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Black Friday… Trace teams up with Jumia for MAD Festival


Trace MD Sam Onyemelukwe (right) with CEO of Jumia Juliet Anammah

Falz, Simi, Sound Sultan, Others, On Parade

In what has been described as the first-of-its-kind live music event in Nigeria, two of the biggest names in the online retail and entertainment sector are collaborating to pull-off a trend setting festival for shoppers and music buffs.

Tagged MAD (Music and Deals) Festival, the carnival-like event is currently being promoted by entertainment media giant, Trace Naija Television and online retailer, Jumia on its Black Friday platform.

Flaunted as the biggest explosive combination of Nigerian music and Black Friday excitement for shoppers and music buffs, the Trace/Jumia MAD Festival holds on November 18, at the King’s College Ground, Victoria Island, Lagos. Though the show is free, attendees may only be
admitted if they register.


Some of the performers on the bill for the event include Falz, Simi, 9ice, Mayorkun, Niniola, Lil Kesh, Sound Sultan, Skales, Pencil, DJ Xlusive, Wande Coal, DJ Consequence and Nedu. They are expected to showcase their best in thrilling customers, while there are incredible app flash sales and lots of giveaways.

Speaking on the project, Sam Onyemelukwe, Trace Naija’s Managing Director in formed that
the partnership will provide customers the opportunity to enjoy a family-friendly retail experience while enjoying the best music Lagos
has to offer.”

On what informed the working relationship between his organisation and Jumia, Onyemelukwe said, “We looked at our target audience and saw an opportunity to create some synergy between both brands.”

On her part, the CEO of Jumia, Juliet Anammah said, “the Jumia website would see a significant increase in inventory across all categories including: fashion, electronics, phones, computers, home, baby, health, beauty, travel and food, with up to 80% discount on regular prices on up to 1,0000,000 products from 15,000 vendor merchants. Customers, who download the Jumia mall app will also receive special vouchers and access to flash sales in addition to instant push notifications when deals go live,” she hinted.

Meanwhile, the management of Trace Naija projects a growth in the affiliation between the two companies that will lead to the creation of an annual event to celebrate Black Friday and build stronger brand affinity. The expectation is that the MAD Festival will influence the future of online trade in Nigeria.

“One of our objectives is to get about 10,000 app downloads. We believe that online shopping is the future of Nigerian retail and with this type of event, promoted by Trace Naija and Jumia, there is going to be an explosion in e-commerce,” Onyemelukwe said.

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