Digital content creators stole the spotlight at the 12th Africa Magic Viewers' Choice Awards (AMVCA) as skitmaker Sophia Chisom, known as Soso, and Big Brother Titans star Emmanuel Kanaga emerged winners of the Best Digital Content Creator category. The award, held on May 15, 2026, in Lagos, Nigeria, underscores the growing influence of online storytelling in African entertainment.
Rise of Digital Storytelling
The category, once considered a fringe segment of the awards, has gained prominence as digital creators shape audience engagement through short-form videos, skits, and social media storytelling. Nominees included Taaooma, Elozonam Ogbolu, Genoveva Umeh, Steve Chuks, Akwaman, Benedict Ehimare Oriaifo, and Destiny Ogie Osarewinda, alongside the winners. Industry watchers note that the increasing recognition reflects changing audience habits and the growing intersection between film, television, and social media content.
Previous Winners and Trends
The shift has been building over recent years. In 2025, Iyo Prosper Adokiye won with We Listen, We Don't Judge (Bible Edition), while Layi Wasabi's courtroom skits drew attention to the storytelling potential of short-form online content. These wins highlight the evolving landscape of African entertainment.
Johnnie Walker Blonde Backs Creators
Johnnie Walker Blonde, sponsor of the Best Digital Content Creator category, used AMVCA week to spotlight emerging filmmakers and young content creators. The brand's activities began on May 6 with a Young Filmmakers Day masterclass at the Multichoice office in Lagos, where emerging storytellers learned about the business side of filmmaking.
The brand also launched a pre-event social media series featuring nominees and influencers in short-form videos, building anticipation for the awards. Actors and influencers, including Genoveva Umeh and Enioluwa Adeoluwa, appeared in the campaign, reflecting the growing use of social-first storytelling in entertainment promotion.
Brand's Perspective
Ifeoma Agu, Group Head of Culture, Influencers and Advocacy at Diageo South, West and Central Africa, said the initiative reflects broader shifts in the entertainment industry. "What we are seeing across African entertainment today is a new generation of storytellers redefining how culture is created, shared, and experienced," Agu stated. "The lines between film, digital content, and social storytelling are becoming increasingly fluid, creating exciting new pathways for creativity and audience connection."
Agu added: "Johnnie Walker Blonde exists at the intersection of culture, self-expression, and social energy. This partnership is about recognizing progress in the industry and the evolving ways audiences engage with stories. We are proud to support emerging filmmakers and digital creators at this year's AMVCA."
Online Engagement Beyond Awards Night
At the main event, the brand introduced interactive red carpet activities hosted by Jay on Air, including a Nollywood-themed charades segment that generated online engagement beyond the live broadcast. The clips circulated widely on social media, extending conversations around the awards into digital spaces.
As the 2026 AMVCA concluded, much of the discussion continued online, highlighting the expanding role of digital creators in shaping African entertainment and audience culture.
