A groundbreaking report on the audiovisual industry has unveiled a remarkable story of economic empowerment through Africa’s premier film and television accolades, the Africa Magic Viewers’ Choice Awards (AMVCA). Over the past decade, this prestigious awards ceremony has not only celebrated outstanding achievements in film and television but has also fostered substantial job creation, resulting in the emergence of at least 27,000 new roles.
The AMVCA Impact Report, released by BHM Research & Intelligence, shines a spotlight on the profound economic influence of the AMVCA since its inauguration. Each annual edition of this illustrious event has acted as a catalyst, stimulating the creation of over 3,000 direct and indirect jobs within the African audiovisual sector.
The AMVCA, which made its debut in 2013 and has since hosted nine editions, has ascended to become the most coveted recognition in the African movie industry. The report underscores that various industry players, including actors, filmmakers, screenwriters, cinematographers, and editors, have directly benefited from this grand production. Furthermore, supporting industries like catering, logistics, and equipment rentals have experienced a substantial uptick in business during each AMVCA season.
Busola Tejumola, Executive Head of Content and West Africa Channels at MultiChoice, expressed optimism about the sector’s potential, stating, “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. 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 comprehensive survey system and incorporated existing economic multipliers specific to Africa to calculate the awards ceremony’s impact on the film sector, practitioners, and secondary stakeholders.
Notably, the report underscores that over the last decade, an investment of over N9 billion has contributed significantly to the growth of the African film sector. A staggering 61.9% of industry participants believe that the AMVCA has played a pivotal role in the sector’s expansion, while 68.2% of African movie enthusiasts attest to its contribution to the international recognition of African cinema.
Beyond the confines of the film industry, the AMVCA has also made a remarkable impact on tourism in cities where it has held tours, including Lagos, Johannesburg, Accra, and Kigali. Over 50% of respondents in the report, spanning actors, musicians, producers, directors, fashion designers, comedians, and more, acknowledge the AMVCA’s positive influence on local tourism.
Additionally, the AMVCA serves as a glamorous showcase for African fashion designers, stylists, and makeup artists. Celebrities and industry professionals frequently collaborate with local stylists to craft exquisite outfits and accessories, amplifying the event’s significance in the fashion world.
While Africa’s film and audiovisual industries currently contribute $5 billion to the continent’s GDP, UNESCO estimates that their full potential impact could surpass $20 billion. These industries also provide employment to 5 million people, with the potential to generate an additional 20 million jobs in the near future. The AMVCA’s journey of a decade is a testament to the transformative power of art and culture on the African continent.
