The Nigerian entertainment scene received another boost following the announcement of a partnership between TRACE Urban TV and Industry NiteTM. The entertainment platforms joined forces in February to bring premium experiences to Hip Hop, R&B and Afro Pop enthusiasts via the popular weekly event and leading TV channel.
“This development further cements Nigeria’s role as a globally influential force as it relates to every form of youth expression; in music, style, socializing and creativity.” said, Mr. Sam Onyemelukwe, the Managing Director of Entertainment Management Company, the exclusive licensee for TRACE in Anglophone East and West Africa.
“I just love it,” said Matthew Ohio, CEO, El Carnaval and also the creative force and executive producer of Industry Nite. “The collaboration of our red hot weekly events and the best music TV channel delivers a massive boost to Industry Nite’s potential to reach music devotees. Fledgling artists are already eager for a chance to showcase their skills on stage; but now, their performances may also appear on TRACE TV. You can imagine the international exposure and global push they stand to gain. For ardent musical devotees of Hip Hop, R&B and Afro Pop; this also a welcome development; as there’s a larger pool of artistes and music genres to pick from.
The Maiden edition of Industry Nite with TRACE held in February at the African Bar in Oriental Hotel, Now in its 5th edition, this joint effort has since been building a buzz and is one of the most popular and respected events in the country. Since the beginning the partnership has presented MI and Loopy Records, Rayce, Ikechukwu and many more.
TRACE films and airs the weekly party in 2-3 minute long “Sneak Peek” Insider Clips which air on TRACE Urban (channel 325) on DSTV. A 30 minute show will broadcast on TRACE’s free to air blocks on Galaxy TV, NTA 2 and soon to come on a TRACE “block” on the RealStars channel on Startimes. The TV shows give viewers a VIP experience view into what, until now, was only accessible to 300 lucky people every week.
Now in its third year, Industry Nite has built a massive base and even bigger reputation for attendees and creative types alike; artistes come from across Africa for the chance to perform. Industry Nite has been baptized by almost every major Nigerian artist including M.I., 2 Face, eLDee, Lynxx, Ikechukwu, Muna, Wizkid, Banky and Asa. Leading African acts, Les Nubians and Becca made a point of throwing down at Industry Nite when visiting Nigeria. Don Jazzy, Jesse Jagz and public personas, Olisa Adibua and Yvonne Vixen are among the faces you will likely see in the crowd.
“This collaboration enables us to share the industry scene buzz with music lovers across Africa. We are proud to receive this stamp of credibility from a leading global media brand, like TRACE. We have built a solid brand over the last 3 years and enjoy a loyal fan base of artists, managers, etc. The “I-Niters” are like family; we share a passion for creativity and expression. We are living proof that the youth of Nigeriacan create something great. Our industry is not only viable but a source of economic growth, employment and empowerment. We want our young country people to know that you can build a career doing what you love.”
– Matthew Ohio, Exec Producer Industry Nite
Industry Nite is a main stay of the music scene in Lagos and is known across Africa as the epicentre of the Lagos music scene, the most vibrant and successful entertainment city on the continent. It is the most sought after regular live music performance platform for the biggest stars and up and coming artists alike. TRACE Urban is the leading music TV channel in Africa boasting ratings dominance across Anglophone and Francophone Africa.
Wizkid at Industry Nite photo courtesy of TCD Photography