AMVCA Has Lost the Plot: From Celebrating Craft to Chasing Clout, Says Actress Beverly Osu

The African Magic Viewers’ Choice Awards (AMVCA), once hailed as a prestigious celebration of African cinematic brilliance, is increasingly coming under fire for losing its way. Actress Beverly Osu, a respected figure in Nollywood, recently voiced a strong critique that has sent ripples through the entertainment industry. According to Osu, the AMVCA is no longer a true celebration of film artistry; instead, it has become a platform obsessed with social media clout and spectacle, sidelining the very essence of storytelling and craft.

Beverly Osu’s remarks reflect a growing concern shared by many industry insiders who believe that the AMVCA has shifted its focus from recognizing genuine talent and hard work to prioritizing popularity contests and flashy appearances. While renowned film festivals like Cannes have taken deliberate steps to recalibrate their priorities — banning nudity and extravagant red carpet trains to draw attention back to filmmakers and actors — AMVCA appears to be moving in the opposite direction. The glamour and glitz have begun to overshadow the awards themselves, turning what should be a solemn moment of artistic recognition into a noisy parade of costumes and online hype.

The red carpet, which traditionally serves as a moment to honor and showcase stars and filmmakers, is now described by Osu as louder than the awards ceremony itself. Social media metrics such as followers, likes, and viral moments seem to have become the new currency of success, pushing aside the critical evaluation of performances, directing, writing, and technical mastery that define quality filmmaking. The question now haunting many is whether the AMVCA is awarding excellence in cinema or simply rewarding those who bring the most attention to the event through their online presence and extravagant fashion choices.

The implications of this shift are profound for the African film industry. Film is more than just entertainment; it is a powerful medium for telling African stories, preserving culture, and inspiring change. When awards like AMVCA lose sight of these fundamentals, they risk reducing filmmaking to mere spectacle, where substance takes a backseat to style. For many filmmakers, technicians, and performers who pour their souls into their work, this trend is disheartening. They see their efforts drowned out by corsets, gowns, and algorithms — symbols of a spectacle-driven culture that values clout over craft.

Beverly Osu’s call for a return to the core values of the AMVCA is a reminder that this awards ceremony is one of the few moments when the African film community comes together to unwind, celebrate, and reconnect over their shared passion. It should be a time to honor hard work, dedication, and creative excellence — not a social media battleground or fashion show. Her candid observations urge organizers to reflect on what the AMVCA represents and who it ultimately serves.

The entertainment industry, particularly the African film sector, faces the challenge of balancing modern promotional strategies with respect for artistic integrity. Social media is undeniably powerful in increasing visibility and audience reach, but when it becomes the primary yardstick for success, it threatens the very foundation of filmmaking. Actors, directors, and crews work tirelessly behind the scenes to bring stories to life. Their craft deserves to be the focus, not merely the number of likes or trending hashtags they generate during an awards night.

AMVCA’s transformation into a clout chase also raises broader questions about the commercialization of art. As the event increasingly caters to viral moments and online engagement, it risks alienating its core audience — those who care deeply about African cinema’s growth and sustainability. A culture overly fixated on spectacle may deliver temporary buzz, but it undermines the credibility and respect that an awards ceremony must earn over time.

This shift also impacts aspiring filmmakers and actors who look up to AMVCA as a beacon of inspiration and recognition. When the narrative changes to prioritize social media influence over merit, it sends a confusing message about what it means to succeed in the industry. Talent and hard work should remain the pillars on which careers are built, not the ability to generate online clout or command attention through fashion stunts.

In the current media landscape, where image often seems to trump substance, Beverly Osu’s bold critique is a necessary wake-up call. It challenges stakeholders to reconsider the direction of AMVCA and to prioritize the values that made it a respected platform in the first place. The ceremony must evolve with purpose, finding ways to integrate modern engagement tools without losing sight of its mission to celebrate African storytelling excellence.

As the conversation around AMVCA’s changing dynamics continues, it is clear that many in the film community desire a recalibration — a return to honoring craft, creativity, and cultural impact over fleeting social media fame. African cinema deserves awards that uplift the industry’s heart and soul, not just its flashiest moments. Beverly Osu’s words resonate as both a critique and a plea: it’s time to bring the spotlight back to the work itself, to the storytellers and the technicians, and to remind everyone that filmmaking is a serious art form, not just an avenue for clout.

Ultimately, the future of AMVCA depends on how its organizers respond to this call. Will they steer the event back to its roots, celebrating the true heroes of African cinema, or continue down a path where the red carpet spectacle eclipses the awards it is supposed to highlight? The answer will shape how African film is perceived on the global stage and how upcoming generations of filmmakers find encouragement and recognition in their craft. The time to act is now — before the clout chase completely overshadows the magic of African storytelling.