When the stars take the stage at the 32nd South African Music Awards (SAMA32) this weekend, audiences will see the performances, glamour and celebrations that have become synonymous with South Africa’s biggest night in music.
But behind the spectacle is a team of women working across production, project management, communications, administration, streaming and guest logistics to ensure the prestigious ceremony runs smoothly.
As South Africa celebrates Women’s Month, the Recording Industry of South Africa (RiSA) is highlighting the women helping to bring SAMA32 to life.
At the centre of the project is Audrey Lummis, whose experience in live events, brand activations and large-scale project management has placed her at the helm of the extensive SAMA32 operation.
Her role involves overseeing the broader project and coordinating the different elements required to deliver an awards ceremony of this scale.
On the production side, Beverly Moubane, the SAMA32 Producer, brings extensive experience as a series producer and production specialist.
Moubane is known for her work across multi-genre broadcast productions and live events, with her expertise helping shape the production that audiences will experience on the night.
Communications are being led by Unati Gwija, the SAMA32 spokesperson, whose career spans film markets, branding, inflight entertainment and strategic communications.
Gwija plays a key role in shaping the public conversation around the awards while maintaining engagement with artists, media and industry stakeholders.
The operational details are being coordinated by Asanda Jaca, the SAMA Project Coordinator. With a background in operations and administration, Jaca helps keep the various components of the awards aligned as the event approaches.
Meanwhile, Portia Kgabale, who oversees SAMA Talent Administration, provides administrative and operational support around the talent involved in the ceremony.
She is supported by Maria Radebe, Nompumelelo Gamede, Puseletso Radebe and Dimakatso Monareng, who contribute to the administration and coordination required behind the scenes.
As audiences increasingly consume major events online, digital access has also become an important part of the SAMAs.
Daniela von Plato, who oversees streaming, is responsible for the digital streaming strategy and execution, helping ensure audiences can experience the awards live and on demand across multiple platforms.
There is also the all-important task of looking after the people attending the ceremony.
Taki Makananisi, who handles guest logistics, is responsible for coordinating VIPs, nominees, presenters and other stakeholders, helping create the hospitality experience expected at an event of the SAMAs’ stature.
Together, the team illustrates just how much work goes into producing an awards ceremony long before the cameras start rolling.
Their roles span disciplines that are often invisible to audiences but are crucial to the success of a large-scale entertainment production.
SAMA32, proudly sponsored by the Motsepe Foundation, is supported by a wide-ranging partnership that includes the North West Department of Arts, Culture, Sports and Recreation, the North West Department of Economic Development, Environment, Conservation and Tourism (DEDECT), SA Tourism, SABC, the South African Music Performance Rights Association (SAMPRA), the Southern African Music Rights Organisation (SAMRO), the Composers, Authors and Publishers Association (CAPASSO), RiSA, RiSA Audio Visual (RAV), MNM Funerals, Settlers Media, NX and IOL.
The awards are also expected to contribute to the broader tourism and economic profile of the North West Province.
By attracting music fans, artists, industry professionals, media and visitors from across South Africa and beyond, the SAMAs provide an opportunity to showcase the province’s hospitality, cultural heritage, attractions and entertainment offering.
While the artists will ultimately take the spotlight, SAMA32’s success will also depend on the women working behind the scenes,coordinating the production, managing talent, communicating with the public, facilitating digital access and ensuring guests are taken care of.
For Women’s Month, their work offers another reminder that some of the most important contributions to South Africa’s creative industries happen away from the stage.
IOL
