In a deliberate move to balance out the playing fields with their ongoing commitment to gender equality, Trace last month solidified its bold pledge to institute TRACE 50_50 video airplay for womxn artists and other womxn produced content.
Following the decision taken by the team during Womxn’s Month in August, Trace consequentially began slotting in more female produced content across their channels.
And with another substantial increase in September, Trace officially confirmed the move from the previous 40/60 ratio to a committed 50/50 on all their thematic shows.
Trace will also focus more on womxn generated shows and music content, further pushing their equal play agenda.
A unique celebration of womxn talent – a first of its kind on the continent is finally at our doorstep.
This new womxn balanced airplay includes programming across Trace Africa, Trace Urban and Trace Gospel on the following shows: Femme Hour, R&B Vibez, Rewind, Sound of South Africa, Praise Vibes and Star Up.
The only exclusion for Trace 50_50 will be the ‘Chart Shows’ and ‘Playlists’ which are governed by public popularity, ranked by the number of gross audience impressions, computed by cross-referencing exact times of airplay with official viewer data.
“Trace remains committed to celebrating and advancing Womxn in the music industry to ensure inclusion and equality for all. We are extremely excited about this movement, especially in light of Trace’s ongoing commitment to create gender equality, Trace 50_50 just made perfect sense in balancing out airplay for womxn in the industry” shared Trace’s Managing Director – Southern Africa & Regional Director Anglophone Africa Valentine Gaudin-Muteba.
“Yes it’s an audacious move as a music channel, but we are here for it. We are here to lead the change that is so desperately needed! At Trace we focus more on walking the talk, with the hope of paving the way until all genders have the same opportunities for airplay.”
Tune into Trace Urban (DStv channel 325) Trace Africa (DStv channel 326) and Trace Gospel (DStv channel 332) to hear more of your favourite womxn artists now.
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