Women lead SAMA32 production as awards spotlight behind-the-scenes expertise

The awards, sponsored by the Motsepe Foundation, are scheduled to bring together artists, industry professionals and audiences for the latest edition of South Africa’s major music awards. While the event’s performances and honours will take centre stage, much of its execution is being overseen by women working across different areas of the production.

Audrey Lummis is leading the SAMA32 project, drawing on experience in live events, brand activations and large-scale project management. Beverly Moubane serves as producer, bringing experience in series production, live events and multi-genre broadcast productions.

Unati Gwija, the SAMA32 spokesperson, is responsible for the awards’ communications strategy. Her professional background includes work in film markets, branding, inflight entertainment and strategic communications, with her role involving engagement with artists, media and industry stakeholders.

Asanda Jaca, the SAMA project coordinator, oversees operational and administrative processes, while Portia Kgabale handles talent administration and supports planning, communication and event coordination. Her office is supported by Maria Radebe, Nompumelelo Gamede, Puseletso Radebe and Dimakatso Monareng.

Other key responsibilities include digital streaming and guest logistics. Daniela von Plato oversees the streaming strategy and execution, while Taki Makananisi manages guest relations and logistics, including arrangements for VIPs, nominees, presenters and other stakeholders.

The team forms part of a wider production structure responsible for delivering an event involving multiple partners, stakeholders and technical operations.

The SAMA32 partnership includes the Motsepe Foundation, the North West Department of Arts, Culture, Sports and Recreation, the North West Department of Economic Development, Environment, Conservation and Tourism (DEDECT), SA Tourism, SABC, the South African Music Performance Rights Association (SAMPRA), the Southern African Music Rights Organisation (SAMRO), the Composers, Authors and Publishers Association (CAPASSO), the Recording Industry of South Africa (RiSA), RiSA Audio Visual (RAV), MNM Funerals, Settlers Media, NX and IOL.

The awards are also positioned as part of the North West province’s efforts to attract visitors and promote its cultural and tourism offerings. The event is expected to draw music fans, industry professionals and media, generating activity for businesses and the hospitality sector while showcasing the province’s attractions and cultural heritage.

SAMA32 therefore offers a view of the music industry beyond the artists and performances that audiences see on stage, with women occupying several of the roles responsible for turning the annual awards into a functioning live and broadcast production.