February 11, 2016
Decoded in ‘Formation’: Beyonce’s Powerful–and Profitable–Tour Legacy
I AM… WORLD TOUR
This tour, which was announced in October 2008, was the singer’s fourth concert tour, and it kicked off in late-March 2009. Spanning from the Americas to Europe, Asia, Africa, and Australia, it included 108 shows. Just as some others, it included pre-concert food drives as part of a campaign by General Mills’ Hamburger Helper entitled, “Show Your Helping Hand.”
Performing in Thierry Mugler-designed costumes on a stage that featured special effects and an all-girl band, she performed songs from her first three solo albums as well as Destiny’s Child hits. The first European leg of the tour sold more than 350,000 tickets for 32 shows and the UK leg sold out completely. In 2009, the tour was nominated for Eventful Fans’ Choice Award at the 6th Annual Billboard Touring Awards. By the time the tour ended, it grossed $119.5 million.