Global entertainment network has set up in Kenya and has acquired Qwetu Radio, a music-only radio station, and rebranded it to Trace Radio.
Trace has finalized the acquisition of a 70-percent stake in Qwetu Radio in a deal that commenced with talks in September 2018. Following the conclusion of the acquisition, Trace has now set up its East African hub in Westlands in Nairobi that will be led by Danny Mucira as the MD for the East Africa cluster.
The company has also introduced Trace Play , a video on demand platform, in Kenya and the East African region. Trace Play is available at a subscription of $2.99 per month and $29.99 per year. Content on the platform include Afro Urban TV shows, films and documentaries. It also has original productions, cult movies, series, documentaries and animated films made by the best urban artists and creators from America, Africa, the Caribbean and Europe.
Trace has also the newly branded Trace Radio 95.3 FM, a music-only radio station. According to Olivier Laouchez, Co-founder, Chairman and Chief Executive Officer of Trace worldwide, the company inherits Qwetu Radio’s estimated 4% market share in the urban music and entertainment category in Kenya.
“Our vision is to increase this, to become the music radio market leader in Kenya by 2022. 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.
The new products, Trace Radio 95.3 FM Trace Gospel and Trace Play now join Trace Mziki which is already available in the East African region. Trace Mziki, controls about 66% market in the Kenya music tv category and is currently available on DStv, Azam, Zuku, and Startimes.
The company also plans to launch Trace Academia which will be a free educative and creative online portal. It is aimed at empowering youths to explore their gifts and potential in the creative arts sector. Trace Academia will leverage adaptive learning technologies to inspire and empower the next generation of creative entertainment and cultural artists.
Trace is a French urban music television and entertainment network that is available in 162 countries and has more than 300 million users. Trace is a hub for afro-urban entertainment and offers TV channels, FM radios, mobile and digital services, content, and events for millennial and young adult audiences.
Trace has been involved in Kenya with the Airtel Trace Music Star competition that was last held in 2016 with Tonya Ahenda emerging as the winner. The company also acquired Buni Tv, better known for the comedy series XYZ, in 2016.