Media personality Andile Ncube has added his voice to the growing conversation around the South African Music Awards, drawing attention to the noticeable absence of several artists at the 31st edition of the ceremony.
Taking to X, Ncube openly questioned whether artists still value attending the prestigious event, expressing disappointment at the low turnout. He asked, “Seeing the number of absent artists, do you guys not care anymore?” while reflecting on a time when simply receiving a SAMA invitation was considered a major achievement in the local music industry.
In addition, he reminisced about an era when the awards were regarded as the hottest ticket in town, suggesting that the excitement and prestige once attached to the event have gradually faded over the years.
As a result, Ncube argued that the ceremony is in need of a strong revival, particularly in terms of marketing and promotion, to restore its relevance and excitement among both artists and fans.
Nevertheless, he maintained that all is not lost. Despite his criticism, Ncube acknowledged that the SAMAs still rest on a solid foundation, noting that they are hosted on what he described as “the best platform available.”
Seeing the number of absent artists, do you guys not care anymore ?
I remember a time when a SAMA invite was the hottest ticket in town.
There needs to be a revival of this show, the marketing and promo around it.
The awards already sit on the best platform available#sama31
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— Andile Ncube (@AndileNcube) December 14, 2025
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