Pan-African Award Shows: Do They Truly Represent the Continent’s Diversity?

Award shows are not just glitzy stages for fashion and celebrity glamour they are cultural mirrors. In Africa, Pan-African award shows such as the All Africa Music Awards (AFRIMA), Africa Movie Academy Awards (AMAA), and Soundcity MVP Awards have become platforms that aim to celebrate the continent’s talent on a global scale. They promise to showcase the best of African creativity while uniting artists across regions.

But beneath the lights and applause lies a question that many Africans are asking: do these award shows truly represent the continent’s diversity? With Africa’s vast languages, ethnic groups, and creative expressions, critics argue that some regions and genres get more visibility than others. This sparks debates about fairness, inclusivity, and whether these platforms are celebrating all of Africa, or just a select few.

The Big Names: AFRIMA, AMAA, and Beyond

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The All Africa Music Awards (AFRIMA), established in 2014, has grown into one of the most prestigious award shows on the continent, often dubbed the “African Grammys.” It has recognized global stars like Burna Boy, Wizkid, Davido, and Angelique Kidjo. Similarly, the Africa Movie Academy Awards (AMAA) has celebrated filmmakers like Kunle Afolayan and Genevieve Nnaji, giving African cinema a continental stage. These shows have played a major role in bringing African entertainment to global recognition.

AFRIMA: Music Across Borders

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The All Africa Music Awards (AFRIMA), established in 2014, aims to promote African music globally. In its 2022 edition, AFRIMA received an unprecedented 9,076 entries, the highest since inception, marking a 2.2 % increase from the 8,880 entries submitted in 2021 .

However, the distribution of nominations highlights some imbalance. Out of the 2022 nominations:

• West Africa led with 134 nominations (=35 %)
• East Africa followed with 69 (= 18 %)
• Southern Africa had 68 (= 17.8 %)
• Central Africa received 52 (= 13.6 %)
• North Africa had 49 (= 12.8 %).

While AFRIMA brands itself as pan-African, these figures suggest that West African artists particularly Nigeria dominate the nominations and wins, raising questions of equity. For example, in the 2022 edition, Burna Boy, Asake, Wizkid, Tiwa Savage, and Tems were among the major winners, mostly from West Africa.

AMAA: Celebrating African Cinema

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The Africa Movie Academy Awards (AMAA), founded in 2005 by Peace Anyiam-Osigwe, remains one of the most prestigious film award shows in Africa. The first ceremony was held in Bayelsa, Nigeria, and while it initially stayed mostly in Nigeria, it has since expanded its reach, with international editions hosted in places like South Africa. AMAA was created to promote African culture and professionalism in filmmaking, and to provide networking opportunities for filmmakers across the continent. Yet, like AFRIMA, it has often been critiqued for favoring films from Anglophone regions, leaving Francophone and Lusophone African cinema underrepresented

Who Gets the Spotlight? Regional Representation Challenges

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Despite their Pan-African vision, critics often point out regional imbalances. West African countries, especially Nigeria and Ghana, dominate categories due to their massive music and film industries. While both AFRIMA and AMAA are marketed as Pan-African platforms, the dominance of Nigeria and West Africa in these award shows cannot be ignored. This dominance stems not only from the large entertainment industries in Nigeria but also from stronger media infrastructure and international visibility. However, this imbalance risks overshadowing equally powerful stories, music, and films from underrepresented regions.

Language, Genre, and Cultural Inclusion

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African entertainment is as diverse as its people. From Afrobeats in Lagos to Amapiano in Johannesburg, Bongo Flava in Tanzania, and Gnawa music in Morocco, the continent’s soundscape is vast. Yet, some award shows appear to prioritize global-friendly genres like Afrobeats, leaving traditional and local sounds under-celebrated. Similarly, while Nollywood dominates AMAA nominations, smaller industries like Somali, Malagasy, or Sudanese cinema often receive little recognition, despite their rich storytelling traditions.

Women in the Celebration

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Pan-African award shows have spotlighted powerful women, but gender imbalance remains a concern. AFRIMA has celebrated icons like Tiwa Savage, Yemi Alade, and Sho Madjozi, while AMAA has honored trailblazing filmmakers like Wanuri Kahiu of Kenya. However, many categories are still male-dominated, and women producers, directors, and behind-the-scenes creatives often go unnoticed. This raises the call for award shows to ensure that women’s contributions are fairly recognized.

Do They Truly Represent Diversity?

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While Pan-African award shows like AFRIMA and AMAA have made remarkable strides in celebrating African talent on a global scale, they do not yet fully represent the continent’s diversity. The recurring dominance of West African countries, especially Nigeria, reveals structural imbalances in visibility, industry size, and media influence. Many deserving voices from Central, North, and Lusophone Africa often remain underrepresented. This means that although the awards are “Pan-African” in name and ambition, in practice, they still lean heavily towards regions with stronger entertainment industries. To truly earn their title, these platforms must take deliberate steps to ensure inclusivity across all regions and cultural expressions.

A Glimpse into the Future

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For award shows to truly represent Africa, they must evolve. This could mean introducing more regionally based categories, spotlighting indigenous art forms, and creating platforms for grassroots creators. Digital voting systems and streaming have already expanded reach, but stronger inclusivity is needed. If award shows embrace all regions equally, they will not only reward stars but also preserve Africa’s cultural diversity for generations to come.

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