SA: YouTube partners RiSA to livestream 2024 SAMAs

The collaboration will make the prestigious event accessible to global audiences through the YouTube platform. It reflects YouTube’s commitment to support the African creator ecosystem and amplifying African voices on the global stage.

“This is the first time we will be amplifying the award show globally through a livestream on the South African Music Awards YouTube Channel, and we are super excited for it,” YouTube head of music for Sub-Saharan Africa, Addy Awofisayo said. “YouTube’s mission has always been to provide everyone with a voice, bringing various cultures and traditions to the world through our platform.”

In conjunction with the SAMAs livestream, YouTube will also host a “Celebration of African Music & Culture” event to honour nominees, particularly those in the Music Video of the Year category.

Awofisayo added: “African talent is currently taking centre stage around the world. We pride ourselves on bringing both emerging and established local talent to viewers everywhere. Our collaboration with RiSA and the SAMAs further reinforces this commitment.”

The partnership between YouTube and RiSA is seen as an essential step toward positioning South Africa as a global player in the music and entertainment industry. Both organisations are eager to gauge viewer response and to explore future projects that celebrate and support African music and culture.

RiSA CEO Nhlanhla Sibisi celebrated the historic partnership with YouTube, describing it as a transformative opportunity for South African music. “This pivotal collaboration marks a seismic shift in the trajectory of South African music, poised to resonate across Africa and reverberate globally. YouTube’s unparalleled platform offers an unprecedented springboard for our talented artists, empowering them to ascend to international stardom and establish themselves as influential players on the world stage.”

Sibisi also highlighted the dual significance of this year’s SAMAs, as they coincide with two major milestones in South African history: 30 years of democracy and 30 years of the SAMAs. “This momentous occasion underscores a profound journey of transformation and growth in the nation’s music and cultural landscape,” he remarked.