1. An African promoter contacts the talent agency/agent of American celebrity to perform in Africa. (Sometimes the talent is contacted directly through his/her manager).
2. The Agency/talent explains the conditions and terms required. They also throw out some numbers. Sometimes there are live performance contracts in place, many times, none exists except what the US artists sends the promoters, if at all.
3. The promoter agrees to the terms and is told to pay the initial 50% deposit fee, usually hundreds of thousands of dollars.
5. The African concert promoter pays.
6. When the time approaches for performance, the celebrity starts citing issues of “safety” and either asks for more monies to be deposited or just the entire performance fee to be paid up front.
7. The promoter obliges.
8. When the day arrives, the artist is nowhere to be found.
That’s a typical scenario that is all too common in Africa. In my video clip below, a tester really, to get my mindset around being back on camera, on a consistent basis, in 2013, I discuss the Nas case and provide tips for all parties involved: US & African concert promoters as well as American celebrity artists.
Emerging artists are rarely ever solicited by international promoters. No one knows you and it is a financial loss and makes no sense for a promoter in Africa or anywhere to foot expenses and bills to bring you to Africa. So, please do not overwhelm with emails asking about how to perform in Africa. You got work to do on the homefront. Handle that, first. Thank you in advance.