The Africa Magic Viewers’ Choice Awards (AMVCA) is an annual award ceremony celebrating outstanding achievements in the African film and television industry.

Since its first edition in Lagos, Nigeria, on March 9, 2013, the award has recognised and rewarded the efforts of actors, filmmakers, producers, and other professionals in the industry.

The AMVCA has been colloquially described as Africa’s ‘Oscars’, ascribing much relevance to its importance and impact on industry stakeholders’ careers. With over 3,000 tribes in Africa and over 1 billion people on the continent, representation of the various stories and histories of the different tribes has been a significant centre of the film industry.

The AMVCA has supported the chronicling and representation of unique cultural stories, with about 267 awards issued over the past nine editions. Over the past ten years and nine editions, the organisers of the Africa Magic Viewers’ Choice Awards, MultiChoice, have invested over ₦9 billion in the industry and provided over 27,000 jobs.

The spread of the company’s investments has covered award events – impacting the lighting, sound, music and fashion industry, venues, brands, setups, catering, and training through the MultiChoice Talent Factory. The investments have yielded multiple benefits for the African film sector, from improved film standards and international recognition and promotion to socio-economic impact, talent development, and creating a platform for industry networking and collaboration.

Over the years, only the best movies with the best quality per year of production and technological advancement have won the AMVCA. Of the 267 awards issued, none has gone to any film that lacks exceptional production quality. It has inspired filmmakers, actors, and every talent involved to bring their A-game to every flick.

The result has been increasingly improved films with crispier picture quality, great sound, apt attention to detail, and captivating stories. The stakes are raised yearly, and only the best in all ramifications – publicity, film quality and impactful stories receive nominations or wins.

The awards are highly regarded and widely covered by the media continentally and internationally. This recognition opens doors to new opportunities and increases industry visibility. The AMVCA attracts attention from the global film community, helping to promote African cinema internationally and creating opportunities for collaborations and co-productions.

In 2022, American actors Tasha Smith, Bayo Akinfemi, Brandon Micheal Hall, and the Head of Essence’s Film and TV Studio, Sidra Smith, spent time networking with African actors at the AMVCAs and planning collaborations. In a soon-to-be-released AMVCA Impact report, 76.1 per cent of African film sector players say that AMVCA has contributed to the international recognition of African films.

The awards have given the African film industry better exposure by highlighting the best films through nominations and award wins. This recognition has elevated the African film status and attracted a broader audience, breaking down barriers that previously limited reach and attracting domestic and international investments.

UNESCO (2021) writes, “As African stories become more globally appealing, African producers are attracting the interest of new, non-historical partners such as the United States and China.”

Two-time AMVCA Best Actress winner Osas Ighodaro buttresses this point, saying, “AMVCA has enabled audience expansion for African films majorly by Pan African inclusion and creating an opportunity for creative cross-pollination. Also, by rewarding the hard work, creativity, work ethic and involvement of creatives across Africa, AMVCA has increased the urge to be associated with African Film. It has also given viewers a priceless opportunity to recognise and celebrate creatives outside mere characters.”

It goes without saying that the awards have also had a significant socio-economic impact on the African economy. In helping to improve production quality, the awards have inspired an increased number of hands per movie, indirectly contributing to job provision. Directly, the awards employ over 3,000 people yearly and have provided job opportunities for over 27,000 people since inception. 61.9 per cent of respondents of the soon-to-be-released AMVCA impact report says that AMVCA has contributed to the growth of the African film sector. Since the AMVCAs launched in 2013, the film industry’s contribution in Nigeria to the GDP has increased from less than 2 per cent to over 6 per cent in 2023.

Beyond the film sector, the award also impacts the fashion, music, arts, tourism and hospitality industries. The AMVCA allows African fashion designers to showcase their creativity with brilliant creations created specially for the red carpet. In recent years, the awards have fanned the flames of fashion with the ‘Design for The Stars’ competition and the ‘Best Dressed Male and Female’ award category.

Nigerian actor and producer Diane Russet notes, “The AMVCA is the MET Gala, Oscar and Emmy all in one. We make fashion statements and capture funny red carpet-moments and people’s life-changing moments. It’s a beautiful night that showcases talents in Africa.”

There are many ways to highlight the impact the awards and its ₦9 billion investment have on the Nigerian entertainment industry, and one story will most likely fail to cover all angles. Still, the effects are evident in talent development and foreign investments from streaming platforms like Showmax, Netflix, and Amazon Prime.

MultiChoice’s ₦9 billion investment through the AMVCA is the start of more as the entertainment industry’s future looks brighter daily. More international platforms are investing in the industry, audiences are paying more attention than ever before, and according to UNESCO, the sector can potentially create over 20 million jobs and contribute $20 billion to the continent’s combined GDP.

As John Ugbe, CEO of West Africa, MultiChoice, succinctly wraps it up, “Today, African films possess an irresistible allure that rivals any in the world. As our local audience expands, so does our international viewership. The overwhelming response signifies the far-reaching impact of AMVCA. Through AMVCA, we have constructed an exhilarating platform that celebrates excellence and propels the African film sector to unparalleled heights. While the industry is progressing at an impressive rate, more vigour and dynamism need to be applied in optimising its contribution to the socio-economic life of African countries and their people. AMVCA will remain a key player in the pursuit of this mission.”