Some of South Africa's most compelling new voices aren't found behind a microphone in a studio alone, they're built in front of a camera, through a feed, one post and one episode at a time, says the awards.

Since its inception, the Content Creator Awards says it has existed with the aim to do more than celebrate great work. It was created to champion South Africa's creator economy by recognising emerging talent, creating meaningful connections across industries and opening doors for creators at every stage of their careers.

Through new categories, industry partnerships, workshops and ongoing investment in the ecosystem, the awards aims to continue to evolve alongside the industries it serves.

With entries closing on Sunday, 5 July, the Content Creator Awards is encouraging emerging musicians, singers and podcasters across the country to submit their work before time runs out.

The Sound of Tomorrow Award

Nic Burger, Digital Director of Southern Africa at Universal Music, believes social media has fundamentally reshaped the artist journey.

"The Sound of Tomorrow Award isn't just about discovering groundbreaking new talent; it is about how those sounds find their community. Social media has fundamentally democratized the global stage, transforming the trajectory of modern artistry by allowing creators to bypass traditional barriers and speak directly to the world," says Burger.

"It serves as a real-time, borderless incubator where a bedroom demo can instantly spark a global cultural movement. For the modern artist, these platforms are not merely promotional tools, they are the digital canvas where their visual identity, story and sonic footprint converge to define what comes next."

"In today's landscape, a sustainable career is built on the strength of direct, authentic connection," Burger adds. "Social media empowers artists to own their narrative, turning casual listeners into a deeply invested, active fanbase that drives streaming, fills venues and champions their legacy."

"It bridges the gap between raw talent and global impact, making it an indispensable engine for career longevity. Embracing these platforms is no longer optional for the next generation of talent; it is the very foundation upon which the sound of tomorrow is built and sustained," says Burger.

Entrants will have their work assessed by an independent panel of leading marketers, brand leaders, record label executives and creative decision-makers who understand the evolving relationship between music, content and culture, says the awards.

Podcast of the Year Award

Podcasting has become one of South Africa's most powerful storytelling mediums, and the Podcast of the Year Award aims to celebrates the creators producing compelling content that informs, entertains and engages listeners, says the awards.

From insightful interviews to thought-provoking discussions and storytelling, this category aims to recognise podcasts that have built loyal audiences through consistency, creativity and meaningful conversations. Judges will be assessing entries on content quality and storytelling, audience engagement, consistency, production value and cultural relevance, adds the awards.

To enter, podcasts must have a minimum of ten published episodes, with at least four released between March 2025 and May 2026. Entrants will need to submit links to two to three representative episodes, a short description and motivation, audience metrics and listener engagement data such as reviews and ratings.

According to the Awards, entree's will gain opportunities including:

  • joining a community of creators who are shaping conversations, influencing culture and driving the future of digital media
  • having their work evaluated by an independent panel of experts from media, marketing and the creator economy
  • being recognised for the quality of their storytelling, consistency and production 
  • positioning themselves among South Africa's most exciting new talent in music and podcasting
  • showcasing the impact their work is making within South Africa's growing audio landscape, and 
  • standing a chance to receive R10 000 worth of prizes, alongside industry recognition.

Enter the Content Creator Awards

According to the Awards, the key dates are as follows:

  • Entries Open: Thursday, 14 May.
  • Entries Close: Sunday, 5 July.
  • Workshops and Industry Sessions: July to August.
  • Awards Ceremony: October.
  • Entrants must be 18 years or older.
  • Multiple entries allowed across categories (one per category).

For more information, visit www.contentcreatorawards.co.za. You can also follow One-eyed Jack on Facebook, or on X.

*Image courtesy of contributor