Thesis Abstract

Abstract
The advent of social media has revolutionized the music industry globally, with significant effects on music artists, music consumption patterns, and the overall landscape of the industry. This research project focuses on exploring the effects and consequences of social media on music artists and music consumption, particularly within the context of the Nigerian music industry. Social media platforms have provided music artists with unprecedented opportunities to connect with their fans, promote their music, and build their personal brands. The direct and instant nature of social media communication has enabled artists to engage with their audience on a more personal level, leading to increased fan loyalty and a stronger artist-fan relationship. Furthermore, social media has democratized the music industry by providing independent artists with a platform to share their music without the need for traditional gatekeepers such as record labels. In terms of music consumption, social media has transformed how audiences discover, listen to, and share music. The rise of music streaming platforms and social sharing features has made it easier for fans to access a wide variety of music and share their favorite tracks with others. Social media algorithms also play a crucial role in shaping music consumption patterns by recommending songs based on user preferences and listening habits. This has both positive and negative implications for artists, as it can lead to increased exposure but also create challenges in standing out in a saturated market. Within the Nigerian music industry, social media has had a profound impact on the way artists promote their music and engage with their fans. Nigerian artists have harnessed the power of platforms like Instagram, Twitter, and YouTube to reach a global audience and showcase the country's diverse musical talent. Social media has played a key role in the international success of Nigerian artists, contributing to the global popularity of Afrobeat and other Nigerian music genres. In conclusion, social media has fundamentally altered the dynamics of the music industry, empowering artists to take control of their careers and directly connect with their fans. However, it has also posed challenges such as maintaining authenticity in a digital age and navigating the complexities of online promotion. Understanding the effects of social media on music artists and music consumption is crucial for adapting to the evolving landscape of the Nigerian music industry.

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