The flag-off of the Africa Movie Academy Awards (AMAA) eight years ago,

was no doubt seen by stakeholders in the nation’s entertainment industry, as one of the defining moments in the sector. This was hinged on the fact that the Awards, set up as a  reward scheme, would serve as a catalyst for the much- needed growth in that sector.

Interestingly, eight years after, the Awards has  not failed to live up to the expectations of this set of people. For instance, since it was first staged  in Bayelsa State eight years ago, not a few people that matter in the nation’s  entertainment industry have continued to see this as a platform to  leverage on to enhance and market their trades.

For instance, beside the build-up to the Awards ceremony which has always generated interests among professionals and entertainment lovers; the Awards night had in the past few years created a huge opportunity for individuals and brands to market their products. For instance, the quality and quantity  of attendance have been some major strong points that have continued to attract individual and corporate brands to the initiative.

It had, in the past few years, been able to attract notable artistes and film makers from even the most unlikely quarters, such as the Northern part of the continent, who now see it as value- adding.

While reviewing the Awards recently, its initiator and founder,  Peace Anyim-Osigwe, argued that though the scheme was still in its infancy,  it has been able to draw its validation from the transparency of the awards process.

‘One of the ways the Awards has achieved this is to ensure that every nominee for the awards is physically present at the venue so as to give credibility to the whole process,’ she stated.

 The introduction of the Business Development Unit of the Awards, recently,  indicated the organisers’ resolve to always reposition  the Awards so as to attract the much-needed audience and help brands enhance their fortunes. For instance, the Head of the newly created Unit,  Naomi Lucas, believes the creation of the Unit would enhance brand visibility and create  the needed platform for big brands to latch on.

‘AMAA has become a brand and it is imperative to see it as that. The Business Development Unit is designed to explore the business potential of the Award. Besides, rewarding African cinema, we want brand owners to see it as a platform they can use to market their brands’, she stated.

Corroborating the above view,  Anyim-Osigwe believes it is time the corporate  Nigeria began to explore the potential of the Awards, which has continued to attract  a huge number of celebrities from the continent.

She believes that while a negligible few have used the Awards to create visibility around their brands, a lot of brands have not really availed themselves of this opportunity, since they have not really seen the need for this.

‘With the celebrities it attracts from all over the continent, and the mass audience glued to their television sets while the Award night lasts, it is obvious that any A-listed brands attached to the event will benefit immensely, since it is an opportunity to reach their audience,’ she argued.

The award night, which is always transmitted live on both terrestrial and pay tvs have been able to reach millions of viewers, a number any serious brand would want to leverage on to enhance their fortunes, and the earlier the corporate Nigeria begins to see these opportunities, the better for their brands and the nation’s entertainment industry.