A homecoming for the soul: SAMA32 returns to the North West

On August 15, the North West will once again become the beating heart of South African music.

Black News Black News
Jun 26, 2026 - 11:44
A homecoming for the soul: SAMA32 returns to the North West

There’s a particular kind of magic that happens when music finds its way home. For the South African Music Awards, that home has always been the North West and after years of wandering, the SAMAs are finally returning to the province.

On 15 August 2026, the iconic Sun City Superbowl will host the 32nd edition of South Africa’s premier music celebration – a “Homecoming Edition” that promises to reignite the cultural flames of a province rich with history, talent, and untapped potential.

The decision to return to the North West wasn’t merely logistical – it was deeply emotional. The province has hosted roughly 25 of the SAMAs’ 32 editions, building a relationship that transcends awards categories.

Spokesperson for the South African Music Awards, Unathi Gwija says, “We are giving back the flowers to the province that also worked with us to build. The awards wouldn’t be the… as they are, but they’ve also moulded and built the South African Music Awards to a reference to say, ‘I remember when uBrenda performed. I remember when I first saw Bob Mabena on the stage’.”

There’s memory in this return. There’s legacy.

“So if you look at that history, it’s not to say there’s no life in the province. There’s plenty of life in the province, from minerals, from culture, from music, from fashion to tourism. To bring the awards back is to ignite again those elements that have been in the province. Let’s reawaken the music sector. Let’s reawaken the artists who are there. Let’s reawaken the culture that has always been there.”

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For many artists, a SAMA nomination or win represents something far greater than recognition – it’s a marketing tool, an amplifier, a key that opens doors both locally and internationally.

“What is the relevance of having a South African music awards statuette or even the mention of you being a South African music nominee?” Gwija asks. “It’s a marketing tool. You as a nominee, you’re able to mention yourself and amplify yourself on radio stations, TV interviews, publications, even for events as well outside of the country.”

When someone writes “Grammy Award-winning” or “Oscar Award-winning,” it carries weight. And Gwija believes South African artists deserve that same gravitational pull.

“I am acknowledged, not only by the music ecosystem, but by my nation as well. They listened to my music. All around South Africa, they listened to my music.”

“Let’s create entertainment for us because people, when they’re flying into South Africa, should not be watching a Hollywood movie or a European movie,” Gwija says. “They should be watching a South African movie. Isizulu, isiXhosa, Sepedi, does not matter. Should be listening to our music when they’re coming into Africa as a general.”

It’s a vision that extends far beyond a single night of trophies and performances. The SAMAs, in Gwija’s telling, are a declaration of cultural sovereignty.

“That’s how passionate we need to be about ours, in that somebody else out there in the world is captured by isiXhosa, is captured by Igwejo, captured by Maskandi to say, ‘I don’t know what this person is singing about, but it hit a chord.'”

SAMA32’s return to the North West is supported by a strategic partnership between the North West Department of Arts, Culture, Sports and Recreation, South African Tourism, the North West Department of Economic Development, Environment, Conservation and Tourism, SAMPRA, SAMRO, RAV, and RiSA.

It’s an alignment that positions music as a catalyst for tourism, investment, and cultural exchange. The awards won’t simply drop in and leave – master classes and community engagements are already planned, ensuring the province benefits long after the last trophy is handed out.

“We’re not just coming to say, ‘Hey, the awards are back,'” Gwija emphasises. “We’re saying let’s have conversations. Let’s have circles. Masibanyane and let’s meet at the bonfire.”

The nominees were revealed on 25 June 2026, reflecting the breathtaking diversity of South African music – from amapiano heavyweights like Kabza De Small and Kelvin Momo to Afro-pop sensations like Lwah Ndlunkulu and Sjava, from hip-hop poets to maskandi storytellers, from dance music pioneers to jazz virtuosos.

The SAMAs, at their best, are a mirror held up to the nation’s soul.

“The Homecoming Edition represents more than an awards ceremony,” organisers state. “It is a celebration of South African creativity, resilience and innovation.”

And perhaps that’s the deepest truth of all. The SAMAs aren’t just about who wins – they’re about who we are. They’re about a country that refuses to be silenced, a people who find their voice in rhythm, and a province that stands ready to welcome them home.

In Gwija’s words, “We are the brightest. We create way much more. We have so much more culture. We have so much deeper messaging.”

The countdown has begun, and the North West will once again become the beating heart of South African music. And the invitation is open to all.

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