The management of music and lifestyle television network Trace has denied that it demands money for getting videos on its channels.
In an unprecedented move, Trace, has revealed its music video selection criteria to the public.
Trace is highly rated across the African continent with a five-channel brand, namely Trace Naija, Trace Mziki, Trace Urban, Trace Africa and Trace Toca.
Trace Naija is number one in Nigeria and Ghana with over around one million viewers a day.
“For years, despite constant communication, there has been speculation by artistes and the music industry at large about what it really takes to get a music video on Trace channels. We understand the demand because artistes know that getting their video on high rotation on Trace could change their life and make them a superstar!” said Sam Onyemelukwe, Trace West Africa’s managing director.
He added that there are only about 50 videos in rotation on the channel at any one time; meanwhile, the channels receive over 100 new video submissions a week.
According to him, the higher demand creates an imbalance.
“As spelt out in the newly released selection guidelines, Trace does not charge for video submission or airplay. On the contrary, royalties are paid to artists and record labels for broadcasting their works,” Mr Onyemelukwe said.
“Some unscrupulous people have gone so far as to charge unknowing record labels and artists with a fake guarantee that their video will air on Trace, we even heard of a guy in Ghana who offers a price list for airplay on Trace and other music channels and shows.
“We do not sell video spins on the channel and anybody who tells you otherwise is a liar. However, at the same time, we know how much demand is out there, so we offer a promotion package called Zoom that can be purchased and guarantees a short profile and a few clips of an artist’s music video”.
