Raheem Akingbolu writes on the relevance of creativity in the Nigerian business environment and how the recent partnership between Diageo and the promoters of AMVCA is changing the narratives
Africa has a rich storytelling tradition. For generations, our ancestors shared countless stories beneath the shade of trees on bright, moonlit nights. Today, the children continue this legacy through various digital platforms. The power of storytelling is profound. It not only reflects societal values but also shapes the continent’s identity. Storytelling drives and entrenches culture.
The Africa Magic Viewers’ Choice Awards (AMVCA) has today emerged as the premier platform for recognising and celebrating excellence in storytelling across the continent. When the lights came on at the 2026 edition of the AMVCA, the spectacle was unmistakable, dazzling fashion, emotional acceptance speeches, viral social media moments, and a celebration of African storytelling at its finest. But beneath the glamour was something far more significant unfolding quietly: a powerful corporate-cultural alliance that is helping reshape Africa’s entertainment economy. The partnership between Diageo and the Africa Magic Viewers’ Choice Awards has evolved beyond conventional sponsorship.
