Business

The diminishing “African Giant” and (tragic) own goals

 Burna Boy has had a very rough moment on his U.S. tour, and that is what everybody is talking about lately. Two of his shows, Minneapolis on 28 November and Chicago on 1 December, were cancelled less than a day before the first date. Fans woke up to find the concerts had disappeared from the platform, and refunds started rolling out immediately.

Here is how things unfolded. At a recent concert in Denver, Colorado, part of his tour, Burna Boy suddenly stopped mid-show when he saw a woman in the front row who appeared to be asleep. He publicly called her and her partner out. He told security to remove them before he could continue. According to the reports, he said something like, “When I see you there sleeping… You people make me angry. Take her home now.” Then the couple left, and the show resumed.  After that, reports started saying ticket sales for some cities were dropping. The problem now is his relationship with fans and public image, and that is suffering in a way that might last, and now two shows are gone.

The clip went viral. Many people described his behaviour as disrespectful, especially because this is someone who sells out massive venues, and many fans spent their money, maybe took time off work, travelled, just to see him perform.

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Burna did not help matters with his response afterwards. On social media, in a live session, he said he was only interested in “fans wey get money this period”. That statement landed poorly. Because being a fan and paying for a show already means you have value, energy level or mood.

This is not new for him. Over the years, there have been instances where fans accused him of aggressive or dismissive behaviour. For example, a while ago, a fan tried to climb on stage at a concert, and Burna Boy reportedly kicked him off. At another show in Lagos, he left the stage abruptly when a fan breached security and ran towards him; many saw that as arrogance, rather than protection.

Earlier in 2025, Burna Boy explained that he suffers from PTSD, saying that sudden crowd invasions trigger him.  Maybe that is true. Maybe he’s dealing with real trauma. However, at this point, it seems like a repeated pattern of hot temper, unpredictability, and demeaning remarks.

Now think about what all of this does to his brand. Before this moment, Burna Boy commanded huge respect. He had sold out venues abroad, he had awards, and he had fans across continents. But respect is fragile. When fans watch you publicly shame or belittle people who paid to be there with you, they wonder if the show is about them or about ego. Is the artist committed to the craft, or just reacting?

Because of the recent backlash, some people are talking about boycotting. Others are mocking the cancellations as “karma”.

That does not mean it is over for Burna Boy. He still has talent, stage presence, and reach. He still captures attention. But in entertainment, especially in Afrobeats, where fans are like family, treatment matters as much as output. Fans remember feelings, and remember how a star made them feel, not just what song they sang.

If there is going to be a coming out of this, there should be a balance between talent and humility. He must manage his brand not just by albums and awards, but by respect and consistency. Because reputation only travels in one direction, once you start losing it, you work double time to earn even a fraction back.

At the end of the day, Burna Boy’s cancelled shows are like a mirror, reflecting behaviour, expectations and what fans expect from a superstar. It is up to him to decide what kind of mirror he wants to see himself in.

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