Burna Boy Sets New Global Benchmark with I Told Them… Tour

Nigerian megastar Burna Boy has rewritten the record books with his I Told Them… world tour, which has officially become the highest-grossing tour ever by an African artist, a landmark achievement for both the artist and the Afrobeats genre.

According to the concert tracking platform Touring Data, the tour generated a staggering $30.5 million in revenue from 302,801 tickets sold across 22 shows in Europe and North America. This milestone not only cements Burna Boy’s status as a global touring force but also highlights the growing commercial appeal of African music on the world stage.

Record-Breaking Numbers

• $30.5M total gross: The I Told Them… tour now stands as the top-earning tour by any African artist in history.

• 302,801 tickets sold: Across major cities and iconic venues, the tour attracted fans from around the world, underscoring Burna Boy’s international reach.

• London Stadium highlight: One of the tour’s standout moments came on June 29, 2024, when the singer’s London Stadium concert drew 58,973 fans and grossed over $6.1 million, making it the highest-grossing single concert by an African artist ever recorded.

Global Reach and Market Split

The I Told Them… tour was truly global in scale — with almost even revenue contributions from both sides of the Atlantic:

• North America: Approximately $15.19 million earned from 152,378 tickets sold across 16 shows.Europe: Around $15.27 million from 150,423 tickets at six major performances.

This record not only represents a personal triumph for Burna Boy but also signals a broader shift in the global music industry. African music — particularly Afrobeats — has been steadily gaining international traction in recent years, propelled by artists such as Burna Boy, Wizkid, and Davido who have expanded their influence well beyond the continent.

While the I Told Them… tour now tops African touring history, it still sits below the all-time highest-grossing music tour globally — Taylor Swift’s Eras tour, which amassed roughly $2 billion in revenue.

Burna Boy’s Journey to the Top

Born Damini Ebunoluwa Ogulu, Burna Boy has spent the better part of the past decade building a globally recognized brand. Known for his distinctive blend of Afrobeats, dancehall, reggae, and hip-hop, he has won multiple awards and critical acclaim, including Grammy recognitions and major festival appearances.

The I Told Them… tour supported his sixth studio album of the same name, released in 2023, and showcased his ability to draw large crowds in some of the world’s most competitive music markets — from Europe’s stadiums to North American arenas.

What This Means for African Music

Burna Boy’s achievement represents a cultural milestone: a clear indication that African artists can not only compete with global superstars on the world stage but also break significant commercial records. This success is likely to pave the way for more African acts to embark on expansive tours, command major venues, and secure larger global audiences in the years ahead.

In essence, Burna Boy isn’t just setting records — he’s helping redefine what’s possible for African music on the global stage.