TPG Growth and CAA’s investment firm Evolution Media buy into Africa’s music business

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Personal fairness and media giants from the U.S. are beginning to concentrate to Africa’s burgeoning on-line media and tradition scene.

TPG Progress, the center market and development fairness funding arm of personal fairness big TPG, and Evolution Media, the funding and advisory providers agency created by Inventive Artists Company and TPG, have acquired a majority stake within the South African multimedia leisure firm, TRACE.

With 200 million viewers and listeners throughout 160 international locations, TRACE has created a media empire in sub-Saharan Africa. The corporate owns and operates 30 digital and cell providers, 21 pay TV channels and 7 FM radio stations.

By means of greater than 400 live shows, internet simulcasts and expertise search competitions, the corporate’s programming reaches viewers on the continent and all through the world.

As a part of the transaction, Millennium Expertise Group, which had beforehand owned the corporate, shall be promoting its stake — topic to regulatory approval.

TRACE properties consists of its subscription streaming service, TRACE Play, which affords dwell TV, radio and on-demand programming on desktop, cell and thru OTT providers like Roku and Amazon Fireplace. The corporate additionally operates a cell digital community in South Africa known as TRACE Cellular and, lastly, TRACE has focused tv channels throughout Japanese and Western Africa.

“By partnering with TPG Progress, a world investor identified for its capability to develop and scale companies, we’re well-positioned to construct on our success and speed up our transformation into the main world afro-urban digital leisure group,” stated Olivier Laouchez, co-founder, chairman and CEO of TRACE.

Final 12 months was, by most measures, one the place the sub-Saharan African startup market discovered its stride. The world’s largest know-how corporations have their sights set squarely on the African market with Sundar Pichai and Mark Zuckerberg each stressing the significance of the continent to the long-term plans of their firms.

TPG itself is starting to commit extra money to Africa. By means of its development fund the agency has backed 5 investments throughout Africa, together with, Gro Intelligence, a world agricultural knowledge enterprise; Frontier Automobile Group, which manages Vehicles45.com; and Ecoles Yassamine, a personal faculty community in Morocco.

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