Thesis Abstract

Abstract
The rapid growth and widespread adoption of social media have significantly impacted music artists, music consumption, and the Nigerian music industry. This research explores the effects and consequences of social media on these aspects, aiming to provide an in-depth understanding of the current landscape and future implications. Social media platforms have revolutionized the way music artists interact with their fans, promote their music, and build their brands. Artists now have direct access to a global audience, allowing them to engage with fans in real-time, share updates on their work, and receive instant feedback. This direct engagement has led to a more personalized relationship between artists and fans, fostering a sense of community and loyalty. Moreover, social media has transformed music consumption patterns, with platforms like YouTube, Spotify, and Apple Music becoming primary sources for discovering and listening to music. The ease of access to a vast array of music has led to increased consumption and a more diverse music landscape. Furthermore, social media algorithms and user-generated content have played a significant role in shaping music trends and influencing listener preferences. In the Nigerian music industry, social media has been a game-changer, propelling local artists to international stardom and expanding the industry's global reach. Artists like Burna Boy, Wizkid, and Davido have leveraged social media platforms to connect with a broader audience beyond Nigeria, leading to collaborations with international artists and recognition on the global stage. Social media has also provided a platform for upcoming artists to showcase their talent, gain exposure, and build a fan base without traditional industry gatekeepers. However, social media's pervasive influence has not been without challenges. Issues such as digital piracy, fake streaming numbers, misinformation, and online harassment have emerged as significant concerns for music artists and industry stakeholders. Additionally, the pressure to maintain a strong social media presence and engage constantly with fans can take a toll on artists' mental health and creative process. In conclusion, social media has fundamentally transformed the music landscape, offering new opportunities for artists to connect with fans, grow their audience, and shape music consumption trends. While the impact of social media on the Nigerian music industry has been largely positive, it is essential for artists, industry professionals, and policymakers to navigate the challenges effectively to ensure a sustainable and thriving music ecosystem.

Thesis 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