musicMusic Business

SAMAs enters partnership with TikTok

The South African Music Awards (SAMAs) has partnered with TikTok ahead of its 28th presentation ceremony later this year.
The announcement comes ahead of the SAMA28 nomination announcement for the awards’ public voted categories, namely, Record of the Year, Music Video of the Year and Artist of the Year, taking place on 3 June. The rest of the nominees will be revealed at an exclusive nomination ceremony in Johannesburg, on 7 June.

“This is a big milestone for the SAMAs and we are delighted to be working with a massive platform like TikTok,” RiSA CEO Nhlanhla Sibisi. “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. We encourage fans and friends of the SAMAs 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 in the near future. See you on TikTok.”

The partnership will consist of activations and promotions, with more deals expected in the near future. As part of the partnership, the SAMAs have also launched an account on TikTok under the handle @thesamas_(link is external), which will feature entertaining and engaging content.

TikTok’s Africa music operations manager Yuvir Pillay 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. 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.”

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