Project Abstract

Abstract
Social media has revolutionized the way music artists interact with their fans, promote their work, and navigate the music industry. This study explores the effects and consequences of social media on music artists, music consumption, and its impact on the Nigerian music industry. Through a combination of qualitative and quantitative research methods, data was collected from interviews with music artists, music consumers, and industry professionals, as well as an analysis of social media metrics and music streaming data. The findings reveal that social media has significantly changed the dynamics of the music industry for artists in Nigeria. Music artists now have direct access to their fan base, allowing for greater engagement and promotion of their music. Platforms such as Instagram, Twitter, and YouTube have become essential tools for artists to build their brand and reach a wider audience. However, this increased reliance on social media has also brought about challenges such as maintaining authenticity and managing online criticism. Furthermore, the study highlights the impact of social media on music consumption patterns among Nigerian audiences. With the rise of music streaming services and social media influencers, consumers have more access to a diverse range of music genres and artists. Social media platforms serve as discovery channels for new music, leading to changes in how audiences explore and engage with music content. Additionally, the study discusses the role of social media in shaping music trends and driving the success of songs in the Nigerian music market. Overall, the research underscores the multifaceted effects of social media on music artists, music consumption, and the Nigerian music industry. While social media offers unprecedented opportunities for artists to connect with fans and promote their music, it also presents challenges in terms of maintaining authenticity and managing online presence. Moreover, social media has transformed how music is consumed and discovered by Nigerian audiences, influencing music trends and shaping the industry landscape. This study contributes to a deeper understanding of the complex relationship between social media and the music industry in Nigeria, providing insights for artists, industry professionals, and music consumers alike.

Project Overview

1.0 INTRODUCTION

1.1 BACKGROUND OF STUDY

The activities of social media have increased overtime with the advancement in the level of technology in Nigeria and its effect is in the life of music artist and the Nigeria music industry. It is evident that the development of social media on the Internet has considerably transformed the way people communicate with one another. According to a recent Nielsen report on the state of social media, nearly 80% of active Internet users visit social networks and blogs (“State of the Media,” 2011).

According to (Blackshaw & Nazzaro, 2004) stated that Social media can be described as “a variety of new sources of online information that are created, initiated, circulated and used by consumers intent on educating each other about products, brands, services, personalities, and issues. “Social media” is an umbrella term that includes social networking sites, creativity work sharing sites, blogs, and forums. This new media form is becoming increasingly influential on consumer behavior in the marketplace, specifically in awareness, obtaining information, developing opinions, and purchasing behavior. Consumers are substituting traditional media and means of advertising, such as television, radio, magazines and newspapers, for new media that give them instant access to information at their own convenience. Due to its consumer-generated nature, social media is perceived as a more trustworthy source of information than traditional advertising and communication.

In that same vein according to (Mangold & Faulds, 2009) stated that consumers are turning to social media platforms to obtain information and make purchasing decisions. As both a new promotional tool and a venue for consumer-generated communications, social media is becoming increasingly influential on the creation and realization of a music star’s image. A variety of social media platforms including Facebook, MySpace, Twitter, YouTube, VEVO, and interactive artist websites, are used to manage promotion and monitor publicity of stars. The following discussion of social media’s influence and importance on the creation and realization of the music star image will focus on the first two media texts: promotion and publicity.

The Nigerian music industry records tens of billions of naira in music CDs, VCDs sales and concerts ticket sales every year; thanks to the increasing consumption of hip hop music and other genre among the Nigerian youths‟. The music, in fact is fast becoming a major income earner not only for the direct actors (artists, promoters, marketers, etc) within the industry, but also for the government in terms of taxation. The seeming high consumption of the music, as argued by Adeyemi (2009) caused the electronic media in the country to give space and time to air more of the multilingual hip hop than its international counterpart. Writers such as Bennett (1999) and Mitchell (1996) quite rightly are of the opinion that hip-hop and other music genere can no longer be simply viewed as an expression of African-American culture. This is because the genre has enjoyed more global popularity and patronage that transcend the acceptance of most other music genres.

1.2 STATEMENT OF PROBLEM

The study on the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry was instigated by the ongoing situation in Nigeria and all over the world. Social media has its good and bad. Social media can promote an artist to fame and also bring the artist to low depending on the situation surrounding the life of the artist and this in turns have a significant effect on the music industry and the consumption of music by that same artist.

1.3 AIMS AND OBJECTIVES OF STUDY

The main aim of the research work is to examine the effects and consequences of social media on music artist, music consumption and its impact on the Nigerian music industry. Other specific objectives of the study include:

1. To examine the relationship between social media and the Nigerian music industry

2. To investigate on the factors affecting the efficiency of the Nigeria music industry

3. To examine the effect of social media on music consumption in Nigeria

4. To discuss on the impact of social media on the promotion of music artist and the Nigerian music industry

5. To proffer solution to the above problems