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Nigeria makes another leap in global entertainment reckoning with the
official launch of the global TRACE brand in the country this month. TRACE
Urban, the company’s #1 international urban music channel has officially
set up its offices in Nigeria to reach Nigeria and Anglophone Africa, with
a mission to drive the industry with hit music videos, unique content,
platforms, and reach.
“We are very excited to be on the ground,” said Sam Onyemelukwe, who is
Head of Trace Urban Anglophone and was previously Business Development
Manager for MTV Base. “With this move, which brings the brand closer to
the Nigerian and African audience, TRACE is set to increase its playlist
of home-grown music videos, but that’s just the beginning. As a Nigerian,
I’m proud that this recognises the huge strides the local music industry
has made, and the expanded space that is able to now absorb global buy-in
and opportunities for artists, advertisers and viewers.”
The TRACE Urban channel is acknowledged as the most watched in public
places all over Africa – and it is already the number one music TV channel
in South Africa with a commanding popularity and numerous awards. This
move is set to transform the fixture in the African entertainment
industry, with a focus on Nigeria, Ghana and South Africa.
Available in the “access” DSTV bouquet available to the largest number of
viewers, TRACE Urban is also now spread to local terrestrial channels like
Galaxy and NTA in the hub to reach as many as possible with prospects to
spread to more parochial channels across Africa. It is also now officially
open to the Nigerian market – already welcoming local products and
sponsors, including Project Fame West Africa Season 4 and Hennessy
Artistry Nigeria.
With a focus on hip-hop and R&B music videos featuring international urban
hits, TRACE Urban combines top urban music videos, exclusive interviews of
urban celebrities and original features related to urban culture including
music, fashion, dance, sport, lifestyle and cinema. “Because urban culture
has become dominant amongst young people across the world it clearly has
earned its own television network,” said a statement from the company.
“TRACE Urban Anglophone Africa follows in that tradition – it’s an
unrelenting focus on urban music and urban culture especially for that 15
– 38 and young at heart demographic of Hip-hop and R&B fans.”

Managed in Nigeria by Entertainment Management Company (EMC), TRACE Urban
Anglophone will be officially unveiled at an intimate media and VIP event
hosted at the Federal Palace Hotel Lagos on Thursday, 22 September. The
event is hosted by the Founder and Managing Director of TRACE, Oliver
Laouchez and the Head of Anglophone Africa, Sam Onyemelukwe.

Toye Adekoya

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