SACO, DAC interview over 200 in SAMA’s perception survey

THE SACO and DAC recently worked together to collect responses from over 200 attendees at the 22^nd South African Music Awards (SAMA’s) this month.

The awards took place on Saturday, June 4, with attendance topping the charts at 4000 people. The objective was to conduct a perception survey of attendees – both those in the industry and those supporting it – on whether the SAMA’s are an important event to musicians and the industry and if they can shape an artist’s career trajectory.

The survey also aimed to engage attendees to get their sense of the impact of the SAMA’s; to map perceptions of the SAMA’s and their generalised impact in recognising the contribution made by musicians to the music and entertainment industry; and to demonstrate DAC’s commitment to gathering research on events of this nature.

The data was collected using a survey method which focused on five perception-based questions and three demographic questions. From a total population of 4000 attendees, a total of 2000 questionnaires were distributed on seats and a total of 237 responses collected, in excess of the 10% target.

While the full outcomes will be documented in a report, the following general observations were made:

• The SAMAs are always well supported by the people in the music and cultural industries and the general public.
• The turnout of the 22nd Annual Music Awards was positive, in excess of 4000 people.
• The event was well planned for and effectively coordinated by the organisers.
• The audience is diverse, with regards to race, gender and age.
• The SAMAs contribute temporary economic value to the host city, especially the tourism and hospitality industries which benefit. Hotel occupancy was at capacity on the night of the event.
• The majority of the participants in the survey were interested and open to being surveyed and displayed interest in the purpose of the survey and its outcomes.

SACO researcher, Unathi Lutshaba said: “Surveys of this type can go a long way in boosting knowledge of and exposure to the work of the SACO and DAC and are therefore very necessary. Moreover, they play a fundamental role in adding critical insights into the nature and impact of festivals or mass industry events.”

The outcomes of the SAMA survey results and the report on this event, inclusive of process learnings, would inform the process for future surveys of this nature, the SACO added.

Find out who won what awards at the 22^nd South African Music Awards here.