IMPACT OF SOCIAL MEDIA ON THE NIGERIAN MUSIC INDUSTRY

ABSTRACT

From the first time that social networking came into Nigeria, it brought with it major transformations that have affected the way information and communication are produced and shared. Furthermore, social media and the many possibilities it presents has radically changed the way Nigerian music industry distributes and promotes music, as the industry has undergone a paradigm shift in music distribution and promotion from analogue to digital. This paper aims to investigate the significant relationship between social media, promotion of music artist and the Nigerian music industry, and to find out how/whether this has any effect on the income of Nigerian popular artists. This study will employ survey research design to evaluate the impact of social media on the Nigerian music industry. The significance of this research lies in its provision of data-based information on how Nigerians access music and how this has changed the pattern of the generation of income through music. It also suggests that, because social media has caused a change in the traditional model, the study seeks to lay down ways by which social media can be harnessed for the maximum benefit and higher growth of the music industry in Nigeria.