As the 11th Africa Magic Viewers’ Choice Awards (AMVCA) draws near, it’s clear the ceremony has evolved into more than a glamorous evening. Organised by MultiChoice Nigeria, the annual event now stands as a pillar of Nollywood’s growth, fueling talent, shaping trends, and exporting African stories to a global audience.
Since its debut, the AMVCA has done more than celebrate excellence in film and television. It has launched careers, revived others, and brought long-overdue recognition to creatives across the industry.
When actor Wale Ojo clinched Best Actor last year, his reaction was heartfelt. “It’s a very emotional experience making this film,” he said, breaking into a victory song before thanking supporters. His story mirrors many in Nollywood who have seen their fortunes rise after an AMVCA win.
Director Kemi Adetiba and actor Chimezie Imo, both past recipients of the Trailblazer and Best Director awards, have called the experience transformative. “You let us be seen,” Adetiba said, reflecting on how the award reshaped her trajectory.
Behind the Scenes, In the Spotlight
The spotlight doesn’t stop at actors and directors. Editors, composers, costume designers, and other behind-the-scenes professionals have also found new recognition through the AMVCA platform.
Responding to changes in how audiences consume content, the AMVCA has expanded its categories. Recent editions now honour digital creators, regional language films, and student productions. This year, the 11th edition introduces a new category, Best Music Score.
“This edition recognises the fundamental role of sound and music in storytelling,” said Femi Odugbemi, Head Judge of the AMVCA. “A compelling score can make a story linger long after the final scene.”
Global Reach, Local Impact
According to the AMVCA Impact Report, the event has presented over 300 awards and generated more than 27,000 jobs in the last decade, averaging 3,000 jobs per edition. Its influence extends beyond the continent, with increasing international attention from the US, UK, and other major markets.
“Through our past successful editions, we’ve seen our cinema rise on the global stage,” said Busola Tejumola, Executive Head of Content and West Africa Channels at MultiChoice. “African filmmakers are now engaging in meaningful collaborations with top studios around the world.”
With every edition, the AMVCA not only celebrates excellence but sets a course for where African cinema is headed next, boldly, creatively, and globally.
