Beverly Osu criticizes AMVCA for prioritizing clout over craft

 

Actress and model Beverly Osu has taken to her X page to call out the Africa Magic Viewers’ Choice Awards (AMVCA), accusing the prestigious event of losing focus on its original purpose — celebrating African cinematic excellence

In a pointed critique, Osu compared the AMVCA to the Cannes Film Festival, which recently set red carpet rules banning excessive nudity and dramatic trains to redirect attention to filmmakers and their work. She lamented that AMVCA, on the other hand, is “spiraling in the opposite direction.”

“What was once a celebration of African cinematic excellence now looks like a masquerade parade,” she wrote.

According to Osu, the industry’s core — the storytellers, technicians, and performers — is being overshadowed by superficial red carpet moments and social media hype.

“It’s no longer about the craft. It’s about CLOUT,” she stated. “Social media numbers are being prioritized over performances. The red carpet feels louder than the awards.”

She further criticized the shift in priorities, urging the industry to “bring the focus back to the work, not just the wow.”

“Filmmaking in general isn’t a joke,” she added. “This is one of the few times filmmakers get to unwind, celebrate and reconnect.”