Goldberg Resonates With Cultural Heritage
The thrill of recently concluded 10th Africa Magic Viewers’ Choice Awards (AMVCA) might be winding down after a two-day celebration aimed at recognising outstanding talents in Africa’s film and movie industry. However, the positive impact of this prestigious event will resonate for years to come. The reason is clear: the AMVCA has and will persist in fostering a positive influence on the African film industry and the Nigerian economy as a whole.

The Awards continue to move on an upward trajectory in its mission to showcase the richness of our cultures and talents to the world through African films. Looking ahead, there is anticipation for increased commitment towards accelerating the socio-economic impact of the sector. This entails fostering talent, broadening industry exposure, and attracting investment.

With Africa currently contributing only 1 per cent to the global creative industry valued at $2.2 trillion, there is a pressing need for stakeholders to support the AMVCA to bridge the financial disparity between Africa and other continents.

AMVCA has made substantial economic contributions that continue nourishing and nurturing the African film ecosystem. According to the first impact report of the yearly awards published in 2023, over 27,000 jobs have been created by the AMVCA since its inception in 2013.

The report also states that over 3,000 direct and indirect jobs are created each year during the award ceremony. These include jobs in event management, set design, art direction, technical crew, fashion design, makeup, hair, photography, public relations, and more.

The 10th AMVCA saw a lineup of A-list sponsors such as Amstel Malta, Pepsi, and Onga Seasoning, including first-time sponsors such as Martell and Nivea. Their contributions to the event, including their showcase on the Cultural Day, contributed not just to the ambiance and reputation of the event but also resulted in job creation creating a multiplier effect.

The 10th AMVCA had 18 sponsors, who in one way or another, employed no fewer than 10 people to make their presence at the Cultural Day and Award Night a success.

Apart from the obvious employment contributions, AMVCA has also acted as a significant catalyst for economic growth in Africa’s film industry. The direct sector beneficiaries include actors/actresses, filmmakers, screenwriters, cinematographers, editors, production designers, sound designers/engineers, composers, marketers, and so on.

Another remarkable impact of the AMVCA is the increased recognition and exposure of African films on the global stage. This has created new opportunities for co-production, collaboration, and distribution deals with major players in the film industry. This has also resulted in a surge of production activities, leading to income generation from actors, filmmakers, crew members, and supporting industries such as catering, logistics, equipment rentals, stage building and management, etc.

African designers, musicians, and artists have also found new avenues to showcase their talents thanks to the positive ripple effect caused by the ever-growing influence of African films on the international community.

The Cultural Day event, with the Goldberg brand as one of its sponsors, celebrated the diversity of Nigerian culture, with participants first appearing in any cultural attire as their choice, before dressing up in their evening apparel for the major event.

Goldberg brand, which prides itself in Nigeria’s artistry and tradition, was at the forefront of proudly celebrating the breathtaking designs and visionary creativity of Nigerian designers, by awarding the best dressed in the cultural category N1,000,000 each for the male and female.

The winners of this mouth watering prize were ex-Big Brother Naija (BBN), reality show stars, who are coincidentally cousins, Neo Akpofure and Venita Akpofure. The duo graced the cultural event in Istekiri master pieces. Venita draped her hourglass figure in a gorgeous Itsekiri-inspired bustier dress with a deep neckline merging African heritage with the allure of the film industry.

Her head, neck and shoulders were adorned a royal touch with exquisite ornaments, Neo on the other hand, brought the Itsekiri royalty to the game, as he adorned a complete replica of the Itshekiri royal regalia, giving the breathtaking aura of royalty.

Participants showcased stunning traditional attires and how Nigeria’s fashion pioneers are elevating traditional styles to new heights of global sophistication and acclaim, weaving remarkable artistry into every stitch.

The gele, which has been an iconic part of Nigerian womanhood since ancient times has grown through the re-imagination of Nigerian designers into timeless head wraps worn over flowing dresses and peplum tops.

The same trajectory of evolution can be traced to the ceremonial Isiagu, a cultural fabric which has grown to be the pride of the Igbos. The fabric often produced in red, black or white is patterned with motifs showing a fierce-looking lion’s head that has gained international recognition outside the runway through the recent incorporation of the pattern into the flight outfit of a local airline.

With Its unique synthesis of ancestral influences and ultramodern edge, the nation’s design has undeniably taken its place among the world’s most distinctive and sought-after aesthetics.

The ‘Senator,’ male dress worn by a lot of participants, stood out in its cultural significance and functionality, varying in lengths from the regular Hausa ‘Baban Riga’ to the Yoruba ‘Buba ati Sokoto’.

The men expressed their cultural identity with this flowing ‘Agbada’, which is often decorated with intricate embroidery, depicting symbols of wealth, status, or family history, it came in many exquisite styles and fancier fabrics worn by many, irrespective of tribe, age or gender.

With over a decade of elevating contemporary Nigerian culture and heritage through fashion, Goldberg lager, has made events like the AMVCAs crucial showcases for the growing national and global appreciation of Nigeria’s fashion vanguard.

The event featured other head-turning looks like Tomike Adeoye in a beautiful ‘mudukare Fulani’ attire, VJ Adams in an eye-catching embroidered and embellished green Yoruba outfit and Anita Akide aka Tacha, in a show-stopping beaded green aso-oke dress designed like a petal to cover the top of the dress.

The AMVCA has over the years played a significant role in the promotion of tourism and destination marketing across the African continent. Apart from the stories the nominated films portray, the viewers are also exposed to Africa’s cultural richness and historical landmarks, sparking the curiosity and interest of potential tourists.