By Katlego Rammusa:
There are moments in history when something returns to where it truly belongs. The return of the South African Music Awards (SAMAs) to North West Province is one of those rare moments. On 15 August, South Africa’s most prestigious music awards ceremony will once again take centre stage in the Platinum Province. For many of us, this is more than another event on the entertainment calendar – it is a long-awaited homecoming.
For years, we watched the SAMAs travel across the country while many seemed to forget where some of its greatest chapters were written. Yet wherever the awards went, the heartbeat of South African music continued to echo from the soil of North West. This is the province that the late Motswako king HHP proudly called “Bokone Bophirima”. A province blessed not only with platinum beneath its ground, but with extraordinary talent above it. Our wealth is measured not only in minerals, but in culture, creativity and the artists who have carried the North West flag onto national and international stages.
Whenever people ask why the SAMAs should be in North West, I find the question astonishing. Why not North West? This is the province that gave South Africa music pioneers, trendsetters and cultural icons. From Johnny Mokhali to HHP, Cassper Nyovest, Khuli Chana, Tuks Senganga, Mo Molemi, Fifi Cooper, Donald, Kaylow, Malaika, Boity and many others. This is the birthplace of Motswako, a genre that transformed South African hip-hop and gave young people a voice that was uniquely their own. The SAMAs are not merely visiting the North West. They are returning to their roots.
The truth is that the awards have never quite felt the same since their glory years in Sun City. When MTN ended its sponsorship in 2015, many fans felt the sparkle begin to fade. The glamour that once made the SAMAs a must-watch spectacle seemed to lose its shine. The excitement, anticipation and prestige that defined the event gradually faded from public memory. But Sun City was always more than a venue. It was an experience.
It was where celebrities, musicians, journalists, sponsors and fans gathered to celebrate South African excellence. For one weekend, the entertainment industry came alive. Artists arrived in style. Fans travelled long distances hoping for a glimpse of their idols. Businesses thrived. Hotels filled up. Restaurants buzzed with activity. The entire province felt the impact. That is what makes the SAMAs special.
Unlike Johannesburg, where celebrities are part of everyday life, the arrival of stars in North West creates magic. It creates moments. It creates memories. Here, people still get excited when they see their favourite artist. Here, a simple photograph with a musician can become a treasured memory for years to come. Beyond the red carpet and flashing cameras lies something even more important: economic opportunity.
Every major event should leave behind more than photographs and social media posts. It should leave skills, jobs and hope. As the SAMAs return home, organisers have an opportunity to empower young people from the North West by involving them in event management, production, media, hospitality and entertainment operations. Too often, major events arrive with teams from Gauteng while local talent watches from the sidelines. This must change. The youth of North West deserve more than front-row seats. They deserve a place behind the scenes. They deserve opportunities to learn, contribute and build careers in an industry that has often seemed beyond their reach.
The return of the SAMAs should not only be a celebration of music. It should be a celebration of possibility. For one night, the spotlight will shine brightly on North West. The challenge is to ensure that when the lights go off, the stage is dismantled and the celebrities leave, the opportunities remain. As we prepare to welcome the SAMAs back home, we do so with pride, excitement and expectation. We are not merely hosting an awards ceremony.
We are reclaiming a legacy. North West has given South Africa some of its greatest musical treasures. It has shaped genres, produced legends and inspired generations. The province has earned its place in South African music history. The SAMAs are coming home. And perhaps, after all these years, home is exactly where they belong. – @NewsSA_Online
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