Abstract
This study examines the impact of the internet on the careers and visibility of selected popular musical artists in Nigeria. The internet has revolutionized the global music industry, providing artists with platforms for creation, promotion, and distribution that transcend traditional barriers. The research focuses on how Nigerian artists leverage digital tools such as social media, streaming platforms, and online marketing to build their brands, connect with audiences, and generate income. Using a qualitative approach, interviews were conducted with selected artists, music producers, and industry stakeholders to explore their experiences and strategies in the digital space. The findings indicate that the internet has significantly expanded the reach of Nigerian musical artists, enabling them to gain international recognition, increase fan engagement, and diversify revenue streams through digital sales and live-streamed performances. However, challenges such as piracy, digital platform policies, and the high cost of internet access in Nigeria are noted. The study concludes by emphasizing the transformative role of the internet in shaping the Nigerian music industry and calls for greater investment in digital infrastructure to support artistic growth.
Keywords: Internet, Nigerian music, musical artists, digital platforms, social media, music promotion.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Music has been considered one of the world's oldest creative arts over the years. Nigerians view the music business as a key hub for the development of talent. Therefore, it is impossible to overstate how important it is for Nigeria's music industry to embrace the internet. The goal of this study is to identify the trends in the internet's influence on Nigeria's music industry. Adedeji (2019) asserts that music is an essential element of the creative industries and that it has been crucial in overcoming the obstacles that come with geographical boundaries. Over time, Nigeria's music culture has changed, incorporating western-popularized genres alongside more traditional ones. Composers, producers, artists, talent managers, sound engineers, media personnel, promoters, agents, distributors, and many other professionals in the music value chain are included in the classification of the music industry, which covers all facets of the music business. The music industry in Nigeria is heavily commercialized and exported to every part of the globe where there is a market for it. The internet has played a significant role in the distribution of Nigerian musicians' songs (Adedeji 2019). Prominent Nigerian musicians with a large and expanding global fan base abroad include Femi Kuti, WizKid, Davido, Teckno, Phyno, DbanJ, Tuface, Tiwa Savage, Simi, and Falz.
Pop culture has become more prevalent in Nigerian music, as evidenced by the two leading musicians in that genre. It has been demonstrated that music is a universal language that everyone can understand (Ndeche, 2018). Jayeola and Nwoye (2017) assert that it is relevant that Nigerians, particularly the younger generation, are using the internet to cultivate their musical skills, propagate Nigerian values, and direct those ideals toward moral and national advancement. Thus, training and education in ICT and media infrastructure are essential to fighting the global suppression of Nigerian music. If not, the globalization that has been studied to produce our musical legacy may erase it.
There is no shortage of evidence on the effects of globalization on the Nigerian music scene. Nigerian musicians have occasionally worked with international performers, and more recently, they have produced original songs inspired by artists from around the globe (Ndeche, 2018). The advent and extensive integration of the internet have brought about a revolution in multiple sectors, including the music industry. This has resulted in a shift in the methods of music production, distribution, consumption, and promotion. The internet has had a huge impact on the music industry and artist promotion in Nigeria, a nation known for its thriving music scene and rich cultural legacy. Adedeji (2023) asserts that the development of technology and its periodic advancement in terms of applications has had a profound effect on all facets of human effort. Digitalization and its effects on the music industry, including production, performance, distribution, consumption, and practitioner compensation, have been the focus of contemporary technical discussions within the music industry. Fiorini et al. (2013)
The internet's democratization of access to music production tools, aspiring Nigerian musicians can now freely produce and release their music, eschewing the old gatekeepers like distributors and record labels. As per Adedeji (2023), it is apparent that the Nigerian music industry and its associated parties have effectively leveraged worldwide patterns regarding digitalization and use by shifting from conventional distribution channels to internet platforms. The music business has seen a dramatic shift in favor of internet platforms and marketing techniques. Nigeria, renowned for having a thriving music industry, is not an outlier in this regard. This has made it possible for musicians to use social media to further their creative and artistic careers and for new chances to arise in the way that music is consumed.
With easily available digital audio workstations and reasonably priced recording equipment, musicians may create excellent music from the comfort of their homes or temporary studios. The democratization of music production has enabled a wide range of musical talents to emerge in a variety of genres, adding to the diversity and richness of Nigeria's music landscape.
Additionally, the internet has completely changed how music is distributed and consumed in Nigeria. It now makes it easy to access a huge catalog of songs and albums via social media, digital downloads, and online streaming services. Nigerian musicians may now reach a global audience with their music, bridging cultural and geographic divides, thanks to the growth of streaming platforms like Spotify, Apple Music, and YouTube Music. This has created new opportunities for
The internet has also completely changed the marketing and promotion tactics used by Nigerian musicians and other music business participants. Artists may now interact with fans, share content, and develop their personal identities using social media sites like Instagram, Twitter, and TikTok. In order to drive virality and create excitement around new releases, influencer marketing, viral challenges, and user-generated content campaigns have become essential parts of music promotion campaigns. Many in the music industry are aware of the enormous potential that internet platforms have to promote Nigerian music both domestically and internationally, according to Ademola (2024). Through the effective utilization of social media, streaming services, and targeted advertising, it is possible to establish oneself as a prominent participant in the digital music marketing arena.
Furthermore, digital publications, streaming playlists created by influencers and tastemakers, and online music blogs all have a significant impact on promoting Nigerian musicians and introducing them to new markets. Nigerian music's global visibility and economic success are further enhanced through creative digital marketing efforts, cross-promotional partnerships, and collaborations with international musicians. Ademola (2024), In Nigeria, digital music marketing is becoming more and more common. Numerous variables, such as the rise in popularity of smartphones, the expansion of social media platforms, and the availability of reasonably priced internet services, have contributed to this trend. In order to reach a larger audience and promote their music, record companies and musicians have found that digital music marketing is an affordable solution.
Ademola (2024), the proliferation of the Nigerian music business has made digital music marketing crucial for performers looking to build their names and get recognized. It makes sense that an increasing number of artists are embracing this trend and making the most of it. All things considered, digital music marketing is a useful tool that is revolutionizing the Nigerian and international music industries. In Nigeria, digital music marketing has become more popular, revolutionizing the ways in which performers become well-known and visible. In the Nigerian music industry, success is not always guaranteed by talent or experience alone. For artists to be successful, marketing efforts and sponsorship were required. However, music marketing tactics have seen a dramatic change as a result of the digital era. With the introduction of music streaming platforms such as Spotify, Apple Music, ( Ademola (2024):
To draw in and keep fans interested, this entails producing engaging content like music videos, interviews, and behind-the-scenes pictures. Influencers and platforms on social media are crucial for building a strong online presence and reaching a wider audience. In order to market their music, engage with fans, and reach new audiences, record companies and musicians now depend heavily on social media channels. Ademola (2024): Musicians can use social media sites like YouTube, Instagram, and TikTok to express their creativity, interact with their fans, and produce viral content that can increase their visibility and revenue. Social media platforms have had a revolutionary effect on the music industry, altering the ways in which music is found, listened to, and commercialized.
Idoko (2023) claims that musicians may now release their songs online, reaching a bigger audience both locally and globally, thanks to the development of digital media. Nigerian musicians are now more visible and reachable as a result of this distribution change. It's now simpler for musicians to interact with fans and display their talent thanks to online music services like Apple Music, Spotify, and YouTube. Independent musicians can now independently promote their work and release it online without the help of big record labels. Idoko (2023) asserts that the emergence of digital media has not only revolutionized music distribution but also the process by which Nigerian musicians compose and record their songs.
. Thanks to the availability of digital recording software and equipment, musicians may now create excellent music from the comfort of their own homes or studios. As a result of the democratization of the music creation process, established musicians and up-and-coming musicians can now compete on an even playing field. Furthermore, social media sites like Facebook, Instagram, and Twitter have been crucial in promoting Nigerian music. Artists have the ability to interact directly with their fan base, share information about upcoming releases, and develop a devoted fan community. The direct communication between musicians and fans has fostered a sense of camaraderie, which has greatly aided in the growth and success of the Nigerian music business.
The rise in new and emerging musicians has been facilitated by digitalization (social media and newer technologies), which has opened up more opportunities than ever before. This has led to an overabundance of digital music and increased competition among musicians as they fight for opportunities, money, and audience attention (Klein et al., 2017). Due to the diverse social media usage patterns that ensued, musicians were forced to reevaluate their approaches to marketing their brands and live performances as well as their methods for connecting with their target audiences.
Developing, preserving, and strengthening an online persona is crucial for up-and-coming musicians to make a name for themselves (Choi, 2016). This can involve making straightforward decisions like which social media influencers to follow or more involved ones like what kind of content to produce and which social media network to use more frequently (Aral et al., 2013).
The musician may be prompted by these difficult choices to gain the necessary abilities and expertise in order to produce original content that will resonate with their intended audience. Emerging musicians can address their audiences through a single account while being mindful of meeting the needs of multiple audiences, as noted by Marwick and Boyd (2011), who also noted that social media users typically post different content to appeal to multiple audiences. This is an alternative to creating separate accounts for each audience. Furthermore, favorably framed question-like content, texts or captions with a directive intent, and action images or visuals will encourage online social interactions, enhanced information sharing, and audience engagement (Ordenes et al., 2019).
1.2 Statement of the Problem
Government regulations, investor interest, and an inadequate business structure are just a few of the issues facing Nigeria's music industry. In contrast to the organized milieu that fostered the ascent of well-known Nigerian singers such as Fela Anikulapo Kuti during the 1970s to 1990s, the Nigerian music scene of today is teeming with independent artists who use digital technology to independently produce and release music. This change has given artists the ability to take charge of their careers, but it has also resulted in a rise in mediocrity since many musicians now put more emphasis on making music that fits in with current trends than on demonstrating their actual skill or ability. But this independent music-making method, in which musicians manage every facet of the business themselves, isn't as successful as it
While it may help emerging artists gain exposure, the support and structure provided by record labels remain crucial for Nigerian artists aspiring to achieve global recognition.
In addition, the problem of piracy has been made worse by the digitalization of the music industry. Adedeji (2016) points out that while piracy is common in all music markets, it is especially open and unpunished in Nigeria. The unapproved dissemination of music content has been made easier by the internet, which Kabanda (2016) cited as a major facilitator of piracy. This has had a negative impact on the wider music-related economy and greatly decreased the income of artists. The shift from physical CD sales to online music platforms, where digital versions are readily copied and shared without proper credit to the creators, has contributed to this widespread piracy. In contrast to the physical piracy era of the 1990s, digital piracy can be accomplished with readily available digital devices and requires less equipment.
Numerous research have been carried out to show how social media is becoming more and more important in a range of situations. According to Wert (2021), there are several studies on the impact of social media on the relationships between musicians and their audiences; nevertheless, the musicians' viewpoint and strategies for navigating this connectivity are absent from more recent studies. From the standpoint of musicians, there is a substantial research vacuum and a loss of potential knowledge. Additionally, fewer academic studies have examined the relationship between social media and the entertainment industry, according to Boyd and Ellison (2007). Yardımcı (2007) further highlighted this point by stating that because of their global reach, research on social media usage strategies was concentrated on large-scale entertainment events from the perspective of event organizers.
Given these obstacles, the Nigerian music industry's prospects for songwriting, artist branding, and income production are unclear as it continues its digital revolution. To maintain the longevity and expansion of the Nigerian music ecosystem, stakeholders must address the problems of piracy, a lack of regulation, and structural flaws as the sector develops. Additionally, navigating the digital world and optimizing prospects for success in the Nigerian music industry will require creative methods to artist development, promotion, and monetization.
1.3 Objectives of the Study
The primary objective of the study is the impact of the internet on the music insutry and artist promotion in Nigeria. To achieve this objective, four specific objectives would be formulated;
- To examine the pattern of internet usage for promotion of Nigeria music industry
- To explore contributions of internet to the promotion of Nigeria music industry and artist in Nigeria
- To establish the present challenges associated with the usage of the internet to promote Nigeria music industry and artist
- To provide possible solution to the challenges associated with the usage of the internet to promote Nigeria music industry and artist
1.4 Research Objectives
This study will be guided by the following research question
- What are the pattern of internet usage for promotion of Nigeria music industry?
- What are the contributions of internet to the promotion of Nigeria music industry and artist in Nigeria?
- What are the present challenges associated with the usage of the internet to promote Nigeria music industry and artist?
- What are the possible solution to the challenges associated with the usage of the internet to promote Nigeria music industry and artist?
1.5 Research Hypotheses
Ho1 There is no significant pattern of internet usage for promotion of Nigeria music industry
Ho2 There is no significant contributions of internet to the promotion of Nigeria music industry and artist in Nigeria
Ho3 There is no significant challenges associated with the usage of the internet to promote Nigeria music industry and artist
Ho4 There is no significant possible solution to the challenges associated with the usage of the internet to promote Nigeria music industry and artist
1.6 Significance of the Study
The purpose of this study is to help Nigerian musicians, other industry participants, academics, and researchers working in this area. First off, the report offers insights into how digitization is changing the music industry, including adjustments to income sources, business models, and consumer behavior, which should be helpful to artists. Through an awareness of these dynamics, artists can modify their approaches to better take advantage of new opportunities and overcome obstacles. Social media, online streaming services, and digital distribution channels have proliferated thanks to digitalization, providing artists with previously unheard-of chances to connect with fans around the world. Through skillfully utilizing these channels, musicians can broaden their audience, cultivate a following, and elevate their prominence within the fiercely competitive music industry.
Policymakers, regulatory bodies, industry associations, and other players involved in establishing the legal framework and fostering the long-term development of the Nigerian music industry may find the study's conclusions to be consequential. The study may help shape the creation of programs and policies that support digital innovation, safeguard intellectual property rights, and boost the expansion and competitiveness of the music industry by highlighting obstacles, possibilities, and best practices.
By offering insights into the effects of digitalization on numerous aspects of the Nigerian music industry, including as corporate structures, regulatory frameworks, investor behavior, piracy dynamics, and marketing techniques, the study seeks to fill in current gaps in the academic literature. The study may add to a better understanding of the intricate relationships between digital technology and Nigeria's music industry by integrating previous research and empirical data.
1.7 Scope of the Study
The scope of the study in this study will cover conceptual, geographical and periodical. The conceptual covers the impact of the internet on the music industry and artist music promotion. a study of selected Nigeria Artists. The geographic coverage is limited to Nigeria and the periodic coverage of the study is limited to a period of 20 years which covers from 2004 to 2024.
1.8 Definition of Terms
Internet: The internet is a global network of interconnected computer networks that allows users to access and share information, communicate with others, and engage in various online activities. It consists of millions of interconnected devices, including computers, servers, routers, and mobile devices, linked together through a complex system of cables, satellites, and wireless connections.
Music: Music is a form of art and cultural expression that involves organizing sounds and rhythms in a structured and meaningful way. It encompasses a wide range of elements such as melody, harmony, rhythm, dynamics, and timbre, which together create an auditory experience that can evoke emotions, convey messages, and communicate cultural meanings.
Musical Industry: The music industry refers to the collective entities, organizations, and activities involved in the creation, production, promotion, distribution, and consumption of music. It encompasses a wide range of stakeholders, including musicians, songwriters, composers, producers, recording studios, record labels, music publishers, distributors, promoters, concert venues, streaming platforms, radio stations, and music retailers.
Musical Promotion: this is the promotion and marketing of to music and artist to reach its target audience. This involves activities such as radio promotion, publicity campaigns, social media marketing, music videos, live performances, and advertising.
