How AMVCA’S Decade- long Impact Contributes To Nigeria’s Economy
AWARD
shows around the world are more than mere celebrations of glamour, artistry, or craft. They encompass all these aspects, which is the primary reason for their existence, but there has been a rise in their influence on many facets of society, whether in entertainment or the economy.
Take, for example, the Oscars, which recently generated an estimated $ 170 million economic impact on Los Angeles, its enabling city. “This is not just from the event itself but from related activities, from drivers and dinners to hotels and clothing purchases and so much more”, writes Stacy Jones, Founder of Hollywood Branded. That is no mean feat. Call it poetic, but the same narrative unfolds for the award shows colloquially described as Africa’s ‘ Oscars’: The Africa Magic Viewers’ Choice Awards ( AMVCA). Within its decade- long reign, the AMVCA has become increasingly important, impacting careers and ultimately boosting the economy. Since its inception in 2013, the awards show has recognised talent, celebrated artistry, and fostered different crafts, acknowledging those who passionately tell African stories that resonate with audiences. Indeed, Africa’s vast diversity of over 3,000 tribes and a population exceeding 1 billion found a significant focal point in representing the myriad stories and histories of these diverse communities with the AMVCA. And that’s on the one hand. On the other, the AMVCA has impacted various sectors of the Nigerian economy, supported by ample data.
The AMVCA Impact Report published last year reveals that each edition of the awards show creates over 3,000 direct and indirect jobs, reaching an estimated total of 27,000 jobs throughout all its editions. Production designers, composers, screenwriters, sound designers/ engineers, PR practitioners, and marketers are some of the direct sector beneficiaries.