Claude Grunitzky - Ventures


Trace Magazine

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.

True Agency
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.

Trace Television
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.

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