Trace engages with over 350 million fans across 180 countries including 290 million fans in Africa.
With in-house development, production, financing, media, digital, distribution and branding capabilities, combined with the subversive spirit of independent creators, Trace collaborates with both emerging and established talents to generate premium afro-urban content and leading digital platforms for a potential captive audience of 350M super fans in its 7 priority markets: Africa, France, UK, USA/Canada, Brazil, Caribbean and Indian Ocean.
TRACE is 25% owned by its co -founder, chairman and CEO, Olivier Laouchez and by TRACE senior management and 75% owned by TPG Growth.
TPG Growth’s partnership with TRACE highlights the rich opportunities that exist to invest in companies that have a presence in Africa, but can also operate successfully on a global level.
Since TRACE’s launch in 2003, we have built a leading media platform to promote globally afro urban music and entertainment.
This is great.
Thanks to TRACE, thousands of underserved artists got exposure and hundreds of millions of fans could enjoy the best afro-urban music and entertainment from a global and local perspective.
We now consider this is not enough.
A big part of TRACE’s audience faces immense challenges to get proper education, to get jobs and to get money to build their dream life.
At TRACE, we care about these fans. We love them.
We have decided to leverage our media impact and entertainment expertise to empower them and give them more tools to succeed in life.
From an entertainment company, TRACE is now an empowerment factory.
We will continue providing the best afro-urban music and entertainment but we will do differently.
We will embed our empowerment purpose in our existing media, and we will launch new empowerment platforms & programs, using the power of entertainment, to provide engaging vocational training,
entrepreneurship, soft skills and music business expertise to our people and our artists.
Welcome to the new TRACE…
TRACE LEGACY PROVIDES A UNIQUE STREET CREDIBILITY, OUR DNA IS ROOTED IN THE POWERFUL, GLOBAL URBAN CULTURE THAT IS DRIVING MULTICULTURAL YOUTH TRENDS.
With our distinctive TRACE touch, we speak to our audience about topics they love: music, fashion, sport, television, cinema, art, design and so much more. TRACE developed an innovative suite of digital networks and services to help content creators engage with their audience and
TRACE’s community is cool, passionate, and bright. It’s our driving force and our mission to give them a voice, allowing them to express themselves. Our goal is to highlight emerging talents and to help them create their own urban legacy.