By Esther Onyegbula

Cultural Day at the 12th edition of the Africa Magic Viewers’ Choice Awards 2026 once again took centre stage as a major celebration of African heritage, fashion and creative expression, with Johnnie Walker Black Label using the platform to spotlight cross-cultural collaboration within the continent’s entertainment industry.

The event, widely regarded as one of the defining moments ahead of the awards ceremony, drew actors, musicians, designers and digital creators who showcased African traditions through contemporary fashion, storytelling and performance.

This year’s edition reflected the growing convergence between film, music, fashion and digital culture, as creatives from different sectors interacted on a shared platform while social media creators documented the experience in real time for global audiences.

Johnnie Walker Black Label, through its involvement at the event, reinforced themes around African creativity and cultural exchange, aligning with the objectives of its Johnnie Walker AfroExchange platform, which promotes collaboration across music, fashion and film.

Speaking on the brand’s participation, Group Head of Culture, Influencers and Advocacy at Diageo South, West and Central Africa, Ifeoma Agu, said the company remained committed to celebrating creatives who continue to shape culture across the continent.

She said: “At Johnnie Walker, our belief in progress has always been captured through our ‘Keep Walking’ philosophy, celebrating those who continue to push boundaries, evolve their craft, and move culture forward with intention across music, film, art, fashion and digital culture.

“Through platforms like Johnnie Walker AfroExchange, we are equally committed to creating spaces where African creativity, collaboration, and cultural exchange can thrive beyond the moment itself.”

The brand’s association with this year’s AMVCA activities also extended to its community of collaborators, including Elozonam Ogbolu, who earned a nomination in the Best Digital Content Creator category while participating in activities throughout the AMVCA week.

Industry observers noted that the growing influence of digital creators at the event underscored the evolving nature of African storytelling, where film, television and online content increasingly intersect to shape audience engagement and cultural conversations.

As Cultural Day continues to expand within the AMVCA calendar, stakeholders said the event now represents more than a pre-awards gathering, serving instead as a broader showcase of African identity, innovation and creative collaboration beyond the screen.