…AMVCA Returns, Driving Economic Growth in African Film Industry
By Ayo Onikoyi
Africa’s premier film and television awards, the Africa Magic Viewers’ Choice Awards (AMVCA), is set to return for its 11th edition, reaffirming its role in celebrating creative excellence while significantly impacting the continent’s economy.
Since its inception in 2013, the AMVCAs have been a major force in Africa’s creative economy, fostering job creation, revenue generation, and industry growth.
Over the past decade, the awards have invested more than ₦10 billion in events, training, and logistics, creating over 30,000 jobs across various sectors. Each edition provides over 3,000 direct and indirect employment opportunities, benefiting professionals such as production designers, screenwriters, sound engineers, and artisans. The economic ripple effect extends beyond the film industry to fashion, beauty, hospitality, logistics, and tourism.
At a recent press briefing, Dr. Busola Tejumola, Executive Head of Content and Channels, West Africa at MultiChoice, highlighted the awards’ impact:
“African cinema stands on the shoulders of trailblazers – some of whom are right here with us today. Their work has paved the way for an industry that continues to inspire, challenge, and transform audiences worldwide. At the AMVCA, we don’t just celebrate today’s stars; we honour the legacy of African storytelling, ensuring our stories remain in the spotlight for generations to come.”
The AMVCAs have also increased international recognition for African films, leading to co-productions and distribution deals with global platforms. This has created new revenue streams for filmmakers while amplifying Africa’s cultural influence worldwide.
John Ugbe, CEO of West Africa, MultiChoice, emphasized the AMVCA’s role in economic empowerment:
“The AMVCAs are not just about honouring excellence in film and television but about creating opportunities for African creatives. The platform drives economic empowerment by attracting international collaborations and investments, proving that storytelling can fuel growth across industries.”
The event also benefits tourism, drawing visitors from across Africa and beyond. Local businesses, including hotels, restaurants, and transport services, experience increased patronage. Additionally, African fashion designers and artists gain global exposure through high-profile red-carpet appearances.
Nominees for the 2025 AMVCAs will be announced on Sunday, March 23, at 7 PM, while the star-studded awards gala will take place on May 10, 2025, in Lagos, Nigeria.
With Africa’s creative industries currently contributing only 1% to the $2.2 trillion global creative economy, the AMVCAs play a vital role in bridging the gap. By nurturing talent and expanding market opportunities, the awards continue to position Africa as a key player in global entertainment.
For filmmakers and creatives across Africa, the AMVCAs represent more than an award—they serve as a driving force for progress, economic growth, and global recognition of Africa’s storytelling heritage.
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