Afrobeats has enjoyed years of global success, but popular show promoter Paul Okoye, widely known as PaulO, believes the industry may be heading into a difficult period if urgent changes are not made.
The Afrobeats industry challenges have become a major talking point after PaulO warned that fewer live shows and rising performance fees are making it difficult for promoters and upcoming artists.
Sharing his views on social media, PaulO said Afrobeats has spent more than a decade taking African music to the global stage.
He noted that the genre has created international stars and boosted entertainment across the continent.
However, he questioned the current direction of the industry. He wrote, “Today, we have almost 10,000 artists making music, but only a handful (max 10) are really making money from streaming, shows, and music sales.”
He also expressed concern about rising booking fees, saying many promoters and brands can no longer afford to organise major events. According to him, this could reduce opportunities for emerging artists to perform and grow their fan base.
PaulO added, “Live shows are the heartbeat of this industry. Na there the fans connect with the artists. 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.”
Despite his concerns, he avoided blaming any group. Instead, he urged artists, managers, promoters, and brands to work together on a better business model.
He concluded, “If we truly want Afrobeats to remain the biggest genre in the world, then everybody in the industry has to come together… Make we reason am together. It’s time to make a change so this industry can sustain itself for many years to come.”
