Why Are Participants Paying High Amounts to Attend an African Music Festival in Portugal?

- Establishing a world-class stage directly on one of the Portuguese beaches poses enormous logistical challenges, but that has not prevented tens of thousands of fans from flying in from over 180 countries and paying high prices to attend the "Afro Nation" music festival in Portugal. Adefemi Akinsanya explains in the Africa Inc. series.

How the demand for live African music performances has transcended the continent and reached the entire world. Depending on the purchase date and the category chosen by visitors, ticket prices for the three days range from $325 to over $1,000, and they sell out quickly.

Natasha Manley, CEO of the Malakit Group, stated that people from over 180 countries attend the festival. She added: "We often put tickets on sale in what we call 'blind pre-sale', meaning without announcing any artists at all. Many brands cannot do that." Manley explained: "We monitor who buys and how they buy. We also track their behavior during the customer journey while purchasing, starting from when they enter the site during the pre-sale phase, through how they navigate the site, where they stop and leave, what repels them, what captures their interest, and drives them to move to the shopping cart and complete the payment in the end, and who does not pay and why."