The Africa Magic Viewers’ Choice Awards has invested a total of 9 billion dollars and created over 27,000 jobs, according to the recently published AMVCA Impact Report, The Nation has learnt.
Beyond its impact in celebrating and recognising filmmaking, talent and creativity, the report highlighted the substantial socio-economic benefits to Africa’s film ecosystem.
With a focus on the Nigerian and South African economies as representatives, the report states that each edition of the awards has created over 3,000 direct and indirect jobs with direct beneficiaries cutting across actors, filmmakers, screenwriters, cinematographers, editors, production designers, sound engineers, composers, Public Relations and Marketing.
The investments have also boosted associated sectors such as tourism, logistics, transport, hospitality, costumes and designs, catering, and others, creating additional job opportunities for the people.
According to MultiChoice’s Head of Content and West Africa Channels, Dr. Busola Tejemula, “The AMVCA awards have created a platform for creatives to be seen by potential brand opportunities, partners, investors, brand alliances, sponsorships and other business engagements that bring revenues to members of the sector and also indirectly and directly in kind to the sector itself.”
Furthermore, the increased visibility and success of African films have had a positive ripple effect on related sectors such as fashion, music, and the arts. African designers, musicians, and artists have found new avenues to showcase their talents, creating synergies and collaborations that enhance the overall creative economy of the continent.
Beyond the economic impact of the awards, the report sheds more light on the contributions of the AMVCA in several sectors, including entertainment, filmmaking, content, and others.
The NATION.
