iflix bolsters music and sports offering to target Gen Zs and Millennials

Iflix has tied up with TRACE, a youth media focusing on afro-urban entertainment, to make two of its channels available to iflix users worldwide for free. This is in a bid to cater to iflix's younger audience.The two premium channels hosted on iflix are TRACE URban and TRACE Sports Starts. TRACE Urban is an international urban music channel that offers insight into global urban music and culture. It focuses on the latest hip hop, pop and R&B hits, as well as exclusive interviews of celebrities, magazine shows and documentaries related to urban artists and culture. TRACE Sports Stars is exclusively dedicated to the lives of sports celebrities and their secrets.In addition to the two channels, iflix will add over 20 TRACE music playlists to the platform each month, with curated selections including gospel, Afro Urban and Latin music, amongst others. TRACE owns and operates 21 paid TV channels, four FM radio stations and over 30 digital and mobile services. It reaches over 59 million paid subscribers and 200 million viewers, listeners and mobile users in 160 countries, including France and the Caribbean.Craig Galvin, iflix's global director of content, said TRACE will serve to further boost its growing music, sports and short-form offering aimed at Gen Zs and Millennials. He added that the partnership demonstrates its commitment to serving the most engaged, culturally-relevant content to the rapidly growing and highly influential group.Laurent Dumeau, group chief commercial officer of TRACE said, "TRACE’s mission is to promote and celebrate Afro Urban cultures and to bring them to the world, so we’re always excited to expand the reach of our channels to fans of Afro Urban culture in new markets and territories.”Read also: iflix gets aggressive with original content commissioning in 2019 iflix unveils 24-hour live News Hub to offer ‘timely’ and ‘reliable’ updates iflix to push drama series KL Gangster: Underworld with digital and OOH campaigns iflix ties up with online storytelling platform Wattpad to bolster Indonesian content offering iflix partners with beIN to bring BPL and LaLiga to Cambodian subscribers iflix, BEKRAF and Indonesian film board partner to bolster local arts scene Axiata Digital’s ada and iflix tie-up for audience engagement iflix partners Complex Networks to boost original content offering iflix adds senior leadership to company’s marketing function iflix’s African joint venture unveils mobile app for premier entertainment