Big stars gang up against AMAA

**chi** · 04-19-2009 12:57 AM

The stars need to get their acts together — Shuaibu Hussein, Head, Screener College, AMAA
By Samuel Olatunji
Sunday, April 19, 2009

Once upon a time, venue of Africa Movie Academy Awards (AMAA) usually served as meeting point for entertainment stars across the spectrum of Nollywood and beyond. It is not uncommon to see the likes of Genevieve Nnaji, Ramsey Nouah, Stella Damasus-Nzeribe, Omotola, Rita Dominic, Kanayo O. Kanayo, Uche Jombo, Ini Edo, Mercy Johnson, Jim Iyke and the likes at AMAA, but this year witnessed a reversal in fortune as these big stars kept away from the Glover Hall at Bayelsa State, the venue of the award.

Findings by Showbiz Now reveals that the stars decided to stay away to protest some certain grievances they have against AMAA and its organisers. It would be recalled that two weeks ago, we reported and quoted star actor, Emeka Ike, saying he has some grudges with AMAA. And from what played out last week at the UBA/AMAA, it appears he is not the only one that has grudges.

Though no official meeting was held against AMAA, the stars in solidarity with one another decided to stay away from the event. For instance, Funke Akindele and Mercy Johnson, both award winners, were not present to receive their awards. Rita Dominic, Genevieve Nnaji, Uche Jombo, Susan Peters were all at Thelma Okodua’s wedding at Lekki, Lagos where Rita was the bride of honour. Eucharia Anunobi was not there, Ini Edo was on set while Omotola was simply at home. Ramsey Nouah was on set of Kunle Afolayan’s set and Kunle himself whom many see as AMAA’s baby was not there.

These stars Stephanie Okereke (who refused to speak about the award when we spoke to her despite always being enthusiastic about it in the past), Chinedu Ikedieze, Kate Henshaw, Fred Amata, Patrick Doyle were the few handful stars that made it to the event. Though the English genre stars were absent, the Yoruba stars took over and they were heavily represented by Femi Brainard, Doris Simon, Eniola Badmus (Gbogbo Bigz gal), Tunde Kelani and a few others.

One star actress who spoke to us on condition that we keep her name out of print told us that AMAA treats stars as if they are not stars. “Can you imagine an award ceremony that has to do with actors and actresses and they have to sit with the audience as spectators? A colleague of mine that called them for the sitting arrangement at the dinner they had in Lagos was told bluntly that there was no special sitting arrangement for stars. If they want us to show loyalty to the award, they should treat us like stars that we are.”

Another actor who also prefers anonymity said he was not at AMAA because the whole concept was designed to make the organisers rich and nothing is added or given back to the industry. “What do I stand to gain by attending AMAA?”, he asked us when we asked him about his absence at AMAA. I will not only waste my time and energy going there, I would have to leave behind things that would fetch me money and add values to my life. In other parts of the world, award organisers give incentives to make stars want to come, but here, UBA/AMAA goes about as if it is doing us one huge favour by inviting us.”

One top producer queries AMAA for asking filmmakers to submit entries for the awards. “Why should filmmakers submit entries for the award? I expect AMAA, as the foremost award body in Nigeria, to have people who scout for movies and individuals that deserve entries.”
Mildreb Okwo, producer of 30 Days who agreed to be quoted told us on record that for AMAA to continue to hold the interest of top stars, it must get more creative in the way it invites and treats the stars. “I don’t think any big star purposely gang up against AMAA as you said.

The truth is, no matter how big you get or how relevant an event is, you must find innovative ways to bring the stars to your event. You must create a platform that will make them not want to miss it. As big as Oscars has gotten, they still go out marketing to the actors. When stars go the Oscars, they are given all types of gifts that worth millions. I know we are not Hollywood, but you must find a way to make it worth people’s time. As it is, Nollywood hardly work now and you want those that are working to leave their job and go to Bayelsa.

Why should they be committed to you? That is the question every business person must ask. The days of thinking that you ‘it’ and you can get what you want are gone. This is for everybody. You can see the way Governor Fashola goes about with his consultation. Don’t think once you do something everybody must rush it. They should have reason to want to go to your event. You must also infuse creativity into the way you invite the people. We should stop referring to the actors as ‘these people’, they are stars.

They are brand. Samuel, you are also a brand, there are things we don’t expect from you. As brands, you must find a way of getting them to the event. It is ridiculous to do the same thing year-in year-out and keep people interested. Funke Akindele is one of the hottest stars right now. Why should she leave what she is doing and fly to attend your award? You must motivate her. Whatever you do to get these people there, you must do it. You must have people who market the award to them.”
Another actor wondered why the organisers stop giving monetary rewards to winners. “if they get the kind of money we heard they are getting, there is nothing bad if they give monetary reward.”
However, head of screeners College of AMAA Mr Shuaibu Hussan, disagrees.

“AMAA is not just a Nigerian affairs, it is an African thing. If some people did not respond to an invitation , it does not mean there is a gang up. I don’t know where you got this from. Invitation cards were sent to people and none of them wrote to say they were ganging up. If they did not respond, that means they have other things they are doing. If you were at AMAA, you will know that the industry was well represented. If people who have private engagements did not make the event, it does not mean there is a gang up against AMAA. AMAA is not a Nigerian thing, it is an African thing.”

When we pressed further that something must have gone wrong for the very big stars to be absent from the event, he requested that we read out names of those that were absent and we did. Responding, Shuaibu says the big stars need to be more professional. “Some of these stars need to be more professional in the way they handle their things. Some of them don’t even have addresses. There are some that you are talking about that don’t have functioning email addresses. Some of them expect you to go and drop invitation cards for them at Ojez. Some of them don’t have functioning offices.

Some of them don’t even know AGN’s secretariat. We called some people and they asked us to drop their cards at Ojez. Is that supposed to be a greenroom for artistes? For instance, Genevieve that you are talking about, I have about six numbers that are supposed to be hers. Even trying to get to her as a journalist has been harrowing, not to talk of somebody that is organising an event. So, what are we talking about? If AMAA invites you and they ask you to respond and you don’t because you are a star, will they now go to NTA and announce that we are looking for so and so?

We have people that are not part of the event that called and asked on how to be part of it while major players can’t even send their personal assistants. They need to be more professional. Call them to send a media kit on themselves and you will be dazed that they don’t have it. On a personal level, I’ve tried to get them for festivals abroad and it’s been difficult. I’m not saying AMAA is perfect, but these people are not organised. There is no star that came to the event that was not well treated. I don’t think anybody will fault the AMAA awards itself, you may fault the logistics, particularly because of high profile of jury.

On Emeka Ike, Shuaibu says whatever view he expressed is his own opinion. He faulted him on claim that AMAA has not developed the industry. “The movie, Stronger than Pain that won last year has been to festivals around the world courtesy of recommendation from AMAA. Kate Henshaw has participated in some international events courtesy of winning. That is not the only film. Whitewaters has travelled to festivals courtesy of AMAA. Look at Irapada by Kunle Afolayan, it has been to festivals around the world, courtesy of AMAA. Again, the AMAA Academy organises training for people in the industry.

The members of the jury participate at festivals around the world and if they see good movies at AMAA, they are quick in making recommendations to other festivals. I know that Kenyan movies and Reloaded have gotten invitations to participate in festivals around the world, courtesy of their participation at AMAA. Some people should not rubbish AMAA because they’ve not won it before.”

sunday sun

http://www.sunnewsonline.com/webpage...4-2009-001.htm

**sky_flies** · 04-19-2009 04:24 AM

Mildred raised a very good point... what does it matter to participate in AMAA when its not highly befitting? There got to be a way of drawing the stars closer to the event. Even Thelma knowing her wedding would draw stars could have adjourned the date for AMAA if there were some sorta benefit to attending.

The approach at bringing Hollywood stars I am sure is uneasy.... and believe if equal amount putted to bring one Hollywoods star is substituted for fifteen African stars, would yield a star studded AMAA... but AMAA misplaced priorities. We don't respect our stars... no be today e don tey!

AMAA and its juries need to re-strategize, period!

**TheForce** · 04-19-2009 08:19 AM

Agreed that AMAA needs to woo some stars to the event to spice it up, and must do so at all costs. This "it is an African thing and not a Nigerian thing" that AMAA keeps saying is not helping matters at all. There could not have been AMAA without Nollywood, they should recognize that. And if Nollywood decides today not to send any entries to AMAA, that will also mean the end of AMAA.

The stars on the other hand should put sentiments aside and stop getting angry every time they don't win a competition. (I saw one half of P-SQUARE get visibly angry at MTV MAMA award because they did not win in the category they expected to win, while the other half was trying to calm him down)

They should all put their heads together in finding lasting solution to the current problem plaguing Nollywood, because that's where they get their daily bread. We know they are stars, but that should not always be what we see them as, If Nollywood crashes today, their star status is doomed and they become ordinary like every one else. Producers are investors and can decide to put their money in another direction in entertainments. But for the stars acting is what they have come to know, the other alternative (Singing) they've all tried their hands on, ain't that easy as they thought, otherwise some would have remained there. As the Nigeria music industry is more progressive right now than Nollywood.

The truth be told what have been coming out of Nollywood of late had been complete trash, one of the thing that actually lure stars to attend award ceremonies are when there are hopes for the movie they feature in at winning some of the awards. Why will they attend the ceremonies, when they know they will have to hide their heads in shame when the results are called.

For the movie Jenifa to win the best actress in lead role at AMAA, tells us we still have a very long way to go. A role that is devoid of any complications, character complexities or variations.
I am not saying that Jenifa never deserved to win neither am I faulting the judgment of the jury. I am simply saying that, in the land of the blind, a one eyed man is the king.

**moviewizard** · 04-19-2009 08:55 AM

hmmm...

**bigmomma** · 04-19-2009 09:08 AM

Originally Posted by TheForce

The stars on the other hand should put sentiments aside and stop getting angry every time they don't win a competition. (I saw one half of P-SQUARE get visibly angry at MTV MAMA award because they did not win in the category they expected to win, while the other half was trying to calm him down)

I am dying here lol hehehehehe chei

**peculiar** · 04-19-2009 09:10 AM

hmmm.....

**TheForce** · 04-19-2009 09:24 AM

@MW & Pecs. hmmm..... + hmmm... = hmmmSquare - ..

**moviewizard** · 04-19-2009 09:35 AM

Originally Posted by TheForce

@MW & Pecs. hmmm..... + hmmm... = hmmmSquare - ..

lol.

**ghanaiangyal** · 04-19-2009 09:47 AM

Honestly, I don't get the gripe the stars have with the award ceremony. So they want special seating, so that is something to boycott ( assuming it is true) or spite the award ceremony? They don't benefit from the award show- and? It is an award to honour the best actors on the continent and not a fundraiser or ball. Abi, should the Kora awards (before it was moved) or the MTV awards primarily benefit South African artists , etc.

The mentality with some of our movie stars need to change- it is a privilege to be honoured and not a right just because you are an actor. We need the AMAA to recognize our own and it needs to be nurtured and cared for to grow; however, if we keep sabotaging it because of our own personal issues we will still be where we are. You think the Oscars/Cannes sprung up over night or was well orchestrated the day it came into existence. We want to leap before we can walk.

**takestyle** · 04-19-2009 10:24 AM

Originally Posted by ghanaiangyal

Honestly, I don't get the gripe the stars have with the award ceremony. So they want special seating, so that is something to boycott ( assuming it is true) or spite the award ceremony? They don't benefit from the award show- and? It is an award to honour the best actors on the continent and not a fundraiser or ball. Abi, should the Kora awards (before it was moved) or the MTV awards primarily benefit South African artists , etc.

Not completely true... The award shows need the stars more than the stars need the award shows.

Yes, stars love award shows because everybody likes to get their ego stroked once in a while. But it's not like the shows are philanthropic events selflessly aiming to elevate of the arts. They are just what they are called, shows--just like a TV soap or a big concert--productions that hope to make money through advertising and sponsorship.

But in order to do that, they need to raise their profile. And in order to raise their profile, they need to make sure ALL the stars are there. Which is why the Oscars and the Grammys give those enormous swag baskets to make attending worthwhile.

Meanwhile, smaller award shows like The People's Choice that don't hace as high a profile and can't lavish as many gifts, what do they do? They let the stars know in advance that they ARE going to win an award if they attend.

Somehow, someway, you've got to make it worthwhile for stars to show up or you ain't got dick.

**sky_flies** · 04-19-2009 11:01 AM

@ TheForce,
in the forth coming NR awards, I'd nominate your view for the best masterpiece writing

. I just kept on nodding my head like agama tat every full stop. Thank you! You got it right!!

**ilammie** · 04-19-2009 12:04 PM

i am a big fan of african movies, but i was suprise about some of the awards, can someone tell me how they decide who gets the awards.

**alize** · 04-19-2009 12:12 PM

THEFORCE, GOOD WRITE-UP. people should leave HOLLYWOOD OUT OF IT. NOLLYWOOD STARS MUST GET ORGANISED THEMSELVES. AMAA SHOULD TRY TO AVOID CONTROVERSY IF THIS BODY WANTS TO BE RESPECTED AROUND THE WORLD.

**ghanaiangyal** · 04-19-2009 12:51 PM

Originally Posted by takestyle

Not completely true... The award shows need the stars more than the stars need the award shows.

Yes, stars love award shows because everybody likes to get their ego stroked once in a while. But it's not like the shows are philanthropic events selflessly aiming to elevate of the arts. They are just what they are called, shows--just like a TV soap or a big concert--productions that hope to make money through advertising and sponsorship.

But in order to do that, they need to raise their profile. And in order to raise their profile, they need to make sure ALL the stars are there. Which is why the Oscars and the Grammys give those enormous swag baskets to make attending worthwhile.
Meanwhile, smaller award shows like The People's Choice that don't hace as high a profile and can't lavish as many gifts, what do they do? They let the stars know in advance that they ARE going to win an award if they attend.

Somehow, someway, you've got to make it worthwhile for stars to show up or you ain't got dick.

I don't think you have negated anything I said. The profile of the Oscars that you are now referring to did not happen over night. How long has the Oscars been in existence or the enormous swag baskets? It could be argued that the swag baskets are part of the fanfare now because of the stature/prestige of the awards and not the other way around.

To say that every award show needs its stars is a simplification. The Oscars came about because a group of 36 writers/ producers/ actors came together to found a project to "honour" the best in the industry- it was the honour being bestowed that was the importance; to appreciate the works of those in the industry and motivate everyone to better heights in order to improve the INDUSTRY. The stars came out to support and consistently came out because they supported the dream and not because they gained monetarily or personally from it. This allowed the award show to cement itself and become the award show we know of it right now.

At first it was only a private dinner and now it has evolved to the fanfare it is (81 years later). You think it would have survived if the actors were like- what is in it for me- you look at the future; and we lack vision sometimes when we do things in Africa. The AMAA is in its infancy and sometimes to establish something you have to put away petty things like that for the greater good. There is no problem airing your complaints, etc..but we like "cut of my nose" to spite too much.

**takestyle** · 04-19-2009 01:08 PM

Originally Posted by ghanaiangyal

I don't think you have negated anything I said. The profile of the Oscars that you are now referring to did not happen over night. How long has the Oscars been in existence or the enormous swag baskets? It could be argued that the swag baskets are part of the fanfare now because of the stature/prestige of the awards and not the other way around.

To say that every award show needs its stars is a simplification. The Oscars came about because a group of 36 writers/ producers/ actors came together to found a project to "honour" the best in the industry- it was the honour being bestowed that was the importance; to appreciate the works of those in the industry and motivate everyone to better heights in order to improve the INDUSTRY. The stars came out to support and consistently came out because they supported the dream and not because they gained monetarily or personally from it. This allowed the award show to cement itself and become the award show we know of it right now.

At first it was only a private dinner and now it has evolved to the fanfare it is (81 years later). You think it would have survived if the actors were like- what is in it for me- you look at the future; and we lack vision sometimes when we do things in Africa. The AMAA is in its infancy and sometimes to establish something you have to put away petty things like that for the greater good. There is no problem airing your complaints, etc..but we like "cut of my nose" to spite too much.

You raise some good points and I kinda agree with you insofar as you contend that the AMAA should be built up organically rather than trying to jump to the top if the stairs fully-formed.

But as always, it's always problematic to compare Nollywood to Hollywood... Hollywood basically built the template and wrote the rules for the show business handbook almost a century ago.

Therefore, those that follow in Hollywood's footsteps should be able to stand on Hollywood's shoulders.

So Hollywood started with a small private dinner and then evolved to a big pageant. Does that mean Nollywood should follow the same path of development?

That's like saying that because Hollywood started with black & white silent movies that Nollywood should go back to that root and build from there. (I would actually be in favor of that, though!)

Hollywood built the award show... There's no reason why we shouldn't be able to pick up from there.

You're right about the lack of vision, of course... There's much too much concern with superficial, cosmetic glamour and not the substance of the thing itself. But that is really endemic in all aspects of African life.

Thread: Big stars gang up against AMAA

LinkBack

Thread Tools

Display

Big stars gang up against AMAA

The Following 3 Users Say Thank You to TheForce For This Useful Post:

Similar Threads

As AMAA goes in search of films that ruled 2008

Big Brother Africa Is Back

Big Brother Africa is back with season 3!

Jonathan lauds AMAA

Big Brother Africa II: Pornography And Money

Posting Permissions