Sponsorship woes — here is the real reason the Samas are delayed this year

Recording Industry of South Africa (Risa) CEO Nhlanhla Sibisi is set to make an announcement soon regarding the South African Music Awards (Samas). 

There have been reports the organisation is battling to secure a headline sponsor, which resulted in a delay in the announcement of nominees.

In 2022 the nominees announcement was made in June. This year there has been no indication of when the nomination ceremony will take place. 

Explaining the reason behind the delay, the CEO said an announcement on a way forward will be made in “due course”.

“Since the Samas lost the MTN headline sponsorship in 2013, our sponsors are on a year-to-year basis, which means we have to negotiate each year to get them on board. Some negotiations take longer to conclude and that delays our timeline. This makes planning difficult because we don’t know the commitment the sponsor will make for that year.

“If we constantly have to wait for confirmation our timelines are delayed, but we will make the necessary announcement in a few weeks.”

The Samas have faced criticism from artists and viewers in recent years.

Complaints varied from sound problems to artists not pitching for the awards and some feeling robbed. 

Zakes Bantwini headed to his Instagram and said what was supposed to be an exciting night for him left him shocked and disappointed.

“Regrettably this year happens to be the lowest point of these awards and I receive the awards with a heavy heart. The lack of attendance by artists nominated is just one sign of what artists think of Samas organisers and stakeholders.”

Makhadzi lifted the lid on her performance being cut short at the award ceremony.

She was not the only star who was let down on the night.

DJ and music producer Maphorisa took to his Twitter to diss the awards.

“You can't cheat the numbers. F**k the Samas forever. Doesn’t even bring food on the table.'

Sibisi, reflecting on the 28th instalment of the Samas, said he felt an urgent need to issue a statement after the comments received. 

He thanked the team for sourcing funding after two years of the award ceremonies being delivered in a virtual format. 

“The Samas rely on a system in which our members (record companies and artist-led labels) review, amend and confirm the rules, categories and judges. This system is reviewed annually by our members and artists during a town hall meeting. However, in the past two years this review process and engagements with artists has been less than optimal due to Covid-19 restrictions and some of the gaps left open by lack of adequate engagements are glaring.

“As a result, I have started direct engagements with record companies and artists, and I will be proposing a major overhaul of our structure, systems and processes in the coming weeks and will make the necessary announcements before the end of September.”