Grammy Award-winning musician Zakes Bantwini has issued a warning regarding the future of the South African Music Awards (SAMAs), emphasizing an urgent need for reforms to regain credibility and public trust.
In an open letter following this year’s event, Zakes noted that the SAMAs have diminished to a point where even those within the industry barely acknowledged the ceremony.
“Yesterday [Sunday], the South African Music Awards happened. I’m a musician, and I barely knew about it. That’s not me being careless; that’s where we are now,” he wrote.
Once a significant event in the national calendar that engaged artists, fans, and media, Zakes remarked that the awards no longer resonate with the public.
“There was a time when the SAMAs meant the whole country stopped. Now, yesterday came and passed. Barely a mention on social media. Artists weren’t there. Fans didn’t care,” he said.
While acknowledging the global success of South African artists, Zakes pointed out that international acclaim indicates the issue lies not with local talent, but with the awards themselves.
“Our artists are doing big things internationally. Tyla’s success shows the world is paying attention to what we’re creating here. But we get more excited about global recognition than we do about our awards,” he noted.
Zakes further criticized the judging process, stating that years of questionable outcomes have diminished trust in the awards.
“Year after year, artists and fans complained about winners who didn’t make sense. Albums of the Year that nobody heard, Songs of the Year that weren’t playing anywhere. That’s not okay.”
He emphasized that this disconnect between winners and audiences has fostered a sense of apathy: “Fans stopped trusting that the SAMAs reflected reality. Artists stopped believing the awards were fair. And slowly, we all stopped caring.”
According to the musician, the responsibility does not solely lie with the judges. He called on artists to actively support the awards and help in revitalizing their significance.
“When we don’t show up, we’re part of the problem. When the stage is empty because someone couldn’t be bothered to attend, what message does that send to fans? These are our awards. They belong to us. If we don’t fight for them, who will?”
Zakes urged the Recording Industry of South Africa (RiSA), which oversees the SAMAs, to carry out significant reforms.
“RiSA needs to make the judging process transparent. They need panels with diverse voices, people who are actually in touch with what’s happening across genres and regions,” he wrote.
He concluded by highlighting the importance of safeguarding the awards for future artists.
“If we let the SAMAs fade completely, we’re robbing young artists of something to work toward. We’re destroying the infrastructure that should support and celebrate them throughout their careers. It’s a lot of work, but it’s not impossible. Other countries have reformed their music awards to reflect what’s actually happening. We can do the same.”
