SAMAs partners with Proudly South African

Launched in 2001, Proudly South African has become synonymous with locally produced goods and services, with member companies bearing its check-mark logo. It promotes ‘buy local’ advocacy to combat unemployment in the country.

SAMAs spokesperson Lesley Mofokeng told Music In Africa that the partnership would be ongoing. The deal seeks to recognise the longevity and strength of the awards’ brand in the arts and culture sector. It further displays the commitment of the SAMAs to the creation of job opportunities for local artists and throughout the entire production value chain.

“The performing arts sector in South Africa is a major employer of young people and offers an enormous range of career opportunities from highly skilled technical crews to semi-skilled support staff, costume and make-up artists, and much more,” Proudly South African CEO Eustace Mashimbye said.

“It is a sector that has suffered through the COVID-19 pandemic and is one that we must nurture at all costs. We are proud to be associated with the 27th edition of the SAMAs and wish all the entrants luck in the final judging rounds.” 

Nhlanhla Sibisi, CEO of the Recording Industry of South Africa (RiSA), which organises the SAMAs, said his outfit was “thrilled to have been recognised by Proudly South African, especially in the year they celebrate their 20th anniversary. It’s all the more special to us too because 2021 has been a milestone year in which we set a new record of entries in the history of the SAMAs.

“For 27 years, the SAMAs have been shining the spotlight on local music and honouring achievement. Receiving this badge of pride presents bragging rights no money can buy. We look forward to working together with the esteemed team at Proudly SA in making sure that South Africans take pride in the SAMAs and ensure its success. We wear the Proudly SA logo with pride knowing that we contribute to the development of our country,” Sibisi said.