Afrobeats star Burna Boy warns colleagues against overvaluing local charts and social media hype, emphasizing the real financial value of international reach
LAGOS, Nigeria — April 9, 2025 – Grammy-winning Nigerian artist Damini Ogulu, popularly known as Burna Boy, has sparked intense discussion in the Nigerian music industry after publicly advising fellow artists to look beyond local popularity and strive for global recognition.
In a strongly worded statement shared via his Instagram Story on Tuesday, the self-acclaimed “African Giant” argued that musical success in Nigeria is financially unsustainable when compared to streaming revenue earned in Western markets. His comments were directed at artists who, he believes, are overly focused on local chart positions and online fan polls without considering the broader economic implications.
“1 Million Nigerian Streams Earns Just $300–$400”
Burna Boy compared the revenue generated from music streams in Nigeria with those in the United States, United Kingdom, and other Western countries. According to him, a million streams in Nigeria typically earn an artist between $300 and $400, while the same volume of streams in the U.S. or Europe could yield between $3,000 and $4,000.
“Dear artist, don’t let Twitter polls and ‘Naija social media fans’ deceive you,” Burna Boy wrote. “They won’t fill up any stadium for you in any part of the world.”
He continued:
“1,000,000 Nigerian streams = $300/€400
1,000,000 UK streams = $3000/€4000
1,000,000 US streams = $3000/€4000
1,000,000 Euro streams = $3000/€4000”
Burna Boy concluded the message with a piece of tough love:
“Your song being number 1 on any platform in Nigeria is not something to celebrate. Aim higher or do other business on the side. I type with love.”
Critiquing the Comfort Zone
The remarks are the latest in Burna Boy’s outspoken approach to the music industry. He has previously emphasized the importance of artistry, hard work, and international appeal in several interviews and social media posts.
His latest commentary underscores his belief that artists should not be content with domestic acclaim alone—especially when that success does not translate into tangible economic growth or sustainable global impact.
“There’s nothing wrong with local success,” said a Lagos-based industry analyst. “But what Burna Boy is pointing to is the disparity in digital monetization, and how African artists often don’t get the same value for their work. If you want to earn globally, you have to compete globally.”
Burna Boy’s Own Global Path
Burna Boy’s own career trajectory lends weight to his message. He is one of the few Nigerian artists who has successfully broken into mainstream Western markets, winning a Grammy Award for Twice As Tall and consistently selling out stadiums around the world—including Madison Square Garden in New York and the London Stadium in the UK.
His collaborations with global stars like Ed Sheeran, Stormzy, Beyoncé, and Justin Bieber have helped solidify his international footprint, while also expanding the reach of Afrobeats as a genre.
The artist has also been vocal about protecting African music from being overly diluted for Western consumption. However, he maintains that going global doesn’t mean losing authenticity—it means delivering quality that can stand shoulder-to-shoulder with the best in the world.
Mixed Reactions from Fans and Artists
Burna Boy’s statement has triggered mixed reactions online. Some fans and fellow artists applauded his message as a much-needed wake-up call, while others accused him of condescension and elitism.
“Not every artist wants to be global,” one user on X (formerly Twitter) wrote. “Some just want to make a living doing what they love at home.”
Another user tweeted, “Burna isn’t wrong. The numbers don’t lie. Nigeria loves music, but the platforms don’t pay artists enough here. Global reach equals better returns.”
Several upcoming artists expressed gratitude for the reality check. “It’s a bitter pill to swallow,” said one Lagos-based singer. “But it’s the truth. If you want music to pay your bills long-term, you can’t ignore the international market.”
Social Media vs. Real Support
Burna Boy’s jab at “Twitter polls and Naija social media fans” touches on a broader concern within the industry: the gap between online hype and real-world support. Many artists have gone viral on Nigerian social media only to struggle with actual concert attendance or album sales.
“People will vote for you online but won’t buy tickets,” said a concert promoter based in Abuja. “It’s something we see all the time. Hype doesn’t equal revenue.”
The Bigger Picture: Africa in the Global Music Economy
The debate comes at a time when African music is experiencing unprecedented visibility on global platforms. From Rema’s Calm Down becoming a worldwide smash to Tems co-writing with Rihanna, the door is wide open—but only for those ready to compete at the highest level.
Streaming giants like Spotify and Apple Music have expanded their presence in Africa, yet payout structures remain significantly lower than in the U.S. or Europe. According to industry reports, this is partly due to lower ad revenues and subscription rates in emerging markets.
Artists like Burna Boy are using their platform to highlight this inequity and push for better infrastructure and support for African music creators—not just in fame, but in finance.
A Message to the Next Generation
For Burna Boy, his message appears to come from a place of mentorship, not malice. He continues to position himself as a global ambassador for Afrobeats and African culture, urging younger artists to broaden their vision and push beyond their comfort zones.
“Burna Boy has always said what others are afraid to,” one fan commented. “He’s not just telling people to aim higher—he’s showing them how.”
