Trace Africa has unveiled a bold new identity with the launch of Trace Ngoma, a rebrand designed to strengthen its bond with South African viewers by reflecting their languages, their sound and their lived experience. The name Ngoma, meaning drumbeat, celebration, unity and heritage, signals a renewed focus on the country’s distinctive musical spirit.
The channel, which airs on DStv, will now spotlight a wider range of homegrown genres including amapiano, Afro pop, maskandi, hip hop, gqom, lemkompo and gospel. Executives say the shift places South African creativity at the centre of the platform and responds to growing demand for content that mirrors everyday cultural life.
MultiChoice chief executive Willington Ngwepe said audiences want to see themselves represented on screen in ways that feel authentic. He described Trace Ngoma as an expression of that desire, adding that the move aligns with the company’s mission to provide meaningful local entertainment that resonates with viewers across the country.
Trace co founder and chief executive Olivier Laouchez said the new direction is about more than music programming, positioning the channel as a space where identity and culture are celebrated. He said the channel aims to amplify the rhythms and stories that define South African life and give young viewers a place where they can feel understood and included.
The refreshed channel will roll out new locally curated formats such as Amapiano Plz, Maskandi Vibes, Ke Hip Hop Dawg, Lekompo Fela and Top Ten Afropop. It will also feature live performances, DJ sets and shows like Gospel Kickstarter, expanding its commitment to both emerging artists and established genre pioneers.
Trace Ngoma plans to deepen its investment in local talent, spotlighting new voices while paying tribute to cultural movements that have shaped South African music for decades. The rebrand marks a strategic attempt to show that the channel sees, hears and celebrates the communities it serves, grounding its future in the country’s diverse creative landscape.
