Weekend Read
Simisola Badiru has become a name synonymous with innovation and influence in Africa’s music and entertainment industry. Currently serving as the Head of Artist Services and Relationships at Trace Anglophone, Badiru is redefining how African artists are seen, heard, and celebrated globally.
Trace, a global multimedia platform, is renowned for championing urban culture and Afro-centric creativity through its 29 pay TV music channels, digital platforms, radio stations, and original programming. With a presence in over 189 countries and a reach of more than 350 million viewers, the brand has become a driving force in promoting the vibrancy of African and diaspora voices. Trace Anglophone focuses on English-speaking African markets, amplifying local talent while connecting global audiences to the continent’s rich Artistic energy.
Since stepping into her role, Badiru has been behind several of the brand’s most notable transformations. As Head of Artist Services and Relationships, she leads the strategy around artist engagement, development, and brand collaboration. She’s at the heart of building and maintaining Trace’s strong ties with musicians, record labels, and key players in the creative ecosystem. Her role ensures that artists find and thrive on a platform through tailored support, content promotion, and growth opportunities.
One of the standout projects under Simisola
Badiru is the Trace Live series, an intimate, performance-driven platform that has featured some of the most exciting voices in contemporary African music. Badiru also pioneered the Artist Empowerment Programme, a set of workshops and mentorship schemes designed to equip emerging creatives with the tools to navigate the business of music in an increasingly digital world.
Beyond visibility, her tenure has produced tangible results. Since joining Trace Anglophone, the brand has experienced a noticeable increase in engagement, artist partnerships, and digital monetisation efforts, leading to significant revenue stream growth. Outside of her role at Trace, Badiru remains deeply entrenched in the broader creative industry. She has been a freelance music curator for Apple Music Africa since June 2020, a position she has held for nearly five years. In this role, she is tasked with curating editorial playlists highlighting emerging and established African artists.
Her work involves selecting tracks that resonate with diverse audiences, enhancing the visibility and reach of African music globally. Badiru also co-hosts the podcast “F&S Uncensored,” where she discusses music, pop culture, and personal experiences. The podcast is another platform through which she engages with the music industry and shares insights with a broader audience.
Simisola Badiru mentors aspiring music executives and frequently appears as a thought leader on panels and at industry conferences. She contributes her voice to discussions about music innovation, inclusion, and the power of African storytelling.
