TikTok and Ticketmaster are set to expand ticketing collaborations across more than 20 new countries spanning Europe, North America, and South America, leaving the African music market out of the initiative.
Africa has made noteworthy contributions to the global music scene, with Nigeria notably creating substantial impact. The omission raises concerns about the inclusivity of the expansion strategy, highlighting the ongoing challenge for African nations to align with and influence international music market trends.
Burna Boy, known for hosting most of his music tours on major global stages, is currently embarking on a series of 18 concerts and tours scheduled from November 17, 2023, to March 11, 2024. These events will take place in various cities across the United States, Germany, Belgium, Canada, and the Bahamas. Notably, none of these concerts are scheduled for Nigeria or any other city in Africa.
The economic challenges faced by countries like Nigeria, Burna Boy’s home country, reflect the state of the music market in Nigeria. Organizing concerts or music festivals in regions like Nigeria or other African countries might be unfavorable for international platforms seeking substantial gains.
Recent developments reveal that artists signed with renowned international recording studios benefit from more robust industry structures compared to those in Nigeria. Consequently, these artists now prefer to receive payments in dollars. This shift has compelled local show promoters to increase ticket prices, imposing a financial burden on fans and potentially diminishing the culture of attending music shows due to reduced disposable income.
The collaboration, aimed at enabling artists to directly sell tickets to their fans within the app, is expanding its reach in the U.S. and making its debut in the UK, Ireland, Australia, Germany, France, Canada, Mexico, Austria, Belgium, Czech Republic, Denmark, Finland, Italy, Netherlands, New Zealand, Norway, Poland, Switzerland, Spain, and Sweden.
Besides Burna Boy, other artists like Niall Horan, The Kooks, and Shania Twain have achieved success with their ticketing campaigns. Since the beta launch, the in-app features have garnered over 2.5 billion views in videos utilized by artists, sports teams, and event organizers.
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