Phalaphala FM celebrate TSHIMA Music Awards

Tshitereke Matibe. Both the stakeholders and partners embraced and welcomed the concept warmly and thanked the station for the initiative, with the Executive Mayor pledging their full support for the TSHIMA subsequent to this one.

According to the station manager Mr. Freddy Sadiki the Tshivenda Traditional Music Awards(TSHIMA) has been conceptualised and positioned as the annual event that will provide a platform to recognise, promote and reward local artists who pride themselves by singing in their indigenous language, while contributing to the overall growth and development of the entertainment industry in the region.

Said Mr. Freddy Sadiki, "As Phalaphala FM, we are more than pleased and excited to bring this experience to connect with our artists and listeners after celebrating Heritage month. As a public broadcaster, preservation of language, heritage and promotion of indigenous music are the core pillars of our mandate not only through our play list but also by contributing to the growth and development of our local artists".

The event is sponsored by Vodacom and Khoroni Hotel. Yolanda Bester, Marketing Manager at Khoroni Hotel Casino Convention Resort said the partnership with Phalaphala is a perfect fit for them. "Our core business is about people and the TSHIMA Awards will further afford us a platform to contribute back to the community while showcasing the hospitality and entertainment that we offer at Khoroni. And with the public broadcaster on board, this will also assist in communicating some of our exciting world-class facilities".

Nominees are already identified in the Best Tshivenda Gospel, Best Tshivenda Tradition, Best Tshivenda Hip-Hop. There is also the Vodacom Power to You Song of the Year. Winners will be voted by listeners via sms line, though there are categories that will be adjudicated by a panel of judges.

Vodacom Limpopo Regional manager Ishmael Hlomane said Vodacom was proud to be associated with TSHIMA from inception. He said they were positive about the future and would like to be part of this initiative from now onwards, particularly for the fact that they see it as one more platform for "giving power to our customers through products and services, as well as to be able to put internet in everyone’s hand".

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