When the red carpet rolled out at the Heartfelt Arena in Pretoria on the 4th of May, the 20th Annual Urban Music Awards wasn’t just about the show-stopping performances, glamour, or groundbreaking artistry. This year, there was an extra burst of energy pulsing through the arena — and it didn’t just come from the speakers. It came from VITA24, the wellness-focused beverage brand that proved to be more than just a sponsor. It was the fuel behind the night’s magic.
VITA24 proudly sponsored the Best Newcomer and Best Radio Station categories at this milestone edition of the Urban Music Awards, celebrating rising stars and powerful voices on the airwaves. But beyond the trophy presentations, the brand’s presence was felt in every high-energy moment. From VIP lounges to backstage coolers, it was VITA24 that kept the performers, influencers, and fans refreshed, revitalised, and ready to groove.
A Brand Born for the Beat of Life
Founded in 2021, VITA24 was born out of a simple, powerful mission: to help people be at their best, every single day, no matter what life throws at them. In a world where wellness is often commodified and shortcuts are taken, VITA24 took the long road — investing in research, innovation, and uncompromising quality to produce a line of scientifically balanced, nutrient-dense functional beverages.
“Our vision was never just about creating another drink,” says the team behind the brand. “It was about creating a lifestyle companion — something that could uplift your health naturally, without compromising on flavour, quality, or values.”
And uplift it did. Since its inception, VITA24 has helped thousands make healthier choices without giving up the joy of a refreshing beverage. With zero added sugar, reverse osmosis water, and a potent mix of essential vitamins and minerals, VITA24’s Vitamin Boost range is tailored for the health-conscious, the hustlers, the creatives, and the everyday go-getters.
The Science of Flavour and Function
Each 500ml bottle of VITA24 is more than a thirst quencher — it’s a calculated dose of daily health. Packed with 100% of your Recommended Daily Allowance (RDA) for Vitamin C, Vitamin D3, Vitamin B6, and Magnesium, this vibrant drink line provides a natural boost without the crash associated with sugar-laden alternatives. In fact, VITA24 contains absolutely no added sugar — a deliberate move that sets it apart in a saturated market of artificially sweetened or over-sugared drinks.
Flavours like Red Berry, Blueberry, Litchi, and Tangerine offer variety without sacrificing nutrition. Every bottle is a blend of reverse osmosis water for superior hydration, premium fruit essences, and vitamins that support immunity, energy metabolism, and cognitive function.
“We take pride in crafting every bottle with precision,” says a spokesperson from VITA24. “Our development team brings over 30 years of combined experience in formulation and packaging, ensuring that every product we release meets the highest standards.”
Backstage Buzz: Fueling the UMA 2025
At the Urban Music Awards 2025, VITA24 wasn’t just a logo on the screen. It was part of the experience. From backstage green rooms to red carpet interviews, the brand brought its signature #FlavourYouCanFeel to life. Artists were spotted sipping VITA24 moments before stepping on stage. Dancers and DJs grabbed bottles between sets. Influencers toasted with Litchi and Tangerine blends as the bass dropped.
The synergy between the Urban Music Awards and VITA24 was unmistakable. Both represent boldness, creativity, and momentum. They cater to the culture — to individuals pushing boundaries, crafting stories, and living life loud.
And as the night unfolded — from emotional award speeches to impromptu cyphers and electrifying performances — it became clear that the Urban Music Awards didn’t just celebrate sound. It celebrated resilience, energy, and community. And VITA24 was right there, pouring into the pulse of it all.
More Than Just a Night
While the UMA spotlight shone brightly on one night in Pretoria, VITA24’s impact stretches far beyond event sponsorship. As health consciousness continues to grow in South Africa and beyond, the brand remains committed to pushing the boundaries of what a functional drink can be.
“We don’t believe in one-off moments,” says the team. “Sponsoring the Urban Music Awards was about aligning with a movement — a creative and cultural shift that values both expression and well-being.”
As festival season rolls on and more platforms emerge to celebrate African excellence, VITA24 is set to continue championing health, flavour, and lifestyle in every setting — from the gym to the stage, the boardroom to the block party.
Because no matter where you are or what your hustle is, there’s one truth that VITA24 stands by: You deserve to be at your best — naturally, powerfully, and unapologetically. Stay refreshed. Stay empowered.
