SA: White Star to sponsor new SAMAs category

The category recognises emerging local talent, which has been unearthed in the past year. The sponsorship is an extension of the brand’s Shay’na nge White Star (Shine with White Star) initiative, launched in September last year to enable local music talent, particularly emerging artists, to continue to shine their light into the lockdown gloom and beyond.

The artists and groups that have been nominated for the award this year include Xolly Mncwango (Jesus Is Enough), Reign Africa (On the Frontline), BandaBanda & The Crocodiles (Africado), Bucy Radebe (Spiritual Encounter) and Azana (Ingoma) who has been featured in this year’s Shay’na nge White Star campaign.

Last year, the campaign provided more opportunities for artists to perform on Metro FM. White Star said it garnered over 39 million impressions across social media platforms, with a reach of more than 4.6 million adults on radio alone in its first year.

The 2021 season of the #ShaynangeWhiteStar campaign started in April. It is scheduled to run for 13 weeks on Metro FM, with White Star supporting playlists of local music and live on-air performances. Fans also stand a chance to be part of the in-studio audience and to meet the participating artists at each weekly recording of the show.

Now in its 27th edition, the SAMAs last month revealed the nominees ahead of the awards ceremony later this year. Kabza De Small leads the pack with six nominations while Sun-El Musician and Bucy Radebe are sitting at five and four nods respectively.

View the full list of nominees here.