Ne-Yo concert puts Sri Lanka back on the global entertainment map

Three-time Grammy award-winning singer Ne-Yo 

Showcasing Sri Lanka’s readiness to re-enter the global entertainment arena, the three-time Grammy award-winning R&B star Ne-Yo is set to kick off his South Asia tour from Colombo on 28 December. The show, produced by Brown Boy Presents, marks one of the biggest international performances the country has hosted in years. For an industry that has struggled with instability, inconsistent infrastructure, and limited global exposure, the event is a statement that the market is ready to grow again. Daily FT recently spoke with Brown Boy Presents CEO Amith Boteju who discussed why Ne-Yo chose Sri Lanka, what this landmark concert could mean for the country’s economy, entertainment sector, and international profile.

By Divya Thotawatte 

Q: What made NE-YO choose Sri Lanka for a concert now?

A: I am a personal friend of Ne-Yo. For the past 10 plus years we have travelled around the world together, done different kinds of business deals, built value, and more importantly, built a real friendship.

He knows I am from Sri Lanka and how much pride I take in my country. Every time I talk about my beautiful island, he always says he wants to come visit. He loves nature, he loves seeing new things, and it just so happens that he is a legendary artist. So, I wanted to knock two birds with one stone.

I told him I have always had dreams and aspirations of bringing artists like him down to our country. He is such a legend in the music business, has been doing music for so long, and has so many hits. I told him one day I will make this happen, and here we are.

Q: Regarding Sri Lanka’s recent challenges, what is the main message you want to send with this concert about the country’s recovery and readiness for global entertainment? 

A: Sri Lanka is ready to move forward. We have always been a country of strength. We have  always risen from trials and tribulations. This concert shows what can happen when everyone comes together. 

A three-time Grammy award-winning R&B artist performing in Sri Lanka is a big deal. It is about being positive, showing life, and showing love, while also respecting and acknowledging the hardships the country has gone through.

I have experienced tragedy myself and I believe the best way to honour the past is by rising, by empowering people, and showing the world that Sri Lanka is up and running. It is a beautiful country with so much potential, and these are exciting times.

Q: What does hosting an artist of NE-YO’s calibre say about Sri Lanka’s current capacity to organise major international events, and what preparations have you made in terms of logistics, security, and production to ensure the concert meets international standards? 

A: Bringing artists of any calibre takes a lot of effort and relationship-building. You must go through the entire checklist and build the infrastructure properly. NE-YO is a partner and owner of Brown Boy Presents together with me and Champike and we’re here to build the entertainment sector of Sri Lanka.

The technical riders have been handled by highly experienced professionals like Vinod and Shrimal who have been doing this for over a decade. From my conversations with them it’s clear they have extensive experience, including doing major concerts in other countries.

About 90–95% of the equipment requested on Ne-Yo’s rider is already available in Sri Lanka. That alone shows we have the capability to host international-level events. Our partners Shrimal and Vinod have even invested in certain high-end equipment that was not available in Sri Lanka just to meet the needs of this concert.

For crowd control and safety, we have barricades, police support, Government backing, and professional security teams in place throughout the stadium. From VVIP to General Audience, our goal is for everyone to feel valued and feel that their ticket was worth every rupee.

We want people to walk away saying the experience exceeded expectations. This is my first large-scale event in Sri Lanka with my team, and while it’s been challenging, I love challenges. Nothing great comes easy.

There are many silos in live music and show business, and the economics must make sense. We have worked hard to check all those boxes.

Q: What economic benefits do you expect, especially in terms of tourism, jobs, local vendors and hospitality?

A: We have already seen a strong economic impact. Around 2,000 ticket buyers are expats or international attendees. Nearly 10% of our revenue is coming from outside Sri Lanka, which is a major milestone.

There is no blueprint for this. We are building as we go. We will make mistakes but the goal is to show the world that Sri Lanka is a destination worth visiting with full of opportunity and potential.

In terms of jobs, I am less focused on employment numbers and more focused on knowledge transfer. We have almost 200 volunteers, paid staff, collaborators, and freelancers, basically a small army of music lovers and what matters most is that they gain international-level experience.

Brown Boy Presents CEO Amith Boteju (left) with Ne-Yo

Q: What impact do you expect this concert to have on Sri Lanka’s entertainment industry and live-event scene?

A: When someone can say, “I worked on a Ne-Yo concert,” that confidence and knowledge stays with them for life. That experience is more powerful than just a job title.

I believe this will create a series of impacts. First and foremost, Ne-Yo’s South Asia tour is kicking off in Sri Lanka. That alone shows the level of love and commitment he has, not just as an artist, but as a friend who genuinely wants to experience the country.

Yes, this is relationship-based and strategic, but even if I wasn’t involved, a Ne-Yo concert on its own would still be massive. It just so happens that he has a good friend who lives in LA and is deeply connected to Sri Lanka.

This concert will help set up 2026 for even bigger opportunities. It opens doors for other international artists touring South Asia to include Sri Lanka as a stop. There are also opportunities to work with global companies like Live Nation, which controls a large part of international touring.

When you build infrastructure, whether it is at Sugathadasa stadium or elsewhere, that foundation can last for decades as long as people continue building on it. My goal is to empower people, especially youth and future leaders, so they can take this further than where I bring it.

Q: Beyond the concert itself, what experience do you want visiting artists to have when they come to Sri Lanka?

A: I want artists to experience Sri Lanka beyond the stage: tourism, nature, the history, the culture. From safaris and wildlife to historical landmarks, there is so much to showcase.  The Tourism Board has been very supportive, and we are grateful for that. Once we build this infrastructure and prove what is possible with NE-YO, we can confidently tell other artists: look what we did here. This isn’t just about a concert. It is about experiencing a beautiful island, incredible hospitality, and warm people.

Q: How big is this show compared to other international concerts we have hosted before?

A: I don’t really like comparing. I wouldn’t put myself in a position to judge past efforts because I don’t fully know the journeys, challenges, or partnerships that other promoters went through.

My focus is very simple: making sure NE-YO’s concert happens at the highest level and that fans have an unforgettable experience. Ne-Yo has an incredibly loyal global fanbase. People follow him across countries-Spain, Mexico, Africa-wherever he performs.

Some of those fans are coming to Sri Lanka just for this concert. That means they are not only spending money on tickets but also on hotels, travel, food, and experiences, especially during the peak December season. People are hungry for this kind of entertainment. It starts with infrastructure and foundation, and from there, the rest becomes history.

Q: Are there long-term plans to bring in more international acts if this goes well?

A: Yes, absolutely. For 2026, we have a few artists in mind: Steve Aoki, Akon, and Nelly. Akon is my mentor and bringing him to Sri Lanka is something people would absolutely love. These are all legendary artists. We will see how the market responds and continue delivering top-class entertainment consistently.

Q: What challenges did you face in making this concert happen, and how did you overcome them?

A: There were many challenges. Bringing an event of this scale to Sri Lanka is not easy. There are other promoters and companies who have tried for years and consistency has always been the challenge.

As a businessman, I understand competition, but there were moments where people questioned our capability and even tried to discourage sponsors. Despite that, we have been here since February and now we’re just days away from the concert.

I welcome challenges. I am not here to monopolise the entertainment sector or take business from anyone. I am here to empower, collaborate, and build partnerships across the private sector, government, and creative community and be a major player in the wider entertainment industry working hand in hand with the competition.  That is how an industry should work and thrive. This can only grow if we work together. I am here to learn, share knowledge, and help take Sri Lanka’s entertainment industry to the next level.