As anticipation builds for the 11th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), it’s clear the annual event has become far more than a night of glitz and glamour. Organised by MultiChoice Nigeria, the AMVCA has cemented its role as a powerful engine for Nollywood’s growth, shaping careers, trends, and the continent’s cinematic identity.
Since its inception, the AMVCA has not only rewarded excellence in film and television but also played a defining role in elevating African storytelling to international heights. It has served as a launchpad for emerging talents—many of whom gained widespread recognition after their AMVCA wins—and a career milestone for seasoned professionals who often receive long-overdue acclaim.
For instance, Wale Ojo who won his first AMVCA for Best Actor last year broke into a victory song before addressing the audience: “It’s a very emotional experience making this film, and uh, you know, I really want to thank a lot of people.”
Notably, winners of the Trailblazer and Best Director awards, Chimezie Imo and Kemi Adetiba, often describe the moment as career-defining. “You’ve changed our lives. You let us be seen,” said Adetiba.
The AMVCA has also elevated behind-the-scenes players—designers, composers, editors—who are rarely in the spotlight but essential to the filmmaking process.
In recent years, the platform has expanded to reflect the evolving media landscape, introducing categories that spotlight digital content creators, regional language films, and student productions. For the 11th edition, Best Music Score has been added.
“This edition recognises the fundamental role of sound and music in storytelling,” shared Head Judge Femi Odugbemi.
“Sound design shapes the atmosphere, tension, and emotion of a film, while a compelling score breathes life into the narrative, making a story resonate long after the credits roll.”
These additions demonstrate the organisers’ keen awareness of how storytelling is diversifying and how audiences are consuming content beyond traditional formats.
Beyond accolades, the awards have had a measurable economic impact. According to the AMVCA Impact Report, over 300 awards have been given in the past decade, and more than 27,000 jobs have been created across its editions—about 3,000 per event. The visibility and recognition it provides have amplified African films beyond the continent, with increasing interest from markets in the United States, the UK, and other global territories.
“Through our past 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,” shared Executive Head of Content and West Africa Channels at MultiChoice, Busola Tejumola. “African filmmakers are engaging in vital collaborations with Hollywood and other top film industries worldwide.”
The AMVCA continues to be a touchstone for the industry’s evolution, a platform that not only celebrates African excellence but helps shape its future.
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