Nigerian actress and model Beverly Osu has criticized the Africa Magic Viewers’ Choice Awards (AMVCA) for what she describes as a growing detachment from its original mission of celebrating African cinematic excellence.
In a passionate post shared via her X (formerly Twitter) page, Osu compared the AMVCA to the Cannes Film Festival, which recently introduced strict red carpet rules to minimize distractions and refocus attention on filmmakers and their work.
“What was once a celebration of African cinematic excellence now looks like a masquerade parade,” Osu wrote.
She expressed disappointment that the core of the film industry — storytellers, technicians, and performers — is being overshadowed by superficial glitz, red carpet fashion, and social media buzz.
“It’s no longer about the craft. It’s about CLOUT,” she added. “Social media numbers are being prioritized over performances. The red carpet feels louder than the awards.”
Osu’s critique has sparked discussions across social media platforms, with many in the Nigerian entertainment industry echoing her sentiments about the AMVCA’s shift in focus.
She concluded her statement with a powerful reminder:
“Filmmaking in general isn’t a joke. This is one of the few times filmmakers get to unwind, celebrate and reconnect. Let’s bring the focus back to the work, not just the wow.”
