- Paulo Okoye believes Afrobeats is facing an economic crisis rather than a creative one, warning that rising artist fees and fewer live events are making the industry difficult to sustain.
- He urged artists, promoters, managers and brands to work together to create a fairer and more sustainable business model that will secure the future of Afrobeats.
Nigerian music promoter and entertainment executive Paulo Okoye has sparked debate after declaring that Afrobeats is “dead or in a coma,” warning that the industry is becoming increasingly difficult to sustain due to soaring artist fees, fewer concerts, and declining opportunities for promoters and brands.
In a detailed Instagram post, Paulo stressed that his comments were not meant to attack the genre but to draw attention to the challenges threatening 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 questioned whether the industry is now creating problems for itself.
Paulo noted that although “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 argued that performance fees have become so high that many promoters can no longer afford to book artists, while even major companies and corporate brands are beginning to struggle with the costs.
He wrote, “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?”
The entertainment executive also pointed to the decline in major concerts this year, saying live performances remain the heartbeat of the music industry.
“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.”
Paulo insisted that the problem is bigger than artists alone, adding that everyone in the industry is simply trying to survive.
“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.”
Calling for urgent collaboration, he urged stakeholders to adopt a more sustainable model for the industry.
“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 by writing, “Make we reason am together. It’s time to make a change so this industry can sustain itself for many years to come.”
Reactions trail Paulo’s comments
Chioma Joy: “I think what he intended to write was is afrobeat dead or in coma”
Sulaimon Yusuf: “The disclaimer loud pass the advice 😹”
Emmanuel Diine: “With Omah lay I think afrobeat is alive💜”
Bright George: “He made some good points but saying ‘Afrobeats is dead’ Is totally incorrect”
SoulAim MrProducer: “Afrobeats is not dead. They should book the younger ones doing Afrobeats. Younger ones are better and affordable. Go for them!”
