Trace is expanding into the US market launching a joint-venture, Trace USA, with key American media shareholders.
As part of its launch, Trace is leading its foray in the US with an streaming platform, Trace Play, which delivers subscribers urban music and content from the US and around the globe, including 2,000 hours of on-demand programming, 30 digital radio stations, 9 live TV feeds, and the soon-to-be launched Trace Prime TV network.
Trace USA is majority owned by African-American media experts and content creators, including Trace supporters Wyclef Jean, joined by Fubu TV founder and Fubu co-founder, J Alexander Martin, JKD Entertainment’s Karlie Lewis and Dora Din Whittley, and TV and movie producers, Rob Marriott (Xango Republic) and Tonya Lewis Lee (Tonik Productions).
“After building the undisputed leading destination for afro-urban music and entertainment in Africa, France, the Caribbean and Indian Ocean, we are honored to be part of this US venture with great partners. Trace has a unique editorial approach, socially connected and rooted at the intersection of American hip-hop culture, Afrobeat movement, and Caribbean sounds. This resonates particularly well with the millions of US-based diasporas of African descent and multicultural fans of urban culture,” declared Olivier Laouchez, the Trace co-founder, group chairman and CEO, who acquired the Trace brand and magazine in 2003 with a group of investors led by Goldman Sachs New York.
Leading Trace’s introduction in the US is media veteran, John Pasmore.
“Trace is the only media company that has successfully connected urban youth and communities of color around the world while respecting their identities. Entering the US market, we want to reach influential young, afro-urban consumers with innovative content that’s important to them, and culturally relevant in their daily lives. Our users and subscribers will find a voice that is unique and authentic with Trace,” said Pasmore.
“Thanks to our linear and digital platforms, they can engage based on their personal preference, or can lean-back and let Trace curate an experience for them. Either way, Trace is leading a diverse cultural movement that has been growing in the US, in Africa, in Europe, and around the world. We will now make sure that the Trace experience is available everywhere in the US including major cable operators that are looking for new, appealing, and viable minority-owned independent networks.”
