By Teco Benson
The essence of awards in the creative industry has always been to recognize and reward excellence. Film academies and industry organizations established award systems to celebrate outstanding works and the creative professionals behind them. These recognitions serve as a benchmark for quality, inspiring filmmakers, actors, cinematographers, editors, production designers, and other practitioners to continually refine their craft and strive for artistic and technical excellence.
However, in recent times, a new wave of commercialized awards has emerged—one that prioritizes revenue generation over genuine merit. These awards operate on a monetized audience voting system, often in partnership with telecom operators. The process typically involves nominating multiple individuals and assigning each a voting code. Fans and supporters are then encouraged to vote at a financial cost, with nominees even urging their followers to cast multiple votes by paying several times over to increase their chances of winning.
At the end of the process, the winner is not necessarily the most talented or deserving but the nominee who could generate the highest number of votes—essentially, the one who could mobilize the most financial backing. This system rakes in billions for the award organizers and telecom companies, who then share the revenue while a fraction of the earnings is used to fund prizes for the winners.
A closer examination of this model reveals a stark departure from the original purpose of awards in the creative space. Instead of serving as a credible measure of excellence, these monetized awards often elevate individuals who can afford to buy votes rather than those who have demonstrated outstanding craftsmanship. This dilution of standards undermines the very foundation of creative recognition.
As industry professionals, we must reflect on the implications of this shift. Should awards continue to be a symbol of artistic excellence, judged by seasoned professionals who critically assess works based on merit? Or should they become mere popularity contests dictated by financial power?
True creative achievement deserves recognition based on expertise, talent, and impact—not the ability to purchase votes. It is time to reassert the value of credibility in awards and uphold the standards that inspire industry-wide growth and artistic integrity.
*Teco Benson, MFR is a
Filmmaker/Communicator
