The Future Sounds Like Now Now.

South Africa's premier music awards ceremony returns — bigger, bolder, and built for a generation that doesn't just listen to music. They make it theirs.

Explore the Partnership
The Premier Stage of South African Music

A national moment, backed by national numbers.

As the premier celebration of South Africa's rich musical talent and cultural diversity, the South African Music Awards has become an iconic platform that honours excellence in music while promoting social cohesion, cultural expression, and national pride.

Partnering with the SAMAs offers a unique opportunity to showcase your brand's commitment to arts, culture, and community development on a national and international stage — across live broadcast, social media, print, and on-site branding.

SAMA32 takes place at Sun City on 14 & 15 August 2026, reaching a nationwide and global audience.

The Reach
638million
Estimated total reach across all media
Source: Novus Report · SAMA31
717
Media mentions across broadcast, online & print
80.8%
Broadcast-led share of total media value
International
Audiences reaching the US, China, Netherlands & Ireland
01 / 03

What the SAMAs feel like.

Ceremony moments, performances, and the energy of the biggest night in South African music. Press play.

SAMA Highlights — Reel 01
SAMA Highlights — Reel 02
SAMA Highlights — Reel 03
The Sounds of Now De Tsipi Tsa Ka Jeno Insimbi ze s'manje manje

The Future Is
Now Now.

Music is no longer consumed. It's used. A generation raised on TikTok, Reels, and Shorts doesn't wait to be told what matters — they decide. They share, they dance, they make songs their own.

SAMA32 is built for this generation. A culture-first, digitally-driven, unapologetically African celebration that moves at the speed of now.

"We don't tell culture what matters. We recognise what the country has already decided."

The faces of the night.

Host
Tumi Morake
Tumi Morake
Host
Cassper Nyovest
Cassper Nyovest
Host
DJ Zinhle
DJ Zinhle
Host
Boity Thulo
Boity Thulo
Host
Sipho Alphi Mkhwanazi
Sipho Alphi Mkhwanazi
Host
Scoop Makhathini
Scoop Makhathini
Voice of SAMA
Sinemvuyo Mpulu
Sinemvuyo Mpulu
Host
Tumi Morake
Tumi Morake
Host
Cassper Nyovest
Cassper Nyovest
Host
DJ Zinhle
DJ Zinhle
Host
Boity Thulo
Boity Thulo
Host
Sipho Alphi Mkhwanazi
Sipho Alphi Mkhwanazi
Host
Scoop Makhathini
Scoop Makhathini
Voice of SAMA
Sinemvuyo Mpulu
Sinemvuyo Mpulu

The roll out.

SAMA32 builds the buzz in public. An always-on cultural engine that turns communication into conversation, and audiences into co-creators — eight weeks of real-time participation leading into the night.

01The Now-Now Chats

A weekly interview series. Young fans meet and interview their favourite artists — raw, honest, culturally driven. Watch a sample →

02Profiling Tomorrow's Music Today

Influencer-led reportage. Weekly edits of what's moving culture — drops, dances, moments, debates. Built for the timeline.

03Content Generation Focus

From audience to co-creators. "Who should win?" polls, fan predictions and hot takes, a Friends of SAMA creator network, and live SAMAthon streams.

04One Stage. Multiple Screens.

A MultiChoice × SABC simulcast expands reach, accessibility, and cultural impact across every South African household.

Reel 01
The Now-Now Chats
Fans interview their favourite artists
Reel 02
Profiling Tomorrow's Music
Weekly edits of what's moving culture
SAMA32 · Voter Participation

Your vote. Your artist.
Your share of the win.

This year, voting isn't just about having your say. It's about having skin in the game. Back your artist — and if they win, so could you.

01
Choose Your Artist

Browse nominees across your favourite categories and back the one you believe in.

02
Lock In Your Vote

Register your vote before the cut-off. One fan. One voice. Maximum impact.

03
Win Together

If your nominated artist wins on the night, you're in the draw for a share of the prize pool.

Full terms and conditions apply. Prize mechanic and details to be confirmed. Participants must be 18 or older.

Category Sponsor Sponsorship opportunity available — Best Amapiano / Best Newcomer
Nhlanhla Sibisi, CEO of RiSA
Nhlanhla Sibisi
Chief Executive Officer, RiSA
From the CEO · RiSA "

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Nhlanhla Sibisi
Chief Executive Officer, Recording Industry of South Africa