MTN South African Music Awards - The music industry evolves

These categories are: ‘Best Classical Crossover Album', ‘Best Alternative Music Album: African', ‘Best Alternative Music Album: Afrikaans', ‘Best Multi Artist Live DVD', ‘Remix of the Year', ‘Best Dance Album' and ‘Best Album Packaging'. These additions bring the number of categories at SAMA 15 to 69.

The decision to introduce two of the added categories - ‘Remix of the Year' and ‘Best Album Packaging' - stems from the proliferation of exploitation opportunities in the mobile and digital download environments. South Africa is turning on to the idea of buying music products electronically, meaning that new markets are constantly emerging for record companies and artists. The technology employed in these environments means that they are also now able to offer the public additional products, including remixes, artwork and photography.

Anthony Garstang, senior manager for MTN Sponsorship says: “As a proud supporter of the annual SA Music Awards and a leader in telecommunications technology, MTN recently launched Xploaded, a digital distribution platform that allows upcoming local artists and bands to upload their music, meet and interact with fans and more importantly get heard. As MTN, we recognise that technology keeps on evolving and we strongly believe that talent and hard work deserve to be recognised - the SAMA Awards sponsorship and the launch of Xploaded serve as a testimony of our ongoing commitment to the development of SA music.”

“Both these categories recognise areas that have come to be important assets for the local music industry,” explain the SA Music Awards organisers. “In that they form a healthy part of revenue streams from digital sales, and add a good deal of commercial value to the products, ultimately helping create greater sales for the artist. We took the decision to create these categories because they are new areas for the achievement of excellence, and the MTN SA Music Awards is all about celebrating quality.”

Whilst the ‘Best Album Packaging' is being reintroduced after last been acknowledged at the 11th Annual MTN SA Music Awards, the ‘Remixer of the Year' award is totally new. Gone are the days when the remix was a handy tool for club DJs. As the digital download environment has expanded, so has the remix's fan base, making it a viable commercial commodity. To be eligible for nomination the remix needs to have been completed by a South African artist and released locally. It must contain original parts from the original recording and must be approved by the original repertoire owner. International collaborations are also eligible as long as the Mzansi remixer receives equal or more billing. And there will be two winners on the big night: the artist and the remixer.

But these seven categories reflect more than just South Africa's embracement of new ways to experience music - they reveal an industry that is constantly shifting and changing, always keen to nurture uniquely homegrown sounds. The return of ‘Best Dance Album' recognises the renewed growth of activity in the realm of the club DJ and producer and their specialist dancefloor music, whilst ‘Best Alternative Music Album: Afrikaans' and ‘Best Alternative Music Album: African' celebrates Afrikaans and African music that explores sounds beyond the territory of the mainstream. ‘Best Classical Crossover Album' acknowledges those artists whose music is influenced by classical music and ‘Best Multi Artist DVD' is a category created for DVD recordings of multiple artists performing on the same live platform.

As an authentically South African #1 youthful brand, SABC1, broadcast sponsor for the South African Music Awards has long supported the growth and well-being of the local music industry.

SABC1 has enjoyed a successful, long-standing association with the SAMA's, ensuring that the best of local music talent is celebrated and rewarded.

The organisers sum it up: “Our music industry is evolving. There's growth in new formats, but more than that, there are whole new genres emerging from a fusion of South African styles. Musicians are experimenting and we're discovering new approaches that haven't been formally recognised up until now. We believe that these new sounds should be heard, championed and acknowledged at the MTN SA Music Awards.”