Nigerian Afrobeats star Burna Boy has urged emerging artists to prioritize international recognition and diversify income streams, cautioning against overvaluing local chart success.
In a viral Instagram post on April 8, the Grammy-winning musician highlighted stark differences in streaming revenue between Nigeria and Western markets, emphasizing that financial returns from Nigerian streams lag significantly behind those in regions like the U.S. and Europe.
He noted that one million streams in Nigeria generate approximately $300 to $400, compared to $3,000 to $4,000 or more for the same number of streams in the U.S., U.K., or European countries. Burna Boy argued that topping Nigerian charts offers limited financial benefit or global visibility, advising artists to either elevate their craft for international audiences or explore supplementary business ventures.
“Your song being number one on any streaming platform in Nigeria is not something to celebrate. Aim higher or do other businesses on the side,” he wrote. He further warned against relying on social media validation from local fans, stating, “Dear artists, don’t let Twitter polls and Naija social media fans deceive you. They won’t fill up any stadium for you in any part of the world.”
The advice reflects broader challenges within Nigeria’s music industry, where artists often face low per-stream payouts due to smaller market size and currency valuation disparities. Burna Boy’s own career trajectory—marked by global collaborations and performances—underscores his call for ambition beyond domestic acclaim. Industry observers note that while local success fosters visibility, monetization increasingly depends on cross-border appeal, prompting many African artists to target international tours, brand partnerships, and streaming strategies tailored to wealthier markets.
