Cape Town – Afrikaans singer Steve Hofmeyr on Thursday cancelled his DStv account, drove over his decoder, and threw his satellite dish off the roof of his house.
This comes after MultiChoice in a statement to Channel24 said that it would "in future not carry content that includes Steve Hofmeyr on any of its platforms".
The statement came after the South African company last month threatened to withdraw its sponsorship of the Ghoema Music Awards if Steve Hofmeyr's song, Die Land (The Land), wasn't immediately removed from the list of nominees.
At the time Joe Heshu, MultiChoice's group executive for corporate affairs, in a statement said: "We are committed to the building of a non-racial society and strongly condemn any acts of discrimination."
He added: "MultiChoice is proud of its support for Afrikaans, not only our investment in content for our DStv platforms but also our sponsorships of festivals, events and the broader Afrikaans performing arts sector."
"Our commitment to Afrikaans and all local languages will not change. It has come to our attention that Steve Hofmeyr was nominated for a Ghoema music award in the category for Best Music video. We have requested that Steve Hofmeyr not form part of the event that we sponsor as his views are not aligned with our values. We welcome a society where freedom of speech is celebrated, however we take a stand against racism."
In retaliation, Steve - who is known for his race-baiting and provocative statements - posted a video on Facebook of himself cutting ties with DStv in a very dramatic fashion. He then offered a R10k reward to "one lucky winner" who did the same and posted a video on Facebook before 1 June 2019.
"Yes, you can't boycott everything and everyone, but I'm going to try. I'm done with MultiChoice, all their channels, including kykNET and Showmax, as well as Media24 (stop trying to phone me) and a few others that I will name later," read part of Steve's online rant.
MultiChoice earlier on Thursday declined to add anything to their previous statement on the matter. Naspers, of which Media24 is a subsidiary, earlier this year completed the unbundling of its shares in MultiChoice Group (MCG).
WATCH THE VIDEO HERE: