This is not the first time that a tribute is paid to the African aesthetics by the two artists. However, Beyoncé and Jay-Z have never given concert together in Africa, and no date is scheduled for On The Run II .
— The Source Magazine (@TheSource) March 16, 2018
A few weeks ago, the Carter made a sensation with a clip shot in the Louvre for the song “Apes ** t”, which now totals some 49 million views.
Rolling Stone believes that this is a way to draw attention to the lack of representation of African culture : ” While wandering in the Louvre in Paris, the two African-American superstars occupy the front of the scene in a high place of culture which, like the majority of Western museums, has historically left little room for non-white artists “.
The album “Queen B” was also a symbol, especially because of her collaboration with the Nigerian artist Laolu Senbanjo- she had done the body painting on her dancers in the video for “Sorry” – and the participation of the British-Somali poet Warsan Shire to the clips of the album.
In 2011, Beyonce released Run The World (Girls) and was surrounded by more than 230 dancers and dancers from Mozambique, including the group Tofo Tofo .
At the Grammy Awards 2017 , the artist pays tribute to Oshun , Yoruba deity (an ethnic group mostly present in West Africa), goddess of sexuality and fertility.
A rare presence in Africa
However, none of the two On The Run tours planned to go through African cities, any more than the one organized after the release of Formation and for The Mrs Carter Show World Tour .
The last time Beyoncé gave a concert on the continent was in 2004 in South Africa, as part of a charity event for the founding of former President Nelson Mendela – and it was at the time member of Destiny’s Child .
The music industry is doing very well in Africa, where concerts can earn millions of euros. The habits of millennials on the African continent are very musical and despite the increase in prices, theaters are always busy.
For the past ten years since the Carter did not make an appearance in Africa, the budget allocated to the entertainment and their infrastructures has increased considerably, explains the magazine Quartz .
When Rihanna moved to Johannesburg in 2013, the 70,000 tickets sold in a few days, even though prices were up to European prices. Those for Justin Bieber sold even faster for the 2013 and 2017 tours. Katty Perry and Ed Sheeran both announced dates in South Africa.
French artists such as Black M , Master Gims , Damso , DJ Arafat or Booba turn a lot in Africa – especially in Abidjan, Ivory Coast – and make a full card each time.