Don Jazzy, D’banj, Falz were in attendance as Trace, afro-urban entertainment and empowerment brand, launched its new office in Lagos — in a spectacular event that united the crème de la crème of the country’s entertainment industry.

The multimedia brand, renowned for its live concerts spotlighting indigenous artistes annually, hosted a deluge of showbiz moguls in a hangout staged at its new Ikoyi office in the commercial city.

As the event kicked off at around 12pm on Friday, stakeholders of the media brand and musicians interacted and socialized in an intimate setting as merriments of differing sorts were served.

Also present were Paul Okoye, Phyno, Bovi, Patoranking, Rema, D’Prince, DJ Neptune, DJ Spinall, Bassey Aniefiok, Cheeky Chizzy, Poco Lee, TG Omori, Zaki, Zoro, Olisa Adebua, Flavour and Dare Art Alade.

Trace has, before now, been a traditional media company with a slew of TV channels to its name. It would later expand to undertake event and content production as well as talent management.

While speaking at the launch, a spokesperson of the brand said it has now widened its scope to become a “Pan-African Ecosystem to empower the young and young at heart globally.”

“We are lucky to have millions of viewers across Africa and Globally in the Diaspora We have a responsibility to do more than just entertain our audience,” Sam Onyemelukwe, Trace’s regional MD, said.

“Moving into the new decade, we have expanded our mission to empower our audiences through entertainment. For us, empowerment has a wide scope.

“From helping artists and content creators advance their creativity to more widely educating and improving the skills and knowledge of young Africans.”

Trace’s rebrand will see it introduce new services including YOUTrace, a digital platform for music; TRACE Academia, an e-learning-oriented edutainment ecosystem to offer certified courses.

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