Johnnie Walker AMVCA partnership highlights support for digital creators and young filmmakers ahead of the 2026 awards ceremony

As preparations intensify for the 12th Africa Magic Viewers’ Choice Awards scheduled for Saturday, May 9, 2026, Johnnie Walker Blonde has reinforced its support for African storytelling by backing the Best Digital Content Creator category and Young Filmmakers Day.

Also read: AMVCA 2026 voting closes ahead of May 9 ceremony

Johnnie Walker backing for AMVCA took centre stage during a series of conversations held in Lagos, where emerging filmmakers, digital creators and entertainment professionals gathered to discuss the future of African cinema and content creation.

Held at the Multichoice Studio in Ilupeju, Young Filmmakers Day formed part of activities leading up to the prestigious award ceremony and focused heavily on innovation, technology and evolving audience behaviour in the entertainment industry.

One of the standout moments of the event was a panel session hosted by Johnnie Walker, featuring actors and creatives Stan Nze, Amarachukwu Onoh and Abiodun Odu.

The session was moderated by James Bentong Mbu.

Discussions centred on how filmmakers and digital creators are adapting to changing audience habits, expanding digital platforms and the growing influence of technologies such as artificial intelligence.

Rather than focusing solely on online visibility, the conversation examined the realities of building sustainable careers within the entertainment industry and the importance of creative adaptability.

The wider programme, facilitated by Uche Jombo, also gave emerging creators the opportunity to engage directly with established professionals across film and digital media.

Speaking on the initiative, Oyetola Akeredolu, Brand Manager for Johnnie Walker, said the company’s approach is rooted in embracing innovation and unconventional storytelling.

“Our philosophy is built on the world of unexpected expressions,” she said.

“What we see with young filmmakers today is a willingness to experiment, to try new formats and to tell stories in ways that feel natural to them.”

She added that the evolving entertainment landscape is encouraging creators to connect with audiences across multiple platforms simultaneously.

Also read: Gingerrr, The Herd lead explosive AMVCA 2026 race

AMVCA alliance with Johnnie Walker reflects the growing importance of digital storytelling and youth-driven creativity within Africa’s rapidly expanding entertainment industry.