AML #Artist – Want Airplay on TRACE URBAN TV? Here’s How to Get Your Music Video on the Music Channel!

Dear AML Artists,

Here is what Trace Urban sent me to share with you all. Read, download and get it moving with your videos. As a caveat, you want to make sure you get a lawyer or at a minimum conduct basic research on the rights you will be conveying, if any, to TRACE.

AML TIP: AML Artist, TRACE Urban needs you as much as you need them so come to the bargaining table with confidence when you approach them with your intellectual property i.e. your music videos.


“Premium music channel TRACE Urban recently released a guide to help artistes who are seeking airplay for their music videos on the channel.  This was revealed recently in a statement from EMC, the Nigerian licensees for the popular music channel.

TRACE Urban, which is the most watched music channel in public places in Africa and the number 1 MPS (Media Planning Services) rated music channel emphasizes that this document is part of their contribution to the development of music videos in Nigeria. The channel also reassures that they will never collect funds from any artiste to air their videos on the channel. Videos that are successful in getting on TRACE stand to gain more as TRACE just announced a new block on all 36 stations of NTA Network on Saturdays at 4pm.”

Read or download the guide on how to get your music videos on TRACE Urban below or click here.


TRACE Urban continues to become a part of the Nigerian and Anglophone African music scene since opening an office in Lagos in September 2011. We are proud of our popularity and happy that many artists and musicians, like yourselves, offer your music videos to add to our playlist and air for our viewers, your fans.

We need your videos and you will NEVER be asked to pay to submit your video.

There is no one individual at TRACE that can get your video played on the channel by saying so DO NOT PAY ANYBODY WHO SAYS THEY CAN ADD YOUR VIDEO. There is a clear and transparent process and a committee makes selections. This statement is to explain the process and selection criteria. Please share this with any and everybody, post it, email and if you have comments or questions about it please let us know, so we can answer anything not addressed here.

TRACE is a music video channel; we air music videos for our viewers and sell advertising and sponsorships to brands that want to get their products and services in front of the viewing audience. We are not a record label, music promoter or entertainment news channel.We do pay royalties for airing your music videos. In Nigeria, this will be done through COSON or another collecting society. We have not completed the negotiation and will announce it in the press when we finalize. You must be registered with the collecting societies (as you should be) to collect royalties due to you.As you may know, TRACE is on all bouquets of DSTV on channel 325 and we also have shows on Galaxy and NTA2. There are separate feeds with different content for Anglophone/Lusaphone and Francophone Africa, Europe, Asia and the Americas. Anglophone Africa includes 17 countries in Africa that are mainly English speaking, including Nigeria, Ghana, Kenya, Tanzania and South Africa.

TRACE got to where it is through the commitment and hard work of a lot of people. It has also followed a general philosophy of playing what is most popular with the most people… in other words the biggest and best videos from the biggest and best artists across Africa and the world. Videos are chosen as a result of studying the music charts and trends in clubs etc. to assess the popularity of songs and artists. Videos aren’t put on the channel out of personal interest. The main three criteria is artist popularity, song popularity and how cool the video is.One of our limitations is the amount of space and time on the Channel. We cannot possibly play every video we receive. At any given time we have about 40-50 videos in rotation at any time, 8-10 of these are African artists.Half of the African artists are usually Nigerians, but there is also Ghana, Kenya, South Africa and many other talented countries on our continent.The criteria we use to select videos are not strict rules but general guidelines. There are exceptions to the guides, we do add some up and coming/growing artists and sometimes a song is that is not known that well. There are also no hard rules about music videos. For instance it is often said that a good music video should have a storyline but there are many videos that clearly defy this.

The programming on TRACE on DSTV is made up of the Playlist and various themed and countdown shows.Playlist is exactly what the name says. It is the general video playlist where videos get played in “rotation”. There are various categories on the playlist. When new videos are immediately added to the playlist they normally start as Brand New or Starter and get medium rotation. As the video’s popularity increases, it climbs the “charts” and may move up to Smash Hit or Premium. After the video has been on air for anywhere from 2-12 weeks and it starts to drop in popularity it will move back down the charts and lower rotations. Depending on a variety of factors, some videos do not get added into rotation immediately and instead get added into a show called New. New also lives up to the name, it is segment for new videos and plays 5 times per week and like the videos on th eplaylist, the video can move up in popularity ratings and then put into rotation.There are categories like Classic and Legend that are self-explanatory. There are a variety of shows such as Africa10, Urban Hit, Urban 30. Watch the channel to find out more.

It is not our duty nor our mission to promote up and coming artists/songs or videos. We understand it is not easy to achieve but that is where you need to push harder in promoting yourself.

Note: Once a video is submitted IT IS NOT GUARANTEED TO AIR ON TRACE. We receive a lot of great videos and must select accordingly. You will be wise to promote yourself and music as an artiste as much as possible the more relevance (popularity of song and/or artist) the higher the chances of video acceptance. Selections are made by committee. NO ONE PERSON can get your music video played. DO NOT PAY or BRIBE /TIP ….We will get back to you soonest….

Africa Music Law™

AFRICA MUSIC LAW™ (AML) is a pioneering music business and entertainment law website, livestream and podcast show empowering the African artist and Africa's rapidly evolving entertainment industry through its brilliant music business and entertainment law commentary and analysis, industry news, and exclusive interviews.

For general inquiries, advertising, licensing, or to appear on the show as a guest, please email ([email protected]). Thank you for visiting.


Credited for several firsts in the fashion and entertainment industry, Uduak Oduok (Ms. Uduak) is a fashion and entertainment lawyer, speaker, visionary, gamechanger, trailblazer, and recognized thought leader, for her work on Africa’s emerging global fashion and entertainment markets, and the niche practice of fashion law in the United States. She is also the founder of ‘Africa Music Law,’ an industry go-to music business and law blog and podcast show empowering African artists. Her work in the creative and legal industries has earned her numerous awards and recognitions, including an award from the American University Washington College of Law for her “legal impact in the field of intellectual property in Africa." She has also taught as an Adjunct Professor at several institutions in the United States. For more information, visit her at

You may also like...