- The South African Music Awards (Samas) have partnered with TikTok.
- The social media platform with help with promote of the 28th edition of the awards.
- Nominees for the public voted categories namely Record of the Year, Music Video of the Year and Artist of the Year will be announced on Friday, 3 June.
In anticipation 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.
It is the organisation's first time partnering with the international entertainment platform which will help with the promotion of the awards.
Yuvir Pillay, TikTok Africa music operations manager said: "Our platform has become a channel for music discovery and a launch pad for various artists in South Africa as well as the globe.
"We are honoured to be a part of this prestigious event, such as the Sama, that celebrates the art of music, the artists and the producers. We are happy to be able to bring this celebration to our TikTok community."
Organisers of the awards, RiSA, have expressed that this is a milestone. CEO of RiSA, Nhlanhla Sibisi said: "This is a big milestone for the SAMA and we are delighted to be working with a massive platform like TikTok. The partnership is frankly overdue as music holds both these brands together.
"For TikTok music is the backbone of the platform and content creation, and the SAMA honour music excellence, it was a no-brainer that we work together. We encourage fans and friends of the SAMA and supporters of South African music to head over to TikTok and engage with us. We have big plans for this partnership and more announcements will be made soon."
The announcement comes ahead of the official announcement of nominations of acts who performed well last year and topped the local music charts.
Nominees for the public voted categories namely Record of the Year, Music Video of the Year and Artist of the Year will be announced on Friday, 3 June.
The rest of the nominees from adjudicated categories will be revealed at an exclusive brunch in Johannesburg on 7 June.
The closing dates for nominations of 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 in selecting the year’s biggest act. It has been a fantastic year for South African music, particularly with the emergence of new class acts. We anticipate that this will be a hotly contested category and we look forward to crowning the recipient at SAMA28," Sibisi said.
SAMPRA Artist of the Year category joins Record of the Year and Music Video of the Year categories as the third award voted for by the public exclusively. The other categories are adjudicated by a panel of expert judges.
SAMPRA CEO, Pfanani Lishivha said: "We are incredibly proud of the work that South African artists accomplished in 2021, especially given the conditions that they had to create in."