THE IMPACT OF APPLE MUSIC IN ENGINEERING

ABSTRACT

This study investigates the impact of Apple Music on the global visibility and revenue generation of Nigerian music artists. The research employs a qualitative approach, primarily using in-depth interviews with Nigerian music artists who have utilized Apple Music. The study finds that Apple Music significantly contributes to the global visibility of Nigerian music artists by providing a robust platform for streaming their music worldwide. Through its extensive user base and strategic playlist placements, Apple Music has enabled Nigerian artists to reach a broader audience and capitalize on their creative endeavors. The platform's effectiveness in enhancing global visibility can be assessed through metrics such as international listenership, playlist placements, and social media engagement. Apple Music has also impacted the revenue generation of Nigerian music artists by providing various streams of income, particularly through streaming royalties, digital downloads, and other ancillary revenue opportunities. The study also explores the strategies employed by Nigerian music artists to leverage Apple Music for expanding their global audience reach and increasing their visibility within the international music industry. These strategies include effective use of digital marketing, strategic collaborations, engagement with playlists and curators, optimization of content and metadata, and active audience engagement.