You may have seen the #XXI going around on social networks.
Well-known personalities and ordinary South Africans are talking about “When I was #XXI” or
“Things to do at #XXI”.
You may have wondered what in the world this #XXI thing is.
XXI represents the number 21 in Roman numerals – and is the number of years the South African Music Awards (Sama) have been a fixture on the local entertainment scene.
Now, as they come of age, the XXI social media campaign highlights the awards as distinctive and standing alone with no peer.
As a single symbol, the XXI encompasses the notion of “Legacy to Future”.
“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,” said Mika Chauke, head of communications and stakeholder relations.
The #XXI campaign has already attracted an enthusiastic response on Instagram, with celebrities and ordinary people posting their nostalgic memories of when they were 21 and nominating others to do the same.
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…” Chana said.
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…”
These intimate snapshots of days past, said Refiloe Ramogase, the newly elected chairperson of Sama, confirm that being XXI is a milestone that strikes a chord with everyone.
Read further here:
http://roodepoortnorthsider.co.za/190352/the-south-african-music-awards-turn-21-2/
