Beverly Osu Voices Concerns Over AMVCA's Shift: "Lost the Plot, It's About Clout Not Craft"

 

Popular Nigerian actress Beverly Osu has ignited a debate on social media regarding the focus and direction of the prestigious Africa Magic Viewers' Choice Awards (AMVCA). In a recent tweet, Osu expressed her concerns that the event has seemingly shifted its emphasis from celebrating the artistry and hard work of filmmakers to prioritizing "clout" and superficial aspects.

Her tweet read: "AMVCA has lost the plot . It’s time to bring the focus back to the work , not just the wow . This is one of the few times filmmakers unwind , celebrate and reconnect.. Filmaking in general isn’t a joke."

Osu's statement suggests a sentiment that the AMVCA, an event traditionally meant to honor excellence in African film and television, may have become overly concerned with red carpet glamour, social media buzz, and perhaps less focused on the actual cinematic achievements.

The actress highlighted the demanding nature of filmmaking and emphasized the AMVCA's significance as a rare occasion for industry professionals to "unwind, celebrate, and reconnect." Her words imply a desire for the awards to return to its core purpose: recognizing and appreciating the dedication and talent involved in creating films and television shows.

Osu's comments have already begun to generate reactions within the Nigerian film industry and among fans, with many taking to social media to share their own perspectives on the evolution of the AMVCA. Some agree with her assessment, echoing concerns about a potential overemphasis on celebrity culture, while others may argue that the "wow" factor and broader appeal contribute to the event's overall success and reach.

This is not the first time discussions around the criteria and focus of award shows have surfaced, both locally and internationally. However, coming from a respected voice within the industry like Beverly Osu, these remarks are likely to spark a more significant conversation about the true essence and future direction of the AMVCA.

As the next edition of the AMVCA approaches, it remains to be seen how organizers and stakeholders will respond to these concerns and whether there will be a renewed emphasis on celebrating the "craft" at the heart of African filmmaking.