Blackdot Limited partnered with Trace Eastern Africa (part of the global TRACE media network) to handle events and public relations, with a key focus on securing media placements. These placements targeted entertainment outlets, news websites, and traditional media across East Africa (primarily Kenya, with reach into Uganda, Tanzania, and beyond) from 2020 to 2024.

Background on Trace Eastern Africa

Trace Eastern Africa operates as the #1 destination for Eastern African creative culture, empowering local artists through multiple platforms:

• TV: TRACE Mziki — focused on East African urban hits, Afro-pop, bongo flava, and international urban music; TRACE Muzika, and Trace Gospel.
• Radio: TRACE FM, broadcasting on frequencies like Nairobi 95.3 FM, Mombasa 92.0 FM, Kisumu 99.1 FM, and others across Kenya. It mixes East African urban music with global hip-hop and R&B.
• Digital: Strong presence on YouTube, Instagram, Facebook, and X, plus live streaming of events and interviews.

The operation is headquartered in Nairobi and led by Managing Director Danny Mucira, emphasizing youth empowerment, entertainment, and showcasing East African talent (e.g., genres like Afro-pop, hip-hop, R&B, and regional hits from Kenya, Tanzania, Uganda).

The partnership with Blackdot aligned with Trace’s growth phase post-radio launch, helping amplify visibility in a competitive East African media landscape dominated by local players like Citizen TV, Nation Media Group, and digital entertainment sites.

Objectives of the PR and Events Strategy (2020–2024)

Blackdot’s mandate centered on:

• Securing consistent earned media placements in entertainment blogs, news websites (e.g., Viral Tea, Pulse, Standard Media), and traditional outlets (print, radio, TV interviews).
• Promoting artist interviews, music video rotations, live sessions, and events to drive awareness and audience engagement.
• Positioning Trace as a hub for East African urban culture amid the rise of Afrobeats and regional music waves.
• Supporting flagship initiatives like artist spotlights, live drives, and annual celebrations.

This was especially critical during 2020–2021 (COVID-19 disruptions to live events) and the recovery years, when digital and hybrid activations became key.

Key Activities and Campaigns

• Artist Interviews and Features: Regular hosting of East African stars. These generated interviews and coverage on platforms like YouTube, with segments often repurposed for news/entertainment sites.
• Events and Activations: Support for annual celebrations (e.g., 20th anniversary of TRACE in 2023), live streaming of festivals, artist takeovers, and empowerment programs (e.g., student-focused initiatives with partners like the British Council). Blackdot helped secure pre-event hype and post-event recaps in media.
• Music and Content Promotion: Pushing rotations on TRACE Mziki/Muzika, radio playlists, and digital drops. This included cross-promotions with global TRACE network elements.
• Media Relations: Targeted pitches for placements in Kenyan and regional outlets, focusing on Trace’s role in uplifting creatives.

These efforts leveraged Trace’s multi-platform model (TV + radio + digital) to create integrated campaigns.

Brand Performance Metrics (2020–2024)

Audience and Platform Growth:

• Radio established nationwide coverage quickly after its 2019 launch, becoming a go-to for urban hits with multiple frequencies.
• TV channels (Mziki/ Muzika/ Gospel) maintained strong positioning as dedicated East African music destinations.
• Social/digital: Instagram and Facebook pages built significant followings, with high engagement on artist interviews, live sessions, and event streams. YouTube served as a key archive for content like artist visits and festival streams.

• Media Visibility:
  • Consistent features in entertainment/news outlets for artist interviews, music releases, and events.
  • Crossovers into broader discussions on East African media and culture.
  • Amplified regional impact through partnerships, helping Trace stand out in Kenya’s vibrant music scene while extending reach to Tanzania/Uganda via content and awards nominations.
• Cultural Impact and Recognition:
  • Trace artists and talent frequently appeared in regional award contexts.
  • Strengthened positioning as an empowerment platform for youth and creatives, with events blending music, culture, and community.
  • Resilience during 2020–2021: Shift to digital/live-streamed content helped maintain momentum when physical events were limited.

Overall, the period saw Trace solidify as a key player in East Africa’s urban music ecosystem, transitioning from radio launch to a multi-platform leader. Placements contributed to sustained visibility, artist discovery, and audience loyalty in a market influenced by streaming growth and local content demand.

Challenges and Adaptations

• Pandemic (2020–2021): Live events paused; focus shifted to virtual interviews, studio sessions, and digital PR.
• Competitive Landscape: Navigating established Kenyan media while differentiating through international TRACE backing and hyper-local East African focus.
• Measurement: Emphasis on qualitative wins (e.g., high-profile artist features) alongside quantitative reach, radio listenership, and social metrics.

Blackdot’s work helped bridge these by ensuring consistent earned media that complemented owned channels.

Outcomes and Impact

The collaboration enhanced Trace Eastern Africa’s brand as the premier platform for East African mziki (music) and culture. Key results:

• Increased earned media volume in target outlets, boosting credibility and reach beyond DStv/radio subscribers.
• Stronger artist and event promotion, contributing to talent discovery and fan engagement.
• Sustained growth in social/digital metrics and cultural relevance, aligning with East Africa’s booming creative economy.

By 2024, Trace had hosted numerous high-vibe activations and continued empowering creatives, setting the stage for ongoing evolution in the TRACE network.