Trace Ngoma launches on DStv as Trace, MultiChoice expand hybrid music platform

The channel replaces Trace Africa and is positioned as a hyper-local offering focused on South African music and culture. It forms part of a broader strategy that combines linear television with upcoming digital platforms, including Trace+ and the talent discovery initiative Trace Next.

According to the companies, the new platform aims to provide wider access for independent artists while expanding audience engagement through digital interaction.

Hybrid broadcast and digital model

Trace Ngoma is designed to operate across both television and digital ecosystems. While the channel broadcasts to DStv subscribers, it is also expected to connect with Trace+, a forthcoming digital platform developed in partnership with TikTok parent company ByteDance and Match Best.

The platform will allow artists to upload content, while audiences can stream, interact and vote, with selected creators gaining exposure on the television channel. Trace Next will function as a talent search mechanism linked to this system.

Trace co-founder and chief executive Olivier Laouchez said the initiative represents a shift in how music platforms operate.

“Trace Ngoma is not simply a TV channel, it is a new kind of media infrastructure. By fusing the reach and credibility of television with the immediacy and participation of digital, we are creating a platform that can give thousands of artists their first real shot at a national audience,” he said.

Focus on local content

The channel’s programming centres on South African genres, including amapiano, Afro-pop, maskandi, hip-hop, gqom, lekompo and urban gospel. The name “Ngoma”, drawn from Bantu languages, reflects themes of rhythm, celebration and cultural identity.

The launch aligns with a broader industry trend towards locally focused content, with broadcasters seeking to reflect audience preferences and cultural identity more directly.

Data provided by the organisers indicates that Trace Ngoma has recorded a significant increase in viewership. According to TAMS figures, the channel grew from 892,000 to 10.7 million viewers between February 2025 and February 2026, representing a year-on-year increase of 1,096%.

MultiChoice South Africa chief executive Willington Ngwepe said the figures support the company’s investment in localised content.

“These ratings are encouraging and deeply meaningful. They confirm what we at MultiChoice have always believed: that audiences are hungry for content that truly reflects who they are,” he said.

He added that the partnership with Trace reflects a long-term strategy centred on culturally relevant programming.

The official launch took place on 25 March 2026 in Johannesburg, with performances from artists including Makhadzi, Lacabra, Mthunzi, Sly Jay, Sosoboy, Icee Za, Sminofo & Jaiva Zimnike, Machudu and Saint Zion.

Trace Ngoma is now available on DStv Channel 326, while Trace+ and Trace Next are expected to launch in the coming months.