Within its decade-long reign, the Africa Magic Viewers’ Choice Awards (AMVCA) has become increasingly important, impacting careers and ultimately boosting the economy.
Since its inception in 2013, the awards show has recognised talent, celebrated artistry, and fostered different crafts, acknowledging those who passionately tell African stories that resonate with the audiences. Indeed, Africa’s vast diversity of over 3,000 tribes and over 1 billion population found a significant focal point in representing the myriad stories and histories of these diverse communities with the AMVCA.
On the other hand, the AMVCA has impacted various sectors of the Nigerian economy, which is supported by ample data.
The AMVCA Impact Report published last year reveals that each edition of the awards show creates over 3,000 direct and indirect jobs, reaching an estimated total of 27,000 jobs throughout all its editions. Production designers, composers, screenwriters, sound designers/engineers, PR practitioners, and marketers are some of the direct job beneficiaries.
Moreover, the days leading up to and following the awards show are full of monumental moments where tourists immerse themselves in the culture of the country. This translates to hotels, Ubers, Airbnbs, resorts, restaurants, and guesthouses seeing a boom in their patronage and earnings.
Furthermore, the increased visibility and success of the African film industry have had a positive ripple effect on related sectors such as fashion, music, and the arts. African designers, stylists, makeup artists and musicians have found new avenues to showcase their talent, creating collaborations that enhance the overall creative economy of the continent.
For MultiChoice, whose burning desire to showcase the richness of African cultures and talent to the world through films birthed the AMVCA, the award has been mutually beneficial. The company has invested over ₦9 billion in the industry, covering areas such as lighting, sound, music, fashion, venues, brands, setups, catering, and training through the MultiChoice Talent Factory. Consequently, the investment has led to elevated film standards, talent development, robust platforms for industry networking and collaboration, and international recognition.
No wonder, the AMVCA boasts a track record of successful collaborations with both new and existing sponsors, yielding mutual benefits. For instance, the popular malt drink brand, Amstel Malta, remains the headline sponsor for the tenth consecutive year, while Pepsi is also renewing its sponsorship.
“You just need to look at our dashboard after every edition of the awards”, said Francis Obiajulu, senior brand manager, Amstel Malta, on why their sponsorship has continued for nine years. He emphasised this at the recently held AMVCA press conference, highlighting the significant and noticeable positive impact the sponsorship has had on the brand image, brand health, and equity growth.
At the conference, Segun Ogunleye, general manager, marketing, Seven-Up Bottling Company, also reiterated the AMVCA’s impact on connecting brands with consumers on a deeper level. Ogunleye explained that in a market where everyone is offering the same thing, the only thing that can set you apart is having an emotional connection with your audience, which the AMVCA does.
Other sponsors of the 10th AMVCAs include TECNO, Verve, QuickTeller, Tiger Beer, MTN, and Indomie.
The milestone edition of the AMVCA has evolved to align with modern capacities and changing tastes, such as the introduction of juries, the introduction of two special recognition awards as well as the reduction of the total categories. One thing remains certain; its forward-looking approach, which aims to enhance its contribution to the socio-economic landscape of African countries and their people.
As John Ugbe, CEO, West Africa, MultiChoice, succinctly captured it, “Suffice it to say that Africa only contributes 1 percent to a global creative economy valued at $2.2 trillion. So, while the African creative sector’s contribution to the African economy is substantial, it is infinitesimal on the global scale. Hence, we have the onerous task of shrinking the gap in financial benefits between Africa and the West.”
