Afro Urban media group Trace has singed a content distribution deal with the iflix video-on-demand (VOD) service for emerging markets.
Two Trace channels – Urban and Sport Stars – will be available for free to iflix users across Asia, Africa and the Middle East as a result of the partnership. iflix will also add over 20 Trace global music playlists each month.
Trace Urban airs popular urban music videos focusing on the hip-hop, pop and R&B hits, as well as celebrity interviews, magazine shows and documentaries. Trace Sport Stars is dedicated to the lives of sports celebrities, providing factual, reality, lifestyle, magazine and gossip shows.
“We are delighted to partner with an innovative service such as iflix to offer two of Trace Group’s most popular channels to iflix’s millions of subscribers in Asia, Africa and the Middle East. Trace’s mission is to promote and celebrate Afro Urban cultures and to bring them to the world, so we’re always excited to expand the reach of our channels to fans of Afro Urban culture in new markets and territories,” said Laurent Dumeau, group chief commercial officer of Trace.
iflix global director of content Craig Galvin said the deal is part of the Kuala Lumpur-based company’s focus on the mobile first generation. The Trace content is, he said, “aimed at the coveted GenZ and millennial demographic, demonstrating our commitment to serving the most engaging, culturally-relevant content to this rapidly growing and highly influential group as part of our mission to deliver world best formats to our subscribers”.