MultiChoice in Trace awareness drive


With the new Trace Africa channel now in operation, MultiChoice Malawi has agreed with Trace to create awareness so that Malawian artists submit more material.

The Trace Africa channel which started airing this month on DStv will serve as the premiere destination for Southern African music lovers, featuring music videos of the best contemporary Southern African music hits as well as exclusive specials and documentaries.

Trace’s Chief Executive Officer, Olivier Laouchez, said recently that Trace is already the leading music brand in Africa and that the new localised music channel will help promote more artists from the biggest music hubs of Southern Africa.


“This channel will better serve the strong need of the local audiences for great local content,” Laouchez said.

And recently musician Tay Grin came out to say that he met Trace management revealing that they had struck a deal that will see his Kanda music video premiering on the channel.

Kanda is a song that Tay Grin collaborated with Sonye and Nigeria’s Orezi and has since received an overwhelming response.


“We have agreed with Trace about some of the suggestions we made as regards having more music videos from Malawi, what we need now is to create more awareness,” MultiChoice Malawi Sales and Marketing Manager Chimwemwe Nyirenda said yesterday.

He called on musicians in the country to submit their music videos through their office adding that they were targeting to have at least minimum of 20 music videos by the end of December 2016 to be played on the new channel.

Trace Africa channel is on DStv channel 326.

“Sometimes what keeps musicians from bringing the music videos is the online process so we want them to bring the music videos to our Blantyre and Lilongwe offices,” Nyirenda said.

He said that once they submit their work, they will fill the submission forms and then thereafter MultiChoice will send the forms and the videos direct to Trace.

“We want the process to be simpler and so this is why we want to coordinate this whole programme between Trace and Malawian artists. We will also be able to trace and follow up on feedback but also any other issues which artists will present,” he said.

Nyirenda also said that with their partnership with Lake of Stars Festival set to take place at Chintheche Inn in Nkhata Bay from September 30 to October 2, they intend to use the event to encourage and inform local artists on how to submit their videos as well as specifications and other requirements.

He said this channel is more like Zambezi Magic because it is for Southern Africa.

Trace officials have since welcomed the move by MultiChoice Malawi saying the process will be easier for artists as regards submission.

Trace also said that using the festival as a means to encourage and inform local artists of Trace Africa channel was a good idea and have since made suggestions to come down to the festival to see some of the performances by local artists.

Trace Africa is a channel dedicated to primarily Southern African artists while Trace Mziki is dedicated to East Africa and Trace Naija to West African music.

“Malawi makes for an interesting case as it falls into both Trace Africa and Trace Mziki ambit,” said Thato Radise from MultiChoice Africa recently.

Several Malawian artists have indicated that they submit their material but it is not aired.

There is also a dedicated Trace Urban channel which is dominated by urban music and according to MultiChoice Africa; this channel will remain the same on channel 325.

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