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.
In
an unprecedented move, Trace, has revealed its music video selection
criteria to the public. Trace 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.
Trace
Naija is number One in Nigeria and Ghana with over around One million
viewers a day. Trace’s 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 “blown”. Many artists testify that their Pan African
fame is in part thanks to exposure on Trace’s channels across The
Continent.
“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 Trace 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!” Said Mr. Sam Onyemelukwe,
Trace West Africa’s Managing Director.
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 Trace 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, Trace 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 unknowing record
labels and artists with a fake guarantee that their video will air on
Trace, we even heard of a guy in Ghana who offers a price list for
airplay on Trace and other music channels and shows.” Added Mr.
Onyemelukwe. “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”.
MORE INFO ABOUT ZOOM
Due
to a recent escalation in requests and an incident in Cameroun where
Greenpeace paid 2000 Euros to a fraudulent “middle man” who did not even
submit the video, Trace decided to release video selection guidelines, a
document that has been used internally since 2011. Over the years, it
has proven close to impossible from 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 welcome to foster relationships with Trace 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, Trace offers award
winning TV channels, radios, mobile services, digital platforms to
millennials and multicultural audiences. www.trace.company
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