In Rosebank, the Openserve South African Social Media Awards (Openserve SASMA) brought together the country’s most influential digital creators, content producers and cultural trailblazers to unveil the official nominees for the 2026 awards. The night was about giving South Africa’s content creators their flowers in front of the very industry and audiences they have spent years building. Winners will be announced at the Openserve SASMA Awards ceremony in November.
The SASMA Awards exist because the work is real, even when it’s invisible. Long before the trophies and the headlines, these are the individuals who show up every single day (filming, editing, storytelling, showing their audience who they are) and in return, build something far more valuable than followers: trust. Their communities don’t just watch. They believe. They want to see these creators win, grow and succeed. And that belief, that deep and genuine connection between creator and community, is exactly what Openserve SASMA Awards was built to celebrate.
None of that connection happens by accident. It runs on infrastructure most people never think about, until it isn’t there. This year, SASMA was proud to be presented by Openserve, South Africa’s leading fibre network infrastructure provider, whose partnership powered the evening in more ways than one.
“We celebrate South Africa’s most influential digital creators,” organisers said. “But behind every upload, every livestream and every viral moment is something we often don’t see: the infrastructure that keeps us connected. We want to acknowledge Openserve, South Africa’s leading fibre network infrastructure provider, for powering the connections that let creativity and innovation thrive.”
For Openserve, this partnership marks its first headline naming rights involvement in six years, a deliberate choice at a moment the brand has framed as central to its own purpose. Speaking at the SASMA 2026 launch, Openserve Executive: Marketing and Communications Slungile Mlambo positioned the partnership around the role digital connectivity plays in supporting inclusion, creativity and the next generation of African digital voices, describing Openserve as a key enabler of SASMA’s 2026 journey. For Openserve, backing SASMA is a natural extension of what the brand already does every day: connecting the people who are building South Africa’s creative and cultural future, one signal at a time.
Culture Moves Because We Connect
This year’s theme, Culture in Motion, is a statement about where culture actually lives. It doesn’t ask permission, and it doesn’t only show up once a year, on Heritage Day. Culture is every day: the hustle that didn’t wait for a job title, the bedroom that became a studio, the group chat that runs the story before the news does. And it doesn’t stay local — Mzansi taught the world, not the other way around. Culture is moving, culture is evolving, and culture is influencing the world. That is Culture in Motion.
None of that movement travels without a signal. From the first-time creator posting a debut video to the household-name influencer reaching millions, Openserve’s fibre network is what carries the culture from one screen to the next, connecting creators with communities, talent with opportunity and stories with audiences nationwide. That idea was everywhere on the night: on the screens reminding guests who was Powering Culture in Motion, and in the stories guests shared about how getting connected changed what they were able to build.
An Industry Worth Investing In
“South Africa’s youth unemployment rate stood at 47.4% in the second quarter of 2026, according to Stats SA. That’s almost one in every two young people looking for work who can’t find it. And in that exact climate, we have an entire generation building real income, real skills and real businesses off nothing but a phone and consistency,” said Weza Matomane, Director of the South African Social Media Awards. “That is not a side hustle. That is an industry. SASMA exists because that industry deserves the same recognition, the same investment and the same seriousness as any other.
“We can’t celebrate this generation once a year and call it done. Brands are already earning real return from these creators. Government has already called the creator economy a priority sector. What’s missing is the follow-through. The same people benefiting from this economy need to be the same people funding it, protecting it and building policy around it. SASMA is our contribution to that conversation. But this industry doesn’t grow because one platform hosts an awards show. It grows when brands, platforms and government start showing up in the same room, at the same table, with the same urgency we’re asking these creators to show up with every single day. That’s the collaboration we need.”
A Night Made Possible by Our Partners
By every measure, the 2026 Openserve SASMA Awards nominee announcement was a resounding success: a room full of the creators, editors, athletes and storytellers shaping South African culture, celebrated properly, instead of just scrolled past. None of it would have been possible without the generosity and vision of our sponsors and partners.
Our headline sponsor, Openserve, powered this year’s celebration in every sense of the word. We celebrated the people shaping South Africa’s digital future. Behind every creator is an audience. Behind every audience is a connection. And behind those connections is Openserve. Openserve connects South Africa; SASMA celebrates what South Africans create because of that connection. Thank you, Openserve, for believing in this community enough to power it.
We also extend our sincere thanks to The Urban Playground for coming on board as our official venue partner. The Urban Playground’s brand-new Rosebank location, the newest home for urban sports and street culture in Johannesburg, provided the perfect backdrop for a night built around creativity, community and self-expression. As a space designed to fuse sport, art, gaming and mentorship for the next generation, The Urban Playground’s energy and ethos mirrored everything Openserve SASMA Awards stands for, and its Rosebank venue gave our guests and creators a setting as bold and authentic as the culture we were there to celebrate. To The Urban Playground: thank you for opening your doors and giving South Africa’s digital creators a stage worthy of their craft.
Founded by creator Adriano Franco, The Urban Playground occupies Level 4 of Rosebank Mall as Johannesburg’s newest home for street sports, gaming and creative culture under one roof. Guests moved through a space built on the idea that creators shouldn’t have to choose one passion: an indoor skate park and a 3v3 street football cage alongside a high-spec esports arena and racing simulators, production studios kitted out for podcasting, music and filmmaking, 3D printing and customisation workshops, and a run of streetwear retail from local and international labels including Vans. It is, in every sense, a building version of Culture in Motion — sport, gaming, fashion and content creation sharing the same floor because, for this generation, they always have.
Special thanks also go to the wider circle of partners who lent their platforms, expertise and energy to the night: Yano Lyrics, Proudly South African, Celebrity Drive South Africa, Bluecloud AI, MKIVA Accountants & Auditors, WTG Media House, Mbono Group, Netwise Multimedia, RAMSA Auditing, Accounting & Advisory, Calus Media and Digi Clear Concepts. Openserve SASMA Awards is only as strong as the partners who show up for it year after year, and this list keeps growing because they believe in what this platform is building.
To every sponsor, partner, nominee and guest who made the evening what it was: thank you for showing up for South Africa’s creators, the way their audiences show up for them every single day.
Categories to Watch
Some categories always draw a bigger reaction than others, and a few are shaping up to be the ones most talked about heading into the November ceremony.
Social Media Dominance of the Year is always one of the most competitive categories on the night, and this year is no exception, with a field spanning Complaints Department with Bruce, Dedrick Shoots, Ghost Hlubi, Liema Pantsi, Simthande Myeza, Sino Ndofaya, Skeem Noa, Sphelele Wandile, Thandeka Tshabalala and Thandile Mtombela — established frontrunners going up against creators who have broken through hard over the past year.
Podcast of the Year brings together some of the country’s most listened-to shows, including Podcast and Chill with MacG, Babu Dokotela, Open Chats Podcast and Because We Said So Podcast — a category that has produced some of SASMA’s most talked-about winners in years past.
Popular Content Across All Social Media Platforms remains one of the hardest categories to call, pulling together creators whose content has genuinely shaped conversation online this year, from Ghost Hlubi to Siyamthanda Anita, Simthande Myeza and Lulutho “Peanuts” Sinxoto.
Emerging Social Media Personality of the Year is where to watch for this year’s breakthrough class. The field includes Lulutho Sinxoto, better known to his following as Peanuts — still in high school, and already one of the most talked-about new names in South African content, with videos regularly pulling in millions of views — alongside fellow nominees 6Lingg, Anarzade, Didi Mothobi, Naqueeda, Sino Ndofaya and Thandeka Tshabalala, each building serious audiences of their own.
Watch, too, for the creators showing up across multiple categories this year. Thandeka Tshabalala is up for four nominations, spanning Beauty, Emerging Social Media Personality, Popular Hashtag and Social Media Dominance. Liema Pantsi is nominated three times over. Siyamthanda Anita and Sinethemba Madondo both appear across multiple categories too, from Vlogger of the Year to Social Media Personality of the Year. These are the names the industry keeps putting forward, category after category — exactly the kind of cross-platform relevance Culture in Motion was built to recognise.
The 2026 Openserve SASMA Awards Nominees by Category
African Social Media Star of the Year Nominees: Kefilwe Mabote, Khaby Lame, Khanyi Mbau, Kie Kie ( Adeaga-Ilori ), William Last KRM, Zee Nxumalo
Automotive Influencer of the Year Nominees: Bonabay Universe, Bongani Mtolo, Loren In Auto, Mr How Much, Mumbo Repairs, We Love Cabs
Beauty Influencer of the Year Nominees: Azande Madlala, Colour Me Simphiwe, Ilano Sky, Lerato Mthethwa, Liema Pantsi, Naqueeda, Neliswa Ngada, Noluthando Ngcobo, Siyamthanda Anita, Stargirl Effect, Thandeka Tshabalala
Best Educational Content Creator Nominees: Alpha Ramushwana, Arnold Mohapi, Banzi Mcasa, Dan Corder, Darren Campher, Jakuja Jesus Joy, Lebo Lion, Mackietv
Best Social Media Brand Campaign Nominees: Achaar Yama Hurry Up, Chillers Punch, Coca-Cola® South Africa, Garnier South Africa, Gwm South Africa, Honor South Africa, KFC South Africa, Maybelline Africa, Nivea South Africa
Best Social Media Dancer of the Year Nominees: Dancing With Busisiwe, Dancing With Phiwe, Kamo Mphela, Limpopo Boy, Nombulelo Tebogo, Perciiy, Thobeka Maphumulo
Best Social Media Use by a Radio Show Nominees: 947 Drive with Thando, Aneleandtheclubon947, Area Code by Pretty Ngwenya on Vow 88.1, Breakfast with Felix Hlophe & Minnie Ntuli on Gagasi FM, Faith And Andile Crossover on Metrofm, Home Run with Ayanda MVP & Sinaye, Jacabreakfast with Martin Bester
Best Social Media Use by a TV Show Nominees: Chuz Mazikhetela on MojaLove, How to Ruin Christamas on Netflix, Single and Mingle on Moja Love TV, The Four of Us on ETV, UltimateGirlsTripSA on Showmax, X-Repo on Moja Love TV
Digital Connector Award — a new bonus category from headline sponsor Openserve. Staff from across Openserve and the wider Telkom Group will select their own favourite digital creator from this year’s full field of SASMA nominees, honouring creators who connect people the same way Openserve’s fibre and Wi-Fi network does. It’s a separate, staff-voted award that sits alongside SASMA’s own nomination process, and the winner will be revealed live at the Openserve SASMA Awards ceremony in November.
Emerging Social Media Personality of the Year Nominees: 6Lingg, Anarzade, Didi Mothobi, Lulutho Sinxoto (Peanuts), Naqueeda, Sino Ndofaya, Thandeka Tshabalala
Fashion Influencer of the Year Nominees: Anele Zondo, Boitumelo Mthembu, Kefilwe Mabote, Luyanda Dando, Sanele Baloyi, Selokela Lekoloana, Sindiswa, Thabee Happy
Fitness Influencer of the Year Nominees: Lethu Thusi, Nomvula Khuzwayo, Rebecca Storm Nagel, Sharon Gambu, Sobekwa Twins, Tebogo Mahange, Tumi Millicent
Food Influencer of the Year Nominees: Chef Makamo, Grace Mushavhela, Joyee Ndhlovu, Nompumelelo Nkosi, Onezwa Mbola, Sinoyolo Sifo – The Cooking Husband, The Funny Chef
Kasi Content Creator Nominees: Babyboogyman, Brajobe, Dikuku Bester, Karabo Maseko, Official Shabbawama2k
Most Popular Content Nominees: Babyface Womdantso, Complaints Department by Bruce, Ghost Hlubi, Luluto Sinxoto (Peanuts), Senzelwe Mtshali, Simthande Myeza, Siyamthanda Anita
Podcast of the Year Nominees: Babu Dokotela, Because We Said So Podcast, Engineer Your Life with Lungelo KM, Music Pulse, Open Chats Podcast, PNC Podcast, Podcast And Chill with MacG, Spreading Humours
Popular Hashtag on Social Media Platforms Nominees: #BBMzansi, #Honorza, #KFCTasteRivalry, #LiemaPantsi, #RocoMamasHotWingsChallenge, #ThandekaTshabalala
Popular South Africa Song on Social Media Nominees: Abantwana Bakho – Dj Maphorisa, Xduppy & Kabza De Small Ft Thatohatsi, Young Stunna & Nkosazana Daughter), Everyone Wanna Be In Love – Calvin Fallo, HOTSPOT – Kharishma ft DJ ANGELO & Buddy Sax, IBandla – Ruff, Emtee, Sjava & Saudi, Ke Wav – Justin 99 ft Dj Vino & Xduppy, Mark Zuckerberg – Mulest Vankay, Pcee & Scotts Maphuma ft Slyzza RSA, Ngiyakuthanda – Menzi Music, Rato Laka – Shebeshxt, Naqua SA, Zee Nxumalo ft Slidoo Man, Shela – Sam Deep, Nia Pearl, Boohle, Thandaza – Sam Deep & Thatohatsi, Umaqondana – Feza Langa, Uvalo – Usimamane & Sjava
Social Media Gamer of the Year Nominees: Cassper Nyovest, Domingos, Furious Kitty, Girlie Lukhele, Whamp Plays
Social Media Child Influencer of the Year Nominees: Chichi Khathi, Lethukuthula Nongcebo, Lildancer Ora, Maliyah Hammond, Mushmoosh, Ria & Zia – The Maawu Twins, Zuluboy
Social Media Personality of the Year Nominees: Anika Dambuza – The City Makoti, Banele Ndaba, Dineo Moloisane, Kayla Kim Kay, Londie London, Nadia Jaftha, Primo9Teen, Sinethemba Madondo
Social Media Photographer of the Year Nominees: Bhengu Studios, Jr Ecko, KPaparazzi, Moshe Langa, Ok Majozi, ThickLeeyOnce
South African Social Media Dominance Nominees: Complaints Department with Bruce, Dedrick Shoots, Ghost Hlubi, Liema Pantsi, Simthande Myeza, Sino Ndofaya, Skeem Noa, Sphelele Wandile, Thandeka Tshabalala, Thandile Mtombela
Sports Influencer of the Year Nominees: Bra Lemii, Hope Mbhele, Kabelo Moumakwe, Kim Jayde, PapaWawa, Philani Mthembu, Rebecca Storm Nagel
Streamer of the Year Nominees: Brajobe, Hot Shot Aaron, Katlego Amari, King Oumar, Nasty C, Paledi Matseke, ParanoidPixi3, Rachel Kay, Sonic in Side, Sonwabile, Tshepe
Travel / Leisure Influencer of the Year Nominees: Elizabeth Robinson, Iana Strydom, Life with Piwe, Siphelele Sibiya / The Popi Show, Travel with Miss J, Travel with Paleigh
Vlogger of the Year Nominees: Andiswa Selepe, Chulumanco Mbete, Lerato Nxumalo, Mandisa Kheswa, Remoratile, Simphiwe Nomonde Funwa, Sinethemba Madondo, Siyamthanda Anita, Snikiwe Mhlongo, Zintle Mofokeng
Link to the nights images: https://gallery.calusmedia.com/sasmanomineeannouncements2026/
