Paulo Okoye, the showbiz promoter, has drawn attention after saying Afrobeats is “dead or in a coma.” He explained that the industry is struggling because artist fees are rising, there are fewer concerts, and promoters and brands have fewer opportunities.
Paulo shared his thoughts in a long Instagram post, making it clear he was not criticising the genre but expressing concern about its future.
According to him, “For over 10 years, Afrobeats has been one of Africa’s biggest exports. It has opened doors, created global stars, boosted tourism, and taken our music to the biggest stages in the world.”
However, he wondered if the industry was making things harder for itself.
Paulo wrote that “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 said that performance fees have become so high that many promoters can’t afford to book artists anymore. Even big companies and brands are finding it harder to sponsor events.
“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? How do we keep building new fans? How do we continue to push our culture across the world?” he asked.
The entertainment executive also said he was worried about the drop in major Afrobeats concerts this year. He pointed out that live performances are still key to the industry’s growth.
“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.”
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Paulo also said the problem is bigger than just the artists.
“This is not about blaming artists, managers, promoters, or brands. Everybody is trying to survive. But the truth be say, the current system is becoming harder to sustain.”
He urged everyone in the industry to work together to find a more sustainable way forward.
“If we truly want Afrobeats to remain the biggest genre in the world, then everybody in the industry has to come together.
We need more shows, fairer pricing, more opportunities for artists, and a business model that works for everyone, not just a few people.”
He concluded: “Make we reason am together. It’s time to make a change so this industry can sustain itself for many years to come.”
