JOHANNESBURG, – The Johannesburg Department of Tourism and MTV Base have announced their collaboration for the MTV Base Africa Music Awards (MAMAs).
The MAMAs are scheduled to take place at the Ticket Pro Dome on 22 October 2016.
The awards celebrate and honours artists from across the continent.
“The MAMAS award show is something we want to take all over the continent,” said Dillion Khan, senior creative director of Viacom, MTV’s parent company.
“We met with Joburg Tourism to see how can we bring it to Johannesburg and celebrate African tourism. The city and its youth culture is amazing and the time is perfect to bring them (the awards) to the City of Gold.”
This year will be the sixth edition of the MAMAs, which has been held in Durban for the past three years after being in Nigeria for the first three.
Absolut Vodka, which will collaborate with MTV Base and the City of Johannesburg, said the theme for this year is show that creativity comes from Africa. It will also also encourage people to put an end to xenophobia.
“For the first time ever the artist will play the executive producer of their album,” said Absolut Vodka representative Melanie Campbell.
Vice-president of BET Youth and Music VIMN Africa Monde Twala said he felt the continent united via its music.
There would be workshops that would allow up-and-coming artists to interact with bigger artists on the scene, Twala said.
Head of Johannesburg Tourism Nabintu Petsana said the event would bring people to Johannesburg destinations and give the city exposure.
“Education, health and shopping are our tourism interest. It’s our responsibility to promote economic growth. Artists make a living from performing, so by partnering with such an event, their earning increases,” Petsana said.
She added that more than 75 percent of Johannesburg’s tourists were from the continent. “We want to reach out to other African countries and tell our story.”