Afrobeats is arguably one of the most-streamed genres globally. Between 2017 and 2023, global streams of Afrobeats grew by 550%. Within that period, this digital reach translated into stunning commercial successes worldwide. Afrobeats artists like Burna Boy, Rema, Davido and Asake are selling out arenas and stadiums across Africa and in international markets.
But long before Burna Boy headlined massive shows in the UK and US, a music TV channel was laying the foundation by putting African songs on screens across the continent. That channel was called TRACE TV, and today, its multiple offshoots in different local African markets are among the most consequential cogs in the machine that spread Afrobeats around the world.
In this episode of Creative Capital, we examined TRACE’s humble origins as a hip-hop and Black culture magazine in the 1990s and how it evolved into a global media brand broadcasting in 190 countries and reaching 350 million people. We looked at how it built its business, expanded across markets, and helped create the initial appeal that let African music travel the world.
Watch the full episode on YouTube.