Africa Movie Academy Awards and Facebook Sign Partnership Agreement
The Africa Movie Academy Awards, a platform celebrating the artistry and excellence in African filmmaking and cinema, has signed a partnership agreement with Facebook to promote African and Nigerian artistes.
The partnership is aimed at leveraging Facebook’s global reach and social connectivity to promote African film and entertainment. On the Facebook end, AMAA presents Facebook with a soft entry into the African market and as the company launches its first ever presence in Africa, its collaboration with AMAA will drive digital impact in film and entertainment.
“With 1.4 billion active users; 120 million of whom are in Africa, the Facebook partnership offers the opportunity to further amplify African brands to the world” – something that’s certainly a thumbs up in my book given the diversity African brands have to offer. While the partnership will offer African talents and film projects specific opportunities to engage users through official vibrant pages on Facebook and Instagram, it will also create an opportunity for new users to explore and discover Africa’s most accomplished visual artistes, musicians and other entertainment talents and experts.
Africa is certainly coming into its own as global brands, looking for new worlds to conquer, are willing to explore and engage with Africa. This exploration and engagement will only serve us (Africa/Africans) well if we are careful to leverage these opportunities for our good – vs allowing our images and sounds to be distorted and amended to western tastes.
For instance, while brokering the deal, here are some questions I would ask; answers to which would be integrated into the signed contract between AMAA and Facebook:
1. How do the “official vibrant pages on Facebook and Instagram”, as part of the partnership, improve upon AMAA’s own Facebook and Instagram page? (I’m assuming that AMAA does have a Facebook and/or Instagram page)
2. What does this partnership mean in concrete terms for African artists? In what specific ways – outside of a social media page – will they be promoted?
3. Success cannot simply be “likes”; they must be so much more. Therefore, what does success look like for this partnership and by what metrics will that success be measured?
4. Facebook having 1.4billion users is all well and good. However, how will these 1.4billion active Facebook users be leveraged for African artist’s benefits? How will existing and new users especially explore and discover Africa’s talents? Does this partnership create jobs for Africans or concrete opportunities for African artists?
5. In addition to promoting African artists, what other benefits will this collaboration provide to Africa/Africans? For example, will African filmmakers be provided with courses and hands-on tutorials on digital filmmaking and production? Will African distributors be exposed to new and emerging models/platforms of entertainment content delivery?
This partnership is another move to make the African film industry more viable and present it to the world as another choice in the buffet of offerings out there for consumption. So, while remaining open to polishing the development, production and delivery of our content, we must be careful to remain true to our history and ancestry and introduce new users to an authentic yet – so far vastly – undiscovered world of storytelling, music and imagery.
In the middle of all these, we must ensure that these partnerships serve our deepest needs – rather than just being superficial tools.
If you haven’t already done so, I encourage you to check out some African artists on YouTube or other social media platforms. Here are a few: Wizkid, Sauti Sol, Eddy Kenzo, Victoria Kimani, Offside Trick, Awilo Longomba, Fally Ipupa, Werrason, jMartin, Os Detroria, Timaya, P Square, D Banj, Patoranking, Burna Boy, Sarkodie, Davido and Sheyi Shay.