Bimpe Adebayo 

Style, entertainment and fan culture collided spectacularly at the 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), as Guinness delivered one of the night’s most talked-about experiences through fashion, music and audience participation.

In a bold move that merged celebrity glamour with digital engagement, the brand introduced the Guinness Best Dressed Voters’ Choice Award, hosted on its Guinness Most Rated platform. The initiative shifted the spotlight to fans, giving viewers the opportunity to decide which celebrities truly owned the red carpet with the most outstanding looks of the evening.

Reality television personalities Sultana Auduson Ibrahim and Faith Adewale emerged victorious in the female and male categories respectively, earning ₦1 million each for their standout fashion statements. Their wins reflected not just style appeal, but also the influence of fan communities and online engagement in shaping pop culture conversations.

According to organisers, the voting platform generated over 25,000 votes, sparking massive interaction across social media and contributing significantly to post-event discussions online. The strong turnout highlighted the growing appetite for audience-driven entertainment experiences and digital participation around major African award shows.

Guinness also strengthened its footprint within the film industry by sponsoring the Best Director category, won by acclaimed filmmaker Akinola Davies Jr. for My Father’s Shadow. The movie further cemented its dominance at the ceremony after clinching the prestigious Best Movie award.



Beyond the awards, the brand elevated the atmosphere of the night with a celebration of African music and creativity. Guests were treated to energetic live performances from Nigerian stars Tiwa Savage, Fave and BNXN, each bringing a unique sound and stage presence that kept audiences entertained throughout the evening.

The experience extended beyond the main event through the Guinness Black Carpet activation, immersive fan engagement lounges and a vibrant presence at the official AMVCA after-party. These experiences reinforced the brand’s determination to remain closely connected to entertainment, fashion and youth culture across Africa.

“This level of engagement points to the brand’s obsession with its consumers; a commitment to showing up consistently in the spaces that matter most to them,” the statement noted.

By championing creativity, rewarding self-expression and creating memorable entertainment moments, Guinness continues to position itself as a driving force behind Africa’s evolving pop culture landscape — one that celebrates bold storytelling, daring fashion and the vibrant energy of a new generation.