Africa Magic Viewers’ Choice Awards (AMVCA) is an annual ceremony that celebrates the outstanding achievements in the African film and television industry. Since its inception in Lagos, Nigeria, on March 9, 2013, the AMVCA has recognized and rewarded the efforts of actors, filmmakers, producers, and other professionals in the industry.
Often referred to as Africa’s ‘Oscars’, the AMVCA carries significant relevance and impact on the careers of industry stakeholders. With over 3,000 tribes and more than 1 billion people in Africa, the representation of diverse stories and histories has become a focal point for the film industry.
The AMVCA has played a crucial role in supporting the chronicling and representation of unique cultural stories. Over the course of nine editions, approximately 267 awards have been issued, contributing to the growth and development of the African film sector. The organizers of the AMVCA, MultiChoice, have invested over ₦9 billion in the industry and created more than 27,000 job opportunities.
MultiChoice’s investments have extended beyond the award events themselves. The company has had a significant impact on various sectors, including lighting, sound, music, fashion, venues, brands, setups, catering, and training through the MultiChoice Talent Factory. These investments have led to improved film standards, international recognition, and promotion of African cinema, as well as socio-economic impact, talent development, and enhanced opportunities for industry networking and collaboration.
The AMVCA has set a high standard for film quality, awarding only the best movies that showcase exceptional production quality. The focus on excellence has inspired filmmakers, actors, and all talents involved to bring their best work to the screen. This commitment to quality has resulted in increasingly improved films with superior picture quality, excellent sound, attention to detail, and captivating stories.
The awards have gained significant recognition both continentally and internationally, attracting attention from the global film community. This exposure has helped promote African cinema on a global scale, creating opportunities for collaborations and co-productions. In 2022, American actors Tasha Smith, Bayo Akinfemi, Brandon Micheal Hall, and Sidra Smith from Essence’s Film and TV Studio spent time networking with African actors at the AMVCAs, planning future collaborations.
The AMVCA has also had a profound socio-economic impact on the African economy. By improving production quality and inspiring more individuals to join the industry, the awards have indirectly contributed to job creation. The direct employment opportunities provided by the AMVCA have employed over 3,000 people annually and impacted over 27,000 individuals since its inception. The awards have also contributed to the growth of the African film sector, with 61.9% of respondents in a soon-to-be-released AMVCA impact report stating that it has played a significant role.
Furthermore, the awards have had a positive influence on various industries beyond film. The AMVCA serves as a platform for African fashion designers to showcase their creativity through custom-made outfits worn on the red carpet. In recent years, the awards have intensified the fashion aspect by introducing the ‘Design for The Stars’ competition and ‘Best Dressed Male and Female’ award category.
The impact of the AMVCA and MultiChoice’s ₦9 billion investment in the Nigerian entertainment industry cannot be overstated. It has paved the way for more international platforms to invest in the industry, resulting in increased audience interest. According to UNESCO, the African film sector has the potential to create over 20 million jobs and contribute $20 billion to the continent’s combined GDP.
As John Ugbe, CEO of West Africa at MultiChoice, aptly summarizes, Today, African films possess an irresistible allure that rivals any in the world. The overwhelming response to AMVCA signifies its far-reaching impact. While the industry continues to progress, there is a need for more dynamism and vigor to optimize its contribution to the socio-economic life of African countries. AMVCA will remain a key player in pursuit of this mission.
The AMVCA has undoubtedly elevated the status of African cinema, attracted a wider audience, and broken barriers that previously limited its reach. With its continued success, the AMVCA will play an integral role in shaping the future of the African film and television industry.
