Bisina SomtoLive shows and touring entertainment in Africa is no longer just a once in a year or Detty December activity, it’s becoming the continent’s fastest-growing revenue engine from the entertainment industry.
From Burna Boy’s record-breaking tours to booming local ticketing platforms, the numbers reveal why concerts and festivals are the future of entertainment monetization.
Join our WhatsApp ChannelFellow Nigerian stars are also making waves
Burna Boy became the first African artist to sell out Paris La Défense Arena, grossing $2.86 million in ticket sales, with his “I Told Them” Tour earning $15.5 million from just 15 shows.
Asake, Davido, and Wizkid are also pulling in high grosses, from $866,000 at New York’s Barclays Center to over $1 million at Madison Square Garden. On the festival front, Afro Nation Portugal draws 40,000 attendees per day, generating millions in local economic impact.
READ ALSO:Burna Boy Sets Record As First Nigerian With Highest Grossing Venue
Why Live Shows Are the Future of Monetization
The music industry’s revenue model has shifted. Streaming is now the dominant format for music consumption, but it pays artists fractions of a cent per stream. In contrast, live shows offer:
- High-margin ticket sales, with VIP and tiered pricing boosting revenue.
- Merchandise sales directly to engaged fans.
- Sponsorships & brand activations during events.
- Tourism and hospitality spillovers in host cities.
Globally, the live sector is outpacing recorded music growth. For African artists, touring has become the most lucrative part of their business, especially when combined with strategic brand partnerships.
Streaming may dominate music consumption, but its payouts are minimal compared to live events, where artists earn from ticket sales, VIP packages, merchandise, sponsorships, and hospitality partnerships.
In Nigeria, Lagos-based Tix Africa grew from ₦884 million in ticket sales (2022) to ₦2 billion in 2023, selling over 150,000 tickets in the first half of 2024 alone. With more large-scale concerts and festivals, Nigeria’s live event ticket revenues could rise to ₦10–20 billion annually, doubling or tripling when tourism, transport, and hospitality spend are factored in.
READ ALSO:Spotify Wrapped Report: How Asake Emerged Most-streamed King 2024
The potential economic impact is vast, boosting GDP, creating thousands of jobs, attracting international tourists, and strengthening Nigeria’s cultural exports. To unlock this growth, industry stakeholders need to invest in venue infrastructure, expand digital ticketing systems, simplify event licensing, and create policies that encourage large-scale events.
Somto is an Entertainment Reporter with a passion for uncovering the latest stories in the world of entertainment. As a dedicated journalist, Somto delivers in-depth reporting, exclusive interviews, and breaking news coverage.
She covers a wide range of topics, from celebrity interviews to industry trends and film reviews.
As an Entertainment Reporter for Prime Business Africa, She continues to provide comprehensive and insightful coverage of the entertainment industry, offering readers an insider's perspective on the latest developments and trends. She is a trusted source for breaking news, exclusive interviews, and thought-provoking analyses.
Somto is dedicated to providing valuable information and entertainment to her audience while upholding the highest standards of journalistic integrity.
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