TRACE Launches Music Awards Programme “Festival”

Afro-urban multimedia and digital company TRACE will mark its 20th anniversary with the launch of a new live awards ceremony and festival celebrating African and Afro-inspired music and culture around the world.

Focusing a global spotlight on musicians, creators, entrepreneurs and achievers from across Africa and the African diaspora, the inaugural TRACE Awards & Festival will take place in Kigali, Rwanda, from 19 to 21 October 2023.

The event will run in partnership with Visit Rwanda and QA Venue Solutions. It will comprise a three-hour live televised music ceremony on 21 October, preceded by a two-day cultural festival designed to entertain and empower music creators and fans.

TRACE senior vice president of global business development Sam Onyemelukwe will serve as co-executive producer of the awards and festival.

Featuring performances from the biggest African and Afro-descent artists in the world, The TRACE Awards will be staged at the BK Arena in Kigali to recognise a broad range of music genres from the continent while saluting artists across a number of cultural and lifestyle categories.

Targeted at lovers of African and Afro-inspired music and culture around the world, the TRACE Awards will broadcast live on TRACE channels in more than 180 countries around the world. The awards will also be aired on Trace’s terrestrial and satellite TV partner channels around the world.

“Since its very first day, TRACE has been promoting and showcasing the diversity and power of Afro-urban culture,” Trace co-founder and executive chairman Olivier Laouchez said. “There is no better way to celebrate our milestone 20th birthday than with this exciting new music and cultural franchise.

The Trace Awards is our way of celebrating the artistry, vision and impact of musicians and other leaders in the urban cultural landscape with an out-of-this-world ceremony that highlights and rewards their success and influences both in Africa and on the world stage.”

“We are thrilled to stage the inaugural TRACE Awards in Rwanda on 21 October, and look forward to hosting this global celebration of African culture in our beautiful country, promoting Rwanda as a destination for cultural tourism experiences and hosting world-class events,” Rwanda Convention Bureau CEO Janet Karemera added.

“In addition, hosting the event in Rwanda will be a great platform for our growing creative industry to showcase its diverse creativity, talent and rich Rwandan cultural heritage.”