can propel their work into the public sphere. Festivals like Cultural Mosaic provide more than exposure; they offer validation, confidence, and a sense of belonging within a creative community. For many participants, the festival marked a critical step in their artistic journey.

Useghan emphasised that supporting young storytellers is not an act of charity, but a strategic investment in human capital. Creativity, he noted, is one of Africa’s most abundant resources. When nurtured, it fuels innovation, job creation, and cultural diplomacy, positioning the continent as a powerful contributor to the global cultural economy. By backing initiatives that support filmmakers at the grassroots level, Alerte Universal Limited contributes to the long-term sustainability of the creative ecosystem.

The festival night at the Mike Adenuga Centre was described as a vivid tapestry of perspectives and experiences. Each short film offered a unique lens through which audiences could view familiar and unfamiliar realities. From intimate explorations of personal identity to broader reflections on migration and belonging, the films collectively reinforced the idea that storytelling is both personal and communal.

As the evening unfolded, it became clear that Cultural Mosaic was not simply an exhibition of films, but a reaffirmation of the role of culture in shaping society. It served as a reminder that stories are living entities, evolving as they are passed down, reinterpreted, and shared. Through film, these stories gain permanence, allowing future generations to understand who they are and where they come from.

Alerte Universal Limited views its support for the festival as part of a broader commitment to cultural sustainability. The company intends to continue exploring partnerships that honour heritage, promote artistic expression, and amplify underrepresented voices. Such initiatives, Useghan believes, are essential in strengthening community identity and fostering mutual understanding in an increasingly fragmented world.

He also called on other corporate organisations to recognise the value of investing in arts and culture. Beyond corporate visibility, such investments contribute meaningfully to the social fabric of communities, ensuring that cultural expressions are preserved and celebrated rather than lost to time.

In his message to emerging filmmakers, Useghan offered encouragement and affirmation. He urged them to tell their stories boldly and authentically, reminding them that their perspectives matter. Culture thrives, he said, when it is continuously reimagined and shared, and the creativity of young storytellers is central to this process.

The Cultural Mosaic Short Film Festival ultimately stood as a testament to the enduring power of storytelling. It celebrated diversity, honoured heritage, and highlighted the unifying force of film. For Alerte Universal Limited, participating in such an initiative reinforced a longstanding belief: that preserving humanity begins with preserving its stories.

As the founder reaffirmed, Alerte Universal Limited remains committed to advancing cultural preservation, inspiring creative excellence, and supporting platforms that nurture the next generation of storytellers, ensuring that the rich tapestry of heritage continues to shine for generations to come.