Trace Acquires And Rebrands Kenya’s Qwetu Radio

22 November 2019

Broadcast

Kenya’s music radio station Qwetu Radio has been bought out by the French multimedia entertainment corporation, Trace, and will now assume the new name - Trace Radio.

The company also rolled out a hub in Westlands, Nairobi, after the acquisition.

The CEO and Co-Founder of Trace, Olivier Laouchez, said that Trace’s vision is to turn the radio station into the music radio market leader in Kenya by the end of 2022.

He added that with Trace Radio 95.3, the company is currently working on building a sustainable business model after which it would introduce a variety of platforms and products targeting the rapidly growing interest in entertainment culture and urban music in Kenya. He referred to Trace’s extensive portfolio of products including mobile and digital services, TV channels, and events for the youth.

Laouchez also said that Trace would inherit Qwetu Radio’s 4% market share in Kenya’s entertainment and urban music niche.

Trace has also rolled out Trace Play, a video-on-demand platform across East Africa. The platform offers regional content which includes TV shows, movies and documentaries.

In 2016, Trace launched Trace Mziki, which became the first channel exclusively dedicated to East African music.

Source: Music in Africa