*Diageo pledges to unlock culture
Vanessa Obioha
The 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) has officially kicked off, with nominees set to be announced on Sunday, March 29, 2026.
Headlined by Don Julio, a premium brand from Diageo, this year’s edition introduces notable changes, including the expansion of award categories to recognise Best Indigenous Language films in North and Central Africa. Since its inception, the AMVCAs have largely focused on West, East, and Southern Africa. With this expansion, under the joint leadership of Canal+ and MultiChoice, the awards are taking a more inclusive approach to celebrating Africa’s diverse languages, regions, and creative voices.
“We are celebrating culture in all its richness, and authenticity,” said Executive Head of Content and Channels, MultiChoice West Africa, Atinuke Babatunde. “From Lagos to Nairobi, from Dakar to Johannesburg, African stories continue to reflect who we are, how we live, and how we connect with the world.”
With this, the 12th AMVCA will feature 32 award categories in total, including 18 jury-decided categories and 11 public voting categories, alongside 3 special recognition awards for Lifetime Achievement and Trailblazer.
Veteran actress and one of Nollywood’s most enduring figures, Joke Silva, has been named Head Judge for the 12th AMVCA, bringing with her decades of experience both in front of and behind the camera.
The event will also include key pre-award activities such as Icons Night and Cultural Day, leading up to the main ceremony.
This edition marks the first time Diageo will partner with the AMVCA as a full portfolio sponsor. While Don Julio serves as the headline sponsor, other brands in its portfolio—including Malta Guinness, Smirnoff, and Orijin—will also feature prominently.
“We are marking a significant milestone with this partnership,” said Head of Marketing, Africa Partner Markets at Diageo, Segun Ogunleye. “It reflects 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.”
For Don Julio, the sponsorship underscores its commitment to “unlocking culture,” building on its visibility at international awards and recent engagements with Nigerian creatives.
As Ogunleye noted, the partnership with the AMVCA is rooted in shared values of passion, craftsmanship, and luxury—qualities that define both brands.
The 12th edition is scheduled to hold on May 9, 2026.