Ifreke Inyang
It has been officially confirmed that international music brand, TRACE Urban TV is coming to Anglophone Africa. And of course, Nigeria will be the hub. This, represents another leap in global entertainment reckoning for the country. TRACE Urban, the company’s #1 international contemporary 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, with it’s commanding popularity and numerous awards, 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 in Nigeria including Galaxy and NTA 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 demography 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.
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