The Boy is Mine Tour — the first ever co-headlining tour by R&B legends Brandy and Monica — has helped the Black Promoters Collective (BPC) reach more than $100 million in projected sales for the first half of 2025, the company announced Wednesday (July 16).
The milestone for the nation’s largest Black-owned live entertainment company is powered by several blockbuster tours, including The Boy Is Mine, a 24-city co-headlining arena run featuring Kelly Rowland, Muni Long and American Idol winner Jamal Roberts.
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“We’re building a movement rooted in authenticity and excellence,” said Shelby Joyner, president of BPC, in a statement. “The Boy Is Mine is the latest proof of how powerful our culture is when it’s centered, protected, and celebrated.”
Other success stories for BPC include Miami’s Jazz in the Garden series, which drew an audience of more than 35,000 attendees and included performances by Lauryn Hill, New Edition, Toni Braxton, Busta Rhymes, Coco Jones and YG Marley.
BPC also launched the Hampton Jazz and Music Festival at Hampton Coliseum in Virginia, featuring Anthony Hamilton, Keith Sweat, Lucky Daye and SWV.
“Our expansion into the festival space is a natural evolution of our mission to create unforgettable cultural experiences at scale,” added BPC chief executive Gary Guidry. “From Jazz in the Gardens to Hampton to the Rock The Bells Festival, we’re building platforms that celebrate Black excellence and drive real economic impact.”
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Other success stories for BPC include The Queens Tour uniting musical legends Patti LaBelle, Gladys Knight, Stephanie Mills and Chaka Khan. It also co-produced the Hot 97 Summer Jam in New York, with surprise performances by Meek Mill, a tribute to Irv Gotti by Ja Rule and Friends, and headline sets from GloRilla, Gunna and A Boogie Wit Da Hoodie. In addition to Hot 97, BPC also promoted LL Cool J’s Rock the Bells Festival, which included the return of Capone-N-Noreaga and the first-ever Uptown Records Reunion.
“Our marketing approach is rooted in precision and purpose. We’ve demonstrated that when campaigns center on cultural authenticity, they not only drive ticket sales but also foster brand affinity and measurable community impact,” added Troy Brown, chief marketing officer of BPC. “The first half of 2025 is proof that brands who align with culture-forward experiences gain more than impressions; they gain trust.”
