YouTube partners with RISA for SAMA 2024

YouTube partners with RISA for SAMA 2024 – YouTube, is proud to announce a strategic partnership with the Recording Industry of South Africa (RISA) to livestream the 30th South African Music Awards (SAMAs) taking place on Saturday, 2nd November, globally, through the YouTube platform.

The partnership is part of YouTube’s initiatives aimed at showcasing  YouTube’s support of the African creator ecosystem.

Addy Awofisayo Comments

Addy Awofisayo, Head of Music, Sub-Saharan Africa at YouTube expressed excitement about this innovative partnership. She stated that the organisation is excited to bring the country’s biggest music celebration to audiences across the world.

“This is the first time we will be amplifying the award show globally through a livestream on the South African Music Awards YouTube Channel, we are super excited for it! It has always been YouTube’s mission to provide everyone with a voice by bringing various cultures and traditions to the world, through our platform.”

YouTube will also be hosting a Celebration of African Music & Culture event to honor the SAMA 30 nominees, particularly the nominees of the Music Video of the Year category.

“African talent is currently taking centre stage around the world. We pride ourselves in bringing upcoming and established local talent to viewers everywhere. Working closely with RISA, as well as the SAMAs, only reaffirms this commitment,” continues Awofisayo.

Adv Nhlanhla Sibisi Comments

Adv Nhlanhla Sibisi, CEO of the Recording Industry of South Africa (RiSA) heralds the partnership between RiSA and YouTube. “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 cement their status as influential players on the world stage.”

Adv Sibisi continued, “The strategic partnership between RiSA and You Tube is a momentous occasion. Especially considering it coincides with two significant milestones in South African history. This year, the annual SAMAs are celebrating 30 years of recognising outstanding music talent in the country. Also, South Africans are commemorating 30 years of democracy, a remarkable achievement that has brought about profound transformation and growth.”

The partnership between YouTube and RISA presents a crucial and innovative opportunity. To continue establishing South Africa as a force within the worldwide music and entertainment industry at large. Both organisations look forward to the feedback from viewers as well as working on exciting news projects going forward.

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