This year’s annual SACMAF Awards, hosted earlier this year in Pretoria, recognised the combination of contemporary acoustic performances and innovative modern techniques, launching the first AI Lyricist Awards.

Founded by former South African country artist Sandra Rains, the Pretoria-based South African Country Music Foundation (SACMAF) was born out of a need to give local and independent country music a legitimate voice.

The foundation chose to tackle issues, such as a lack of marketing, platforms to honour artists’ achievements on a wider stage, and a centralised platform for artists to protect their heritage, having supported many local artists including those born in Pretoria or who are Pretoria-based, such as Steve Hofmeyr, Lanie Rischmuller, Touch of Class and Jennifer Zamudio.

While focused on country music, the organisation also opens its doors to independent local artists of any genre for support and mentorship, with the intent of helping individuals navigate the nitty-gritty of the industry, such as managing copyright, professional tracks and streaming distribution.

“We believe in empowering independent talent as a whole,” vice CEO Virna Vermeulen stated.

Digging deeper into SACMAF’s roots

Rains told Rekord: “What I love about being the founder and CEO of SACMAF is the fact that I can give back to society. I can help in my own way, the only way I know in music. I love music, it’s been a part of my life forever, and I want to create a platform for the new singers.”

Talking about her reasons for starting the foundation, she shared that it came after her experience as a local and international country singer: “As time went by, I made space and put the new artists ahead of myself.

“Being a singer and a recording artist, I decided that it’s time to hand over the reins and start promoting our new generation of singers.”

She expressed that this has not been without its challenges: “Well, that has been a challenge because they’re not very well known. The main radio stations don’t play country music, except for a few.”

Artists, red carpets and awards

Rains said in 2018, the first awards were held. “The reason for having SACMAF was to create a platform for SA country singers because the country scene was all but gone. It wasn’t as big as it used to be.

“And I also realised that our legends and our current singers have never received any recognition. We started giving recognition to our legends and to some new artists. And it just took a life of its own.”

She said since then, the award ceremonies have been held annually which became a huge success.

“Country music got a big facelift and the interest and love for country music started coming back.”

SACMAF’s two premier awards are named in honour of those who left an everlasting legacy in the music industry, awarded only to the exceptionally talented.

The Jason Bradley Award is known as the definitive South African Overall Male Artist of the Year accolade.

“The Jason Bradley Award is named after a young artist, magnificent guitar player and young country singer, who passed away suddenly. He had an illness and he was making it big in country music,” Rain shared.

“We worked with him and appeared on many shows together. And Jason was really paving the road for country music. In the new generation, he was way ahead of his time in South Africa. But when he passed away, it was a huge loss.”

The Jennifer Zamudio Award, known as the definitive South African Overall Female Artist of the Year accolade, was named after the local artist, who is not only a country singer but also a pop and contemporary artist. “We decided to get an award in her name because we don’t just cater for country music; because the market is so small… and Jennifer Zamudio was just someone who stood above the rest.”

Beyond fame and laurels

Vermeulen said SACMAF wants to “ensure that the heartbeat of South African country music never fades”.

Rains added: “Country is music that speaks to the heart. It is a human genre where humans and their emotions matter. And it talks to people. Sometimes people can’t talk and say how they feel, and they say it through music. Country music is just that – it’s music by the people for the people.”

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