Journalist Livinus Chibuike sheds light on Why African Celebrities Don’t Value African Awards

Across Africa, the continent’s vibrant entertainment industry celebrates its talents with a dazzling array of awards shows. Yet, a prevailing sentiment among some African celebrities suggests these accolades don’t hold the same weight as their international counterparts.

In recent discussions, Livinus Chibuike Victor, a prominent figure in the entertainment industry who is also a journalist, addressed this disconnect during a press engagement. “I think the crux of the issue lies in the global allure of international awards,” Livinus stated. “Winning a Grammy or an Oscar feels like a universal seal of approval. It transcends borders and speaks to a global audience in a way that local awards often can’t.”

He highlighted the ongoing challenges faced by African awards ceremonies. “Despite the significant progress we’ve made in improving the quality of our awards shows, there are still issues with logistics and consistency. These problems can undermine the credibility of our awards,” he explained. “When celebrities see these challenges, it’s easy to understand why some may not place as much value on winning these awards.”

The shift towards international collaborations and cross-cultural exchanges also plays a role. Livinus observed, “With so many African artists working globally, the lines between regional and international recognition are increasingly blurred. Many artists are seeking validation from a broader, more diverse audience.”

Moreover, socio-economic factors contribute to the pursuit of international accolades. “Artists often face severe limitations in resources and opportunities locally. Achieving international recognition can be seen as a way to overcome these barriers,” He added.

Despite these challenges, he emphasized the importance of African awards. “African awards are crucial for promoting cultural pride and inspiring future generations. They help us celebrate and uplift our own talent,” he said. “There is a growing effort to elevate these awards to a global platform, and we must continue to work towards this goal.”

To address these issues, Livinus advocates for several improvements. “Transparency is key—clear selection processes and diverse judging panels are essential,” he advised. “Celebrating the continent’s rich artistic diversity and building partnerships with international platforms can also enhance the value of our awards.”

Livinus Chibuike concluded, “While African awards face significant challenges, they have the potential to become powerful symbols of excellence and pride. Through collective effort and innovation, we can elevate these awards to reflect the true value of our talent on a global stage.”