One thing I am glad Multichoice did from day of deciding to give Africa an event that everyone on the continent will be on the lookout for almost every year is something to be proud of.
The masterstroke structure that was built around the event is ao powerful that now the news of what each attendees are wearing spreads faster and farther than ever before.
I believe this is something that will become better as the years goes by. Most times, I wish The Headied award toll same line as everyone looks towards Grammy every year, we should have something tangible too, sadly it's more becoming irrelevant.
Africa is getting this right and I'm so happy about this.
I think that's exactly what makes the AMVCA such an interesting case study. What MultiChoice built was never just an awards show. Over time, it became a gathering point for multiple parts of the creative economy, filmmakers, actors, designers, beauty professionals, content creators, brands, media platforms and audiences.
As you pointed out, conversations about what people wear now travel almost as fast, and sometimes faster, than conversations about who wins. That shows how much economic activity has attached itself to the event beyond the awards categories themselves.
Your point about The Headies is also interesting. Events become cultural institutions when they consistently create moments that audiences anticipate every year. The Grammy Awards, the Met Gala and even the Oscars have benefited from decades of building that anticipation and surrounding ecosystem. The challenge for African award platforms is not only recognising excellence but creating structures that keep audiences, brands and creators invested long after the ceremony ends.
The encouraging part is that Africa is beginning to build more of these cultural moments. The real opportunity now is ensuring they continue to evolve into sustainable institutions that create value for the entire creative ecosystem.
Thank you for reading and for sharing your thoughts.
Those concerned points are nailed in this comment. The structure, design thinking and being strategic is very important in this regard.
What a good read.
One thing I am glad Multichoice did from day of deciding to give Africa an event that everyone on the continent will be on the lookout for almost every year is something to be proud of.
The masterstroke structure that was built around the event is ao powerful that now the news of what each attendees are wearing spreads faster and farther than ever before.
I believe this is something that will become better as the years goes by. Most times, I wish The Headied award toll same line as everyone looks towards Grammy every year, we should have something tangible too, sadly it's more becoming irrelevant.
Africa is getting this right and I'm so happy about this.
Thank you Layo.
Thank you, Tella.
I think that's exactly what makes the AMVCA such an interesting case study. What MultiChoice built was never just an awards show. Over time, it became a gathering point for multiple parts of the creative economy, filmmakers, actors, designers, beauty professionals, content creators, brands, media platforms and audiences.
As you pointed out, conversations about what people wear now travel almost as fast, and sometimes faster, than conversations about who wins. That shows how much economic activity has attached itself to the event beyond the awards categories themselves.
Your point about The Headies is also interesting. Events become cultural institutions when they consistently create moments that audiences anticipate every year. The Grammy Awards, the Met Gala and even the Oscars have benefited from decades of building that anticipation and surrounding ecosystem. The challenge for African award platforms is not only recognising excellence but creating structures that keep audiences, brands and creators invested long after the ceremony ends.
The encouraging part is that Africa is beginning to build more of these cultural moments. The real opportunity now is ensuring they continue to evolve into sustainable institutions that create value for the entire creative ecosystem.
Thank you for reading and for sharing your thoughts.