The Effects and Consequences of Social Media on Music Artists, Music Consumption and Its Impact on the Nigerian Music Industry
CHAPTER ONE
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:
- To examine the relationship between social media and the Nigerian music industry
- To investigate on the factors affecting the efficiency of the Nigeria music industry
- To discuss on the impact of social media on the promotion of music artist and the Nigerian music industry
CHAPTER TWO
REVIEW OF RELEVANT LITERATURE
INTRODUCTION
This chapter reviews the literature on the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry. It discusses issues arising from the topic of interest as viewed from different perspectives, with a view of giving a theoretical and empirical foundation to the study.
LITERATURE REVIEW
THE NIGERIAN MUSIC INDUSTRY: AN OVERVIEW
The Nigerian music industry in the last ten years have witnessed great impetus and its vibrancy has been widely reported within the African continent and beyond. According to the award winning producer/artist ID Cabasa, „Our music is sounding better and it‟s up to international standard, likewise in lyrics and content, we are growing in terms of acceptance…[and] in Africa we are the best, [while] in terms of music video we are growing‟ (Interview 2008). This vibrancy is also reflected in the recognition of works produced by Nigerian artists on the international scene. Femi Kuti won the „African Artists of the Year‟ at KORA Music Award in 1999 and has since received three Gammy Award nominations till date. The feat at KORA was repeated by the duo of P Square who won the African Artist of the Year at the 2010 edition in Ouagadougou. 2Face Idibia has been a multiple award winner from MOBO Awards to MTV (MAMA)Awards capping it with Best Selling African Artist at the World Music Awards in 2008 and BET African artist of the year in 2011(with D’Banj).The 2014 MTV (MAMA) awards also witnessed a lot of recognition for Nigerian acts with Davido capping artiste of the year and best male artiste and Tiwa Savage as best female acts among other Nigerian awardees.
The music scene have also witnessed a rapid increase in terms of international collaborations within the last couple of years ranging from studio to stage as well as business alliance. Notable artists that has graced the Nigerian stage with home-grown artists in the past includes R Kelly, Joe, Beyonce, Nas, 50 Cent, Missy Elliot, Jay-Z, Sean Paul, Akon, Fat Joe, Snoop Dogg, Wyclef Jean, Kirk Franklin and Donny McCulkin among others. 1 However, despite these display of musical vitality, overtly international presence and success there still exists an underpinning argument as to whether there is a music industry in Nigeria that caters for the myriads of its talents and players. And if there is actually an industry it is apparent that it needs a lot in terms of standardization based on the concerns and expressions of its stakeholders.
Music industry defined:
The music industry basically takes care of all aspects of the music business and has different organizations and outfits working together for a common goal which include the artists, composers, managers/talent developers, the media, live music promoters and distributors among others. „Industry‟ occurs where there is commercial exploitation of a product or item which often go through the basic chain of production, marketing, distribution and consumption (of the product) that can also include services. The music industry can be situated within this theory as the apparatus coming together for the responsibility and facilitation of music production, commercialisation and consumption in various formats either physical, digital, live or in any other multimedia forms.
According to Wikstrom 2009:49 ‘the musical industry consists of those companies concerned with developing musical content and personalities which can be communicated across multiple multimedia’ while the industry strongly relies on the models of creativity, reproduction, distribution and consumption in order to function (ibid:49). Khaleque-Abdul believes the music industry is a relatively new modern concept denoting the ‘…non-physical aspect of music… [where] sophisticated communication technology of the modern age is now being used for recreating and preserving all kinds of music… It is in this context that… music as an industry… [was] developed [where] the potential[s] of modern technology can now be fully exploited by persons engaged in the… industry‟ (2003: 44). Negus situates the music industry as functional within the culture and entertainment industries and encompassing components of professionals working towards commodification of music within the paraphernalia of multimedia like „recordings, video, films, televisions, magazines, books, and via advertising, product endorsement, and sponsorship over a range of consumer merchandise‟ (1992: 1).
Social Media Platforms
Today, it is not uncommon to use social media to share or discover new music. Franklin (2013) mentions how, “as music fans, most of us turn to Twitter or Facebook to keep update about our favourite bands, whilst new tracks or videos will 99% of the time get their launch on social channels. Furthermore, social media is where music audiences naturally congregate, forming their own communities and sharing their experiences of bands and artists.” Popular micro-blogging service Twitter has become an outlet for talking about music.
According to Brandwatch’s 2013 Twitter Landscape Report, music is the third-most talked about conversation topic on Twitter, following TV/film and sports. In fact, as of March 2015, the top ten most-followed Twitter accounts are all musicians, aside from President Barack Obama, YouTube, and The Ellen Show (“Twitter accounts with the most followers worldwide as of March 2015 (in millions),” 2015).
CHAPTER THREE
RESEARCH METHODOLOGY
Introduction
In this chapter, we would describe how the study was carried out.
Research design
This study is a survey which utilized quantitative approaches. It examined in detail the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry.
Descriptive studies of the survey nature are used not only for the purpose of description but also for the determination of relationships between variables at the time of study (Babbie, 1973). The survey design was chosen in this case because it enabled the study to cover a larger area thus the findings are applicable to a large area.
Research settings
This study was carried out in Ikeja Lagos state been the capital of the home of entertainment in Nigeria.
Sources of Data
The data for this study were generated from two main sources; Primary sources and secondary sources. The primary sources include questionnaire, interviews and observation. The secondary sources include journals, bulletins, textbooks and the internet.
Population of the study
A study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description (Prince Udoyen: 2019). In this study the study population constitutes of 200 residents of Ikeja the Lagos state capital.
Sample size determination
A study sample is simply a systematic selected part of a population that infers its result on the population. In essence, it is that part of a whole that represents the whole and its members share characteristics in like similitude (Prince Udoyen: 2019). In this study, the researcher used the TARO YAMANE FORMULA to determine the sample size.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
Data Analysis
The data collected from the respondents were analyzed in tabular form with simple percentage for easy understanding.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
INTRODUCTION
It is important to reiterate that the objective of this study was the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry.
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in evaluating examine the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry.
SUMMARY
This study aimed at having a critical analysis of the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry. The study opened with chapter one where the statement of the problem was clearly defined. The study objectives and research hypotheses were defined and formulated respectively. The study reviewed related and relevant literatures. The chapter two gave the conceptual framework, empirical and theoretical studies. The third chapter described the methodology employed by the researcher in collecting both the primary and the secondary data. The research method employed here is the descriptive survey method. The study analyzed and presented the data collected in tables and the hypotheses were tested using the Chi square while the fifth chapter gives the study summary and conclusion.
CONCLUSION AND RECOMMENDATIONS
This research has shown that there is a positive relationship between social media and the Nigerian music industry and that Social media has a significant impact of on the promotion of music artist and the Nigerian music industry.
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