The creator economy is no longer a niche corner of the internet. It has become one of the most influential forces shaping how South Africans discover products, consume entertainment, engage with brands and participate in culture, says the partnership.

Now in its fourth edition, the awards aim to celebrate the creators, brands and agencies producing the content that captures attention, sparks conversation and influences behaviour across South Africa's digital landscape.

"The Content Creator Awards continues to champion creators not simply as influencers, but as entrepreneurs, entertainers, storytellers and cultural drivers who are shaping the future of media in South Africa," says Manuela Dias de Deus, Founder of the Awards and One-eyed Jack.

One of the clearest examples of this shift can be seen in the automotive sector, says the partnership.

For decades, motoring conversations were largely driven by traditional media and specialist publications. Today, some of the country's influential automotive content comes from creators documenting real-life experiences online, from first-car purchases and family road trips to practical ownership advice, off-road adventures and aspirational dream car content, adds the partnership.

Consumers are turning to creators they trust for insights that feel authentic, relatable and relevant to their everyday lives. In recognition of this evolution, the Content Creator Awards has partnered with Cars.co.za as the official Automotive Category Partner.

Nicole Capper Austin, Chief Marketing Officer at Cars.co.za, believes creators are playing a significant role in making automotive content more accessible, emotional and engaging for South African audiences.

"Our goal is to produce content that is useful, locally relevant and genuinely helps South Africans navigate the realities of mobility and car ownership with greater confidence. Through the Cars.co.za Automotive Content Award, we're excited to recognise creators who are contributing meaningfully to that conversation," says Austin.

The winner of the Automotive Content Award will receive a R10 000 cash prize courtesy of Cars.co.za.

Reflecting a Changing Creator Landscape

Alongside the new partnership, the awards have introduced three additional categories that aim to reflect the rapid evolution of online content creation and audience behaviour.

"Online platforms have become some of the most powerful storytelling spaces in South Africa," says Dias de Deus. "These new categories reflect the incredible diversity of creativity we're seeing across the creator economy, from comedy and music to niche communities and lifestyle storytelling. We want the awards to grow alongside the industry and continue creating meaningful opportunities for creators to be recognised, discovered and celebrated."

Award for Sound of Tomorrow

The Sound of Tomorrow Award aims to recognise emerging music creators and artists who are using digital platforms to build audiences, create momentum and establish themselves as exciting new voices in South African music.

As social media increasingly becomes the first place audiences discover new music, the category aims to acknowledge the creators and artists leveraging content to build communities and accelerate their careers, says the partnership.

Award for Best Comedy Content Creator

South African humour has found a thriving home online, with creators generating millions of views through skits, satire, characters, parody and observational comedy.

From characters and satire to skits, parody and awkward everyday observations, the category aims to recognises creators consistently building communities through humour and entertainment, adds the partnership.

Award for Podcast of the Year

As podcasts continue to shape public discourse and create new opportunities for creators to connect with audiences, this category aims to honour the voices driving the medium forward.

The Podcast of the Year Award aims to celebrate creators who are producing compelling audio content that informs, entertains and engages listeners. From interviews and discussions to storytelling, culture, business and comedy, the category aims to recognise podcasts that have built loyal audiences through consistency, creativity and meaningful conversations, says the partnership.

The Content Creator Awards

Built around the goal of integrity and industry growth, the awards also continues to support the South African Content Creator Charter and responsible digital publishing standards aligned with the IAB and Advertising Regulatory Board, says the partnership.

According to the partnership, the key dates are as follows:

  • Entries Open: Thursday, 14 May.
  • Entries Close: Sunday, 28 June.
  • Workshops and Industry Sessions: July.
  • Awards Ceremony: October.

How to enter:

  • Visit Content Creator Awards website.
  • Entrants must be 18 years or older.
  • Multiple entries allowed across categories (one per category).

For more information, visit www.contentcreatorawards.co.za. You can also follow One-eyed Jack on Facebook, or on X.

*Image courtesy of contributor