Music awards lose sponsor

Johannesburg - While the music industry and fans have expressed shock at MTN’s withdrawal of its sponsorship from the South African Music Awards (Samas), the organisers say they are confident the show will go on.

 After 10 years of brand association between the cellphone giant and the biggest entertainment event on the calendar, it was announced in a tabloid newspaper on Thursday that MTN had pulled its sponsorship.

 “This is not a crisis,” said Dave du Plessis, operations director of Samas’s governing body, the Recording Industry of South Africa (Risa). “Of course, the Samas will take place this year.”

 Du Plessis was responding to concerns that the Samas might be in jeopardy because of the sudden lack of sponsorship.

 He said that late last year, Risa had not received confirmation from MTN and then told the cellphone company that it would be looking for other sponsors for the event.

 “This is not a bad reflection on the Samas,” he continued.

 “We have nothing to be concerned about because the Samas are an established brand. Musicians never walk into our offices asking to enter the MTN Samas. They ask to enter the Samas.”

 The Samas celebrate their 20th year this year.

 The chief marketing officer for MTN South Africa, Brian Gouldie, said: “As with normal business practices, MTN underwent a review of its sponsorship portfolio, taking into consideration the alignment of each of the sponsored properties to brand and business objectives for 2014.”

 Du Plessis said the Samas would name their new sponsors at the nominations announcement party at the end of March.

 The awards ceremony takes place on April 27.