TRACE, a leading music network, is set to host the second edition of the TRACE Awards, a prestigious event celebrating African music, art, and creativity in Tanzania.
The awards, which will be held on February 26, 2025, in Zanzibar, Tanzania, will be highlighting the growing influence of African music on the global stage, with genres like Afrobeats and Amapiano gaining international acclaim.
Speaking with journalists in Lagos, MD of TRACE West Africa, Sam Onyemelukwe,
emphasised the importance of creating a platform that elevates African music to the same status as global awards like the Grammys or MTV Awards.
He highlighted the need for Africans to take ownership of their cultural exports and prevent foreign entities from dominating the narrative.
“The reason for me that it was so important for TRACE to do an award is because of the culture that has come from the streets of Lagos and has gone all around the world.
“And the same in other countries, of course, whether it’s South Africa, Kenya, all across Africa, the amazing energy and music that we put out, of course, led by us in Nigeria. That there was a brand that could put that culture on the same pedestal that a Grammys or an MTV Awards does globally, was why Trace had to step up and do that,” he stated.
The awards will honour artists and creators who have shaped the African music scene, with a focus on innovation and progress.
Portfolio Director for Diageo, Kemi Longe,
revealed that the collaboration with Johnnie Walker, aligns with the philosophy of progress and creativity, mirroring the values of the TRACE Awards.
She added that the brand will sponsor two categories, including the ‘Best Newcomer’, a recognition of emerging talents shaping the future of African music.
On his part, music video director, TG Omori, praised TRACE for introducing a category for video directors, a move that acknowledges the hard work and creativity behind the scenes.
He expressed excitement about the recognition, noting that it validates the efforts of directors who have long been overlooked. Omori’s remarks underscored the growing influence of African music videos on the global stage.
Meanwhile, Airtel Nigeria Director of Corporate Communications, Adefemi Adeniran, stated that music is an integral part of the company’s identity and the partnership with TRACE reflects its commitment to promoting African culture and educating consumers through music.
DJ Neptune, nominated for Best DJ Award, shared his enthusiasm for the awards, noting that DJs often don’t receive enough credit for their contributions to the music industry.
He thanked TRACE for creating a platform that celebrates the artistry and dedication of DJs, emphasizing the importance of recognizing all facets of the creative process.
The TRACE Awards 2024 will feature a gala night in Zanzibar, where winners across various categories will be celebrated.
The inclusion of new categories, such as Best Video Director, reflects TRACE’s responsiveness to feedback and its commitment to evolving with the industry.
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