Celebrating freedom of expression: Sofnfree announces sponsorship of the Female Artist of the Year Award at the 2021 South African Music Awards

June 20, 2021

Well loved for bringing great hair days to millions of women worldwide, Sofnfree has announced its sponsorship of the Female Artist of the Year Award at the 2021 South African Music Awards (SAMAs). This year’s event takes place virtually in July 2021, themed Reinvent. Redefine. Reimagine.

Freestyling – the freedom of expression is one of Sofnfree’s key pillars whether through looks, lyrics or legacy. By sponsoring SAMAs Female Artist of the Year, the haircare brand is proud to represent a category that recognises girl power, excellence and creativity. The category for SAMA 27 will be known as the “SofnFree Female of the Year”.

The Sofnfree brand team celebrates the value of both hair and music as a powerful tool for self-expression, which is why the SAMAs partnership is an important part of Sofnfree’s purpose. Over the last year, many of us have found connections and comfort from music in a lonely and isolated world which is why there’s never been a better time to support the music industry, the strong women who help lead it, and the inspiration and joy that these talented artists spark in our lives.

The SAMAs, now in its 27th year, received more than 1 100 entries for 2021, a record in its history, and five nominees in the Female Artist Award category have been announced. These are Sho MadjoziReign AfrikaBucy RadebeNomcebo Zikode and Hle. Previous winners in the category include Zahara, Shekhinah, Zonke, Ami Faku, Sho Madjozi and Amanda Black.

The 2-hour SAMAs show will be broadcast on SABC 1. Viewers stand a chance to attend the production of the SAMAs along with a meet-and-greet with musicians who will be performing at the show. For more information and to follow the conversation, head to the SAMA Facebook and Instagram pages.

 

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