The South African Music Awards returned to the North West this on Saturday, 15 August, billed as a homecoming for one of the country’s biggest entertainment institutions, held at Sun City Superbowl. SAMA32 marked the awards’ return to the province since SAMA28 in 2022.
Organisers called it a historic homecoming, while the North West government saw it as a chance to showcase the province’s cultural and creative energy.But reactions were mixed, with many asking whether the excitement surrounding the SAMAs has faded.
HLE was one of the night’s biggest winners, taking Female Artist of the Year and SAMPRA Album of the Year for The Ground We’re On. She had also won Best Contemporary Faith Music Video at the Industry Awards.Mzukulu won Male Artist of the Year and Best Maskandi Album for Ng’funa Intozami.Amadodana Ase Wesile won Duo/Group of the Year for Monghali Mesia, while Paras “Sibalukhulu” Dlamini won newcomer honours for Ingoma Busuku.Uyoncengwa Unyoko took Record of the Year, while Bengicela won Music Video of the Year.Abantwana Bakho, featuring DJ Maphorisa, Xduppy, Kabza De Small, Thatohatsi, Young Stunna and Nkosazana Daughter, won Best Collaboration and CAPASSO Most Streamed Song of the Year.Kabza De Small’s Bab’Motha won Best Amapiano Album. Other winners included Jazzwrld and Thukuthela, Blacks Jnr, Dankie Boi, Goldmax, Makhadzi Entertainment, Bucy Radebe, Will Linley and Brendan Peyper.
Tyla received the AfriPure International Achievement Award, her second after winning it at SAMA30.The honour recognised her continued global success, including her second Grammy earlier this year for Push 2 Start. Her acceptance speech and celebration of fellow African artists became one of the evening’s standout moments.
Veteran DJ, producer and entrepreneur Oskido received the Lifetime Achievement Award for his decades-long contribution to South African dance music and his influence on generations of artists.
Despite the strong list of winners, much of the post-event discussion focused on the ceremony’s atmosphere.Criticism centred on empty seats, absent winners and what some observers described as a lack of energy. It also revived a broader question: are the SAMAs still the must-attend event they once were?
The awards were once a national entertainment occasion, driven by red-carpet fashion, major performances, fan attention and the prestige of being in the room.But artists now connect directly with audiences through TikTok, Instagram, YouTube and streaming platforms. They can launch music, host events and create online buzz without an awards ceremony.Can the SAMAs bring back the magic?The challenge may not simply be that the SAMAs have lost their “vibe”. It may be that they have not kept pace with modern audiences.To reclaim their place, the awards could need stronger promotion, greater fan involvement, bigger public events, more anticipated performances and a format that makes attending worthwhile.
North West had been promised a celebration of music, culture and creative energy, and some moments delivered.But SAMA32 also exposed the institution’s challenge.The talent remains. The stars remain. The music still resonates.The question is whether the SAMAs can once again become the moment everyone wants to be part of.
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