Tyla to receive SAMA32 International Achievement Award in homecoming honour

Two-time Grammy Award winner Tyla will return home to South Africa to receive the International Achievement Award at the 32nd South African Music Awards (SAMA32), organisers said. The ceremony will take place on August 15 at the Sun City Superbowl.

One of the highest SAMA honours

Tyla has previously received the International Achievement Award at SAMA30 and will now become only the second artist to receive the honour twice, following Black Coffee.

Local brand backs the homecoming

The International Achievement Award at SAMA32 is being sponsored by South African beauty brand AfriPure. AfriPure co-founder Grant Heynes said the brand saw supporting Tyla’s recognition as a natural fit. He said:

“Tyla represents the confidence, creativity and global ambition that we believe in at AfriPure.”

Heynes added that Tyla’s continued international success reflected the growing influence of South African music and culture globally and that

“Tyla embodies the fearless ambition and creative excellence of a new generation of South African artists.”

Event aims and partnerships

SAMA32 is backed by a partnership including the Motsepe Foundation, the North West Department of Arts, Culture, Sports and Recreation, the North West Department of Economic Development, Environment, Conservation and Tourism, SA Tourism, SABC, IOL and other industry organisations.

Organisers said the awards have evolved beyond a music ceremony into a destination-marketing platform aimed at placing the North West Province in the international spotlight. The event is expected to bring together established artists, emerging talent, industry leaders and music fans, while creating opportunities for creatives, entrepreneurs, small businesses and the hospitality sector.

Local economic impact

Unati Gwija said SAMA32 would stimulate tourism and local economic activity while showcasing the province’s culture and creative industries. The ceremony will also provide a homecoming moment for Tyla as she is recognised in the country and culture that shaped her career.