The Africa Movie Academy Awards (AMAA), an event held on the continent of Africa since its inception ten years, has been compared to the prestigious American Academy Awards/the Oscars. Initially, that titled remained intact as AMAA appeared to be the go to ceremony recognizing the works and contributions of African film professionals across the continent.
Nevertheless, the appearance of the Africa Magic Viewers Choice Awards (AMVCA) in less than three years, produced by MNET, challenged that title and premise. AMVCA doubled down on its marketing and promotions, courted a strong relationship with press and bloggers, and has ensured a very accessible venue to become the preeminent event with the new title as the “Oscars of Africa.”
In the past three years, from my observation, when AMAA has been mentioned , it just seems like many within and outside the industry shrug their shoulders; as they focus on being a part of the glitz and glam and enjoying the seemingly wider reach, that AMVCA offered for their brands
Indeed, the recent commentary by the founder of GhanaCelebrities.com, Chris-Vincent Agyapong Febiri who is also a UK law degree holder, about the awards, captures the view of many as to AMAA’s seemingly dimming light.
“I am not going to write a long article on this—at least not today.
To be frank, the Africa Movie Academy Awards (AMAA) has become like that adorable beautiful child everyone wanted to touch but somehow along the lines contracted a contagious disease—with people suddenly running away from it or unmoved by the child’s presence.”AMAA started on a good note—with amazing buzz, and arguably became that particular Awards scheme most on the continent’s movie enthusiasts and industry persons looked forward to.
It has not suffered a credibility crisis (nothing extensively damaging that I know of) but surely, it’s deep down there when it comes to adequate buzz, interest and publicity.
The once poster boy of Movie Awards in Africa has lost its buzz—no one really seems to care anymore when you mention AMAA.
The organizers need to re-strategize or else. –GhanaCelebrities.com
Perception, they say, is reality. AMAA had minimal glitz and glam, at best. That minimalist approach to show biz for an awards event that is allegedly on par with Oscars worked until AMVCA showed up with the pageantry, the aggressive marketing and promotions, a more accessible venue and made it painfully obvious AMAA needed to innovate/re-srategize to stay relevant.
This year AMAA organizers come out strong and seem ready to maintain their claim as the industry’s most credible event, out of the continent, in recognizing film talents and advancing the film industry.
For its 2015 nominations party, the event organizers switched things up by bringing the event to Los Angeles, the film capital of the world.
In my view, this is a very strategic and smart move. It effectively positions AMAA organizers as power brokers when it comes to deal making between Africa and the USA. They also stand in the gap as the premier event that is the voice for African cinema in Hollywood.
Indeed I have received way too many unsolicited promotional materials with many groups/event organizers claiming to speak for Nollywood and African cinema in general. The problem is they all lacked credibility and/or true industry connections.
AMAA’s move creates opportunity for brokering relationships that will bring measurable concrete results in the long run for film talents and the industry. It is indeed interesting to watch.
I note that the actual awards event will be held on the continent, and this time, South Africa. My view? Thank God! AMAA simply had no business hosting its event in a highly inaccessible venue i.e. Bayelsa. I also think the organizers made another smart move by having an award category in Bayelsa’s name, as they should, that recognizes the unflinching support that the state has provided the award event from day one.
It is a nice way to make everyone happy and move the show to a venue that is much easier to access; and sets the stage for true domination for an already recognized and relatively well liked brand. Bravo.
Now your turn. Your thoughts on the AMAA moves? I’d be interested to hear.
Also check out the full list of nominees below.
~Ms.Uduak
NOMINATION SHORTLIST OF THE 2015 EDITION OF THE AFRICA MOVIE ACADEMY AWARDS (AMAA) ANNOUNCED ON JUNE 20, 2015 IN LOS ANGELES, USA.
EFERE OZAKO AMAA 2015 AWARD FOR BEST SHORT FILM
(Ms. Uduak Commentary: Efere Ozako was one of the leading entertainment lawyers in Nigeria who unfortunately suffered an untimely death. His contributions in the music and entertainment industry was immense and it is good to see AMAA continues to recognize his work at the awards.)Stories of Our Lives ‘’Run’ – Kenya
Aissa’s Story – Nigeria
Gulped of the Blue Sea – Togo
Memoir of a Honest Voice- Sierra Leone
Twaaga – Burkina FasoAMAA 2015 AWARD FOR BEST ANIMATION
The Throne – Nigeria
Alternative to Corporal Punishment – Namibia
The Legacies of Rubbies – Nigeria
Akorkoli – GhanaAMAA 2015 AWARD FOR BEST DOCUMENTARY
Egypt Modern Pharaohs ‘Nasser’ – Egypt
The Dream of Shahrazad – South Africa
Nelson Mandela, The Myth and Me – South Africa
Beats of The Antonov – Sudan
The Supreme Price – Nigeria/USAOUSMANE SEMBENE AMAA 2015 AWARD FOR BEST FILM IN AN AFRICAN LANGUAGE
Timbuktu – Mauritania
Triangle Going to America – Ethiopia
Cheetanah – Nigeria
Juliet and Romeo – Burkina Faso
iNumber Number – South AfricaMICHAEL ANYIAM OSIGWE AMAA 2015 AWARD FOR BEST FILM BY AN AFRICAN LIVING ABROAD:
(Ms. Uduak Commentary: Like Efere, Michael also contributed immensely to the entertainment industry and also suffered an untimely death (in fact quite a tragic one). It is good to also see AMAA recognize his work.Gone Too Far – Nigeria/UK
Thorns of Roses (O Esphinho Da Rosa) – Guinea Bissau/Portugal
Fevers – France/Morocco
Affairs of the Heart – Nigeria/USAAMAA 2015 AWARD FOR BEST DIASPORA SHORT
Sound of Tears – Canada
Hand to the Sky – USA
Calm – UKAMAA 2015 AWARD FOR BEST DIASPORA DOCUMENTARY
Jimmy Goes to Nollywood – USA/HAITI
The Black Panthers: Vanguard of the Revolution – USA
Bound: Africans VS African Americans – USA
Black Panther Woman – AustraliaAMAA 2015 AWARD FOR BEST DIASPORA FEATURE
Under the Starry Sky – France
CRU – USA
Supremacy – USAAMAA 2015 AWARD FOR ACHIEVEMENT IN PRODUCTION DESIGN
iNumber Number – South Africa
October 1 – Nigeria
Le President – Cameroun
Run – Cote d’Ivoire
Timbuktu – MauritaniaAMAA 2015 ACHIEVEMENT IN COSTUME DESIGN
Dazzling Mirage- Nigeria
Run – Cote d’Ivoire
Njinga: Queen of Angola – Angola
October 1 – Nigeria
iNumber Number – South AfricaAMAA 2015 AWARD FOR ACHIEVEMENT IN MAKE-UP
Run – Cote d’Ivoire
Iyore – Nigeria
Silver Rain – Ghana
iNumber Number – South Africa
Njinga: Queen of Angola – AngolaAMAA 2015 AWARD FOR ACHIEVEMENT IN SOUNDTRACK
A Place in the Stars – Nigeria
Triangle Going to America – Ethiopia
Iyore – Nigeria
Njinga: Queen of Angola – Angola
Timbuktu – MauritaniaAMAA 2015 AWARD FOR ACHIEVEMENT IN VISUAL EFFECT
Invasion 1897 – Nigeria
Kpians – Nigeria
Run – Cote d’Ivoire
iNumber Number – South Africa
Triangle Going to America – EthiopiaAMAA 2015 AWARD FOR ACHIEVEMENT IN SOUND
Lobraz Khan – Mauritius
Le President – Cameroun
Run – Cote d’Ivoire
Timbuktu – Mauritania
iNumber Number – South AfricaAMAA 2015 AWARD FOR ACHIEVEMENT IN CINEMATOGRAPHY
Triangle Going to America – Ethiopia
iNumber Number – South Africa
Run – Cote d’Ivoire
Lobraz Khan – Mauritius
Timbuktu – MauritaniaAMAA 2015 AWARD FOR ACHIEVEMENT IN EDITING
October 1
iNumber Number
Triangle Going to America
Run
TimbuktuAMAA 2015 AWARD FOR ACHIEVEMENT IN SCREEN PLAY
Le President
While You Slept
Timbuktu
Love or Something Like That
RunAMAA 2015 AWARD FOR BEST COMEDY FILM
30 Days in Atlanta
Iya Alalake
Last Three DigitsAMAA 2015- BAYELSA STATE GOVERNMENT ENDOWED AWARD FOR BEST NIGERIAN FILM
Invasion 1897
Dazzling Mirage
October 1
Iyore
A Place in the StarsAMAA 2015 AWARD FOR BEST CHILD ACTOR
Layla Walet Mohammed and Mehdi A.G Mohammed – Timbuktu
Joshua Ibrahim and Daniel Ibrahim- A Place in the Stars
STIGMA.AMAA 2015 AWARD FOR BEST YOUNG/ PROMISING ACTOR
Demola Adedoyin – October 1
Vinjeru Kamanga – BELLA
Kemi Lala Akindoju – Dazzling Mirage
Hassan Spike Insingoma – Boda Boda Thieves
Chiedza Mhende – Love the one You LoveAMAA 2015 AWARD FOR BEST ACTOR IN A SUPPORTING ROLE
Israel Makoe – iNumber Number
Paul Obazele – Iyore
Chumani Pan- Silver Rain
OC Ukeje – Love or Something Like That
Triangle Going to America.AMAA 2015 AWARD FOR BEST ACTRESS IN A SUPPORTING ROLE
Hilda Dokubo – Stigma
Toulou Kiki – Timbuktu
Reina Salicoulibaly – Run
Prossy Rukundo – Boda Boda Thieves
Ama Amphofo – Devil in a DetailAMAA 2015 AWARD FOR BEST ACTOR IN A LEADING ROLE
Tony Kroroge – Cold Harbour
Sdumo Matshali – iNumber Number
Abdoul Kareem Konate – Run
Sadiq Daba – October 1
Gerard Essomba – Le PresidentAMAA 2015 AWARD FOR BEST ACTRESS IN A LEADING ROLE
Lesliana Pereira – NJINGA: Queen of Angola
Queen Nwokoye – Cheetenah
Aida Wang – Juliet and Romeo
Jocelyn Dumas –Silver Rain
Ini Edo – While You SleptAMAA 2015 AWARD FOR BEST FIRST FEATURE FILM BY A DIRECTOR
Carey Mckenzie -Cold Harbour
Jenna Bass – Love the one you love
Destiny Ekeragha – Gone Too Far
Tawonga Taddja Nkhonjera – BellaAMAA 2015 AWARD FOR BEST DIRECTOR
Theodros Teshome Kebede- Triangle Going to America – Ethiopia
Theo Nel – iNumber Number
Abderrahmane Sissako – Timbuktu
Phillipe Lacote – Run
Kunle Afolayan – October 1AMAA 2015 AWARD FOR BEST FILM
Run – Cote d’Ivoire
Timbuktu – Mauritania
INumber Number – South Africa
Triangle Going to America – Ethiopia
October 1- Nigeria