It appears that a distinct pattern is emerging among Nigerian artists as they ascend to fame, particularly in terms of their touring strategies and international engagements. Much to the dismay of local fans, there is a stunning lack of Nigerian music tours. While it is undoubtedly exciting to witness these artists expanding their reach into markets in Europe and America, a significant opportunity exists to deepen their connection with Nigeria and the broader African continent.
The global rise of Afrobeats is a thrilling development in the music industry, showcasing the rich cultural heritage of Nigeria and its potential to influence audiences worldwide. However, it’s crucial to acknowledge that Africa, and Nigeria specifically, is an integral part of this global tapestry. When artists overlook their home turf and bypass performances in Nigeria and other African nations during their world tours, it unintentionally undermines the pivotal audience in their rise to stardom.
Looking back to the early 2000s, it was common to see Nigerian artists actively touring their home country, delivering electrifying performances across the 36 states. These concert tours fostered a strong emotional bond between the artists and their local audiences, creating shared cultural experiences and celebrating their musical journey. Unfortunately, this tradition of connecting intimately with local fans appears to be slowly fading, leading to a disconnect that could be detrimental in the long run.
Events like the Trophy Tungba Tour brought together a diverse lineup of performers, featuring notable names such as Ayra Starr, Q Dot, Orisha Femi, Reminisce, Young Jonn, Pasuma, Bella Shmurda, and many others. That Trophy Tungba Tour highlighted the rich variety of Nigerian music. However, campus tours, which once formed a solid integral part of the music entertainment landscape in Nigeria, serving as platforms for artists to connect with fans while also fostering a sense of community among students and music lovers on campuses across the nation, have unfortunately turned to a low frequency with a significant decline.
Back in the day, we used to see artists going on campus tours from university to university, but we only saw them once in a blue moon. I am thankful for the just concluded Odumodublvck Greatest School Tour Ever tour, alongside Llona’s The Homeless Nationwide Tour, which he is currently on, having him performing live in states in Nigeria and the CKay’s Boyfriend University tour that happened in 2023, all which gives me hope for more to come.
Reviving the culture of touring in Nigeria is crucial for enhancing the relationship between artists and their audiences. Live performances play a significant role in fostering a deep connection with fans, as seen in Rema’s homecoming show in Benin, strengthening the bond between his music and the audience. Moreover, touring in Nigeria will provide invaluable networking opportunities for emerging artists by allowing them to open shows for established acts. This exposure can be instrumental in launching their careers and helping them gain recognition.
Increased touring in Nigeria will also contribute to a stronger national identity, particularly as Nigeria establishes itself as the home of Afrobeats. Hosting artists from across Africa and beyond the continent to perform alongside Nigerian musicians in a nationwide tour is bound to solidify Nigeria’s position as a full cultural and sonic hub in Africa. Just like the annual Detty December tagged events have highlighted Nigeria’s vibrant entertainment scene during the holidays, there is more potential to increase growth and recognition throughout the year.
However, touring in Nigeria is two-sided. Several challenges hinder the revival of Nigerian tours. One major obstacle is the scarcity of suitable venues for performances. Many available concert spaces are either too expensive or not equipped to host large-scale events that artists need to reach their audience effectively. For many C-list and B-list performers, the high costs associated with renting venues can translate to elevated ticket prices, and these prices will definitely push people who are eager to attend but are financially constrained.
Moreover, security concerns considerably complicate the touring landscape for artists. The risks associated with traveling through specific routes in Nigeria, including the threats of banditry and kidnappings, have made many artists hesitant to embark on local tours. Instead, they go for international shows, which often offer better security measures, infrastructure, and overall conditions. This is not bad, but many Nigerian artists choose to focus on opportunities overseas, leaving a void in homegrown performances that once thrived.
Despite these significant issues, proactive steps can be taken to revitalize the touring scene for Nigerian artists. Enhancing the availability and accessibility of venues is essential. The Minister of Arts, Culture, and Tourism and promoters can collaborate to create affordable and suitable spaces for large audiences. In line with this, improving general infrastructure, such as transportation and safety measures, would increase artists’ willingness to tour domestically.
By taking these constructive measures, we could see a resurgence of artists touring frequently in Nigeria. With a concerted push towards overcoming existing challenges affecting the Nigerian music tourism side of the entertainment industry, the vibrant spirit of Nigeria’s music scene has the potential to flourish once again nationwide.
