In a lengthy social media post, PaulO reflected on the remarkable rise of Afrobeats over the past decade, noting that the genre has produced global stars, boosted tourism and taken African music to some of the world's biggest stages.
However, he argued that the industry's current business model is becoming unsustainable.
According to him, although nearly 10,000 artists are now making Afrobeats music, only a handful, about 10 acts, are earning significant income from streaming, music sales and live performances.
PaulO also blamed the decline in concerts and festivals on soaring performance fees, saying many promoters and corporate brands can no longer afford to book top artists.
"For over 10 years, Afrobeats has been one of Africa's biggest exports. It has opened doors, created global stars, boosted tourism, and taken our music to the biggest stages in the world."
He questioned whether the genre was slowing down or whether the industry had created its own problems.
"Today, we have almost 10,000 artists making music, but only a handful (max 10) are really making money from streaming, shows, and music sales. At the same time, artist fees have gone so high that many promoters no fit book them again. Even big companies and corporate brands are beginning to struggle with these prices."
PaulO stressed that live performances remain the backbone of the music business, warning that fewer concerts mean fewer opportunities for emerging artists to build fan bases.
"If promoters can't afford to put on shows, and brands can't afford to sponsor events, then where will the next generation of artists perform? How do we keep building new fans? How do we continue to push our culture across the world?"
He also noted that the usual buzz around Afrobeats concerts during the summer season has noticeably reduced.
"Live shows are the heartbeat of this industry. Na there the fans connect with the artists. Over the last 10 years, Afrobeats tourism brought thousands of people from around the world to festivals and concerts. But look at this summer. We are already in August. How many major Afrobeats shows have you really seen? E no be like before."
While insisting he was not blaming artists, managers, promoters or brands, PaulO called for collective action to preserve the industry's future.
"This is not about blaming artists, managers, promoters, or brands. Everybody is trying to survive. But the truth be say, the current system is becoming harder to sustain."
He concluded by urging stakeholders to work together to create fairer pricing, increase live shows and develop a business model that benefits both established and upcoming artists.
"If we truly want Afrobeats to remain the biggest genre in the world, then everybody in the industry has to come together. We need more shows, fairer pricing, more opportunities for artists, and a business model that works for everyone, not just a few people. Make we reason am together. It's time to make a change so this industry can sustain itself for many years to come."
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