By Charles Okogene
That Africa Movie Academy Awards (AMAA) founded by Ms. Peace Anyiam-Osigwe, has been on for years is not in doubt. What is also not in doubt is that the movie award is a fully Nigerian grown brand for movie makers across Africa. The continental award platform celebrates its 15th year anniversary this year.
What, actually, is in doubt is whether the award has gotten the right support from Corporate Nigeria, its home base. That certainly is a capital NO.
Aside the few years that the United Bank for Africa in the days of Mr. Tony Elumelu came to its rescue in form of sponsorship support, no known Nigerian outfit has done a major sponsorship deal like UBA, except the occasional support in the last 10 years from organisations like Airtel, Sterling Bank, Glo, then Skye Bank, yet the CEOs of such companies struggle year in, year out to attend the award. With the consistency and credibility of the awards, AMAA by now should have major traditional corporate sponsors like other awards and film festivals like OSCARS, Cannes Film Festival, Toronto Film Festival among others.
Initially conceived to hold in Bayelsa State annually in the days of DSP Alamiyeshia and Goodluck Jonathan as governor and deputy governor of the state. Bayelsa State invested in AMAA as part of the government’s initiative to promote the state’s tourism potential. The state government picked the bills for hosting the award for 10 years. At a time, activities of Niger Delta militants forced the award out of the state.
Since the award left Bayelsa, Ms Osigwe has held the award with her lean resources and help from family members especially her late brother, Michael, who made it possible for the nomination party to hold outside Nigeria. To the credit of AMAA, the nomination party has taken place in more than 10 African countries from Accra, Kigali, Banjul, Nairobi, Johannesburg, Lilongwe among others.
That Corporate Nigeria is not willing to sponsor is what some people cannot come to terms with. The award since inception has been scandal free; nobody has questioned the credibility of those that won the award and the credibility of the process. In fact, AMAA has attracted filmmakers from within and without the continent and their participation keeps expanding every year.
The nomination party has held in different African countries as promised. What else do they need to put their money there?
Instead, awards other awards that came years after AMAA have enjoyed sponsorship support from Corporate Nigeria. Is it a case of anything Nigerian is not good for our support. The government, which has been mouthing its preparedness to support the creative industry has not done any better either; it has not looked the way of the award. Instead, Lai Mohammed, the Minister of Information and Culture, has announced that the government will host AFRIMA, another award event that came years after AMAA.
This weekend, AMAA holds again Lagos but in a very low key affair like an insider puts it. To the credit of Lagos State, the state under Governor Akinwumi Ambode fully sponsored the award two years ago. It has been said that Governor Babajide Sanwo-Olu too has promised to support even though the state is currently struggling with finances.
An insider with AMAA said, “The woman is doing everything on her own. No sponsor. Even AMVCA is not holding this year. AMAA is a Nigeria event and needs to be supported so it does not go the way of PMAN Award that was once they pride of Africa.”
As Lagos welcomes Africa filmmakers again this weekend, we hope that the government and private sector will continue to see the reason to invest and nurture our home grown initiatives like AMAA.
