Over the past ten years, the most prestigious awards ceremony in Africa’s film industry has contributed to the creation of approximately 27,000 job opportunities. A recent report has shed light on the Africa Magic Viewers’ Choice Awards (AMVCA) and its role in not only recognizing outstanding accomplishments in film and television but also significantly bolstering economic prospects on the continent.
Since its inception in 2013, the AMVCA has successfully hosted nine editions and has become the most sought-after accolade in the African film industry. However, newly released data from the AMVCA Impact Report, conducted by BHM Research & Intelligence, reveals that each iteration of the ceremony has served as a catalyst for the generation of more than 3,000 direct and indirect jobs.
The report highlights that actors, filmmakers, screenwriters, cinematographers, and editors are among the industry professionals who have directly benefited from the annual event. Furthermore, supporting industries such as catering, logistics, and equipment rentals have experienced a substantial surge in business activity during each AMVCA season.
The report also points out that Nigeria’s tourism and fashion sectors have thrived during this period. Nigeria’s hospitality sector, in particular, experiences significant growth each event year, as guests from across the continent rely on services like AirBnBs, hotels, Uber, and more. The report reveals that over 50% of respondents, including actors, musicians, producers, directors, fashion designers, and comedians, agree that the AMVCA has positively impacted tourism in cities where it has held tours, including Lagos, Johannesburg, Accra, and Kigali.
Additionally, the AMVCA serves as a glamorous platform for African fashion designers, stylists, and makeup artists. Attendees, including celebrities and industry professionals, often engage local stylists to create exquisite outfits and accessories.
Africa’s film and audiovisual industries currently generate $5 billion, representing only a quarter of their potential contribution to Africa’s GDP, estimated to be over $20 billion according to UNESCO. These industries have already created 5 million jobs, with the potential to generate an additional 20 million in the coming years.
Dr. Busola Tejumola, Executive Head of Content and West Africa Channels at MultiChoice, expresses optimism about the future of the industry: “We believe there is still a lot to do in the sector. With consistent promotion and projection of our industry, we are confident that we will surpass this $20 billion mark in the coming years.” She adds, “The upcoming years for AMVCA will be dedicated to accelerating the socio-economic impact of the sector, inspiring and nurturing talent, expanding industry exposure, and attracting vital investments.”
The AMVCA Impact Report utilized a multi-layered survey system and specific African economic multipliers to estimate the awards ceremony’s impact on the film sector, practitioners, and related stakeholders. With an investment of over N9 billion in the last decade, 61.9% of film sector participants believe that the AMVCA has contributed to the growth of the African film sector, while 68.2% of African movie enthusiasts believe it has contributed to the international recognition of African films.
Overall, more than 90% of respondents in the comprehensive report express their confidence in the future prospects of the continent’s film sector. The inaugural AMVCA ceremony took place in Lagos in March 2013, while the most recent edition was held in Nigeria’s commercial capital in May 2023.
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