Celebrating African Culture in Lagos

Scope:

On July 3rd 2018, Restless Global assisted TRACE in organizing a major event dubbed A Celebration of African Culture at the New Afrika Shrine in Lagos. The event was attended by French president Emmanuel Macron who used it as his platform to launch the 2020 Season of African Cultures in France.


Missions:

  • Coordination between TRACE, the Elysee, VIP guests and on-the-ground teams to ensure the smooth running of the event

  • Writing and producing of “The Shrine Daily” an editorialized program of the event based on a mock newspaper concept

  • Coordination of the French and English-speaking PR teams

  • Media identification and press relations management

  • Monitoring of media outcomes and detailed reporting

  • On-the-ground support during the event

  • Coordination of live Facebook feed and social media coverage of the event

  • Production of various short and long-format videos of the event

Results:

  • Attendance by 1,000 VIP guests and 200 journalists

  • 175 press articles or TV mentions of TRACE, including in Le Monde, Libération, Paris Match, Le Figaro, LCI, CNN, BBC, and CNBC Africa, with a total potential reach of 120 million and an Equivalent Advertising Value (EAV) of 3.7 million euros

  • 617k total social media video views (Facebook, YouTube and Instagram)

  • 28M social media impressions, reaching 24M people

  • 1,300 press articles and TV mentions for Emmanuel Macron, with a 95% positive coverage and an Estimated Advertising Value  (EVA) of 17M euros 

Bringing Hollywood to Africa

Scope:

A major Hollywood-based film company hired Restless Global to provide in-depth expertise on the African film and television space and source investment opportunities for a potential involvement in African productions.

Missions:

  • Production of a comprehensive study on the pan-African film and television industry and its major players

  • Production of a detailed entry-to-market investment strategy leveraging the client’s specific strengths, including business plan and P&L

  • Introduction and relationship management with first-class local partners

  • Deal negotiation

Results:

  • Project on-going 

TRACE Studios Restructuring

Scope:

Following the acquisition of Afro-urban media group TRACE by American investment firm TPG, Restless Global led the restructuring of TRACE Studios, the company’s content production department servicing TRACE’s 24 pay TV channels and its various online platforms broadcast in 160 countries.


Missions:

  • Lead the transition of TRACE Studios from a focus on servicing the group’s linear pay TV channels to a full multimedia, digital-focused production hub

  • Hire, build and train the core Paris-based production team, as well as regional production teams

  • Strengthen collaboration between TRACE Studios and the company’s other departments

  • Proceed to a complete review of all TRACE editorial and branded content formats

  • Create new formats based on viewers’ insights to support the company’s switch to digital

Results:

  • Comprehensive format review lead to the cancellation of some outdated programs and the creation of new ones, with a focus on social-media friendly short form content

  • Creation and dissemination of precise guidelines for all formats, ensuring the homogeneity and quality of content production across all channels and platforms

  • Establishment of new processes for rights acquisitions and management

  • Training, mentoring and coordination of the TRACE production teams in France, Nigeria, Ivory Coast and South Africa

  • Marked improvement of the collaboration between TRACE Studios and the company’s programming, social media, sales, distribution, music business and communications teams 

Yanga! Channel Launch

Scope:

Yanga!, a new TV channel on SKY and Freesat targeting the African diaspora in the UK, hired Restless Global to help define their content acquisition strategy and connect them to relevant distributors and producers.

Missions:

  • Help refine Yanga!’s acquisition strategy around premium Nollywood film and series

  • Build content wish list, secure pitch materials and trailers

  • Manage contacts with distributors and producers

  • Negotiate acquisition deals


Results:

  • Secured necessary volume of content to support Yanga!’s launch

  • Introduced Yanga! to top African and Nollywood distributors and producers, leading to lasting relationships

  • Negotiated best price for top content 

Africa Now Talks x Galeries Lafayette

Scope:

In the Spring of 2017, in the context of their AFRICA NOW season celebrating young African creation, iconic Parisian store Galeries Lafayette approached Restless Global to organize and curate the AFRICA NOW TALKS, a series of three thematic round tables with leading African movers and shakers.

Missions:

  • Concept and design of the event

  • Curation of the round tables

  • Speakers, guests and press invitations

  • Moderation of the round tables

Results:

  • Organization of a series of lively and well-attended debates that brought some depth to the AFRICA NOW season

  • Strengthened Galeries Lafayette’s relationship with a new clientele

  • Attracted new visitors to La Galerie des Galeries art space

  • Sparked interest from Galeries Lafayette’s leadership to further engage with young African creatives and entrepreneurs