TikTok is proud to announce its partnership with the 28th edition of the South African Music Awards to bring music fans an experience like no other for this year’s edition of the SAMA.

Officially kicking off today, this first-of-its-kind partnership/experience will consist of activations and promotions. More announcements will be made in the near future.

As part of this partnership, the prestigious music awards show in South Africa have also launched their account on TikTok under the handle @thesamas_ which supporters can follow for exciting, entertaining and engaging content.

This comes as a prelude to the announcement of nominees for the public voted categories of  SAMA28 namely Record of the Year, Music Video of the Year and Artist of the Year, taking place on Friday, 3 June 2022. The rest of the nominees from adjudicated categories will be revealed at an exclusive, by-invite only, brunch in Johannesburg on 7 June 2022.

After a difficult time for artists during the global pandemic, this ushers in an exciting time for the music industry to come together and celebrate local talent that has also taken TikTok by storm. 

See what some of South Africa's artists had to say about how the pandemic has changed their careers

@thesamas_ @Boitumelo Thulo sharing her thoughts on what the pandemic taught her as an artist. #SAMA28 ♬ original sound - The South African Music Awards

Yuvir Pillay, TikTok’s Africa Music Operations Manager said: “Our platform has become a channel for music discovery and a launch pad for various artists in South Africa as well as the globe. So, we are honoured to be part of a prestigious event, such as the SAMA, that celebrates the art of music, the artists and the producers. We are happy to be able to bring this celebration to our TikTok community.”


An elated Nhlanhla Sibisi, CEO of RiSA commented: This is a big milestone for the SAMA and we are delighted to be working with a massive platform like TikTok. The partnership is frankly overdue as music holds both these brands together. For TikTok music is the backbone of the platform and content creation, and the SAMA honour music excellence, it was a no-brainer that we work together. We encourage fans and friends of the SAMA and supporters of South African music to head over to TikTok and engage with us. We have big plans for this partnership and more announcements will be made in the near future. See you on TikTok.”