Celebrating African cinema: The 12th AMVCA and its new focus on craftsmanship

MultiChoice unveiled the full plans for the 12th Africa Magic Viewers' Choice Awards (AMVCA), sponsored by Don Julio tequila, confirming May 9, 2026, as the date for the ceremony. They named veteran actress Joke Silva as Head Judge, bringing decades of industry experience to the role.

The event included key pre-award activities, including Icons Night and Cultural Day, leading up to the main ceremony. The 12th edition introduced a deliberate focus on craftsmanship, recognising the writers, directors, editors, designers, and technicians whose dedication built African cinema behind the scenes. This theme aligned naturally with Don Julio’s ‘por amor’ philosophy.

Don Julio tequila elevates the AMVCA experience, blending luxury and cultural storytelling as the official spirits partner for the event.

This announcement followed the recently held special edition of The Don’s Table, hosted by the tequila brand to honour Nollywood actors and filmmakers who dedicated their lives to their craft with precision, passion, and devotion, further deepening its investment in African storytelling.

As the official spirits partner, Don Julio elevated the celebration through a seamless blend of luxury, craftsmanship, and cultural storytelling—bringing its premium tequila experience to life through curated serves, signature toast moments, and refined brand integration, while shaping key moments of connection and ensuring the experience lived on through high-quality, culturally relevant content.

Excitement builds with key pre-award activities including Icons Night and Cultural Day, leading up to the main ceremony of the AMVCA.

Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice West Africa, stated: "The AMVCAs have always celebrated the best of African film and television. We celebrated culture in all its richness and authenticity. From Lagos to Nairobi, from Dakar to Johannesburg, African stories continued to reflect who we are, how we lived, and how we connected with the world. As we stepped into this new era, Don Julio brought a spirit of global excellence that perfectly mirrored the artistry of our filmmakers, actors, and storytellers. Together, we reimagined what it meant to honour African talent."

The 12th AMVA featured 32 award categories, celebrating excellence in African film and television with both jury-decided and audience-voted awards.

It was the first time a luxury spirits brand was the headline sponsor of the AMVCA, with Johnnie Walker and Singleton supporting the ceremonies alongside Don Julio. As Segun Ogunleye, Head of Marketing for Africa Partner Markets at Diageo, noted at the press conference: "This partnership reflected not only the strength and diversity of our brands but also our commitment to showing up for consumers in moments of celebration, recognition, and shared cultural pride. It was rooted in shared values of passion, craftsmanship, and luxury, qualities that defined both brands.

Here's to the unforgettable moments and groundbreaking talent celebrated at the AMVCA, with Don Julio.

This edition featured 32 award categories, including 18 jury-decided categories, 11 audience-voted categories, and three special recognition awards for Lifetime Achievement and the Trailblazer honour. Nominees were announced on March 29, 2026, in a live broadcast on Africa Magic channels hosted by actor Chiemezie Imo. Further details on nominees, activations, and exclusive event experiences were announced in the coming weeks.