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At the Eko Convention Centre, Eko Hotel and Suites, Victoria Island, Nigeria, African filmmakers, actors, actresses, movie producers and executives, fashion designers, and a retinue of others in the African entertainment industry convened for the highly recognised award, the Africa Magic Viewers’ Choice Award (AMVCA).
The award night on Saturday, May 11, 2024, was its 10th edition since AMVCA debuted in 2013. But a gathering of some of Africa’s most influential entertainers, from Funke Akindele to Kehinde Bankole, Wale Ojo, and Richard Mofe-Damijo, at the very heart of Nigeria’s economic hub, Lagos – a city whose vibrancy represents the cultural diversity of Nigeria – presents something deeper and of immense importance than an ‘award show.’
AMVCA10, attended by stars in their glamorous and exceedingly fashionable styles, represents the African entertainment industry, its growth, and the fusion of various sectors from film to fashion, culture to scriptwriting that’s part of the integral whole of the African film and movie industry.
While AMVCA debuted a decade ago, the history and evolution of entertainment in Africa are as old as the continent. From the use of marimba to perform cultural dances in sub-Saharan Africa to the incredible folklore prevalent in almost all tribes on the continent, Africans have always devised ingenious ways to entertain themselves. While the advent of mass communication, first through the invention of radio and television, and more recently, the internet, contributed in no small measure to the growth of entertainment in Africa, the remarkable growth the industry has witnessed in the last decade could be attributed in part to the structure platforms like AMVCA have provided, which allowed for the scalability of the industry.
Before now, aside from tourists who journey to explore the continent’s rich culture, African entertainment has mainly been consumed by Africans. However, African films are witnessing a commendable presence among global audiences.
Dr. Busola Tejumola, Executive Head of Content and Channels, West Africa at MultiChoice, organisers of AMVCA, described the “burning desire to showcase the richness of our cultures and talents to the world” as the reason behind the birth of AMVCA.
“Before 2013, we recognised the immense potential of African films, yet it saddened us that the creativity, talent, and insights within our films were not reaching beyond the shores of our continent,” she said in 2023 in the AMVCA Impact Report, which analysed the show’s contribution to the film industry and the economy at large.
According to the report, 76.1 percent of African film sector players said that AMVCA has contributed to the international recognition of African films.
“Through nine successful editions, we find solace and inspiration in the fact that our efforts have not only propelled progress but have also elevated our cinema to a global platform. African filmmakers are engaging in vital collaborations with Hollywood and other top film industries worldwide,” Tejumola added in the report.
After Lion Heart became the first Nigerian film to stream on Netflix in 2018, a trove of other movies have made it to international platforms, including Amazon Prime and Showmax. What has been seen is the growing interest in films made by Africans that tell the uniqueness of the continent’s stories.
Beyond courting global recognition, AMVCA’s recognition of entertainers in the African space has aided in the drive towards exponential improvements in the quality of movies the industry churns out yearly. With the knowledge that their work, if good enough, would be recognised by a prestigious award show like AMVCA, directors put in extra effort towards making their movies a perfect work of art, devoid of avoidable mistakes and blunders notable in the past. Actors and actresses wear extra layers of creativity in their on-screen performances to stand out among the lots of movies. Scriptwriters dip their pens into wells of creativity to come up with plots laden with interesting-suspending twists that are making African movies a choice across the globe.
Take the words of Eku Edewor, co-producer of Breath Of Life, at the AMVCA10 award night, for instance.
“We want to tell you that we are Nigerian filmmakers, and just because we are Nigerian filmmakers doesn’t mean we carry last,” said visibly excited Edewor, whose movie bagged six awards out of the 11 categories it was nominated for. She added, “Despite the fact that our resources are less and our challenges more, we are making films that are reaching the global audience and touching lives.”
It is recognition like this that propels producers to work towards improvement.
Tejumola, speaking at the event on the show’s dedication to recognising outstanding art, said:
“The Africa Magic Viewers Choice Awards was created to honour exceptional achievements in television and film across the continent, and we are excited to have been able to keep that fire burning through 10 editions. While this year’s edition is a milestone edition as it is the 10th, it is also a testament to the growth the film industry in Africa has experienced.”
Another notable stride of AMVCA, which often is not spoken widely of, is the show’s direct contribution to Africa’s economy. In a continent where 429 million people live in extreme poverty, maximising the potential of every sector, including the crucial segment of the film industry, is essential to lifting a significant portion of the impoverished population out of poverty.
Currently, while African films and audiovisual industries generate about $5 billion, a report by UNESCO states that the sector if fully optimised, can not only generate $20 billion in revenues per year but also create 20 million jobs.
Within 10 years of the award, AMVCA has invested over N9 billion in events, training, and logistics, boosting the economy of Africa, particularly its host country, Nigeria. The investment put into organising the annual event has created over 27,000 jobs, producing a ripple effect that transcends to other sectors, from tourism, hospitality, fashion, logistics, communications, and brand visibility to a host of reputable partners.
To neglect the impact of AMVCA on inter-cultural cohesion, not just in Africa, is to belittle the award’s success. With categories like Best Indigenous M-Net Original, Best Unscripted M-Net Original, and Best Indigenous Language, millions from various countries have a glimpse into the culture and diversity of other tribes.
Winner of AMVCA Best Unscripted M-Net Original Series, Janine Udogu, born and raised in Zurich, Switzerland, but married to a Nigerian, said in an appreciation post about how the recognition is a win for intercultural marriages.
“This is not just a win for Ezenwa Udogu and myself but a win for intercultural marriages, tolerance, and love!”
That, among others, is what AMVCA has come to represent in Africa! And that’s not changing.
The post A Decade Of Impact: Why AMVCA Is Not Just An Award Show appeared first on Nigerian Entertainment Today.
