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Trace, LG seal deal to bring new sound experience


Head, Marketing, LG Electronics West Africa, Hari Elluru (left); General Manager, Convergence, Audio/Video, LG Electronics, West Africa, Kenny Cho; Managing Director, Trace Anglophone West Africa, Sam Onyemelukwe and, General Manager, Sales & Special Operations, Bassey Aniefiok at the event<br />

It’S going to be quality music in a new dimension for music lovers, as Afro-urban cultural entertainment channel, Trace in partnership with a leading provider in consumer electronics and home entertainment appliances, LG through its LG XBoom, has added a new feature to its scope of programming.

According to the Managing Director, Trace Anglophone West Africa, Sam Onyemelukwe, the partnership is geared towards evolving a better way of listening to music using the electronic company’s cutting edge technology.

He said: “We all know the change the younger generation is bringing into music and entertainment in general for our country and continent; it’s amazing. They are pushing boundaries and bringing recognition to Africa, and so partnering with such a reputable brand will further enhance the listening pleasure of music lovers. That’s to empower our audiences through entertainment and culture.”


Onyemelukwe stated that 30 to 20 years ago, parents were pushing their wards to study law, engineering or medicine, but “nowadays, if you hear your son wants to do music, you say that is a successful son.”

Some of my friends who are bankers and those that work in oil companies said it is just entertainment, but now they are trying to understand that entertainment is a key part of life.

“This partnership will help bring more to music lovers. Part of the partnership include a sponsorship rights for three editions of the live event, Trace Live, two-month bulk advertising deal on the channel, and also eight weeks sponsorship of the programme, Colours on the urban television channel. Other benefits include three weeks sponsorship rights for Playlist: A show on the channel and sponsorship rights for four episodes of TRACE Jamming session,” he added.

Onyemelukwe further explained that the partnership is going to last for six months, “and we are giving out over 41 speakers to Nigerians between now and December. Aside that, we are doing much more. We want to build our community and enjoy stories, music, and so on. So, to me, bringing an experience like this to our audience is part of our mission, to empower through entertainment.


Also speaking at the signoff ceremony, the General Manager, LG Electronics, Audio-Video Division, Kenny Cho said, “This partnership with Trace will bring about a new level of digital entertainment by providing Nigerian youths with cutting edge technological products of being entertained at any point in time.”

“Through the years, Trace has widened its scope and perfected the art of content production and talent management service, and with this new alliance with LG Electronics, not only has Trace become a Pan-African ecosystem which empowers the young and young at heart globally, it has set itself up for the future of global digital entertainment,” he added.

The signoff ceremony saw top influencers and executives in attendance, including Head, Marketing, LG Electronics West Africa, Hari Elluru; General Manager, Sales & Special Operations, Bassey Aniefiok and Marketing Manager, LG Nigeria, Paul Mba.


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