Trace launches 3 African music channels

Trace, the popular music and lifestyle broadcaster owned by Modern Times Group,  launched three new music channels across Africa yesterday (Thursday 1 September).

C.E.O. of Trace, Olivier Laouchez. Photo:
C.E.O. of Trace, Olivier Laouchez. Photo:

The three music channels are Trace Africa, Trace Mziki and Trace Naija. The channels are available in Southern Africa, East Africa and West Africa, respectively. Carried on the MultiChoice DStv platform, the music channels broadcast different content specifically developed in their regions.

Southern African viewers will experience a mixture of music videos, specials and documentaries which cover genres such as kwaito, house, coupé-décalé, Afro-pop, rumba and ndombolo. 

In East Africa, Trace Mziki, broadcasting in Swahili and English, provides viewers with Ugandan and Tanzanian hits in genres such as bongo flava and benga. West African countries are set to enjoy Afro-beats, Afro-pop and hip life music.

In a statement, chief executive officer of Trace, Olivier Laouchez said the development is meant to promote artists in the three regions. “Trace is already the leading music brand in Africa. These 3 new localized music channels will help promote more artists from the 3 biggest music hubs of Africa and they will better serve the strong need of the local audiences for great local content,” he said.

Trace has also been involved in the spotting of music talent. Through the Airtel Trace Music Star competition, the company has discovered and developed singing talent across the continent.



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