Samas 2025: live-streamed nominee reveal – a celebration of diversity and musical excellence

The 31st annual South African Music Awards (Samas) are fast approaching, generating excitement nationwide.

On Thursday, August 28, the Recording Industry of South Africa (RiSA) will reveal this year’s nominees during a live-streamed event from 6pm.

The announcement will be broadcast on the official Samas YouTube channel and social media platforms, giving fans a chance to witness the first major moment of this year’s awards season.

Speaking to “Independent Media Lifestyle”, Unati Gwija, spokesperson for the Samas, described the role of the awards as central to South Africa’s creative economy. 

“It’s a privilege to be part of this process. The Samas are a celebration of SA’s music, the intersection of creativity and the cultural tourism economy. Ultimately, it is about honouring and uplifting musical excellence,” Gwija explained.

The nomination reveal is one of the most anticipated milestones of the season.

“It sets the tone for the entire awards journey. It is the first big moment where artists are recognised and their work is spotlighted. It fuels excitement, inspires fans and validates the hard work of musicians across every genre,” she said.

The process behind the nominations is carefully managed. Gwija is part of the virtual nominee committee, which ensures that entries are reviewed fairly and transparently.

“We take this responsibility seriously. Each entry is assessed for artistic merit, innovation and cultural impact. The process combines industry expertise with audience relevance. The result is a list of nominees that truly reflects the diversity and excellence of South African music,” she explained.

The nominations this year highlight how South African music continues to grow both locally and internationally. 

Gwija pointed to the way artists are blending traditional sounds with global influences while remaining rooted in African identity.

“We see jazz legends alongside emerging hip hop and Amapiano stars. The nominations mirror how our music travels across borders. We are not only part of the global stage; in many ways, we are leading it,” she said.

For Gwija, the list of nominees is also a reflection of resilience.

“Despite challenges in the creative economy, artists continue to innovate and inspire. The Samas demonstrate that our artistry is unstoppable. Each nomination increases the profile of an artist. It attracts the attention of promoters, sponsors and collaborators. It creates new opportunities.”

The Samas play a key role in strengthening the creative economy by celebrating music and empowering artists.

Through partnerships with organisations such as the Motsepe Foundation, SAMPRA, SAMRO and CAPASSO, the awards invest in visibility, inclusivity and artist development.

“The Samas are a platform, not just an event. The ripple effect is significant. It creates jobs, supports growth and generates opportunities across the creative sector,” Gwija noted.

Emerging trends are also evident in this year’s nominations. Amapiano continues to hold its place as a dominant sound, while hip hop is finding new ways to reinvent itself.

There is also rising recognition for Maskandi, a genre that has recently received attention from Spotify for its growing popularity among younger audiences.

“Maskandi is a genre on the rise. It is led by young artists and is becoming a powerful cultural force. Every year the nominations tell a new story about where our music is heading,” Gwija said.

For artists, a Samas nomination often represents a turning point in their careers.

“It is a game-changer. A nomination opens doors to collaborations, bookings and wider recognition both locally and internationally. It is validation and opportunity combined. For many musicians, it becomes a career milestone that amplifies their reach,” Gwija explained.

This year’s reveal will mark the official start of #SAMA31. 

Fans can expect the energy to build from the moment nominees are announced until the awards ceremony itself.

“The journey of the Samas begins with the nomination reveal. From that point, the hype grows, the spotlight shines on those nominated, and the momentum builds towards the finale,” Gwija said.

For RiSA, hosting the reveal during Women’s Month underscores the organisation’s commitment to inclusivity and representation.

Fans are encouraged to tune in, charge their devices and be ready to take a front-row seat to one of the most important nights in South African music.

“The Samas are distinctly South African,” Gwija concluded. “They tell our story through music, celebrate our diversity and honour the spirit of resilience. This year’s nominees will once again show the world the strength and innovation of South African artistry.”