Burna Boy Inc.: From Afrobeats icon to multimillion-dollar mogul

The air inside Paris’s La Défense Arena hums with anticipation. Outside, scalpers peddle last-minute tickets for double their face value. Inside, 40,000 fans—most of them young, some draped in Nigerian flags—wait for a man whose name has become synonymous with a continent’s cultural awakening.

When Burna Boy finally emerges—dark glasses, sequined jacket, a swagger that’s equal parts rockstar and statesman—the roar is deafening. For two hours, he commands the stage, delivering a genre-bending set that traverses Afrobeats, reggae, and hip-hop. But as impressive as the performance is, it’s only one part of a larger story: the business of Burna Boy.

Over the past five years, the artist born Damini Ogulu has done more than headline arenas. He’s quietly built a multi-million-dollar empire that now spans touring, endorsements, fashion, lifestyle products, and a record label. Billionaires.Africa estimates Burna Boy Inc. has grossed more than $50 million since his breakout moment in 2018, placing him firmly among Africa’s wealthiest entertainers.

A touring powerhouse

Burna Boy’s rise from Port Harcourt’s music scene to global headliner has been nothing short of remarkable. His African Giant tour in 2019 was the first hint of his international appeal. But it was 2022’s Space Drift tour that redefined his earning power.

In April that year, he became the first Nigerian artist to headline New York’s Madison Square Garden, grossing $1.58 million in ticket sales. His Paris show at La Défense? $2.86 million. London’s O2 Arena? $1.35 million. Combined, eight of his major international concerts from 2022–2023 brought in $12.3 million, according to touring data.

Then came his 2023–2024 I Told Them U.S. tour, a 15-city run that included record-breaking nights at Boston’s TD Garden and Atlanta’s State Farm Arena. The tour grossed an estimated $15.5 million, with Burna netting somewhere between $6–8 million after promoter cuts and production costs.

“Burna’s live shows aren’t just concerts,” says Kola Adebayo, a Lagos-based music promoter. “They’re an ecosystem—VIP experiences, merchandise, streaming spikes the day after. He’s mastered the touring model.”

Endorsements: The Burna brand

Offstage, Burna has turned his cultural cachet into high-value brand partnerships:

• Pepsi: Signed in 2019, joining the beverage giant’s global youth campaign.
• Star Lager Beer: A natural fit for the Afro-fusion star’s Nigerian fanbase.
• Glo Telecom: Reportedly a ₦200 million (~$240k) endorsement deal.
• Chipper Cash: A 2022 partnership aligning Burna with Africa’s fintech boom.
• Oraimo: His 2025 renewal was reportedly worth ₦1 billion (~$1.2 million).

These aren’t superficial arrangements. Burna’s campaigns often integrate his music and lifestyle, reinforcing his personal brand.

Fashion, lifestyle & ownership

Burna’s influence in fashion is growing, too. He’s fronted campaigns for Burberry, signed on with G-Star RAW for their SS24 collection, and launched a streetwear collaboration with boohooMAN. His rumored foray into sunglasses and wellness products (his BrKfast CBD brand) suggests a pivot into lifestyle markets.

He also runs Spaceship Entertainment, his record label and publishing company, which houses artists like Buju and his sister Nissi.

“It’s not just about music anymore,” Burna said in a rare interview last year. “It’s about owning the platforms and building something that lasts beyond me.”

Counting the millions

A conservative breakdown of Burna Boy’s financial empire: