Culture Craze
Ashley Ogle’s SASMA Walk Off Sparks a Heated Debate Across South Africa
When the South African Social Media Awards returned to Johannesburg this year, most people expected the usual red carpet glamour and a lineup of familiar internet personalities taking home their trophies with big smiles. No one, however, expected Ashley Brylinn Ogle to turn her moment into one of the most talked-about scenes of the night.
The former Big Brother 2024 contestant walked into the awards ceremony as one of the favourites of the evening. She has built a sizeable following, not only from her time on the show but also through the content she has crafted since leaving the Big Brother house. Her outspoken nature, her YouTube growth, and the public fascination with her highly publicised relationship and breakup with Sweet Guluva have kept her in the spotlight. It is no surprise that the organisers believed she had earned a place among the most influential digital voices of 2025.
Yet what unfolded on that stage left the audience stunned.
How a Night of Celebration Turned Into a Walk Off
Ashley was announced as the winner of two categories: Popular Hashtag of the Year and Emerging Social Media Personality of the Year. Under normal circumstances, even one win would be enough to ignite celebration. But her reaction was far from celebratory.
Her first moment on stage appeared reflective. She told the audience that she felt uneasy accepting an award her supporters might not believe she had fully earned. It sounded like humility at first, although many viewers felt unsure of her intention.
The second appearance was where everything shifted. She picked up the trophy, paused, and told the audience that she had vowed to accept all three awards or none at all. The third award had been won by her ex-partner. A moment later, she calmly placed the trophy down, thanked the crowd, and walked off the stage.
By then, the room was silent.
@twitchclips9189 Ashley Ogle throws shade at the Sasma Awards #openchatspodcast #ashleyogle #alabuga #tiktoksouthafrica #fyp ♬ original sound – user25471657849
From Big Brother Fame to Social Media Firestorms
Ashley’s popularity skyrocketed during Big Brother 2024, where her romance with the season’s winner, Akhonamathemba Mbele Zwane, better known as Sweet Guluva, became one of the biggest storylines. South Africans followed their relationship long after the cameras stopped rolling, which is why news of their breakup hit her fan base with equal parts shock and curiosity.
Even without the relationship element, Ashley kept her name alive. Her YouTube channel grew steadily, fuelled by her promise of honesty and unfiltered expression. That same unfiltered approach has also worked against her. One incident that many still recall is her insensitive commentary about a rape survivor who had been a Big Brother contestant. Many felt that moment damaged the trust she had built with her followers, and the pushback she received was severe.
This history is part of why her SASMA behaviour has thrown her digital community into another round of soul-searching.
@editsbystarr__ Oh SweetAshley 😔❤ #bbmzansi #bigbrothermzansi #fyp #sweetguluva #ashleyogle #sweetashley #Thousandyears ♬ suono originale – sophia ★
Social Media Reacts: Fans Speak Out
Mzansi’s response was immediate. And overwhelming.
Some questioned the purpose of attending the awards if she had no intention of accepting the trophies. One user, Deegirl💋, echoed the confusion felt across platforms, asking why she had pitched up at all.
Others focused on her attitude. Tshepang Tsolo was blunt, saying that they would not vote for her again. Another user, sister Gee, simply added that her attitude said everything that needed to be said.
In a country where social media personalities rely heavily on public favour, such reactions are significant. For many fans, Ashley’s power has always come from relatability and a sense of authenticity. Her walk off seemed, to them, out of touch with the community that helped elevate her in the first place.
@kgalalelo.tlhoael Ashley Ogle didn’t accept her award at the SASMAs… and the room went SILENT. #SASMA #AshleyOgle #Awards #SASMAs2025 #Trending ♬ original sound – Kgalalelo Tlhoaele
What Ashley’s Moment Says About South African Influencer Culture
South Africans hold their digital stars to a unique standard. Social media fame in the country is more community-driven than in many other places. Followers expect transparency, humility, and accountability. When influencers step out of line, the backlash is usually swift.
In some ways, Ashley’s behaviour at the SASMAs reflects a growing conversation about entitlement, recognition, and the pressures that come with online attention. Was this an emotional reaction to losing an award to an ex-partner? Was it a statement about the nature of digital influence? Or was it simply a misread of the moment?
No matter the reason, her decision has placed her digital brand at a crossroads. Some believe she can recover through genuine communication. Others feel that the trust has shifted for good.
What is clear is that one night at the SASMAs changed the conversation around Ashley Ogle entirely.
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Source: IOL
Featured Image: Youth Village
