The Business of Music Tours: How Afrobeat Artists Sell Out Shows
In recent years, Afrobeat has exploded onto the global stage, with Nigerian artists headlining concerts in London, New York, Paris, and Toronto. From Davido to Burna Boy, and Wizkid, tours have become one of the biggest revenue sources for musicians. But how do these artists actually make money from their concerts?
1. Ticket Sales
The primary source of income from tours comes from ticket sales. Major Afrobeat concerts now sell out arenas with 20,000 to 70,000 seats. For example, Burna Boy’s Love, Damini tour grossed millions from sold-out venues worldwide.
2. Sponsorships & Brand Partnerships
Big brands such as Pepsi, MTN, and Nike often partner with artists to sponsor their tours. These sponsorship deals cover part of the tour expenses while also boosting the artist’s earnings.
3. Merchandise Sales
At every major show, fans buy branded merchandise like t-shirts, hoodies, and caps. This additional income stream is huge—especially for global tours where merchandise can be sold at premium prices.
4. Streaming & Social Media Boost
After a concert, streaming numbers often spike because fans replay the songs they just experienced live. Social media trends also boost the artist’s profile, which indirectly increases their revenue from other channels.
5. Tour Management & Logistics
Behind every successful tour is a strong management team handling flights, visas, promoters, stage design, and PR. Nigerian artists increasingly work with international promoters to expand their reach.
6. International Expansion
Unlike in the past, Nigerian artists now tour globally. Selling out O2 Arena in London or Madison Square Garden in New York brings both prestige and huge financial rewards, putting Afrobeat on the same stage as hip hop and pop music.
7. Why Tours Matter More Than Ever
While streaming brings money, live tours build stronger fan connections and bigger financial paydays. A successful tour can gross millions, making it a vital part of the modern music business.
Final Thoughts
Afrobeat tours are more than concerts—they are global cultural events. For Nigerian artists, touring is not only about performing; it’s about building a brand, expanding influence, and securing long-term financial success. As the world embraces Afrobeat, we can only expect even bigger and more profitable tours in the future.
