Detty December: Investment in Concerts on the Rise, Notes Entertainment Executive

Investment in concerts and live music events has increased significantly during this year’s Detty December festivities, reflecting the rapid growth and commercialisation of Nigeria’s end-of-year entertainment season, entertainment executive Odunfa Damilare has said.

Damilare, a seasoned player in the live events and entertainment space, noted that December in Lagos and other major cities has evolved from informal parties and street jams into a highly structured ecosystem of concerts, festivals and curated nightlife experiences.

According to him, this transformation has encouraged promoters, investors and brands to commit more resources to concert production.

He explained that organisers are now spending more on stage design, sound, lighting, security, logistics and artist bookings in order to meet rising audience expectations.

With Nigerians at home and members of the diaspora returning for the holidays, demand for premium entertainment experiences has surged, making concerts a major attraction during the festive period.

“People now have many options during Detty December,” Damilare said, adding that the competition among event organisers has pushed production quality higher and made concerts more appealing to both attendees and sponsors.

He observed that brand partnerships have become central to the success of major shows, as corporate sponsors increasingly see concerts as effective platforms to engage young consumers.

This has helped organisers offset high production costs while delivering large-scale events featuring top local and international acts.

According to Damilare, Detty December has also become a peak season for artists, many of whom perform at multiple shows within a short period. Beyond earnings, he said the concerts offer performers increased visibility and stronger connections with fans, particularly visitors returning from abroad.

However, he acknowledged that the growing scale of the season comes with challenges, including event fatigue, crowd management and the pressure to maintain high standards across back-to-back shows. Despite this, he described the overall outlook as positive, noting that increased investment signals confidence in Nigeria’s live entertainment market.

Industry observers say the rising investment in concerts underscores Detty December’s importance not just as a cultural phenomenon, but also as a growing contributor to the creative economy, tourism and nightlife industries.

As the season continues to expand, stakeholders expect concerts and festivals to remain at the centre of Nigeria’s December celebrations.