Kenya: Trace acquires, rebrands Qwetu Radio

The acquisition constitutes a 70% stake in the radio station, which will now be known as Trace Radio. The company also launched a hub in Westlands, Nairobi, following the acquisition.

“Our vision is to increase this to become the music radio market leader in Kenya by 2022,” Trace co-founder and CEO Olivier Laouchez said.

“With Trace Radio 95.3, we are currently working to build a sustainable business model after which we will introduce a diverse range of products and platforms targeting the growing interest in urban music and entertainment culture in Kenya,” he said, referring to Trace’s extensive portfolio of offerings, which includes TV channels, mobile and digital services, and events for young adults.

Laouchez also said Trace was inheriting Qwetu Radio’s estimated 4% market share in Kenya’s urban music and entertainment niche.

The company has also introduced Trace Play, a video-on-demand platform for the East African market. The platform is available at a subscription of $2.99 per month and $29.99 per year and offers regional content including TV shows, films and documentaries.

In addition, Trace plans to launch Trace Academia, a free educational online portal aimed at empowering young people to explore their talent and the potential of the creative sector.

In 2016, the company launched Trace Mziki, which is the first channel dedicated to East African music.