Stimulating cultural export through the Movie Awards


The eighth edition of the Africa Magic Viewers Choice Awards (AMVCA) recorded a series of firsts. From the first fashion show to the African Cultural Day, the awards ceremony was a celebration of African creativity.

However, one of the standout features of this year’s AMVCAs was the cross-cultural collaboration between the Nigerian film industry and the American film industry.

A specific day was dedicated to discussing challenges specific to each industry with the intention of collaborating in the future.

Tagged ‘Hollywood Meets Nollywood Brunch’, Hollywood stars like actress and director Tasha Smith and her sister Sidra, head of Essence’s film and TV studio, as well as Bayo Akinfemi from the popular TV show ‘Bob Hearts Abishola”, Brandon Micheal Hall from the series “God Friended Me” and director, producer, writer and New York Film Academy lecturer Grant Housley from Paramount Pictures were joined by Nollywood stars including Kate Henshaw and Kemi “Lala” Akindoju who moderated the session.

It was the first time the awards had a Hollywood contingent, conversations during the session were robust. Participants wanted to know how to succeed in Hollywood and other information that would help them better develop their skills.

By the end of the day, partnerships were mooted and Tasha pledged to offer full scholarships to her acting academy for 20 actors and actresses. The announcement was greeted with applause. But it is also a testament to MultiChoice Nigeria’s commitment to fostering collaborations with other film industries. Dedicated to forming and building partnerships, the company continues to seek ways to elevate the status of Nollywood and African films in general through different narratives. Much of this is seen on its Africa Magic channels, where rich stories from the continent tell the African story without filters. Already, through its MultiChoice Talent Factory, it is nurturing the next generation of filmmakers who will be exceptionally skilled in the art and business of filmmaking and will spawn new ideas to drive the industry forward.

Interestingly, the encounter between Hollywood and Nollywood was a collaboration with the Most Influential People of African Descent (MIPAD) team as part of efforts to establish international partnerships in film. But more interestingly, it happened during the month of Africa, in May. Thus, the AMVCA ensured that it was a celebration of all things African by showcasing the rich cultural diversity and the desire to reward and attract talent from all film genres.

Take, for example, the awards had categories that recognized talent in other parts of Africa. The hosts of the award also came from different parts of Africa. South African media personality Bonang Matheba was the co-host while Ghanaian actress Sika Osei was the red carpet co-host. Journalists, bloggers and influencers from Uganda, Tanzania, Namibia, Ghana and Kenya were among the guests who converged on the Eko Convention Center where the show took place.

The beauty of African culture was on full display during the cultural day dedicated to AMVCA Africa. The Zulu dancers dazzled the guests with their breathtaking stunts and steps.

Indeed, the eighth edition of the AMVCA was not just a celebration of African culture, but a reminder that Africa is the global hotbed of creativity.


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