Project Abstract

Abstract
The advent and widespread adoption of social media have significantly transformed the music industry, influencing both music artists and music consumption patterns globally, with unique implications for the Nigerian music industry. This research project aims to explore the effects and consequences of social media on music artists, music consumption, and its impact on the Nigerian music industry. By examining the role of social media platforms such as Instagram, Twitter, Facebook, and YouTube in shaping the digital presence and visibility of music artists, this study delves into the ways in which artists utilize these platforms to engage with their fan base, promote their music, and build their personal brand. Moreover, the research investigates the changes in music consumption behaviors brought about by social media, including the rise of streaming services, influencer marketing, and user-generated content. It also analyzes the implications of these changes for music artists in terms of revenue streams, audience reach, and creative control. In the context of the Nigerian music industry, which has experienced significant growth and international recognition in recent years, this study considers how social media has contributed to the global success of Nigerian artists such as Wizkid, Burna Boy, and Tiwa Savage. It explores the ways in which these artists have leveraged social media to connect with fans across the world, collaborate with international artists, and break into new markets. Furthermore, the research project examines the challenges and opportunities that social media presents for emerging Nigerian artists, particularly in terms of competition, authenticity, and sustainability. It also considers the role of record labels, music marketers, and industry stakeholders in navigating the digital landscape shaped by social media. Through a combination of qualitative and quantitative research methods, including interviews with music artists, industry professionals, and fans, as well as data analysis of social media metrics and music consumption trends, this study provides valuable insights into the complex interplay between social media, music artists, music consumption, and the Nigerian music industry. Overall, this research project contributes to a better understanding of the multifaceted effects of social media on the music industry, highlighting its implications for artists, consumers, and industry dynamics, particularly within the vibrant and rapidly evolving context of the Nigerian music scene.

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