The South African Music Awards partners with TikTok

TikTok organizes its first amapiano music festival.

Photo: sopaimages/Getty Images

  • The South African Music Awards (Samas) have partnered with TikTok.
  • The social media platform with the help of the promotion of the 28th edition of the awards.
  • Nominees for the public-voted categories of Record of the Year, Music Video of the Year and Artist of the Year will be announced on Friday, June 3.

Ahead of the 28th edition of the South African Music Awards (Samas), the Recording Industry of South Africa (RiSA) has announced its partnership with social media giant TikTok.

This is the first time the organization has partnered with the international entertainment platform which will help promote the awards.

Yuvir Pillay, Head of Music Operations at TikTok Africa, said, “Our platform has become a music discovery channel and launch pad for various artists in South Africa as well as around the world.

“We are honored to be part of this prestigious event, like the Sama, which celebrates the art of music, artists and producers. We are happy to be able to bring this celebration to our TikTok community.”

The organizers of the awards, RiSA, said this was an important step. RiSA CEO, Nhlanhla Sibisi said, “This is an important milestone for SAMA and we are thrilled to be working with a massive platform like TikTok. The partnership is frankly overdue as music unites these two brands.

“For TikTok, music is the backbone of the platform and content creation, and SAMA honors musical excellence, it was a no-brainer that we worked together. We encourage fans and friends to SAMA and South African music supporters to head over to TikTok and engage with us. We have big plans for this partnership and more announcements coming soon.”

The announcement comes ahead of the official announcement of nominations for acts that performed well last year and topped the local music charts.

Nominees for the public-voted categories of Record of the Year, Music Video of the Year and Artist of the Year will be announced on Friday, June 3.

The other nominees from the categories judged will be revealed at an exclusive brunch in Johannesburg on June 7.

The closing dates for nominations in the Lifetime and International Achievement Award categories were in April, while the South African Music Performance Rights Association (SAMPRA) Artist of the Year category closed in May.

“We once again invite South African music enthusiasts to have their say on the selection of the biggest group of the year. It has been a fantastic year for South African music, especially with the emergence of new class groups. We anticipate this to be a hotly contested category and we look forward to crowning the winner at SAMA28,” said Sibisi.

The SAMPRA Artist of the Year category joins the Record of the Year and Music Video of the Year categories as the third award voted exclusively by the public. The other categories are judged by a panel of expert judges.

SAMPRA CEO Pfanani Lishivha said, “We are incredibly proud of the work that South African artists have done in 2021, especially given the conditions in which they have had to create.”

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