FOR 30 years, the South African Music Awards (Sama) has been the heartbeat of the continent’s music scene, pulsating with the rhythm of creativity, innovation and excellence.
This year’s milestone ceremony promises to be an unforgettable tribute to the industry’s finest.
The nominees have been announced and a stage has been set for an indelible night.
Samas spokesperson Lesley Mofokeng told NewsDay Life & Style last Thursday in Midrand during the Sama nominees announcement breakfast that it took a lot for the organisation to attain success, longevity and prestige.
“It has not been an easy journey. It’s been a long one with its challenges and lessons,” he told this publication on the yellow carpet.
“But you know, the secret is that there actually is no secret because every year is different. As we have experienced with the Sama, there are years where there were a lot of commercial sponsors, government support, but there are also some years where we struggle.
“It just boils down to the passion and commitment to the course. We put the industry first, as the custodian of the recording industry.
“That is what really pushes us, you need somebody who believes in the local talent and one who sees the value it brings to the economy of the country. It keeps us alive and going and once you have that, you can reach 30 years and beyond.”
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While hinting at the potential spectacle of this year’s edition, Mofokeng highlighted the advantage of and need to give more support to home-grown talent.
“We are looking forward to celebrating a proudly South African offering which is going to fit South African music front and centre,” he said.
“It is going to be a nostalgic trip (down memory lane) from 1995 to now. We will be celebrating all the genres. Expect a lot of collaborations or what we call medleys and performances that encapsulate the journey of the last 30 years.
“You saw Zola7 performing this morning alongside a whole lot of artistes who have been the typical South African sound and faces representing or embodying what the SA music is all about. Like we have said in our theme this year, Less Noise, More Music.”
Metro FM presenter and DJ Sabby said other African countries could borrow a leaf from the Samas.
“(There is need for) consistency and keeping the channel open in the industry. It is also about acknowledging that the industry changes and people are consuming music differently,” DJ Sabby said.
“It is not an easy task, but play your cards openly and be as transparent as possible because sometimes what takes away credibility from awards is when people are not aware of criteria that have been used. It (transparency) makes it easy for the industry to trust and respect the awards.”
Queen Modjadji actor Lesley Musina gave a thumbs-up to the event’s organisation.
“The Sama nominees announcement was amazing to be honest. It’s the 30th time they have done this. It’s everything I had expected. I am excited for Tyla being nominated so many times and flying the flag internationally while also being honoured here at home,” Musina said.
“So I think other countries in Africa have also caught on, especially with the invasion of amapiano and Afrobeat. There is a sense of being universal across the audience as well as the producers.
“I think the only thing left is for all of us to be inclusive in each other's projects so that we become the global village that we always talk about.”
If the well-attended nominees announcement affair was a litmus test, then the actual big ceremony is going to be a night of tears, song, dance, glitz and glamour.
Zimbabwe and, indeed, other African countries can learn a lot from the institution: The way nominations are entered, the criteria of judging, the curation of the events and the impact they have on artistes.
The crowds were treated to a spectacular performance by Zola7, a South African kwaito musician, actor, writer, TV presenter and poet, who began his career as an actor, achieving national recognition for the television series, Yizo Yizo.
Motswako rapper Khuli Chana was also a guest artiste on the day.
The main Sama event will be held on November 2 at the Gallagher Convention Centre in Midrand and will be broadcast live on SABC1.
