Why Trace Urban Is Coming To Nigeria


Eight years after its establishment, France-based international music channel, Trace Urban, is expanding its content and audience base to Nigeria.

Showbiz Trends learnt that Trace Urban, a music video television network devoted to playing urban contemporary music videos, is looking at Nigeria operations to get closer to the country’s viewers, which remain the biggest and most ambitious music and lifestyle market, not only in the sub-Saharan Africa, but on the entire continent.

“Our objective is to keep doing what we do best, spinning the best videos from the biggest artistes and that means including artistes from Nigeria and Africa in general.

“We’ve known it had to be done and have been planning for a long time and the time is right now. It just so happen that it’s about the same that some of our brightest stars are hooking up with their international counterparts,” Sam Onyemelukwe, VP Africa, Trace TV to saentertainment.org, an entertainment portal.

In a market already bubbling with other established music channels in Nigeria, Trace Urban, Onyemelukwe said is an accessible global music and entertainment TV brand that offers unique value to its fans and partners, and it will compete favorably and later dominate the market due to its international status and uniqueness.

Related News

“With distribution, programming and ground breaking ideas, we will find a way to do something very special for every one of our stakeholder groups. Viewers will continue to get the very best channel and will get to interact with Trace, whether it’s partying with us all night long, winning the best products from our advertisers or chatting on Facebook. We’ll be actively engaging Nigerians in innovative and fun ways,” he said.

It was learnt further that the channel has step up its plan for recruitments, search for materials from artistes and record labels and extra support from TV and radio partners, to ease its entry into the country.

Trace TV was founded by two French businessmen, Olivier Laouchez and Claude Grunitzkyl. It represents the voice of the youths, playing the best of RnB and Hip Hop videos. Since its launch in April 2003, the channel has grown to include Trace Urban, Trace Tropical and Trace Sports. Trace Urban can be seen on DSTV and HiTV and will be launching blocks on terrestrial TV stations in Nigeria in the near future.

With their widespread in over 150 countries on various cable and satellite pay television platforms, Trace has become one of the most popular music video channels in Sub-Saharan Africa.

—Funsho Arogundade