The 12th AMVCA Kicks Off: New Sponsors, New Categories, and a Legendary Head Judge

The journey to Africa’s most prestigious night in cinema has officially begun. Earlier today, March 26, 2026, industry heavyweights and media practitioners gathered at the MultiChoice Studio in Ilupeju for the 12th Africa Magic Viewers' Choice Awards (AMVCA) press conference.

Representing PartyJollof Africa on the ground were Otekurin Tomi (Event Host and Writer) and Emmanuel Oluyori (Media Manager), providing an insider's look at a evening hosted by the vibrant Ariyike Dorcas Owolagba (popularly known as Ariyike Dimples), the event unveiled a strategic "upgrade" for the awards, signaling a deeper commitment to Pan-African inclusivity and premium partnerships.

The biggest buzz of the evening centered on a significant shift in the AMVCA’s corporate family. After years of partnership with Amstel Malta, the awards welcomed Don Julio (Diageo) as the new lead sponsor. This transition marks a "strategic upgrade" for the brand, joined by returning giants MTN and Onga.

In another major reveal, the legendary Joke Silva was announced as the Head Judge for the 12th edition. Addressing the change from long-standing head juror Femi Odugbemi, organizers clarified that the shift is part of a natural rotation.

"There are a lot of icons to choose from and they get to rotate," they noted, hinting that the leadership of the jury will continue to evolve in future years to keep the perspective fresh.

Staying true to its Pan-African mission, the AMVCA is widening its lens. This year introduces two critical new categories:

1. Best Indigenous Language – North Africa

2. Best Indigenous Language – Central Africa

The jury revealed they processed over 2,000 entries this year, with every film being meticulously screened. When asked by The Guardian about the expansion, organizers emphasized that the goal is to be more encompassing and to connect the entire continent through the universal power of storytelling.

For fans and filmmakers alike, the countdown starts now. Chimezie Imo, the 2024 Trailblazer Award winner, will host the official Nominee Announcement this Sunday, March 29, airing across all Africa Magic channels at 7 PM.

The 12th AMVCA Schedule of Events:

Sunday, March 29: Nominee Announcement & Voting Opens (11 categories)

Wednesday, May 6: The Return of Icon Night

Thursday, May 7: Young Filmmakers Day & Cultural Day

The Grand Finale: Award Night

During the Q&A session, the organizers faced questions regarding the selection process and the fan-favorite "Best Dressed" category. On the topic of what makes a winner, the jury explained that they look for a holistic synergy where lighting, sound design, music, and acting all work together to serve the story.

Commercial success, they clarified, is not the primary driver; rather, it is the cumulative score from the judges across all technical and artistic departments.

As for the return of the "Best Dressed" red carpet segment? The organizers kept their cards close to their chest with a witty retort: "If we bring it back, you will see; if we don't, you will know."

With voting set to open immediately after Sunday’s announcement, the stage is set for a historic 12th edition that promises to be more inclusive, more glamorous, and more "African" than ever before.