What Nigeria’s Music Industry Can Learn from the AMVCA 12
Curated by Emelets Blog | Originally reported by Tomiwo Ojo for TheNet.ng
The 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) recently concluded at the Eko Hotels and Suites in Lagos, leaving attendees and observers with much to reflect upon. Beyond the glitz, glamour, and well-deserved accolades, the event showcased a level of industry cohesion that offers valuable lessons, particularly for Nigeria’s booming music sector .
While Nigerian music continues to dominate global charts and fill international stadiums, the domestic awards scene often struggles to capture the same sense of community that Nollywood so effortlessly displayed at the AMVCAs.
The Power of Healthy Competition
One of the most striking takeaways from the AMVCA was the palpable sense of camaraderie among the actors and filmmakers. The event demonstrated that competition within a creative industry can, and should, be healthy .
Nollywood has cultivated an environment where rivalries exist without becoming toxic. Actors compete fiercely for roles and awards, yet they celebrate each other’s victories on the same stage. This dynamic—where creatives act as collaborators sharpening one another rather than bitter rivals—fosters a supportive community.
In contrast, while friction has birthed some of the greatest hits in Afrobeats and Hip-Hop, the music industry has yet to fully master the art of managing these rivalries with the same warmth and public grace seen in Nollywood .
Showing Up Matters: The Problem of “Strategic Non-Attendance”
Perhaps the most glaring difference highlighted by the AMVCA is the issue of attendance. The hall at Eko Hotel was packed with veterans, newcomers, executives, and the press. The sheer presence of the industry’s key players created an unscriptable, electric energy .
Conversely, major music award shows in Nigeria and across Africa frequently suffer from the absence of their biggest stars. It has become a recurring theme for top nominees to arrive late, perform briefly and leave, or ghost the ceremonies entirely .
As the original article aptly notes, “You cannot build an industry on a foundation of strategic non-attendance” . The willingness of Nollywood stars to be present, accessible on the red carpet, and engaged at after-parties compounds over time, building an industry that genuinely appears to love and support itself.
Emelets Blog Takeaway: Afrobeats has undeniable global momentum, but true cultural longevity requires a strong, unified community at home. For the Nigerian music industry to evolve from a collection of successful individuals into a cohesive culture, its biggest stars must start showing up for each other. The blueprint is already there; it’s time to take notes from Nollywood.
References:
[1] Ojo, Tomiwo. “Why the AMVCA 12 was so good — and why Nigeria’s music industry should be taking notes.” TheNet.ng, 11 May 2026, https://thenet.ng/amvca-12-so-good-nigerias-music-industry-take-notes/.
