Country Profile: Nigeria
Nigeria’s live music scene draws from the unrelenting appetite for cultural experiences from its gigantic youth population, with Lagos at its heart.
The city’s activity-packed December calendar continues to set the tone for the rest of the continent, drawing a wave of international artists and ambitious promoters from around the world. “The appetite is undeniable, but it’s not plug-and-play,” cautions Anthonia “Sasha P” Yetunde Alabi of Purplefire Entertainment.
“You need the right season, the right pricing, and the right cultural positioning. Done well, Nigeria delivers scale and [cultural] impact. Done poorly, it’s an expensive lesson.”
What was once a market dominated by a handful of big players has evolved into a patchwork of operators experimenting with different models in a space that moves at breakneck speed. Flytime Promotions, led by Cecil and Keke Hammond, still anchors the December rush with staples such as Rhythm…
Looking for full access?
Enjoy unlimited access to all digital content by subscribing to IQ
Share this
