The African American Film Critics Association Prepares for the 16th Annual AAFCA Awards - AmNews Curtain Raiser

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The African American Film Critics Association Prepares for the 16th Annual AAFCA Awards

AAFCA President and co-founder Gil Robertson
(Sheri Determan Photo Credit)

The African American Film Critics Association Prepares for the 16th Annual AAFCA Awards

The African American Film Critics Association (AAFCA) is set to announce the winners of its 16th Annual AAFCA Awards on December 9, 2024. As revealed by AAFCA President and co-founder Gil Robertson, the announcement will also feature the highly anticipated reveal of the organization’s Top 10 Films of the Year. The winners will be celebrated at a glamorous, invitation-only gala on February 19, 2025, at the Beverly Wilshire Hotel in Beverly Hills.

The AAFCA Awards have earned a reputation for spotlighting the achievements of Black creatives within the film industry, with a focus on honoring the best performances and films that represent the Black diaspora. Categories for this year’s awards include Best Picture, Best Director, Best Actor, Best Actress, and awards recognizing emerging talent, documentaries, international films, and more. The event will also feature the announcement of four special achievement honorees, highlighting both the breadth and depth of talent within the community.

Financial Impact of the African American Community on Entertainment

Gina Prince-Bythewood, Gil Robertson, and Viola Davis (Sheri Determan Photo Credit)

As the AAFCA Awards celebrate cinematic achievements, the financial influence of the African American community on the entertainment industry continues to grow. According to Nielsen’s 2024 report, Black consumers are expected to wield a spending power of $1.8 trillion, underscoring their significant cultural and economic impact. The report also revealed that African Americans spend over 81 hours per week engaging with media, which is 31.8% more than the general population. This consumer group plays a crucial role in shaping the entertainment landscape, driving demand for content that reflects their experiences and values​

Notably, Black consumers have demonstrated a strong preference for supporting brands that align with their values. A 2024 report from McKinsey & Company highlights that 66% of African American consumers are willing to cut ties with companies that fail to respect their community. This consumer behavior is reflected in their growing demand for more authentic and representative content in entertainment, emphasizing the need for brands and filmmakers to prioritize cultural relevance​

In the broader context of media consumption, African Americans continue to set trends, with studies showing they are 44% more likely than the general population to use social media to engage with brands. Their influence extends beyond media, impacting product categories like beauty, personal care, and digital platforms. According to MRI-Simmons, Black consumers are increasingly shaping the market through their high engagement and buying power, which further emphasizes the need for inclusive representation across all forms of entertainment​

The AAFCA Awards arrive at a pivotal moment, as conversations around cultural representation and the economic influence of the African American community take center stage. The awards not only recognize cinematic excellence but also reflect the changing dynamics of the entertainment industry. As Black audiences continue to demand more authentic and inclusive content, the film industry faces a growing imperative to meet these expectations.

For more information on AAFCA and its programs, visit AAFCA.com.


AAFCA Awards Categories Include:

  • Best Picture
  • Best Director
  • Best Actor
  • Best Actress
  • Best Supporting Actor
  • Best Supporting Actress
  • Best Ensemble
  • Best Emerging Talent
  • Best Documentary
  • Best Independent Film
  • Best International Film
  • Best Animated Feature
  • Best Screenplay
  • Best Music
  • Best Film Short

Since its establishment in 2003, AAFCA has become the premier organization of Black film critics globally, with a particular emphasis on films and television shows that highlight the Black experience across the U.S. and the African Diaspora.


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