Contrary to recent insinuation making the rounds, the management of leading African music, youth and entertainment youth, Trace has come out strongly
Contrary to recent insinuation making the rounds, the management of leading African music, youth and entertainment youth, Trace has come out strongly to correct the impression that it demands money for getting videos on its channels. Also in an unprecedented move, the music channel, has revealed its music video selection criteria to the public.
According to Sam Onyemelukwe, Trace West Africa’s Managing Director, “For years, despite constant communication, there has been speculation by artistes and the music industry at large about what it really takes to get a music video on our channels. We understand the demand because artistes know that getting their video on high rotation on Trace could change their life and make them a superstar!
“A fundamental rule of economics is when there is high demand and low supply, there is an imbalance and the demand will skyrocket. That is true of our music channel because there are only about 50 videos in rotation on the channel at any one time; meanwhile, the channels receive over 100 new video submissions a week. As spelt out in the newly released selection guidelines, the organization does not charge for video submission or airplay. On the contrary, royalties are paid to artists and record labels for broadcasting their works.
“Some unscrupulous people have gone so far as to charge record labels and artists with a fake guarantee that their video will air on our music channel. There is even a Ghanaian who offers a price list for airplay on our own music channel 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”.
Over the years, it has proven close to impossible to stop a few rogue staff and dishonest industry practitioners from collecting money but on the flip side, also record labels and artists have been repeatedly advised to desist from offering money for airplay. Public announcements of how our submission process works and the fact that you cannot pay for video airplay should help curb these sharp practices.
All artists, managers, promoters and industry stakeholders are encouraged and welcomed to foster relationships with our staff in all departments but no one person can guarantee to get your video played. For 2018, we have re-organised our local talent and music organization. Please reach out to Nigeria@trace.tv and you can submit videos directly on www.trace.tv.
ABOUT TRACE
Launched in 2003, TRACE is a multimedia group and brand dedicated to afro-urban entertainment. With a presence in 160 countries, the music channel offers award winning TV channels, radios, mobile services, digital platforms to millennials and multicultural audiences. www.trace.company. The music channel has the widest distribution of any music channel in Africa and is the number one or two rated channel in close to 50 countries across the continent with a five-channel brand, namely Trace Naija, Trace Mziki, Trace Urban, Trace Africa and Trace Toca.
The music channel is number One in Nigeria and Ghana with over around One million viewers a day. The channels are the most highly prized platform by artists and getting a video on Trace is considered to be an endorsement that an artist has made it. Many artists testify that their Pan African fame is in part thanks to exposure on Trace’s channels across The Continent.
