TRACE Launches East African hub targeting millennial and young adult audiences.

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TRACE, the global urban music television, and entertainment network have finalized the
acquisition of a 70-percent stake in Qwetu Radio.
The deal that commenced with talks in September 2018, now gives Trace a foothold in the
highly competitive urban radio entertainment segment in Kenya. Following the conclusion of
the acquisition, Trace has now set up its East African hub in Westlands in Nairobi that will be
led by Danny Mucira as the MD for the East Africa cluster.
Trace also launched today the newly branded Trace Radio 95.3 FM, a music-only radio
station. According to Olivier Laouchez, Co-founder, Chairman and Chief Executive Officer of
Trace worldwide, the company inherits Qwetu Radio’s estimated 4% market share in the
urban music and entertainment category in Kenya.
“Our vision is to increase this, to become the music radio market leader in Kenya by 2022.
With Trace Radio 95.3, we are currently working to build a sustainable business model after
which we will introduce a diverse range of products and platforms targeting the growing
interest in urban music and entertainment culture in Kenya,” he said.
The new products, Trace Radio 95.3 FM Trace Gospel and Trace Play now join Trace Mziki
which is already available in the East African region. Trace Mziki that controls about 66%
market in the Kenya music tv category is currently available on DStv, Azam, Zuku, and
Startimes.
Plans are also underway to launch Trace Academia which will be a free educative and
creative online portal. Aimed at empowering youths to explore their gifts and potential in the
creative arts sector. Trace Academia will leverage adaptive learning technologies to inspire
and empower the next generation of creative entertainment and cultural artists.

Speaking during the launch of the hub and Trace Radio 95.3 FM, Aline Kuster-Menager the
France Ambassador to Kenya said Trace plans to invest locally in Africa with local staff and
partners.
“Kenya is indeed a key priority country for TRACE in Africa and as the ambassador, I am
keen to further engage on how best to harness the creative and cultural industry between
Kenya and France,” she said.

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