Born out of the short-lived TRUE magazine, TRACE was started by Grunitzky in London in 1996. Beginning life as predominantly an urban culture magazine, TRACE’s identity was quickly influenced by Grunitzky’s nascent interest in what he termed ‘transculturalism’ – a phenomenon referring to those individuals who, in their lifestyles, transcend all traditional sociological notions of race, class or gender. Although the magazine’s front pages continued to feature stellar figures from the rap and R&B scenes, including Alicia Keys, Mary J. Blige and Rihanna, the establishment of ‘country themed’ issues, beginning with ‘Brasil 2000’, marked a clear step in the direction of an explicitly international approach to popular culture.
In 2002, Grunitzky co-founded the TRUE, Agency, a marketing agency, consultancy and think tank based in LA in partnership with business partner Richard Wayner and the TBWAWorldwide group. The agency currently operates out of New York, London and Paris.
In 2003, Grunitzky also launched TRACE TV, the world’s first international urban music channel, with Richard Wayner and Olivier Laouchez, in partnership with Goldman Sachs and Groupe Lagardère. TRACE TV, which is now broadcast in over 150 countries, was successfully sold to European investors in July 2010, ending Grunitzky's involvement with the company.
Read more about this topic: Claude Grunitzky
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Famous quotes containing the word ventures:
“If one ventures a word with you, will you be offended? But who can keep from speaking?”
—Bible: Hebrew, Job 4:2.
Eliphaz, one of Jobs comforters, to Job.
“Wine and cheese are ageless companions, like aspirin and aches, or June and moon, or good people and noble ventures ...”
—M.F.K. Fisher (19081992)
“At the moment when a man openly makes known his difference of opinion from a well-known party leader, the whole world thinks that he must be angry with the latter. Sometimes, however, he is just on the point of ceasing to be angry with him. He ventures to put himself on the same plane as his opponent, and is free from the tortures of suppressed envy.”
—Friedrich Nietzsche (18441900)