SOUTH AFRICAN MUSIC AWARDS TURN XXI

Twenty-one is a year that we all get a key (if you believe in that) for some it's a year where you are free to do as you please and are guaranteed to be labeled an adult. This means ditching all the child in you and becoming a responsible person with informed decisions taken from previous mistakes. And it is this that the Annual South African Music Awards are marking their  21st birthday this year by "learning from the past to inform a bright new future".

Some may have noticed the few celebs that have been sharing their "When I was 21" tales marked with the hashtag #XXI  on social networks, well turns out its all for the South African Music Awards that will be releasing their nominees next week Thursday, March 12.

“The South African Music Awards turn XXI this year, a milestone that strikes a chord and resonates with us all. The continuous year on year growth, support and popularity has contributed to the improvement in the quality of participants and overall industry growth. The momentum leading to up to SAMA XXI is reflective of the high standards built over the years and achievements of all nominees,” said Mika Chauke, Head of Communications and Stakeholder Relations

The #XXI campaign has already attracted an enthusiastic response on Instagram, with celebs and ordinary people posting their nostalgic memories of when they were 21 and nominating others to do the same.

And this is what some of the personalities wrote:

TV presenter Hulisani Ravele said she graduated from the University of Johannesburg with a BCom in Marketing Management when she was 21. “Education has always been very important to my family and graduating was the best gift I could’ve given my parents in my 21st year."

For hip-hop musician Khuli Chana, 21 marked a turning point in his life: “When I was #XXI I was thinking about entering the game. Music was in my blood but I never knew it would be my career. At 21 the seed for my love of music grew stronger…”

It was a similar awakening for J’Something from Mi Casa: “When I was #XXI I had this dream of being a musician … Of being someone that would use the tool of music to change and influence the youth of the world. Now with Mi Casa I have the privilege of doing so every day…”

Radio and television presenter Elana Afrika was an actress as the time. Posting a photo from a play she appeared in, she wrote: “When I was #XXI… Being on stage with your pyjamas was like being naked in a magazine!”

Kahn Morbee of The Parlotones unearthed an old photo of himself, sporting a head of thick curly locks and wearing rugby kit: “When I was #XXI I played rugby in Northern Ireland for Ards Rugby Club,” he related.

MetroFM radio host Melanie Bala has some fond memories of that time, posting a photo of her fresh-faced self rocking a bobbed hairstyle: “When I was #XXI … I’d just given up on my dream of becoming a lawyer … I’d been hosting a new music show called Studio Mix for about six months. We replaced Pick a Tune. I shared a flat in Yeoville with a friend and was trying to find my way around Jozi (literally and figuratively).”

702 broadcaster Azania Mosaka, who posted a picture of her infant daughter from 1998. “When I was 21 I came back from three years spent in London. I came back with a little bundle of joy who is now 16 years old. She was by far the biggest highlight of my 21st year. I was both scared and excited to be her mom.”

Newly elected chairperson of the South African Music Awards, Refiloe Ramogase said, “The South African Music Awards turn XXI – the very same age as our cherished post-emancipated rainbow nation, South Africa.

“This milestone creates the opportunity for reflection on where the local music industry is as whole and how far our legacy has come, while shining a bold spotlight on where music is headed in this country. The awards themselves have a solid and respected heritage, and are looking to the future to build on this proud legacy with a renewed youthful vibrancy.” - release from Total Exposure