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TRACE TV plans mobile music contest across Airtel African ops

TRACE TV plans mobile music contest across Airtel African ops

Mahindra Comviva, the global leader in providing mobility solutions is partnering with TRACE TV, one of the leading music channels to launch TRACE Music Stars across all Airtel’s countries of operation in Africa.

Mahindra Comviva will be providing a complete ecosystem and end-to-end solution for the deployment, provisioning, execution, management and billing of various value added services to enable this initiative, according to the technology company.

Also, the company’s mKaroke will provide the users with real-time singing analysis and voice supervision to deepen the user engagement.

According to Mahindra Comviva, TRACE Music Stars is an IVR based music competition that gives subscribers the opportunity to become the next big music star in their country and possibly across Africa and the world without having to go through long and expensive traditional castings. The competition will offer participants an option to rehearse on a phone karaoke that scores their performance. On scoring low points the contestants can try again without having to stand in long queues.

Contestants will have the chance to compete for a grand prize of 30,000 Euros and a recording deal with Universal Music. The winner will travel to New York to be personally mentored by American R&B and hip hop recording artist, songwriter, and record producer, AKON. The grand finale will be held on March 2015.

Commenting on the initiative Atul Madan, Head of Digital Services, Mahindra Comviva said “Mahindra Comviva has been constantly working towards revolutionizing the music market in Africa by providing localized content, identifying independent artists and labels, and disseminating music across the region. On an average, music services in Africa contribute 40% to operators’ downloadable content revenues.

To cater to fast evolving trends and sustain consumer engagement, the company is constantly introducing innovative service features like mKaraoke, user generated music content and social RBT. The partnership with TRACE and Airtel is a testament of our efforts in emerging as the leader in the digital music space.”

Olivier Laouchez, TRACE’s CEO says “we are pleased to partner with Mahindra Comviva in bringing a platform to empower the youth. Mahindra Comviva’s unrivalled expertise in digital music, VAS Technologies and deep understanding of the African market helped us bring this initiative to life.”

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Kayode Oladeinde Technology Journalist at Technology Times. Mobile: +234 (0) 7031526929