Amanda Black for five awards
Metro FM’s signature awards ceremony, the Metro FM Music Awards, is back with a new slogan and new sponsor in Caivil.
THE 16th Metro FM Music Awards, which will be held in Durban in February, announced the nominees in the 22 award categories last week.
Leading the pack with five nominations is Ambitiouz Entertainment’s songbird Amanda Black. Other artists who follow closely with nods include Kwesta and Babes Wodumo.
This year’s slogan is: “What’s next is all that matters.”
In keeping with this theme, the awards have taken their sponsorship to the next level by involving premium ethnic hair brand, Caivil, to their sponsorship roster. Hair is a huge part of getting ready for any awards show so this partnership is a natural fit.
We spoke to Caivil’s head of marketing, Ella Mthethwa to find out more.
Firstly, congratulations on winning the Most Innovative Brand at the 2016 African Hair Awards. What does this milestone mean for Caivil?
This is indeed a very important accolade for Caivil particularly because this is an award that is voted for by consumers themselves which is a clear indication that consumers believe (in Caivil) and have the confidence that Caivil is attuned to their ever-changing needs and is delivering relevant innovation that is solution based.
Why did Caivil want to be involved in this year’s Metro FM Music Awards?
The Caivil team have long been exposed to the Metro FM brand and to what it has offered within their portfolio.
We have witnessed it grow into a formidable force not only in the radio space but in delivering an event that celebrates SA excellence in music in a very stylish and elegant way. For us, much like the races – we believe that the MMAs have become somewhat synonymous with style, glitz and glam which is very much in line with the world of Caivil.
What activations will you have planned leading up to the actual ceremony?
The bulk of Metro FM consumer engagement is going to be driven through radio, centered on the fantastic offer of the all-expenses-paid Caivil and Metro FM Black Carpet VIP Experience for two lucky listeners and their partners. For many a consumer, listener, reader… this will be a dream come true.
In recent years there has been a massive move towards women wearing natural or ethnic hair to awards shows. What are your thoughts on this move?
It’s really fantastic to see celebrities and influential people embracing their natural hair especially now that there are various sources of information on how to maintain and style natural hair.
Caivil made an early move nearly two years ago with a nationwide campaign using the kids’ range in ethnic haircare called Caivil Just For Kids. Do you think this is the year to be daring with hairstyles on the MMAs carpet?
The MMA’s black carpet platform presents an opportunity for the various individuals to express themselves through colour and styles in a space where it is “anticipated” and “acceptable” to push the envelope somewhat.
Apart from this, hair colouring is booming globally right now and is the fastest growing segment in ethnic hair care as reported by research company Nielsen, as people are increasingly becoming adventurous – with hair colouring happening in vast shades and across hair textures.
The awards take place at the Durban ICC on February 25. Tickets are available at Computicket. Ccatch the live broadcast on SABC 1.