Trace Africa approves Malawi Music Videos, rejects some

A step up. Malawi’s urban music exposure to outside world continues to head in right direction following the approval of several music videos by international music channel Trace Africa.

The videos are the ones MultiChoice Malawi had sent direct to the channel after requesting the Malawi artists to submit their videos to Trace Africa which is on DStv Channel 326 through their office.

Trace Africa viewing committee that met last week has accepted music videos from Theo Thomson- Magic and Wings, Good Tender – Bucci & Charley, Reggae Is In My Veins –Trumel, Disappear –Bucci, and Angelina by Dali.

 Tshwanelo Maredi Marketing and Programming Specialist disclosed that the channel has rejected some music videos for failing to meet some requirements.

“For example the reason some videos weren’t accepted was that we don’t play ‘traditional’ African music.The others may have been rejected for reasons such as quality issues; we aim to provide our viewers with the best videos so unfortunately they didn’t meet the criteria.

“We also don’t accept dated content, unless if it was a major hit, so if it is more than 3 months old we won’t accept it unless if it can be played in our thematic shows like House-party (house music, party music etc) or Sound-system (reggae, dancehall etc) provided they pass our quality/standard criteria’ she said.

MultiChoice Malawi Sales and Marketing Manager Chimwemwe Nyirenda described the development as good news for the local music industry.

“We are making a very good progress. We are very happy because we got some feedback from Trace Africa on why some videos were rejected because this what we agree with Trace Africa team to give feedback where necessary, so that we can refer back to Artists and their music producers so that next time they can produce only music video suitable for the channel and other international channels as well,” explained Nyirenda.

 Nyirenda said MultiChoice Malawi targets to at least get 20 music videos on the channel by end of the year.

“We believe that most Malawi artists will now bring their music videos after seeing more video from Malawi. We are still asking more Malawi’s artists to bring their music videos to MultiChoice Offices in Lilongwe and Blantyre. Their music videos must be in HD file (MP4), flask disc and DVD. We have a one page which the need to sign to give consent to the channel. MultiChoice Malawi will send the music videos to the channels for air play.”

Trace Africa was launched on DStv in early September 2016 with aim of creating opportunities and dedicated for Southern African artists to showcase their music videos on the channel.

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