In the last decade, at least 27,000 jobs have been created by the biggest awards ceremony in Africa’s film industry. A new report reveals that beyond delivering on its dedication to honouring exceptional achievement in film and television, the Africa Magic Viewers’ Choice Awards (AMVCA) also plays a critical role in boosting economic opportunities on the continent.
The AMVCA, since making its debut in 2013, has successfully hosted nine editions and become the African movie industry players’ most coveted prize. But newly released data by BHM Research & Intelligence in its AMVCA Impact Report shows that since its inception, each edition of the ceremony has been a catalyst for the creation of over 3,000 direct and indirect jobs.
According to the report, actors, filmmakers, screenwriters, cinematographers, and editors are some of the industry players who have been directly impacted by the annual production. Supporting industries such as catering, logistics, and equipment rentals have also experienced a significant boost in business during every AMVCA season.
Nigeria’s tourism and fashion industries, the report further reveals, are some of the sectors that have also flourished with business activities during this time.
Having hosted the ceremony since its first edition, Nigeria’s hospitality sector notably thrives every event year, with guests from across the continent relying on services such as AirBnBs, hotels, Uber, and more. Over 50% of respondents in the report — actors, musicians, producers, directors, fashion designers, comedians, and more — agree that the AMVCA has positively impacted tourism in cities where it has held a tour, including Lagos, Johannesburg, Accra and Kigali.
The event also serves as a glamorous showcase for African fashion designers, stylists, and makeup artists. Attendees, including celebrities and industry professionals, often engage home-grown stylists for their exquisite outfits and accessories.
Africa’s film and audiovisual industries presently generate $5 billion, which represents just a quarter of their actual potential contribution to Africa’s GDP, estimated to be over $20 billion according to UNESCO. The industries are also responsible for creating 5 million jobs with a potential to create 20 million new jobs in the next few years.
“We believe there is still a lot to do in the sector,” Dr. Busola Tejumola, Executive Head of Content and West Africa Channels at MultiChoice, says. “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 adopted a multi-layered survey system and existing economic multipliers specific to Africa to estimate the value of the awards ceremony’s impact on the film sector, practitioners and secondary stakeholders.
With investment of over N9 billion in the last decade, 61.9% of film sector players believe that the AMVCA has contributed to the growth of the African film sector, while 68.2% of African movie watchers believe it has contributed to the international recognition of African films.
Overall, more than 90% of respondents in the comprehensive report affirm their confidence in the future prospects of the continent’s film sector.
The inaugural AMVCA ceremony took place in Lagos in March 2013 while its most recent edition also held in Nigeria’s commercial capital in May 2023