Grammy Award-winning musician Zakes Bantwini has publicly called out the organisers of the South African Music Awards (SAMAs), issuing a strong warning about the awards’ declining relevance and urging urgent reforms to restore credibility and public trust.
In an open letter shared after this year’s ceremony, Zakes expressed concern that the SAMAs have lost so much significance that even people within the music industry barely noticed the event. He admitted that, as a musician, he was hardly aware the awards had taken place, describing it as a reflection of how far the brand has slipped rather than personal negligence.
According to Zakes, the SAMAs were once a national moment that captured the attention of artists, fans, and the media alike. However, he said that era is long gone, noting that this year’s ceremony passed with little online buzz, limited artist attendance, and minimal public interest.
He stressed that the issue is not a lack of talent in South Africa, pointing instead to the global success of local artists as proof that the country’s music scene is thriving. Using international breakthroughs like Tyla’s rise as an example, Zakes argued that global audiences are paying attention, even as local awards struggle to generate excitement.
The musician also took aim at the SAMAs’ judging process, claiming that years of questionable decisions have steadily eroded trust. He cited instances where winning albums and songs failed to reflect what audiences were actually listening to, saying such outcomes made fans and artists alike doubt the fairness of the awards.
As that disconnect grew, Zakes said apathy set in. Fans stopped believing the awards represented reality, artists stopped trusting the process, and attendance declined as enthusiasm faded.
However, he made it clear that responsibility does not rest solely with judges or organisers. Zakes challenged fellow artists to take ownership of the platform, warning that failing to show up or support the awards only deepens the problem and sends the wrong message to fans.
Calling on the Recording Industry of South Africa (RiSA), which oversees the SAMAs, Zakes urged the organisation to introduce meaningful changes. He emphasised the need for transparency in judging and for panels made up of diverse voices who truly understand what is happening across genres and regions.
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He concluded by stressing that the future of the SAMAs matters beyond the present moment. According to Zakes, allowing the awards to fade would deny younger artists a clear goal to strive toward and weaken the industry’s support system. While acknowledging that reform would take effort, he maintained that change is possible, pointing to other countries that have successfully rebuilt their music awards to reflect contemporary culture.
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