In anticipation of its 28th edition, the South African Music Awards (SAMAs) has announced its partnership with the social media platform TikTok.
The announcement comes ahead of the nomination announcement – taking place on 3 June – for the public voted categories, which include Record of the Year, Music Video of the Year and Artist of the Year.
The rest of the nominees will be announced at an exclusive event on 7 June.
Commenting on the partnership, RiSA CEO Nhlanhla Sibisi said, “This is a significant milestone for the SAMAs, and we are excited to be working with a huge platform like TikTok.”
“For TikTok, music is the platform’s backbone and content creation, and the SAMAs are in the business of honouring music excellence. So it came with no consideration that we should work together. We encourage fans and supporters of South African music to head over to TikTok and engage with us. We have big plans for this partnership, and further announcements will be made in due course,” Sibisi added.
Yuvir Pillay, TikTok Africa music operations manager, said: “Our platform has quickly become a channel for music discovery and a launch pad for many artists in South Africa and the rest of the world. We are truly honoured to be a part of the 28th edition of the SAMAs, which celebrates the artists, the music and the producers.”
According to the organisers (RiSA), the partnership will include various activations and promotions, with more deals expected soon.
The SAMAs have also launched an account on TikTok, which will feature entertaining and engaging content.