I make experiences, not just events, Amaka Akukwe

For over 13 years, Amaka Akukwe has been behind the scenes, creating experiences for some of Nollywood's biggest film premieres and entertainment events.

As the founder and Chief Creative Director of RedBox, Akukwe has built a career at the crossroads of entertainment, creativity, and experience. She designs and delivers events that take stories beyond the screen.

Her work includes premieres for films like ‘Call of My Life’, ‘Sugar Rush’, ‘Palava’, ‘Omo Ghetto’, ‘Lisabi’, and ‘Colours of Fire’, among others.

Apart from film premieres, RedBox handles corporate events, brand activations, cultural experiences, festivals, and large productions for companies like Netflix, Meta, Tolaram, IFC, and Access Bank.

The company has also played a role in five straight editions of the Africa International Film Festival. They deliver events and branding across workshops, premieres, and galas.

For Akukwe, creating an event is more than just about looks. The audience's experience is key in her creative process.

She said, “I am always thinking about what people will feel, not just what they will see. The best experiences stay with you long after you’ve left the room.”

This approach has led Akukwe and the RedBox team to work on the ‘Black Market’ premiere at Tafawa Balewa Square in Lagos. This event is expected to draw more than 50,000 people.

A statement shared with Saturday Beats highlighted the variety of events Akukwe has worked on, from small brand experiences and corporate meetings to film premieres, festivals, and large public events.

She also works in Events and Branding at AFRIFF, which broadens her role in the film and festival scene.