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Why the AMVCA Matters to Nigerian Entertainment Industry

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Born in 2013 from a recognition of the immense potential of African films and fuelled by the dissatisfaction that the creativity and talent were not reaching beyond the shores of the continent, the AMVCA has finally reached its milestone edition, and it is set to take place this weekend.

Expectedly, speculations are rife on what exactly the AMVCA 10 would present, save for the usual glitz and glamour, dresses and looks that cut a dash and a gathering of celebrities and talent in a room radiating with stardom. But the AMVCA serves as both a momentary as well as a long-term reprieve, especially against the current backdrop of a nation decimated by economic downturn — a reality vividly depicted in a recent report by SBM Intelligence, highlighting the exponential increase in prices of commodities in Nigeria.

The AMVCA, after all, stands not only as one of the most extravagant awards ceremonies in Africa but also as a significant booster of the nation’s economy, having invested over N9 billion and creating an estimated total of 27,000 jobs through its last nine editions. The hospitality, transportation and logistics, fashion and beauty, event planning, marketing and creative design industries are some of the direct sector beneficiaries.

For every viewer who embraces the ideals of what the AMVCA represents, a sceptic wonders whether they’re worth the big to-do. And one needs only to highlight some of the positives of the awards show to placate those doubts.

For starters, a nomination alone can transform one’s career.

“Before AMVCA, I was just an actor; when I won, I became a recognised actor, and after AMVCA, I became a popular actor, and now, I have become a celebrated actor,” says Rotimi Salami, Nollywood Actor.

“It’s the most talked-about event in Africa; it’s the combination of the MET Gala, Oscar and Emmys all in one. Fashion statements are made, funny red-carpet moments captured, and people’s life-changing moments captured; it’s a beautiful night that showcases talent in Africa. We all get to visit another country through film,” says ex-reality TV star turned actress and filmmaker, Diane Russet.

Undoubtedly, an AMVCA win is a career highlight — the kind that leads to larger paychecks and budgets. Even a nomination is a remarkable achievement given the hundreds of qualified films in contention each year. It’s especially a boost in visibility for those who work behind the scenes in the more technical aspects of filmmaking, such as sound engineers, lighting or costume design.

Yet, the influence of the awards show extends far beyond individual careers. It has helped to raise the profile and prestige of the African film industry, encouraging more investment and support from both local and international stakeholders.

The grand production and presentation of the awards capture the attention of the global film community, promoting African cinema on an international scale and fostering opportunities for collaborations and co-productions. This, in turn, raises standards for production quality, encouraging filmmakers to invest in better equipment, technology, and production values.

Moreover, the recognition and prestige associated with the AMVCA help attract investment and funding to the African film industry, leading to increased production budgets and improved resources for filmmakers.

Just as the AMVCA “has enabled audience expansion for African films majorly by Pan African inclusion and creating the platform of opportunity for creative cross-pollination,” as actress Osas Ighodaro notes, the AMVCA also has “the biggest red carpet on the continent. Giving young designers a chance to be a part of that is a huge opportunity,” according to Mai Atafo, bespoke Fashion Designer.

This is to say, the AMVCA has emerged as a platform for showcasing African fashion and style. The red carpet at the AMVCA serves as a runway for glamorous and trend-setting outfits, showcasing the creativity and talent of African designers. This synergy between entertainment and fashion elevates the overall experience of the event and contributes to the promotion of African fashion on a global scale.

In addition, the awards show enhances talent development by offering various masterclasses tailored for budding and established practitioners within the industry during the AMVCA event. This initiative is spearheaded by the MultiChoice Talent Factory, which offers training programs, workshops, and opportunities for aspiring filmmakers to hone their skills, gain industry exposure, and make meaningful contributions to the field. Distinguished professionals from different sectors of the industry cover a wide array of themes and topics, conducting training sessions, and holding engaging discussions with aspiring filmmakers.

In and around the Eko Hotel and Suites, VI, Lagos, where the event will be held this weekend, on May 10 and 11, visitors from all around the continent will flock to bars, restaurants, and hotels, and utilise the services of various car rental agencies. The impact, therefore, extends beyond the realms of filmmaking to promote tourism and destination marketing across the nation. The AMVCA sparks curiosity and interest in exploring African destinations and this exposure boosts tourism and highlights investment opportunities within the tourism sector, ultimately contributing to economic growth and job creation.

Indeed, MultiChoice’s N9 billion investment in the creative industry through the AMVCA is no mean feat. But there’s still a long way to go — Africa only contributes 1% to a global creative economy valued at $2.2 trillion.

John Ugbe, CEO of West Africa, MultiChoice, acknowledges this disparity and underscores the need for a forward-looking stance for the AMVCA. He properly wraps it up: “While the industry is progressing at an impressive rate, more vigour and dynamism need to be applied in optimising its contribution to the socio-economic life of African countries and their people. AMVCA will remain a key player in the pursuit of this mission.”

Opinion

Why Nigeria needs the All-Nigeria Rotary Peace Summit

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rotary

The All-Nigeria Rotary Peace Summit will examine how good governance, justice and equity can help Nigeria build lasting peace

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Entertainment

Reel Momentum: Nollywood Releases That Defined Q3

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Nollywood

By Olayinka Akanbi

The third quarter of 2026 offered a clear picture of where Nollywood stands today. Across July, August and September, filmmakers told stories centred on family, culture, history, identity and everyday life.

Some films looked inward at personal struggles, while others drew from folklore, real-life events and Nigeria’s past.

Also read: Orlando Owoh Music Festival Set for November 7 in Lagos

There were also signs of change in how films are distributed, with streaming platforms increasing their investment in original content.

July was defined by personal, character-driven stories.

One of the standout releases was Alechenu, directed by Biodun Stephen, which followed the journey of an autistic teenager travelling from Oyo State to Lagos in search of the mother he had never met.

The film explored themes of family, identity and perseverance through a simple yet emotional narrative.

Around the same period, Lami focused on the life of a retired soldier grappling with the emotional effects of war, examining trauma, healing and second chances through the experience of one man trying to rebuild his life.

Another notable release, The Return of Omotara Johnson, marked the return of veteran actress Bukky Wright in a crime drama centred on family secrets and unresolved past conflicts.

Later in the month, films such as Wire Wire and Njem: The Journey continued the trend of storytelling rooted in real-life experiences and social issues.

In August, attention shifted towards history, tradition and culture.

The month opened with Sweet 16, a coming-of-age family drama that also drew attention as one of the final completed performances by the late actor Alexx Ekubo.

This was followed by Ikenga: The Last Festival, a story centred on tradition, power and destiny, featuring veteran actors Pete Edochie and Patience Ozokwor.

Released around the same period, Aláhùn (The Weaver) drew heavily from Yoruba mythology and folklore, highlighting a growing interest in indigenous narratives and local fantasy storytelling.

Towards the end of the month, King Kosoko revisited the life of one of Lagos’ most influential historical rulers, reflecting a broader shift by filmmakers towards exploring Nigeria’s history on screen.

By September, the conversation had expanded beyond storytelling to include audience engagement and distribution models.

One of the month’s notable releases was Mama Deola’s Wedding Story, which became the first original production from Nigerian streaming platform Kava. Its release underscored the increasing role of local streaming services in shaping the industry.

Other films focused on contemporary life and younger audiences.

Ordinary People examined the lives of everyday Nigerians, while 19 explored themes of identity, ambition and relationships from a youthful perspective.

One Gidi Night captured the rhythm and character of Lagos, using the city itself as a central narrative element.

The month also saw the release of Black Market, which generated widespread attention due to efforts to stage a Guinness World Record attempt for the largest film screening audience at Tafawa Balewa Square in Lagos.

Taken together, these releases reflect an industry in transition one that is expanding its storytelling range while experimenting with new platforms, audiences and formats.

Also read: Orlando Owoh Music Festival Set for November 7 in Lagos

Nollywood is not only telling more stories; it is also redefining how those stories are created, distributed and experienced.

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Opinion

Rotary hails IPDG Lanre Adedoyin polio drive

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Rotary

By Victor Ojelabi,

The Rotary Foundation has recognised the polio eradication efforts of Rotary International District 9112 under Immediate Past District Governor Lanre Adedoyin, following the District’s transfer of District Designated Funds to the PolioPlus Fund during the 2025 to 2026 Rotary year, a contribution acknowledged recently, as part of the global funding effort to protect children from the disease.

Also read: Rotary Club of Lagos Strengthens Traders With Fresh ₦6m Business Grant

The recognition brings a fitting international dimension to a Rotary year in which Adedoyin, a lawyer and member of the Rotary Club of Surulere South, repeatedly placed polio eradication among District 9112’s major humanitarian priorities across Lagos and Ogun states.

In a message addressed to District 9112, The Rotary Foundation thanked the District for committing its District Designated Funds to the campaign, saying the collective support from Rotary districts helped the organisation reach its fundraising target and secure matching funds that translate into US$150 million for polio eradication.

“Your support helped Rotary reach our goal and secure the matching funds that translate into US$150 million toward eradicating polio,” the Foundation said.

The money has consequences far beyond the balance sheet.

According to the Foundation, polio funding supports frontline workers taking vaccines into remote communities, environmental surveillance capable of detecting the virus in wastewater and programmes designed to interrupt transmission in affected areas.

The Foundation said the continuing effort was particularly important in Afghanistan and Pakistan, the only two countries where wild poliovirus remains endemic.

That assessment is consistent with Rotary International’s latest account of the global campaign.

Rotary says its partnership with the Gates Foundation generates up to US$150 million annually for polio eradication, with Rotary raising US$50 million and the Foundation providing a two-to-one match.

The money supports vaccine procurement, social mobilisation, outbreak response, surveillance and other operational requirements.

Rotary’s involvement stretches back decades. Its first polio vaccination project began in the Philippines in 1979, and the organisation became a founding partner of the Global Polio Eradication Initiative in 1988. Since then, global polio cases have fallen by 99.9 per cent.

For Nigeria, the story carries particular resonance.

The country recorded its last case of wild poliovirus in Borno State in August 2016.

Four years later, the World Health Organisation African Region was formally certified free of wild poliovirus, leaving Afghanistan and Pakistan as the remaining countries with endemic transmission.

That historic achievement, however, did not mean the end of the polio challenge in Nigeria.

Circulating vaccine-derived poliovirus can still emerge in communities with low immunisation coverage, making vaccination and surveillance essential even in countries that have eliminated wild poliovirus.

It was against that backdrop that the IPDG’s polio drive developed during the 2025 to 2026 Rotary year.

Adedoyin, who became the second District Governor of District 9112 following the division of the former District 9110, had signalled early in his tenure that healthcare would remain a central part of the District’s service programme.

His installation in Lagos in July 2025 marked the beginning of a year that subsequently combined fundraising with grassroots advocacy and support for health workers.

By September 2025, the District had held a PolioPlus seminar at which Adedoyin warned against complacency simply because wild poliovirus had disappeared from Nigeria. District records show that the campaign remained prominent in its programme in the months that followed.

In October, Districts 9111 and 9112 took the End Polio Now message beyond conventional conference halls with a joint train journey from Lagos to Abeokuta.

Led by Adedoyin and then District 9111 Governor Henry Akinyele, alongside Nigeria National PolioPlus Committee Chairman Joshua Hassan and other Rotary leaders, the initiative turned the train journey into a public awareness campaign for polio eradication.

District 9112 also took the message to communities in Ogun State, including a roughly 10-kilometre Keep Polio @ Zero awareness walk in Sagamu aimed particularly at encouraging parents and guardians to ensure that children receive their vaccinations.

In Lagos, the campaign moved from advocacy to practical support.

District 9112 donated 100 pairs of rain boots and 200 raincoats to the Lagos State Primary Health Care Board in October 2025 to assist health personnel working on polio eradication during the rainy season. The intervention was valued at about ₦1.6 million.

Adedoyin made the District’s position clear at the presentation.

“Our commitment to ending polio is absolute,” Adedoyin said. “We will continue working with the Lagos State Government and our partners until polio is completely wiped out.”

Another significant moment came towards the end of his tenure.

In June 2026, District 9112 announced that it had raised US$13,000 through the World’s Greatest Meal initiative for The Rotary Foundation’s PolioPlus Fund.

The contribution was described by World’s Greatest Meal Committee Chairman Tokunbo Opanubi as one of the highest recorded by the District through the initiative.

The US$13,000 contribution is separate from the District Designated Funds now acknowledged by The Rotary Foundation.

Together, however, the initiatives illustrate the different channels through which District 9112 supported the global eradication campaign during Adedoyin’s tenure.

District Designated Funds form part of The Rotary Foundation’s funding system and allow Rotary districts to direct portions of avail

IPDG Lanre Adedoyin with wife at a Rotary event recently

able Foundation resources towards eligible programmes.

PolioPlus is one of the avenues through which districts can deploy such resources in support of Rotary’s eradication objective.

The Foundation’s latest acknowledgement therefore adds another layer to District 9112’s polio record for the 2025 to 2026 year.

It also demonstrates the multiplier effect behind Rotary’s funding model.

A contribution originating from clubs and districts can ultimately support a much larger global pool used for vaccines, surveillance, community mobilisation and the difficult task of reaching children in areas affected by conflict, insecurity or geographical isolation.

The stakes remain considerable.

Polio is a potentially fatal infectious disease that primarily affects young children and can invade the nervous system, causing irreversible paralysis.

Although its global footprint has been reduced dramatically, Rotary cautions that eradication requires sustained vaccination and surveillance until transmission has been stopped everywhere.

The Foundation’s message to District 9112 captured that unfinished mission.

It thanked the District for supporting the PolioPlus Fund and helping move the world closer to the point where “no child is threatened by this disease ever again”.

For Adedoyin, who handed over the governorship of District 9112 at the end of the 2025 to 2026 Rotary year, the recognition offers a powerful postscript to a year in which the District’s contribution was measured not only in fundraising figures, but also in public advocacy, community mobilisation and support for those working closest to vulnerable children.

Also read: Rotary Club of Lagos Strengthens Traders With Fresh ₦6m Business Grant

And for District 9112, the acknowledgement connects a local Rotary story from Lagos and Ogun states to a much larger global ambition: ensuring that the final cases of polio become part of history rather than the beginning of another outbreak.

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