Name: Nare.
Surname: Mokaba
Student No.: ST10444150
Module Name: Applied Communication
Techniques
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Title Page
INVESTIGATIVE REPORT ON UKHOZI FM SONG OF THE YEAR AWARDS
CONTROVERSY
Prepared for: Sbongi Ngcobo Ukhozi FM Station Manager
Prepared by: Nare Mokaba
Date: 24 May 2024
Keywords: Ukhozi FM, Song of the Year, Voting System, Maskandi, Gqom, Amapiano, Music
Awards, Radio Station, Public Backlash, Voting Fairness
Executive Summary
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This report investigates the backlash Ukhozi FM received concerning the Song of the Year
competition. The controversy stems from accusations by non-maskandi artists that the voting
system unfairly favours maskandi music, as fans of this genre allegedly multiply their votes.
Purpose of the report:
The primary purpose of the report is to understand the extent of dissatisfaction and propose
solutions to ensure fair competition.
Procedure Used:
Information was gathered through social media analysis, interviews with stakeholders, and a
review of voting data.
Main Conclusion:
The main conclusion is that the current voting system lacks transparency and fairness,
disadvantaging non-maskandi artists.
Main Recommendations:
Recommendations include implementing a one-vote-per-person rule and increasing transparency
in the voting process.
Main Findings:
The findings indicate a significant divide among artists and listeners, with many advocating for
changes to prevent bias in the industry and ensure equal opportunity for all music genres in
future competitions.
Table of Contents
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Introduction……………………….………………………………………..
……………………………………..5
Findings………………………..…………………………………………...………….……..
…………………..7-9
Conclusions…………………………………………………………………………………………
……………..10
Recommendations…………………………………………………………………………………
………..11-12
List of
References……………………………………………………………………………………….
……….13
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Question 1 (Sama,2024) (Du Plooy-Cilliers ,2023) (Mphande, 2022) ( Abrahams, 2024)
[Link]
1.1 Background to the Investigation
The investigation was conducted due to public backlash over Ukhozi FM’s Song of the Year
competition. Non-maskandi artists alleged that the voting system disproportionately favoured
maskandi music, leading to perceived unfair outcomes and dissatisfaction among other music
genres.
1.2 Purposes of the Report
The purpose of the report is to understand the root causes of the backlash, assess the fairness of
the current voting system, and propose solutions to enhance transparency and equity in future
competitions.
1.3 Scope
The investigation covers a comprehensive analysis of voting patterns, stakeholder interviews,
and social media feedback.
1.4 Limitations
The report faced limitations such as time constraints and restricted access to certain proprietary
voting data, which may affect the comprehensiveness of the findings.
1.5 Plan of Development
The report is organized into main sections: an overview of the voting system, analysis of
stakeholder feedback, evaluation of the current system’s fairness, and recommendations for
improvement.
1.6 Procedure for Gathering Information
Information was gathered through social media analysis, stakeholder interviews, review of
voting data, and examination of previous competition outcomes.
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[Link] (Ximba, 2023)
Ongoing Challenges and Controversies
2.1 Voting System Criticism
The primary challenge facing Ukhozi FM’s Song of the Year award is the controversy
surrounding the voting system. Non-maskandi artists claim that the system unfairly advantages
maskandi music, as fans of this genre are believed to multiply their votes significantly. This
practice allegedly skews results, causing dissatisfaction among other artists and their supporters.
Social media analysis revealed widespread criticism of the voting process. Many users
highlighted the dominance of maskandi songs in the competition over the past few years,
questioning the fairness and transparency of the system.
2.2 Artist Participation Concerns
Several artists, particularly those from the amapiano and gqom genres, have expressed reluctance
to participate in future competitions. They argue that the current system discourages fair
competition and recognition of diverse musical talents.
2.3 Public Perception and Trust
The controversy has hurt Ukhozi FM’s credibility, with many listeners perceiving a bias towards
maskandi music, potentially eroding trust in fair competitions.
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Past incidents with unexpected winners, like DJ Hlo, have worsened trust issues, sparking
debates about result legitimacy. These controversies highlight the need to address systemic issues
to restore audience confidence.
[Link] Perspectives Regarding the Winner
3.1 Maskandi Dominance
A significant portion of the Ukhozi FM audience supports maskandi music, which has led to its
consistent dominance in the Song of the Year awards.
Interviews with Maskandi fans revealed a strong sense of community and cultural pride
associated with their voting efforts. This community’s dedication often translates into high voter
turnout, ensuring their preferred genre remains prominent.
3.2 Calls for Reform
Despite Maskandi’s strong support, there is a growing call for reform. Many believe a one-vote-
per-person rule would ensure fairer competition and give all genres an equal chance to win.
Non-maskandi fans and artists argue the current system is biased and doesn’t reflect true song
popularity. They advocate for changes to level the playing field and increase voting transparency.
4. Impact of the Backlash on Ukhozi FM
4.1 Credibility Issues
The backlash has impacted Ukhozi FM’s credibility. Allegations of bias and an unfair voting
system have led some listeners to question the integrity of the station’s programming and
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competitions. This scepticism threatens to undermine the station’s reputation as a fair and
impartial broadcaster.
4.2 Decline in Listenership
Controversies surrounding the Song of the Year award have also affected listenership. Some fans
of non-maskandi genres have expressed disinterest in tuning into the station, feeling that their
musical preferences are not represented or valued enough.
A decline in listenership among non-maskandi fans could lead to reduced engagement and lower
ratings, ultimately affecting the station’s overall reach and influence within the South African
radio market.
4.3 Artist Relations
The station’s relationship with artists from diverse genres is at risk. Continued dissatisfaction
with the voting process could result in fewer artists submitting their work for consideration,
thereby reducing the competition’s diversity and appeal.
[Link] graphic
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Voting Distribution by Genre in Ukhozi
FM's Song of the Year Awards
10%
10% Maskandi
Amapiano
15% Gqom
65%
Other
5.1 Voting System Criticism:
The primary challenge facing Ukhozi FM's Song of the Year award is the controversy
surrounding the voting system.
The pie chart above illustrates the voting distribution by genre in the Ukhozi FM Song of the
Year Awards. Maskandi music received a dominant 65% of the votes, while Amapiano and
Gqom genres, along with others, shared the remaining 35%. This visual representation
demonstrates the perceived imbalance in the voting process, underlining the concerns raised by
non-maskandi artists and their supporters.
5.2 Relevance to Findings:
5.2.1 Fair Competition: The one-vote-per-person system ensures fairer competition by
preventing any single group from disproportionately influencing the outcome.
5.2.2 Increased Participation: Artists from all genres may be more inclined to participate,
knowing the system is fairer.
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5.2.3 Broader Audience Representation: The results would better reflect the station's diverse
listeners, potentially boosting satisfaction and engagement.
[Link]
Based on the findings, it is clear that Ukhozi FM's Song of the Year competition is mired in
controversy due to perceived biases in the voting system. The dominance of maskandi music has
led to dissatisfaction among non-maskandi artists and their fans, questioning the fairness and
transparency of the process. This backlash has negatively impacted the station's credibility,
listenership, and relationships with diverse artists. To restore trust and ensure a fair competition,
it is imperative that Ukhozi FM implements reforms, such as a one-vote-per-person rule, to
create a more inclusive and representative award system.
7. Recommendations
Based on the conclusions drawn from the investigation, the following recommendations are
proposed to address the challenges and controversies surrounding Ukhozi FM’s Song of the Year
award:
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7.1.1 Implement a One-Vote-Per-Person Rule:
Ukhozi FM should revise its voting system to ensure fairness and prevent manipulation.
Implementing a strict one-vote-per-person rule would promote equal participation across all
music genres and mitigate the impact of organized voting efforts by specific fan groups.
7.1.2 Enhance Transparency in Voting Process:
The station must improve transparency by publicly disclosing the criteria for song selection and
voting procedures. Providing detailed information about how votes are counted and verified will
enhance trust among artists and listeners.
7.1.3 Diversify Voting Panel:
Ukhozi FM should consider diversifying the voting panel to include representatives from various
music genres and industry experts. This diverse panel can provide a more balanced and inclusive
assessment of song nominations, reducing the perception of bias.
7.1.4 Engage Stakeholders in Reform Discussions:
The station should actively engage with artists, listeners, and industry stakeholders to gather
feedback and insights on potential voting system reforms. Collaborative discussions will foster a
sense of ownership and support for the changes.
7.1.5 Regularly Review and Update Voting Policies:
Ukhozi FM should establish a regular review process for its voting policies and procedures. This
ongoing evaluation will allow the station to adapt to evolving industry standards and address
emerging challenges effectively.
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By implementing these recommendations, Ukhozi FM can improve the integrity and credibility
of its Song of the Year award, ensuring a fair and inclusive platform for recognizing musical
talent across diverse genres.
[Link] of references
Abrahams, M. 2024. Khuzani to ‘address the nation’ following Song of the Year controversy.
[online] IOL. Available at: [Link]
the-nation- following-song-of-the-year-controversy-68d3fe0b-31f7-4fc4-9b8d-b2dda70717b3.
[Accessed 27 May 2024]
12
Du Plooy- Cilliers , F. 2023. Effective Business Communication Preparing messages that
communicate. 5th edition. Cape Town: Juta.
Mphande, J. 2022. DJ Hlo hits back at backlash after winning Ukhozi FM’s song of the year.
[online] SowetanLIVE. Available at:
[Link]
entertainment/2022-01-03-dj-hlo-hits-back-at-backlash-after-winning-ukhozi-fms-song-of-the-
year/?amp_gsa=1&_js_v=a9&usqp=mq331AQIUAKWASCAAgM
%3D#amp_tf=From&share=https%3A%2F%[Link]%2Fentertainment
%2F2022-01-03-dj-hlo-hits-back-at-backlash-after-winning-ukhozi-fms-song-of-the-year%2F.
[ Accessed 27 May 2024]
SAMA . 2024. Song of The Year: Who Decides? – South African Music Awards | #SAMA30.
[online] SAMA. Available at: [Link]
. [Accessed 24 May 2024]
Ximba, L. 2023. Artists threaten to shun Ukhozi’s Song of the Year competition. [online] Sunday
World. Available at: [Link]
the-year-competition/ . [ Accessed 24 May 2024]
Question 2 ( Du Plooy-Cilliers ,2023)
Traditional Media:
Radio Advertisements:
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The station can create engaging radio advertisements promoting the Song of the Year Awards.
These ads can highlight the diversity of music genres eligible for nomination and emphasize the
fairness and transparency of the voting process.
Print Media Partnerships:
The station can collaborate with local newspapers and magazines to feature articles and
interviews with past winners, nominees, and industry experts. These publications can also
include voting instructions and deadlines to encourage listeners to participate.
Television Promotions:
The Station can partner with television networks to air promotional spots and interviews about
the awards. It can utilize popular talk shows and entertainment programs to reach a wider
audience and generate buzz about the competition.
New Media:
Podcast Series:
The station can create a series of podcasts focusing on different music genres eligible for the
awards. It can invite artists, producers, and music critics to discuss their work and share insights
into the industry. The station can also promote these podcasts on social media and streaming
platforms to attract new listeners.
Online Music Platforms:
The station can collaborate with online music platforms such as Spotify, Apple Music, and
YouTube to create curated playlists featuring nominated songs. It can encourage listeners to
stream and vote for their favourite tracks directly from these platforms.
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Virtual Events:
The station can host virtual events, such as live streaming concerts or panel discussions, to
showcase nominated artists and build excitement around the awards. It can utilize platforms like
Twitch, Facebook Live, and YouTube Live to reach a global audience and engage with fans in
real time.
Social Media:
Hashtag Campaign:
The station can create a unique and catchy hashtag for the Song of the Year Awards, such as
#UkhoziFMSong2024. It can encourage listeners, artists, and influencers to use the hashtag when
discussing the awards on platforms like Twitter, Instagram, and TikTok. The station can also run
contests and challenges related to the hashtag to increase engagement.
Interactive Polls:
The station can use social media platforms to conduct interactive polls where followers can vote
for their favourite nominated songs or artists. It can share the poll results regularly to build
anticipation and momentum leading up to the awards ceremony.
Behind-the-Scenes Content:
The station can provide behind-the-scenes glimpses of the awards preparation, nominee
announcements, and voting process on social media. It can use platforms like Instagram Stories,
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Facebook Live, and TikTok to share exclusive content and foster a sense of excitement and
exclusivity among followers.
By leveraging these traditional media, new media, and social media strategies, the station
manager can effectively promote the 2024 Ukhozi FM Song of the Year Awards, reach a diverse
audience, and ensure active participation from both artists and listeners.
Question 3 (Du Plooy-Cilliers ,2023)
Attention:
Visual Design:
The poster's use of bright gold and shiny colours for key elements like "Top 10" and the number
"33665" is highly effective in grabbing the viewer's attention. Gold is often associated with
quality and prestige, which aligns well with the "Song of the Year" theme.
Ukhozi FM Logo:
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The display of the Ukhozi FM logo immediately informs the viewer of the brand behind the
event. This uses the station's well-known name and reputation to attract attention.
Cultural Relevance:
The background design incorporating African cultural art is visually appealing and relevant to
the target audience, which makes the poster stand out while also resonating culturally.
Large Fonts:
Using large fonts for "TOP 10" and "33665" makes sure these important details grab the viewer's
attention first, making the message clear and organized.
Interest:
Engaging Instructions:
The text instructing viewers to "SMS the word 'song'" followed by the name of the artist and the
song is engaging and straightforward. Clear instructions help maintain the audience's interest by
making it easy to understand what action they need to take.
Social Media Integration:
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The inclusion of Ukhozi FM's social media handles (Facebook, Twitter, Instagram, TikTok)
invites the audience to engage further with the brand across multiple platforms. Using multiple
social media accounts keeps people interested and lets them stay engaged over time.
Sponsorship and Partnership:
Displaying the Amathole Funerals logo and the SABC logo provides credibility and shows
reputable partnerships, which can enhance the audience's interest and trust in the event.
Desire:
Prestige of Participation:
The phrase "Song of the Year" evokes a sense of prestige and importance. Being part of selecting
the top song creates a desire to participate in something significant and culturally important.
Community Involvement:
The poster appeals to a sense of community pride and cultural involvement, which can increase
the desire to participate. Voting for the Song of the Year becomes a way to contribute to and
celebrate one's culture.
Transparent Costs:
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Mentioning the cost of SMSes (R1.50) adds a layer of transparency that builds trust and can
increase the desire to participate, as viewers know exactly what to expect financially.
Action:
Clear Call to Action:
The directive to "SMS the word 'song'" along with the details of the artist and song to the number
33665 is a clear and immediate call to action. The simplicity of the task encourages immediate
participation.
Deadline for Participation:
The inclusion of the closing date (29 November 2023) creates a sense of urgency, causing the
audience to act quickly.
Transparency on Costs:
Clearly stating the cost of SMSes and the exclusion of free SMSes ensures that participants are
fully informed, reducing barriers to action due to hidden costs.
Recommendation for 2024:
Based on the AIDA analysis, the 2023 Ukhozi FM's Song of the Year Awards poster is highly
effective and should be used again in 2024 with some minor adjustments to maintain its impact
and relevance.
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Reasons to Use the Poster Again:
Effective Attention-Grabbing:
The poster successfully captures attention with its bold colours, prominent logos, and large fonts.
Sustained Interest:
Clear instructions and the inclusion of social
media handles keep the audience engaged.
Elicited Desire:
The prestige of the event and cultural relevance evoke a strong desire to participate.
Prompted Action:
A clear call to action, coupled with transparent cost information and a sense of urgency,
effectively drives the audience to act.
Suggested Improvements:
Design Refresh:
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Slightly updating the visual elements to keep the design fresh and current can help maintain its
appeal. This could involve minor changes to the background art or font styles.
Highlight New Features:
If there are any new aspects to the 2024 event, such as additional prizes, new partners, or
enhanced voting mechanisms, these should be prominently highlighted to maintain interest and
excitement.
Enhanced Social Media Campaigns:
Adding more interactive features like contests, polls, or live voting updates to the voting progress
can make the audience more involved.
By making these minor adjustments, the poster can continue to be a powerful tool for promoting
the Ukhozi FM Song of the Year Awards, ensuring it remains effective and engaging for the 2024
campaign.
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List of references
Abrahams, M. 2024. Khuzani to ‘address the nation’ following Song of the Year controversy.
[online] IOL. Available at: [Link]
the-nation- following-song-of-the-year-controversy-68d3fe0b-31f7-4fc4-9b8d-b2dda70717b3.
[Accessed 27 May 2024]
Du Plooy- Cilliers , F. 2023. Effective Business Communication Preparing messages that
communicate. 5th edition. Cape Town: Juta.
Mphande, J. 2022. DJ Hlo hits back at backlash after winning Ukhozi FM’s song of the year.
[online] SowetanLIVE. Available at:
[Link]
entertainment/2022-01-03-dj-hlo-hits-back-at-backlash-after-winning-ukhozi-fms-song-of-the-
year/?amp_gsa=1&_js_v=a9&usqp=mq331AQIUAKWASCAAgM
%3D#amp_tf=From&share=https%3A%2F%[Link]%2Fentertainment
%2F2022-01-03-dj-hlo-hits-back-at-backlash-after-winning-ukhozi-fms-song-of-the-year%2F .
[ Accessed 27 May 2024]
SAMA . 2024. Song of The Year: Who Decides? – South African Music Awards | #SAMA30.
[online] SAMA. Available at: [Link]
. [Accessed 24 May 2024]
22
Ximba, L. 2023. Artists threaten to shun Ukhozi’s Song of the Year competition. [online] Sunday
World. Available at: [Link]
the-year-competition/ . [ Accessed 24 May 2024]
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