The flag-off of the Africa Movie Academy Awards (AMAA) eight years ago was no doubt seen by stakeholders in the nation’s lifestyle and entertainment industry, as one of the defining moments in the sector. This was hinged on the fact that the Awards, set up as a reward mechanism, would serve as a catalyst for the much- needed growth in movie sector.
Interestingly, eight years after, the Awards have not failed to live up to the expectations of this set of people. For instance, since it was first staged in Bayelsa State eight years ago, not a few people that matter in the nation’s entertainment industry have continued to see this as a platform to leverage on to enhance and market their trades.
For instance, besides the build-up to the Awards ceremony which has always generated interests among professionals and entertainment lovers; the Awards night had in the past few years created a huge opportunity for individuals and brands to market their products. For instance, the quality and quantity of attendance have been some major strong points that have continued to attract individual and corporate brands to the initiative.
It had, in the past few years, been able to attract notable artistes and film makers from even the most unlikely quarters, such as the Northern part of the continent, who now see it as value- adding.
The African Movie Academy Awards (AMAA) is the largest and most prestigious awards ceremony for the African film industry with business hubs in Nigeria, South Africa, Kenya and Ghana. The awards have over 53 countries participating annually. It was established in 2005, hundreds of filmmakers and international celebrities have participated in AMAA’s various initiatives. AMAA offers multi-touch point year-long engagement offering both Above-the-Line (ATL) and Below-The-Line (BTL) opportunities for corporate organisations and brands.
The highlight of the AMAA according to the brand minders is its nomination night where nominees for 24 categories are announced and the televised annual Awards in April, which reaches a cumulative audience of over 50 million viewers spread across Africa and the rest of the world. AMAA in its previous edition have had global, Pan African and indigenous corporate sector participation such as United Bank for Africa (UBA), Arik Air, Bayelsa State government and numerous other supports. It is therefore, important to ensure continuity and maintain the standard of excellence AMAA is generally known for and ensure continuity of the project.
While reviewing the Awards recently, its initiator and founder, Peace Anyim-Osigwe, argued that though the scheme is still in its infancy, it has been able to draw its validation from the transparency of the awards process.
‘One of the ways the Awards has achieved this is to ensure that every nominee for the awards is physically present at the venue so as to give credibility to the whole process,’ she stated.
The introduction of the Business Development Unit of the Awards recently, indicated the organisers’ resolve to always reposition the Awards so as to attract the much-needed audience and help brand enhance their fortunes. For instance, the Head of the newly created Unit, Naomi Lucas, believes the creation of the Unit would enhance brand visibility and create the much-needed platform for big brands to latch on.
AMAA has become a brand and it is imperative to see it as that. The Business Development Unit is designed to explore the business potential of the Award. Besides rewarding African cinema, we want brand owners to see it as a platform they can use to market their brands’, she stated.
Corroborating the above view, Anyim-Osigwe, believes it is time the corporate Nigeria began to explore the potential of the Awards, which had continued to attract a huge number of celebrities from the continent.
She believes, while a negligible few had used the Awards to create visibility around their brands, a lot of brands have not really avail themselves of this opportunity; since they have not really seen the need for this.
‘With the celebrities it attracts from all over the continent, and the mass audience glued to their television sets while the Award night lasts, it is obvious that any A-listed brands attached to the event will benefit immensely, since it is an opportunity to reach their audience,’ she argued.
Anyim-Osigwe may not be farther from the truth. For instance, the Awards nights, which are always transmitted live on both terrestrial and pay TVs have been able to reach millions of viewers, a number any serious brand would want to leverage on to enhance their fortunes, and the earlier the corporate Nigeria begins to see these opportunities the better for their brands and the nation’s entertainment industry.
Highlighting some brand touch points of the platform, which include nominees breakfast, Red carpet, Live Broadcast of the awards, press conference, venue branding, celeb.ends and celeb Branding, Lucas said, “Beyond conventional advertising and PR, sponsors can enrich consumer experience by using the AMAA line up of activities to drive experiential engagements and build brand affinity. AMAAs programs have active audience participation and are tremendous for leveraging new products and promotions.
On leveraging, she said “Leveraging on AMAA’s broadcast platform Toyota, Airtel, MTN and other brands with spread across African market can place TVCs on live broadcast, rebroadcasts, promos, because AMAA activities span the entire African continent. We strive to ensure fair involvement of all regions within Africa when scheduling our activities. This provides leverage for brands targeting the African market.”{jcomments on}
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