Trace TV responds to payola allegation

The outcry against the station started on social media in October 2017, when Nigerian act Dammy Krane expressed anger at the TV station.

“I just want my fans to know the person behind the reason they don’t see my videos on Trace TV, his name is Nosa Omoregie [Trace TV head of operations],” he tweeted. “I’m really gonna be taking things seriously. He collected my money and he still didn’t play the videos. I just got back, my management already sent in ‘Prayer’ video I have been giving him all videos for two years and he has been ignoring them, out of what is called natural hatred.”

Dammy Krane later apologised saying: “Sometimes u expect more from family, the smallest things pain the most. I apologise for coming out that way on Nosa. Video on Trace next week”.

The truce didn’t last till the end of the year. On 28 December 2017, Dammy Krane again attacked the station in a series of tweets. “God bless all the TV stations supporting, apart from TRACE Naija, @TRACE_inter it’s because of the crazy people you put in charge in Nigeria like “Nosa & Sam” collecting money from artistes… people will stop watching Tracenaija in 2018.”

Alleging that Trace had taken measures before, he said: “The suspension you gave him [Omoregie] at first is not enough... He’s still what he is.” His allegations were backed by some social media users who appeared to agree with the outburst.

The problem of payola has dogged the music industry in Africa. Last year, South African artists marched in protest against the SABC which issued a response the artists were unhappy with. The year before, a South Africa DJ was sacked for the same reason. Kenyan artists have also complained in the past.

Days after Krane’s last attack, Trace West Africa’s managing director, Sam Onyemelukwe, issued a response to the allegations.

“For years, despite constant communication, there has been speculation by artists and the music industry at large about what it really takes to get a music video on Trace channels,” he said. “We understand the demand because artists know that getting their video on high rotation on Trace could change their life and make them a superstar!”

Explaining the cause of the allegations, he said: “Some unscrupulous people have gone so far as to charge unknowing record labels and artists with a fake guarantee that their video will air on Trace.

“We even heard of a guy in Ghana who offers a price list for airplay on Trace and other music channels and shows. We do not sell video spins on the channel and anybody who tells you otherwise is a liar. However, at the same time, we know how much demand is out there, so we offer a promotion package called Zoom that can be purchased and guarantees a short profile and a few clips of an artist’s music video.”

Music in Africa reached out to Onyemelukwe to learn more. He is yet to respond. His organisation has a reputation of being the most widely watched in Africa, which means music acts are keen to have the station air their videos.

The station has now asked that interested individuals to send an email to the station via nigeria@trace.tv. Artists can submit videos directly to the Trace website.