As TRACE celebrates its 13th anniversary this year, this shining star is not showing any signs of waning as the leading television entertainment brand in Africa.
Thanks to the magic of the various TRACE brands and the power of the various distribution partners, TRACE channels are broadcast in over 160 countries with the priority markets being sub-Saharan Africa, France, UK, Brazil and the USA.
TRACE was co-founded by its chairman and CEO Olivier Laouchez in 2003. Despite being a successful global player, TRACE remains flat structured, nimble and entrepreneurial in nature. This approach continues to empower the various global teams to respond to the various and varied demands of the individual markets appropriately and with the required speed. This approach has led to the success of TRACE Urban, which is available in a staggering 47 African countries covering over 90% of Africa and rated as the No. 1 music channel across the entire continent.
TRACE does much more than TV, it is part of the audience’s entertainment and information ecosystem, engaging and making content available through various platforms such as FM and digital radio, events, TRACE Music Star song contest, social media and mobile services
The success of the TRACE Music Star competition, the biggest Pan-African talent search competition launched in 2013, is an example of how TRACE engages and empowers the youth. Candidates record their song from anywhere by calling a phone number or upload their song onto a mobisite. Then the TRACE team moderates the songs, sharing them on social networks, gets the public to vote, selects the best candidate shining a light on them on TV – building new stars. Over six million participants and votes have been delivered through the African, French, Indian Ocean and West Indian editions to date.
TRACE is the only media brand that unites and shares the various flavours of urban music and cultures around the world. Innovation is the essence of the brand and this permeates though our programming and the development of new business platforms.
TRACE has stayed true to its mission statement – Entertain, Engage Empower Urban Youth.
Currently there are some 59 million paid subscribers to the TV channels, over 150 million fans engaged online with the brand. Most of these fans are millennial’s who represent 50% of the African population – and we at TRACE will continue to partner with like minded brands and our audiences to deliver a constantly improving service as we define new frontiers for the business.
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