Before the red carpets, premieres and awards speeches, the 12th Africa Magic Viewers’ Choice Awards opened with a quieter but increasingly important part of the industry conversation.

Young Filmmakers Day, held on Wednesday, 6 May at the Multichoice Studio in Ilupeju, Lagos, brought together emerging storytellers working across film, digital media and online content creation.

Facilitated by Uche Jombo, the event focused on the realities of navigating today’s entertainment industry, particularly for younger creators building careers across multiple formats and platforms.

The gathering reflected a wider shift within African entertainment, where digital creators and filmmakers now move more fluidly between online storytelling and traditional screen production. That overlap was also visible in Johnnie Walker Blonde’s wider AMVCA presence, which included backing the Best Digital Content Creator category at the main ceremony.

A panel session hosted by Johnnie Walker featured Stan Nze, Amarachukwu Onoh and Abiodun Odu, moderated by James Bentong Mbu. Discussions ranged from storytelling and audience engagement to the growing influence of technology and artificial intelligence within the creative process.

For many attendees, the value of the session came from its openness. Conversations moved beyond glamour and visibility, focusing instead on sustainability, experimentation and the realities of finding a creative voice in a crowded industry.

Speaking during the event, Oyetola Akereledolu, Brand Manager, Johnnie Walker – South, West & Central Africa, said the brand’s involvement reflects an interest in creators willing to push storytelling in new directions. “Our philosophy is built on the world of unexpected expressions,” she said. “What we see with young filmmakers today is a willingness to experiment, to try new formats and to tell stories in ways that feel natural to them.”

She added that younger audiences are increasingly shaping the direction of the industry itself. “The lines between film, digital content and online communities are becoming less rigid. Creators are responding to audiences in real time, and that is changing how entertainment is experienced.”

As the first event in a packed AMVCA week, Young Filmmakers Day offered an early look at the generation increasingly influencing where African storytelling goes next.