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ABSTRACT
Social media have been explored in carrying out human endeavors in the 21st Century and music is not an exception. A huge number of social media users are creatively engaged by musicians who explore social media as means of fan engagement. Social media, therefore, provides the platform for information by musicians, interactivity between musicians and their fans, and is invariably relevant in the sustenance and advancement of global music economy and in Nigeria in particular. This study sets out to ascertain the approaches by which Nigerian music artists engage their fans on Twitter, the benefits of using Twitter in fan engagement, and the impact of the 2021 government ban on use of Twitter in Nigeria on fan engagement by Nigerian artistes. The research was conducted using interview, with Jess ETA and Loliba as respondents. Findings reveal that Twitter is a veritable platform for music fan engagement by Nigerian music artists, if effectively explored. Findings also reveals that Nigerian music artists recorded a significant reduction in their fan base, which inevitably affected their music economy in 2021 and beyond. The study concluded that Twitter has been a reputable platform for fan engagement by Nigerian music artistes in terms of faster feedback, open conversations, easy accessibility, categorisation of audiences, simultaneousness of conversations, and the advancement of their music economy. The 2021 Twitter ban in Nigeria, therefore, had a huge negative impact on music fan engagement by Nigerian music artistes, as they recorded a significant drop in fan base which invariably affected their music economy in 2021 and beyond. The study recommends the training and retraining of Nigerian music artistes on proper use of Twitter for optimal fan engagement practices.
