Africa Magic Viewers’ Choice Awards Returns for 11th Edition, Driving Economic Growth in African Film Industry

 

The Africa Magic Viewers’ Choice Awards (AMVCA), Africa’s most prestigious film and television event, is set to return for its 11th edition, continuing its legacy of not only celebrating creative excellence but also driving significant economic impact across the continent. Since its inception in 2013, the AMVCAs have become a cornerstone of Africa’s creative economy, fostering job creation, revenue generation, and industry growth.

Over the past decade, the AMVCAs have invested more than ₦10 billion in events, training, and logistics, creating over 30,000 jobs across various sectors. Each edition generates more than 3,000 direct and indirect employment, benefiting professionals such as production designers, screenwriters, sound engineers, artisans, and lots more. The ripple effect extends beyond the film industry to sectors like fashion and beauty, hospitality, logistics, and tourism.

Dr Busola Tejumola, Executive Head of Content and Channels, West Africa at MultiChoice, emphasised the awards’ economic significance during a recent press briefing. “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 awards have also catalysed greater international recognition for African films. By showcasing exceptional storytelling from across the continent, the AMVCAs have opened doors for co-productions and distribution deals with global platforms. This has led to increased revenue streams for filmmakers while amplifying Africa’s cultural footprint on the global stage.

John Ugbe, CEO of West Africa, MultiChoice, highlighted this transformative impact: “The AMVCAs is also about creating opportunity for African creatives. Beyond honouring excellence in film and television, it has created a platform that drives economic empowerment by attracting international collaborations and investments. The awards are a testament to how storytelling can fuel growth across industries.”

The economic benefits of the AMVCAs extend to tourism as well. Each year, the event draws visitors from across the continent and beyond who immerse themselves in the vibrant cultures of Nigeria. Hotels, restaurants, transportation services, and local businesses experience a surge in patronage during the event period. The awards also spotlight African fashion designers and artists who gain global exposure through their participation in red-carpet events.

With plans to announce nominees on Sunday, March 23, 2025 at 7 PM and a star-studded awards gala set for May 10, 2025 in Lagos, Nigeria, this year’s edition promises to further amplify its socio-economic impact. The AMVCAs remain committed to fostering talent development while continuing to elevate production standards within African cinema.

With Africa’s creative industries currently contributing only 1% to the global creative economy valued at $2.2 trillion, events like the AMVCAs are critical in bridging this gap. By nurturing talent and expanding market opportunities for African content creators, the awards play a vital role in positioning Africa as a key player on the global entertainment stage.

For filmmakers and creatives across Africa, the AMVCAs represent more than an award—they symbolise an engine of progress that drives economic growth while showcasing Africa’s stories to the world.