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SAMA27 Boasts Top Notch Sponsors

The SAMAs are proud to be associated with some of the biggest and iconic brands in South Africa as sponsors and strategic partners for their 27th instalment.

SABC1 is the official broadcaster that will beam the virtual award ceremony at a date that will be announced soon. The channel is a public service South African broadcaster and is the most-watched channel on local television.

Dichaba Phalatse, SABC Video Entertainment Marketing manager said: “SABC 1 is looking forward to broadcasting the SAMA27 for all South Africans to celebrate with their favourite musicians. We wish all the nominees the best.”

The Department of Sport, Arts and Culture has again come on board as a custodian of music and the welfare of artists in general. Its mission is to develop, preserve, protect and promote arts, culture and heritage with the vision to establish a creative and inclusive nation.

The South African Music Performance Rights Association (SAMPRA) is a Collective Management Organisation (CMO) that administers music rights known as Neighbouring Rights (also known as Needletime Rights) on behalf of recording artists and recording companies jointly.

We do this by licensing music users such as radio broadcasters, retailers, pubs, clubs, restaurants, and other businesses that use music in their establishments. The licence fees collected from these establishments by SAMPRA are processed and paid as music royalties to recording artists and record companies whose tracks were performed by these establishments during the period. SAMPRA Chief Stakeholder Officer, Tiyani Maluleke said:

“The past year has been one of the most trying years for humanity, and more specifically, for an industry such as ours. We are proud of the resilience that our members have shown, in spite of the global pandemic. They have continued to create music that inspires and allows us to reflect. As a proud sponsor of the Record of the Year award, SAMPRA would like to wish all the SAMA27 nominees, the best of luck.”

SAMRO (South African Music Rights Organisation) administers performing rights on behalf of its members that include music composers, authors and publishers. They license music users (such as television and radio broadcasters, live music venues, retailers, restaurants, promoters and shopping centres) through the collection of licence fees which are then distributed as royalties. SAMRO General Manager, Member Services Karabo Senna said:

“As the biggest African Collective Management Organisation, SAMRO is honoured to once again be part of the SAMA’s. SAMRO is focused on promoting the interests of creators of music through the SAMA27 in creating a spotlight that allows creatives to further their brand and be acknowledged for their contribution as they redefine the creative industry.”

White Star sponsors the Newcomer of the Year category. It is a premium maize meal that is loved in South Africa. It is the first to be rich in vitamin A. White Star dominates the South African market because it’s affordable, easy and quick to cook. It is versatile and can be used in a variety of traditional dishes, starters and desserts.

“For over 20 years, music has been embedded in White Star’s DNA,” says Marketing Manager, Mokhele Makhothi.

“Our brand has always enjoyed a long and fruitful relationship with local artists and the music industry, and we’re particularly proud of Shay’na ngeWhite Star, which has given promising young artists opportunities to perform and to earn a living during the pandemic. The White Star Newcomer of the Year Award sponsorship represents another opportunity for us to demonstrate our commitment to supporting the local music industry. We can’t wait to hand over the inaugural award,” added Makhothi. 

Sofnfree sponsors the Female Artist of the Year category. It is one of Africa’s crown jewels. For generations, Sofnfree has catered for the needs of African woman. It has been formulated with local and international trends and flavours in mind. At the heart of its formulation is the need to deliver healthy and beautiful hair to feel good and express yourself. The Sofnfree brand team shared:

“As one of the sponsors of SAMA27, we are proud to be part of this year’s event, supporting the category Female Artist of the Year. As a brand, we recognise and applaud girl power, creativity and talent while also celebrating the freedom of expression – whether it’s through our hair or our music. We’re honoured to be part of the 27th year of these prestigious awards and wish all the Female Artist of the Year nominees the best of luck!”.

CAPASSO (Composers, Authors and Publishers Association) is a mechanical rights licensing agency that collects and distributes royalties to its members who are music publishers and composers. COO of CAPASSO, Wiseman Qinani Ngubo said:

“The world has transformed so much in recent times but one thing remains constant that is the power of a song. Music has held the world together in the most trying of times. As such, CAPASSO is proud to be part of SAMA27 to celebrate the creative exploits of those who gave us songs that have soundtracked our lives.”

Drip is a Youthful Athleisure Brand that produces well-designed products and well known for its attractive and Colourful Sneakers. Theirs is a Story of determination against the odds. Drip was founded in 2019 by Lekau Sehoana from Ivory Park, Thembisa. Currently, they operate 12 Stores across South Africa.  Drip Footwear creator and CEO, Lekau Sehoana said:

“We at Drip Footwear are thrilled and grateful to be part of the prestigious and highest music award show in the country. For us, this validates that dreams do come true and celebrating the music industry is part of who we are.

We cannot wait to see all the SAMA27 winners, performers and presenters rocking our Drip Footwear as music and fashion are a big part of our culture. We wish all the category nominees the best of luck, even though being a SAMA nominee makes them winners already. It is our honour to be part of the SAMA27 historical journey.”

Proudly South African is the country’s official buys local advocacy campaign. It works to promote the increased procurement of locally grown, produced and manufactured goods and services in the public and private sectors and with consumers.

Local procurement is a driver of economic growth and job creation, and making buys local choices as companies or individuals assists in growing our manufacturing base and creating jobs.

This in turn leads to greater economic activity which assists in the combating of the triple challenges of poverty, inequality and unemployment. Proudly South African’s clarion call is Buy Local to Create Jobs. Eustace Mashimbye, the Proudly South African CEO, commented:

“The SAMAs represent both musical excellence in our country as well as a sector that creates employment in a broad value chain, from the livelihoods of the artists themselves to costume designers, graphic designers, audiovisual technicians, make-up artists, caterers, security, stylists, and so much more. This is why Proudly South African endorses both the event and the industry that it represents.”

RiSA CEO Nhlanhla Sibisi welcomed the sponsors and partners on board the SAMA27 train:

“We are so thankful to have this calibre of sponsors this year.  As we all know, the SAMAs cannot take place without the generous and kind contributions of our sponsors. We are delighted that they see the value of the SAMA brand and what they can earn from being associated with us.

The SAMA is the ultimate and greatest music awards show in South Africa, it only makes sense to attract the most premium and biggest names in the country. Here’s to a long and fruitful partnership with each of our sponsors, also calling for more to come on board next year. Let’s build the SAMA together.”


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