
Showmax documentary Freemen explores the Igbo Apprenticeship System
African streaming service Showmax is set to launch a Nigerian Original documentary series, Freemen, a captivating exploration of the Igbo Apprenticeship System, known locally as Igba Boi. This groundbreaking seven-part documentary is now streaming, coinciding with the relaunch of the new Showmax app.
The Igbo Apprenticeship System has been a cornerstone of the eastern region of Nigeria for generations. The practice involves young individuals placed under the tutelage of experienced traders, artisans, or professionals to learn a trade or skill for a period of time, after which they gain “freedom”, typically including a cash settlement or seed money that will allow them to begin their own trade. In recent times, the business model has gained worldwide traction, and in 2021, Professor Ndubuisi Ekekwe's work on the Igbo Apprenticeship System (IAS) was published in the Harvard Business Review.
Watch the trailer for Freemen
In the Freemen trailer, we see businessman Dr Anene Okeke approaching the parents of a young man he intends to take under his tutelage, asking for their consent to take him to the city to learn a trade.
The documentary features prominent Igbo businessmen such as Dr Cosmas Maduka aka Coscharis, Obinna Iyiegbu, popularly known as Obi Cubana, Ndubuisi Ekekwe, Okey Japan, Bartholomew Duru Nwanguma alongside his son Peter Nwanguma, and other notable entrepreneurs. These successful businessmen share their personal stories and reflections on how the Igbo Apprenticeship System shaped their careers and paved the way for their entrepreneurial success.
In anticipation of the show's launch, Dr Busola Tejumola, Executive Head of Content and West Africa Channels at MultiChoice, said, “Freemen is more than just a documentary on the Igbo Apprenticeship System, it is a spotlight on our rich narrative and culture. We are excited at Showmax to be able to tell the vibrant story of a system that has transcended cultural boundaries into other regions of the country and beyond.”
Daro Umaigba, the director and co-producer of Freemen, also expressed his excitement about the documentary, stating, ‘‘With Freemen, we open a window into the world of the Igbo Apprenticeship System, offering viewers an intimate look at how great business minds are nurtured and developed. This documentary is not just a showcase of the rich Igbo cultural heritage but also a valuable resource for business owners and aspiring entrepreneurs seeking mentorship insights.’’
The documentary is structured in four distinctive parts, providing an in-depth exploration of the Igbo Apprenticeship System. These segments include the Pick-Up and Negotiations Period, Trial Period, Solidification of Agreement and Work Period, and Settlement Period, each offering a unique perspective on the apprenticeship journey.
Beyond its focus on the Igbo community, Freemen reveals how the apprenticeship system has evolved, adapting to different trades and industries such as manufacturing, retail, and services. The system has transcended cultural boundaries, influencing similar apprenticeship systems in other regions of Nigeria and across Africa, including in Ghana, Senegal and Ethiopia.
Freemen is co-produced by multiple-award-winning rapper Tobechukwu Ejiofor, aka ILLBLiSS (King of Boys), who also produces the soundtrack for the show.
As Showmax continues to redefine African storytelling, Freemen promises to provide viewers with a distinctive narrative and a deeper understanding of the Igbo Apprenticeship System. The documentary promises audiences an engaging and enlightening experience, offering a fresh perspective on the roots of successful businesses and the mentorship traditions that continue to shape them.
Freemen is now available to stream exclusively on Showmax, with new episodes dropping every Wednesday.
More like this

Flight 149: Hostage of War (2025)
When Flight 149 landed in Kuwait, its passengers became pawns in Saddam's invasion, held as human shields. Decades later, survivors seek justice and the truth.

5 reasons to pick up HBO’s Telemarketers
Scam caller alert! Five reasons to find out who’s really cashing in on a job that everyone hates, in the HBO documentary series The Telemarketers.

Telemarketers
Two former telemarketers team up to investigate the dark side of American capitalism, uncovering widespread abuse of customer trust.

10 game-changing shows to celebrate Showmax turning 10
Stream these original titles to celebrate Showmax turning 10. A decade later, streaming service has since expanded to 44 African countries.

The Weeknd Live at Sofi Stadium
In front of an adoring sold-out crowd in Los Angeles, The Weeknd brings fans up close with this intimate and epic special concert event.

My Mom Jayne (2025)
Mariska Hargitay assembles a new portrait of her mother, Hollywood legend Jayne Mansfield, showing what an extraordinary and complex woman she was.

Super/Man: The Christopher Reeve Story (2024)
Christopher Reeve rose to fame as a celebrated actor before a near-fatal riding accident left him paralysed. This award-winning and Emmy-nomintead documentary was produced by South African Robert Ford.

Christopher Reeve documentary on Showmax get four Emmy nods
South African producer Robert Ford discusses his Emmy-nominated documentary, Super/Man: The Christopher Reeve Story, which premieres on Showmax on Friday, 25 July 2025.
BBNaija S10: A week of firsts
Meet the BBNaija S10 Housemates
More Showmax Originals you'll love

Iyanu: The Age of Wonders animated film lands on Showmax in September
The epic franchise returns with an animated feature film, Iyanu: The Age of Wonders, premiering on Showmax Friday, 26 September 2025.

What your BBNaija S10 Housemates are watching on Showmax
From Dune to Tinsel, here’s what the BBNaija Season 10 housemates are watching on Showmax right now.

10 game-changing shows to celebrate Showmax turning 10
Stream these original titles to celebrate Showmax turning 10. A decade later, streaming service has since expanded to 44 African countries.

Vaal Riviera
Vaal Riviera follows four Afrikaans families living in the heart of Vaal River society, where family, business, car racing and legacy all come into play. Now streaming, with new episodes on Tuesdays.
Latest Stories

Glory awaits: From MTN8 Kings to Manchester's Crown, football's biggest stage is on Showmax

The best Premier League signings of 2025's summer window

Xtra affordable entertainment: pay for Showmax with your MTN airtime

What to watch on Showmax in Nigeria in September 2025

Alexander Isak a great option for LFC's attack, say former Liverpool striker David Ngog

Kate and Annie take charge in Ten Pound Poms Season 2

Vilakazi's verdict: Sundowns to "edge it" in high-stakes MTN8 semi-final

Rivalries reignite in thrilling Premier League games on Showmax

5 patients you’ll meet in The Pitt Season 1
.jpg&w=3840&q=100)
Ilana Glazer delivers in Babes

5 new reality shows on Showmax in August

The Big 6ix on new Premier League season and their SA adventure

Will anyone stop the champs? Booth on Downs' quest for a 9th title

The curtain rises: Wembley Showdown - LFC vs Crystal Palace

Showmax Premier League weekly watchlist: 8-14 September 2025

Showmax PL kicks off football fiesta with MTN8 quarter-finals

Melissa Kape Saili tips Morocco to win WAFCON final

Showmax PL kicks off new football season with unmatched action

Ugochi Oparanozie backs Nigeria to overcome Banyana Banyana

Get Ready for the PL Summer Series – live on Showmax

Nthabeleng Modiko backs reigning champions for WAFCON glory

Everyone Else Burns and 8 more cult classics

Binge five of the 10 biggest Emmy nominees on Showmax

Dangerous minds in The Institute + 7 more superpowered series