The SAMAs (South African Music Awards), an annual industry award ceremony run by the Recording Industry of South Africa (RiSA) has partnered with TikTok for this year’s 28th edition.
The awards ceremony is slated for June 7th in Johannesburg.
In a statement, Nhlanhla Sibisi, CEO of RiSA said, “This is a big milestone for the SAMAs 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 SAMAs honour music excellence. It was a no-brainer that we work together.”
This partnership will generate promotions and activations during the event. Under the partnership, the SAMAs have created an account on TikTok with the handle @thesamas_.
“Our platform has become a channel for music discovery and a launch pad for various artists in South Africa as well as the globe. So we are honoured to be part of a prestigious event such as the SAMAs 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”, TikTok’s Africa music operations manager, Yuvir Pillay said.