What’s This AMVCA Nonsense?

I have a problem with the Africa Magic Viewers’ Choice Awards (AMVCA) 2020 that happened last Saturday in Lagos at Eko Hotels and Suites. There was nothing African about the show. Everything and everyone looked foreign. It was as if they were advertising European and Asian fashion. It was disgusting.

I don’t care if Multichoice has promoted African culture and tradition through its African Magic channels. But to organize a prime award show that recognized creative talents in Africa without showcasing the continent’s rich and diverse fashion, arts and music is an unforgivable omission.

Let’s get it right, I admire what Multichoice has achieved for Africa. Formed in 1993 to advance the resounding success of Africa’s first Pay Television, M-Net. M-Net was split and the subscriber management arm was renamed as MultiChoice. Multichoice has replicated the success of M-Net, a South African media conglomerate, across Africa.

The company continued to expand and by the end of 1995, it had established offices in 50 countries across the continent including Namibia, Botswana, Ghana, Nigeria, Tanzania, Uganda, Kenya and Zambia, with millions of subscribers.

After initial years of analogue satellite transmission, MultiChoice took the bold step of introducing digital technology to the continent with the launch of the DStv bouquet in 1995. DStv was one of the first broadcasters outside of the United States to launch a satellite platform, and the size and complexity of its satellite network rivalled the best in the world.

Digital satellite broadcasting enabled it provide high-quality DStv services to remote regions of Africa and deliver a multi-channel offering to serve its diverse customer base. It has used its vast network of satellites across the African continent to bring in channels from around the world and to deliver its DStv service, allowing for wider audience reach and consequently, enhancing the value of channel and language offerings.

But after watching the African Viewers’ Choice Award 2020 on Saturday March 14, I could not hide my disgust at what was on display all through the show.  Let me explain myself. I had expected a company that prides itself as an African company to showcase Africa to the world, especially at events such as the AMVCA where showbiz talents on the continent are rewarded.

But what did we get? Nollywood celebrities, AMVCA nominees and the Multichoice hosts IK Osakioduwa and Amina Abdi Rabar all came looking like some Asian or European celebrities. It was a let-down for me, and I dare say a bit let-down for Africa.   Our celebrities brought their euro-centric mentality to the show and Multichoice couldn’t anticipate such disgrace by stipulating or at least suggesting that guests and nominees appear in African attire.

Nearly all the nominees and guest showed up as if they went for the Oscar Academy Award in the United States. I did not see anyone of the nominees or celebrities in an African traditional attire or even foreign styles with African fabrics. There was nothing on display to show this was an Africa event; nothing to attract non-Africans either on the stage or in the hall of the Eko Hotels and Suites, Lagos.

I also watched the red-carpet show where our celebrities even blush when mentioning names of their designers in the UK or the U.S.! What happened to our own designers here? Although there were a sprinkle of celebrities who wore designs made by some local designers, but the fabric and styles were still foreign in most cases.

Nothing captured this despicable lack of identity as the award that went to the best dressed male and female celebrities for the night.  The three men shortlisted for the male category wore strange apparels with one appearing like an Indian. The winner, Mike Edward, a 2019 BBnaija housemate wore an English suit with sleeves flapping like a bat’s wings.

It is hardly an excuse to say the viewers made the choices, because there were no options to choose since all the stars dressed as if the competition was to see who was more foreign in their dressing. Everyone shamelessly tried to look foreign instead of selling Africa to the world. 

I will not say it was an oversight or that Multichoice put profit above corporate responsibility of showcasing Africa to the world. This is not the first time Multichoice had shown such insensitivity. The BBnaija show it organizes every year is another case of the company’s promotion of western values above African values for profit.

Most of those allowed to scale through audition are youths with western mentalities who even take pride in feigning European and American accents.  In the last edition, a Nigerian based in Britain who couldn’t even speak any Nigerian language was allowed into the house and almost won the award.

On its website, Multichoice stated about itself: “African company, MultiChoice is dedicated to the continent and enriching the lives of the people in Africa. As such MultiChoice believes that long-term investment in community development makes for sustainable business. As locally-owned businesses, our country operations have a significant positive economic impact through direct job creation, our supply chain, tax revenues, technology investments, and the development of local sport and creative industries.”

While it has done well in enriching lives and creating business opportunities on the continent, Multichoice should also use its platforms to sell Africa to the world. And how best to do that than during award shows like that of the AMVCA which is an annual accolade presented by Multichoice recognizing outstanding achievements in television and film.

It is more or less our own Oscars.

Suleiman is the Editor of THE WHISTLER

Disclaimer: This article is entirely the opinion of the writer and does not represent the views of The Whistler.