In today’s rapidly evolving digital landscape, there is a remarkable transformation in the way audiences engage with content. As technology continues to advance, consumption habits are being reshaped, presenting both exciting opportunities and unique challenges.

The Senior Vice President of Global Business Development, TRACE, Sam Onyemelukwe, better known in the media and entertainment space as Samoo, looks at how these advancements have revolutionised consumers’ experience, shedding light on the profound impact they have on modern-day interactions with media.

Looking at current business landscape in Nigeria, focusing on the impacts of inflation and economic stress, who comes from a creative background with a degree in Fine Arts, and began his career at Walt Disney in Burbank, California, USA, emphasised the need for adaptability in the business world, especially while partnering with various brands.

He stated that the challenges and paradigm shift prompted TRACE to explore innovative ways to engage both partners and viewers. According to him, the concept of tapping into diasporic audiences emerged as crucial, as the entertainment channel noted that notwithstanding the difficulties, there exists a bridge connecting Africans, especially Nigerians overseas with the cultural offerings from the motherland.

“African music is in high demand right now, whether its Nigeria’s Afrobeats, South African Ampiano or the Central African (Congolese) Soukous. TRACE has been playing a major part in their exportation. Right now we have about 30 TV channels that are broadcast in 180 countries. Africa only comprises about 50 countries and more than a third of our viewership is outside of the continent,” the TRACE SVP said.

“Our channels are broadcast in Europe, Asia, the United States, and the Caribbean. Almost every African country knows TRACE and its popular, if not very popular, except for those in the north,” Oyemelukwe added, stressing that while the media and entertainment outfit bask in the euphoria of this achievement, there’s work to be done in enhancing visibility in key markets.

With a nod to younger audiences’ preferences, he emphasised that TRACE prioritises creating content that’s relatable and culturally relevant. This strategy, he adds, involves bringing in fresh talents who resonate better with today’s viewers, highlighting the value of integrating youth culture into programming.

“What I love about today is the technology; it’s just so far ahead now. It doesn’t matter where you are from or where you are, you don’t have to wait physically for a new album to be shipped to you, or for our friends to travel from abroad and bring ‘Boys 2 Men’ before we can say we’re up to date.

“Everything is immediate now. So undertaking a digital shift has been paramount for us at TRACE. It has allowed us to monetize effectively through platforms like YouTube and other social media platforms.”

Recalling his recent trip to Tokyo, Japan for the ninth Tokyo International Conference on African Development (TICAD9), an international conference with focus on development in Africa, Onyemelukwe harped on the need for adaptability in the business world and the importance of tapping into the diaspora market, especially while partnering with various brands.

The TRACE SVP, who was at the conference alongside other colleagues and friends on the invitation of the Japanese Export Trade Commission (JETRO), expressed his disappointment by the underrepresentation of Nigeria.

Piqued by the embarrassing moment which went viral, Onyemelukwe voiced his frustration over the missed opportunities linked to the country following its empty booth at the notable expo.

“The talent grid takes every artiste, rates them and gives them a score. We update it every month. What we do with the grid is to check how popular the artistes are, where are they more popular—on the Island or the Mainland? Are they more popular on the mainland in philosophical terms? Do they have a lot of hits or they trend on social media?

“It gives us the number to rate them. So keeping data, keeping the customer and the viewers updated, establishing trust puts us right at the place to be able to make money and make great moments,” he stated.