Nigerian entertainment executive Paulo Okoye has stirred fresh conversations after claiming Afrobeats is “dead or in a coma.” He believes the problem is not the music itself. Instead, he says the business side of the industry is falling apart.
According to him, rising artist booking fees and fewer concerts are making life harder for promoters and brands. He shared his thoughts in a detailed Instagram post. However, he made it clear that he was not attacking Afrobeats. He only wants the industry to face its growing challenges.
Paulo admitted that Afrobeats has achieved amazing success over the last decade. He said the genre has produced global stars, promoted African culture, and boosted tourism.
Still, he asked a difficult question. Is the industry creating problems for itself? He explained that almost 10,000 artists are making music. Yet, only about 10 are earning serious money from streaming, music sales, and live shows. He added,
“If promoters can’t afford to put on shows, and brands can’t afford to sponsor events, then where will the next generation of artists perform?”
He also raised concerns about the drop in major Afrobeats concerts this year. According to him, live shows remain the heartbeat of the industry because they connect artists with fans. He said,
“Over the last 10 years, Afrobeats tourism brought thousands of people from around the world to festivals and concerts. But look at this summer. We are already in August. How many major Afrobeats shows have you really seen? E no be like before.”
As a result, he believes fewer events could slow the growth of the genre.
Despite his concerns, Paulo refused to blame artists, managers, promoters, or brands. Instead, he said everyone is trying to survive in a difficult market. He warned that the current business model is becoming harder to sustain. Therefore, he called for unity across the industry. He urged stakeholders to create fairer pricing, organise more shows, and provide better opportunities for upcoming talents. He ended with a simple message:
“Make we reason am together. It’s time to make a change so this industry can sustain itself for many years to come.”
See his post below;
