MediaCo and Trace form strategic alliance to transform the global landscape of hip hop and Afro-Urban culture

25 February 2025 - Press release

HOT 97, WBLS, and Trace to Expand Content, Events, and Global Distribution.

 

At the occasion of the Trace Awards & Summit in Zanzibar, Trace, the leading global media brand for Afro-Urban music, entertainment, and empowerment, and MediaCo Holding Inc. (NASDAQ: MDIA), owner of the legendary HOT 97 and WBLS brands and FM radio stations, announce that they have joined forces in a groundbreaking strategic partnership to amplify Hip Hop, R&B, and Afro-Urban culture worldwide.

This collaboration will unlock new content and distribution opportunities, leveraging the cultural influence of both brands to reach audiences across multiple platforms. Key initiatives include:

●        Launching New TV Channels dedicated to Hip Hop, R&B, and Afro-Urban culture.

●        Co-Producing and Distributing Exclusive Content across digital and streaming platforms.

●        Expanding the Iconic HOT 97 Summer Jam to a global stage.

●        Co-Hosting the Annual Trace Awards and other high-impact events.

●        Driving New Advertising and Distribution Strategies to elevate engagement and monetization.

“This is a historic moment for Hip Hop, R&B, and Afro-Urban culture,” said Olivier Laouchez, CEO of Trace. “For the first time, a powerhouse from the U.S., the birthplace of Hip Hop and R&B, is joining forces with a leader deeply rooted in Africa and the global diaspora. Together, we are creating a unified platform that will elevate our music, culture, and community on an unprecedented scale—bringing fans, artists, and brands closer than ever.”

Kudjo Sogadzi, President of MediaCo, added: “Hip Hop has shaped global culture for over 50 years, influencing everything from music and fashion to lifestyle and social movements. Our partnership with Trace creates an unparalleled platform to expand the reach of our legendary brands and empower a new generation of artists and creators. We are excited to bring our content, events, and cultural impact to an even bigger international audience.”

This partnership marks a bold new chapter in the evolution of Hip Hop and Afro-Urban culture, setting the stage for deeper connections, greater opportunities, and an unstoppable global movement.