The SAMAs are proud to be associated with some of the biggest and iconic brands
in South Africa as sponsors and strategic partners for their 27th instalment.

SABC1 is the official broadcaster which will beam the virtual award ceremony at
a date that will be announced soon. The channel is a public service South
African broadcaster and is the most watched channel on local television.

Dichaba Phalatse, SABC Video Entertainment Marketing manager said: “SABC 1 is
looking forward to broadcasting the SAMA27 for all South Africans to celebrate
with their favourite musicians. We wish all the nominees the best.”

The Department of Sport, Arts and Culture has again come on board as a custodian
of music and the welfare of artists in general. Their mission is to develop,
preserve, protect and promote arts, culture and heritage with the vision to
establish a creative and inclusive nation.

The South African Music Performance Rights Association (SAMPRA) is a Collective
Management Organisation (CMO) that administers music rights known as
Neighbouring Rights (also known as Needletime Rights) on behalf of recording
artists and recording companies jointly. We do this by licensing music users
such as radio broadcasters, retailers, pubs, clubs, restaurants, and other
businesses that use music in their establishments. The licence fees collected
from these establishments by SAMPRA are processed and paid as music royalties to
recording artists and record companies whose tracks were performed by these
establishments during the period.

SAMPRA Chief Stakeholder Officer, Tiyani Maluleke said: “The past year has
been one of the most trying years for humanity, and more specifically, for an
industry such as ours. We are proud of the resilience that our members have
shown, in spite of the global pandemic. They have continued to create music that
inspires and allows us to reflect. As a proud sponsor of the Record of the Year
award, SAMPRA would like to wish all the SAMA27 nominees, the best of luck”.

SAMRO (South African Music Rights Organisation) administers performing rights on
behalf of its members that include music composers, authors and publishers. They
license music users (such as television and radio broadcasters, live music
venues, retailers, restaurants, promoters and shopping centres) through the
collection of licence fees which are then distributed as royalties.

SAMRO General Manager, Member Services Karabo Senna said: “As the biggest
African Collective Management Organisation, SAMRO is honoured to once again be
part of the SAMA’s. SAMRO is focused in promoting the interests of creators of
music through the SAMA27 in creating a spotlight that allows creatives to
further their brand and be acknowledged for their contribution as they redefine
the creative industry.”

White Star sponsors the Newcomer of the Year category. It is a premium maize
meal that is loved in South Africa. It is the first to be rich in vitamin A.
White Star dominates the South African market because it’s affordable, easy
and quick to cook. It is versatile and can be used in a variety of traditional
dishes, starters and desserts.

“For over 20 years, music has been embedded in White Star’s DNA,” says
Marketing Manager, Mokhele Makhothi. “Our brand has always enjoyed a long and
fruitful relationship with local artists and the music industry, and we’re
particularly proud of Shay’na ngeWhite Star, which has given promising young
artists opportunities to perform and to earn a living during the pandemic. The
White Star Newcomer of the Year Award sponsorship represents another opportunity
for us to demonstrate our commitment to supporting the local music industry. We
can’t wait to hand over the inaugural award,” added Makhothi.

Sofnfree sponsors the Female Artist of the Year category. It is one of
Africa’s crown jewels. For generations Sofnfree has catered for the needs of
the African woman. It has been formulated with local and international trends
and flavours in mind. At the heart of its formulation is the need to deliver
healthy and beautiful hair to feel good and express yourself.

The Sofnfree brand team shared: “As one of the sponsors of SAMA27, we are
proud to be part of this year’s event, supporting the category Female Artist
of the Year. As a brand, we recognise and applaud girl power, creativity and
talent while also celebrating the freedom of expression – whether it’s
through our hair or our music. We’re honoured to be part of the 27th year of
these prestigious awards and wish all the Female Artist of the Year nominees the
best of luck!”.

CAPASSO (Composers, Authors and Publishers Association) is a mechanical rights
licensing agency which collects and distributes royalties to its members who are
music publishers and composers.

COO of CAPASSO, Wiseman Qinani Ngubo said: “The world has transformed so much
in recent times but one thing remains constant, that is the power of a song.
Music has held the world together in the most trying of times. As such, CAPASSO
is proud to be part of SAMA27 to celebrate the creative exploits of those who
gave us songs that have sound tracked our lives.”

Drip is a Youthful Athleisure Brand that produces well-designed products and
well known for their attractive and Colourful Sneakers. Theirs is a Story of
determination against the odds. Drip was founded in 2019 by Lekau Sehoana from
Ivory Park, Tembisa. Currently they operate 12 Stores across South Africa.

Drip Footwear creator and CEO, Lekau Sehoana said: “We at Drip Footwear are
thrilled and grateful to be part of the prestigious and highest music award show
in the country.

For us this validates that dreams do come true and celebrating the music
industry is part of who we are. We cannot wait to see all the SAMA27 winners,
performers and presenters rocking our Drip Footwear as music and fashion are a
big part our culture.

We wish all the category nominees the best of luck, even though being a SAMA
nominee makes them winners already. It is our honour to be part of the SAMA27
historical journey.”

Proudly South African is the country’s official buy local advocacy campaign.
It works to promote the increased procurement of locally grown, produced and
manufactured goods and services in the public and private sectors and with
consumers. Local procurement is a driver of economic growth and job creation,
and making buy local choices as companies or individuals assists in growing our
manufacturing base and creating jobs. This in turn leads to greater economic
activity which assists in the combatting of the triple challenges of poverty,
inequality and unemployment. Proudly South African’s clarion call is Buy Local
to Create Jobs.

Eustace Mashimbye, Proudly South African CEO, commented: “The SAMAs represent
both musical excellence in our country as well as a sector that creates
employment in a broad value chain, from the livelihoods of the artists
themselves to costume designers, graphic designers, audio visual technicians,
make-up artists, caterers, security, stylists, and so much more. This is why
Proudly South African endorses both the event and the industry that it
represents.”

RiSA CEO Nhlanhla Sibisi welcomed the sponsors and partners on board the SAMA27
train: “We are so thankful to have this calibre of sponsors this year.  As we
all know, the SAMAs cannot take place without the generous and kind
contributions of our sponsors. We are delighted that they see the value of the
SAMA brand and what they can earn from being associated with us. The SAMA is the
ultimate and greatest music awards show in South Africa, it only makes sense to
attract the most premium and biggest names in the country. Here’s to a long
and fruitful partnership with each of our sponsors, also calling for more to
come on board in next year. Let’s build the SAMA together”.

The announcement of the host province will be made soon.

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