As Paramount announces the discontinuation of BET International, MTV Base, and several other MTV brands and awards, Trace stands today as the only global network fully dedicated to Afro-Urban culture — in other words, Black Culture.
This marks both the end of an era and the beginning of a new responsibility for Trace — to champion, empower, and connect Black creativity across Africa and the world.
“When we started Trace 22 years ago, there was no TikTok, no AI, no creator economy,” said Olivier Laouchez, Co-Founder, Chairman & CEO of Trace. “The world has changed — audiences have shifted, creators now drive culture, and the old broadcast systems cannot keep up. That’s why Trace believes in a hybrid model that unites linear television and digital into one powerful ecosystem.”
DSTV and Canal+: Longstanding Partners in Afro-Urban Culture
Trace’s growth would not have been possible without the support of its broadcast partners DSTV (MultiChoice) and Canal+, who have played a crucial role in bringing Afro-Urban culture to millions of homes across Africa.
“We are proud of our long-standing partnership with DSTV and Canal+,” added Laouchez. “Together, we’ve built a platform that reflects the energy, diversity, and talent of Africa’s young generation — both on television and now in the digital space through Trace+.”
Through these partnerships, Trace has become a trusted entertainment brand for young Africans.
A new award for TRACE URBAN
In South Africa, last week, Trace Urban was named the “Coolest TV Channel” for the last decade at the Sunday Times Generation Next Awards, which track youth culture and brand influence. This demonstrates Trace’s brand power for young people.
TRACE+: The Hybrid Future of Afro-Urban Culture
Trace+ represents the next phase in Trace’s evolution — a digital and television ecosystem where fans, creators, and brands can stream, learn, create, connect, and earn.
“Trace+ is more than a streaming service. It’s the digital home of Afro-Urban culture,” explained Laouchez. “It’s where entertainment meets empowerment — where creators can own their narratives and their revenues.”
The platform combines the reach and trust of linear TV with the innovation and interactivity of digital platforms, creating new opportunities for African and diaspora talent.
A Strategic Partnership with ByteDance
To accelerate this transformation, Trace has partnered with ByteDance, the parent company of TikTok, through its technology division BytePlus, to power Trace+ with advanced streaming technology and data-driven personalization.
“ByteDance is the world’s leading engine of the creator economy,” said Laouchez. “Together, we are building the future home of Afro-Urban creativity — a place where Africa’s next generation of creators can connect with global audiences.”
About Trace
Trace is a global media group and digital ecosystem dedicated to Afro-Urban culture. Through its 30 localized TV channels, radio stations, digital platforms, and educational initiatives, Trace empowers 350 million young people and creators in over 190 countries. In partnership with the music industry, DSTV, Canal+, and global tech leaders, Trace continues to redefine the way the world experiences and celebrates Black culture.
Source: ameyawdebrah.com/
