N. F. Kenure
From her first steps as an intern to becoming a trailblazer in the global exportation of Afrobeat, Barbra Okafor has seamlessly fused her love for music and tech into a career that’s revolutionising the entertainment industry. Known for her impactful contributions to TRACE, she has helped shape playlists and redefine the future of Afro culture through innovative strategies. We met Barbra to discuss her journey, impact, and vision for Afrobeat's future.
Your career at TRACE was remarkable, starting as an intern and growing into a pivotal role that helped shape its global influence. Can you share what that journey has been like?
Barbra Okafor
I started at TRACE as a media and entertainment intern. At the time, I knew I loved music and digital communication, and I wanted to be as close to them as possible. From those early days, I learned to appreciate the power of storytelling and how tech could amplify it. Over time, I became an integral part of the team, working on everything from creating content to developing strategies that positioned TRACE not just as a music TV network but as a trendsetter in the industry. It’s been an incredible journey of growth and influence, and I feel proud to have played a part in taking Afrobeat global.
You’ve turned creativity into strategy, leveraging tech to be part of the team that built TRACE PLAY. How did you use technology to amplify TRACE’s reach, especially given your communications background?
My journey with music and tech played a considerable role in shaping how I approached TRACE PLAY. I’ve always been a music lover, and my personal use of streaming platforms like Apple Music and Spotify completely transformed how I consume music. These platforms showed me the potential for technology to connect audiences to music in a seamless, personalised way. When I joined TRACE, I realised we were already in a unique and powerful position. TRACE was the authority for premiering hit Afrobeat songs. If your track debuted on TRACE, it wasn’t just music but a movement.
Being on the music selection board gave me a front-row seat to this process. I saw how top Afrobeat tracks had to appear on TRACE to amplify their reach and solidify their status as hits. Beyond that, we were already excelling in digital partnerships, like Airtel Music Star, where we connected artists to fans innovatively. Seeing this potential, I started asking, “Why stop here? Why can’t we position TRACE as the go-to streaming service for Afrobeat?”
This perspective became the driving force behind how I approached tech at TRACE. I leveraged our existing assets, credibility as tastemakers, partnerships, and cultural authority and combined that with digital innovation. We focused on building an app that integrated user analytics to personalise content recommendations, optimised metadata to increase discoverability, and built seamless app experiences that could rival global platforms. This wasn’t just about maintaining TRACE’s legacy but evolving it into a digital powerhouse.
By coupling my communications background with data-driven strategies, I was able, alongside the engineering team, to help amplify TRACE’s reach far beyond traditional TV. The goal was for it to become a network and a platform that set trends and connected Afrobeat to the global stage.
That’s interesting. TRACE is known for its curated music playlists. Being on the team that handled this, how did you approach this, and what role did tech play, if any?
Curation is a blend of art and data. While my team and I brought the human touch—selecting artists and songs that matched TRACE’s vibe, data played a huge role in scaling that effort. We analysed audience behaviours, like which songs they replayed or skipped in the TRACE PLAY app, which is a feature that is still being perfected by the product team. For TV, we analysed social media sentiments and used social listening tools to gauge audience reactions to our prime-time playlist to better advise on preferences. This helped us refine our playlists to keep them fresh, engaging, and in tune with audience tastes.
You were part of the team behind the media strategy for President Macron’s visit to the African Shrine. That must have been a defining moment. How did you make it a success?
It truly was a defining moment, professionally and personally. The African Shrine is such an iconic space, and President Macron's visit was monumental, especially as this was his first official visit to Nigeria. It felt like a celebration of Afrobeat, African culture, and everything TRACE stood for. I knew we had to get it right, so we used predictive analytics and social listening to time our press releases and ad campaigns perfectly, ensuring maximum visibility.
What made it even more special was how alive it all felt in real-time. We monitored social media, saw the excitement build, and adjusted the strategy as the event unfolded. It wasn’t just about numbers; it was about capturing the energy of the moment and amplifying it so the world could feel it, too.
Barbra Okafor and TRACE team
The result? A 50% increase in brand visibility and global media coverage positioned TRACE as more than a cultural platform. It became a cultural powerhouse. But beyond the stats, I’ll never forget the buzz in the air that night, knowing we had played a part in such a historic moment. It’s the kind of project that reminds you why you love what you do.
You’ve also worked on advocacy campaigns, like the ONE NGO election awareness video. How do you balance entertainment with social impact?
I believe storytelling is at the heart of both. For campaigns like the ONE NGO video, we used interactive video formats and real-time polling to engage audiences. It’s about creating content that not only entertains but also inspires action—entertainment with purpose. This was pivotal because it aimed to educate young people on the need to cast their votes.
TRACE Play is leading the charge in globalising Afro-culture. What innovations are shaping its future?
TRACE Play is evolving into a cultural hub. We’re exploring VR concerts and blockchain for artist compensation and to deepen audience engagement. These innovations are not just about showcasing Afrobeat but creating immersive experiences that connect fans to the culture in new, exciting ways.
Speaking of new ways to connect, could we see Afrobeat concerts in the metaverse soon?
I am excited about that type of future as I progress in my career. Afrobeat is a powerhouse, and I look forward to being within the space exporting its culture by leveraging technological and cultural trends throughout my career.
I love that. What would you say to non-tech and communications professionals who are hesitant to dabble in tech because they feel they lack programming skills? You've clearly navigated that space seamlessly with your music and communications background.
I completely understand that hesitation and tech can feel intimidating, especially if you don’t have a background in programming or engineering. But here’s the thing: tech isn’t just about coding. It’s about solving problems, creating connections, and building experiences. My entry into tech wasn’t through programming but through my passion for storytelling and communication. I saw technology as a tool to amplify voices and reach people in ways that traditional methods couldn’t.
In my case, music and communication became my bridge. I didn’t need to know how to write lines of code to understand the power of streaming platforms or data analytics. Instead, I focused on learning how to leverage these tools, such as using analytics to understand audiences better or optimising content for SEO. It’s about being curious and asking, “How can I use this to do what I already do better?”
To anyone who is hesitant, I’d say start with what you know and love. If you’re in comms, consider how tech can make your campaigns more impactful. If you’re in music, consider how streaming platforms can enhance how you reach audiences. And don’t be afraid to ask questions or collaborate with tech experts. You don’t have to know it all. You just need to be open to learning and experimenting. Tech isn’t a barrier; it’s an opportunity.
So, what’s next for you professionally?
Barbra: Since leaving TRACE, I’ve had the opportunity to step into a global role with the BBC, where I’m focusing on digital strategy. It’s an exciting progression that allows me to take everything I’ve learned about bridging technology and culture to a larger, more diverse audience. Afrobeat and African culture remain close to my heart, and I see this as a chance to amplify those voices on an even bigger stage. Whether through innovative platforms, global collaborations, or empowering emerging creators, my goal is to stay at the forefront of where tech and storytelling intersect. I’m thrilled to see how this next chapter unfolds.
Thank you so much for sharing your time and insights. Your passion for your work is truly inspiring. You’ve shed light on the incredible potential of innovation at the intersection of technology and culture to create transformative change, which is something I’m sure will resonate with our readers as much as it has with me.
Jun 29, 2020
