The Africa Magic Viewers Choice Awards (AMVCA) has evolved over the years from a social media-driven award to a hybrid model similar to what obtains at prestigious Oscars Awards and others, KEHINDE OSASONA reminisces on the 11th edition.
The AMVCA
‘Camera rolling..Action!’ may well be a familiar tune for viewers and ardent followers of Nigerian television series and cinema. But beyond that lies an industry evolving on a daily basis with craftsmen and women honing their skills to remain relevant in the trade.
Before now, most of the actors’ efforts were either poorly rewarded or not recognised at all. However, relief came when the Africa Movie Academy Awards (AMAA) renowned as the premier accolade in African cinema berthed in 2005.
The aim, among other things, was to promote African filmmaking and celebrate industry professionals.
When the Africa Magic Viewers’ Choice Awards (AMVCA) returned for its 11th edition with all elegance befitting a high-octane event of that nature, not many were taken aback at the quality of art and professionalism at display. It was Nollywood’s biggest night!
Prior to this edition, those before were not short of expected glitz and creativity, but considering what went into the much-publicised 11th edition tagged ‘Celebration of creativities in Africa’, it would be safer to say that African cinema from Nigeria to Uganda, Ethiopia to South Africa and Morrocco, is indeed in its transformative moment.
It was a star-studded ceremony. Lagos, which has now become the hub of entertainment in Africa and beyond, hosted the arrays of filmmakers and actors from television and film, stylists, fashionistas, producers, creative directors, film critics among others, who all came to add glamour to the event.
With emerging talents, spanning different categories like drama, comedy, reality, documentary, and the depth of talent in African entertainment, keen followers of AMVCA are of the views that the awards may have come to stay.
Considerably, the event today has not only served as a glittering stage for African cinema, but it has also become a beacon of celebration for Nollywood.
What particularly stood the 11th edition held at the prestigious Eko Hotel and Suites out were the electrifying musical performances, lit-up stage, the fashion buzz, red-carpet glamour and surprises that brought tears and cries of joy from winners who coasted to victory in different categories.
The AMVCA jury was composed of seasoned industry bests such as Femi Odugbemi, Steve Ayorinde, Mimi Bartels, Ireti Doyle, Debbie Odutayo, Biodun Stephen and Victor Okhai, who all played a very significant role.
Earlier, the AMAA award, a brain-child of the late Anyiam-Osigwe – which has now become his legacy – was a platform that was also used to amplify African voices and nurtures storytelling across the continent, with efforts rewarded and celebrated.
The thrills, drama and surprises
Like the Academy Motion Picture Arts and Sciences (OSCAR) in the United States of America and the British Academy of Film and Television Arts (BAFTA) in the United Kingdom, the just concluded AMVCA was not without its thrills, frills, emotion, drama and, of course, surprises.
Femi Adebayo’s won the best lead actor for his role in “Seven Doors” while Chioma Chukwuka also won Best Lead Actress. However, Adebayo’s emergence against all odds has continued to raise dust in the industry as viewers and netizens have started lamenting that many actors are not rated at their job.
While the correctness of the allegations cannot be immediately ascertained, findings by Blueprint Weekend revealed that Ibrahim Chatta, a talented actor who snubbed the event after claiming he was not interested in winning the award, was nominated for the ‘House of GAA’ but lost the award to Adebayo, popularly known as ‘Jelili’ at the award night.
Known for his controversial stance on issues, Lagos-based singer and ‘Zaazoo Zehh’ crooner, Habeeb Okikiola, popularly known as Portable, has knocked the organisers for denying the actor his right of place, citing a gang up in the Nigerian entertainment industry against Chatta who missed out from winning an award.
In a video message shared via his Instagram page, Portable insisted that Ibrahim Chatta was more deserving of the award for Best Lead Actor.
“My fans, there is a gang up in the Nigerian entertainment industry, even in Nollywood. They didn’t give Ibrahim Chatta an award at the 11th AMVCA despite his impeccable acting. That was how I was also snubbed by The Headies Awards.
“We don’t need awards. We need food, we need money. We have money but we can’t use money to buy awards like some people.
“Ibrahim Chatta, if they don’t award you, God will reward you. My boss, you are my mentor. I love you.”
Before now, popular Nollywood actor, Kunle Remi, once reacted to the controversies surrounding nomination snub and his outfit at the AMVCA 2023.
The exclusion of Remi, the lead actor in ‘Anikulapo’ Kunle Afolayan’s epic drama, which received 16 nominations from the ninth edition of AMVCA, it would be recalled, sparked outrage among his fans and netizens.
Reacting to the development, Remi shared how he dressed for the event by sharing photos of his outfit on Instagram, saying, “I showed up to the AMVCA as Kunle Remi.”
The actor claimed that AMVCA does not belong to him and that he does not host the show. He asserted that his snub had no effect on him, his style, fame or energy.
Remi stated that he remains unaffected by the snub, because his role as ‘Saro’ was accepted as a challenge rather than an award.
But, many believe Remi’s rejection was due to an interview he had granted earlier where he alleged that a senior colleague had attempted to seduce him into homosexuality.
However, the lamentation and purported snub did not take the shine off the 2025 edition as winners coasted home to victory amidst encomiums and celebrations.
“Lisabi: The Uprising,” another blockbuster movie, went home with the awards for Best Indigenous Language (West Africa).
Produced by and starring Lateef Adedimeji, a major winner, the film bagged Best Indigenous Language Film (West Africa), Best Art Direction, and Best Makeup. Directed by Niyi Akinmolayan, Lisabi is a historical drama about an Egba farmer who leads a resistance against the oppressive Alaafin of Oyo in the 1800s.
Adedimeji and wife, Adebimpe Oyebade, who also starred in the film, dedicated the award to God and their hardworking team. Other awards were Best Art Direction for Solihull Badu Noutical and Ayanmo Yakub, and best make-up for Hakeem Onilogbo (Hakeem Effect).
Sani Mu’azu and Nkem Owoh were awarded Lifetime Achievement Awards in acknowledgement of their immense contributions to the industry.
The best movie category went to Freedom Way by Blessing Uzzi. The 2024 action thriller, directed by Afolabi Olalekan, explores themes like corruption, police brutality, and youth oppression in Nigeria. It defeated other top contenders like Skeleton Coast, Suspicion, and House of Ga’a.
The facts
After she was sworn-in as minister of Arts, Culture and Creative Economy, Hannatu Musawa, was quoted as saying that Nigeria’s creative sector was capable of contributing to economic growth if properly harnessed and tailored towards public-private initiative.
Considerably, it would not be out of place therefore to say that Nigeria, by current standing is on the verge of exporting its arts, culture and creativity to the rest of the world for enhanced contribution to the Gross Domestic Products (GDP).
More importantly, as the lights dim on the 2025 edition, critics and cinema buffs-alike want the industry to prioritise substance over spectacle.
Not only that, they are of the view that it can only get better when the government, investors and filmmakers collaborate so that Nigeria and Lagos in particular remain a grand spectacle of cinema hubs in Africa and by extension, globally.