The Boy is Mine Tour — the primary ever co-headlining tour by R&B legends Brandy and Monica — has helped the Black Promoters Collective (BPC) attain greater than $100 million in projected gross sales for the primary half of 2025, the corporate introduced Wednesday (July 16).
The milestone for the nation’s largest Black-owned stay leisure firm is powered by a number of blockbuster excursions, together with The Boy Is Mine, a 24-city co-headlining enviornment run that includes Kelly Rowland, Muni Long and American Idol winner Jamal Roberts.
“We’re constructing a motion rooted in authenticity and excellence,” mentioned Shelby Joyner, president of BPC, in a press release. “The Boy Is Mine is the NBA action proof of how highly effective our tradition is when it’s centered, protected, and celebrated.”
Different success tales for BPC embrace Miami’s Jazz within the Backyard sequence, which drew an viewers of greater than 35,000 attendees and included performances by Lauryn Hill, New Version, Toni Braxton, Busta Rhymes, Coco Jones and YG Marley.
BPC additionally launched the Hampton Jazz and Music Pageant at Hampton Coliseum in Virginia, that includes Anthony Hamilton, Keith Sweat, Fortunate Daye and SWV.
“Our growth into the pageant house is a pure evolution of our mission to create unforgettable cultural experiences at scale,” added BPC chief govt Gary Guidry. “From Jazz within the Gardens to Hampton to the Rock The Bells Pageant, we’re constructing platforms that commemorate Black excellence and drive actual financial influence.”
Different success tales for BPC embrace The Queens Tour uniting musical legends Patti LaBelle, Gladys Knight, Stephanie Mills and Chaka Khan. It additionally co-produced the Scorching 97 Summer time Jam in New York, with shock performances by Meek Mill, a tribute to Irv Gotti by Ja Rule and Pals, and headline units from GloRilla, Gunna and A Boogie Wit Da Hoodie. Along with Scorching 97, BPC additionally promoted LL Cool J’s Rock the Bells Pageant, which included the return of Capone-N-Noreaga and the first-ever Uptown Data Reunion.
“Our advertising strategy is rooted in precision and goal. We’ve demonstrated that when campaigns middle on cultural authenticity, they not solely drive ticket gross sales but in addition foster model affinity and measurable group influence,” added Troy Brown, chief advertising officer of BPC. “The primary half of 2025 is proof that manufacturers who align with culture-forward experiences acquire greater than impressions; they acquire belief.”