CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND OF STUDY

The activities of social media have increased overtime with the advancement in the level of technology in Nigeria and its effect is in the life of music artist and the Nigeria music industry. It is evident that the development of social media on the Internet has considerably transformed the way people communicate with one another. According to a recent Nielsen report on the state of social media, nearly 80% of active Internet users visit social networks and blogs (“State of the Media,” 2011).

According to (Blackshaw & Nazzaro, 2004) stated that Social media can be described as “a variety of new sources of online information that are created, initiated, circulated and used by consumers intent on educating each other about products, brands, services, personalities, and issues. “Social media” is an umbrella term that includes social networking sites, creativity work sharing sites, blogs, and forums. This new media form is becoming increasingly influential on consumer behavior in the marketplace, specifically in awareness, obtaining information, developing opinions, and purchasing behavior. Consumers are substituting traditional media and means of advertising, such as television, radio, magazines and newspapers, for new media that give them instant access to information at their own convenience. Due to its consumer-generated nature, social media is perceived as a more trustworthy source of information than traditional advertising and communication.

In that same vein according to (Mangold & Faulds, 2009) stated that consumers are turning to social media platforms to obtain information and make purchasing decisions. As both a new promotional tool and a venue for consumer-generated communications, social media is becoming increasingly influential on the creation and realization of a music star’s image. A variety of social media platforms including Facebook, MySpace, Twitter, YouTube, VEVO, and interactive artist websites, are used to manage promotion and monitor publicity of stars. The following discussion of social media’s influence and importance on the creation and realization of the music star image will focus on the first two media texts: promotion and publicity.

The Nigerian music industry records tens of billions of naira in music CDs, VCDs sales and concerts ticket sales every year; thanks to the increasing consumption of hip hop music and other genre among the Nigerian youths‟. The music, in fact is fast becoming a major income earner not only for the direct actors (artists, promoters, marketers, etc) within the industry, but also for the government in terms of taxation. The seeming high consumption of the music, as argued by Adeyemi (2009) caused the electronic media in the country to give space and time to air more of the multilingual hip hop than its international counterpart. Writers such as Bennett (1999) and Mitchell (1996) quite rightly are of the opinion that hip-hop and other music genere can no longer be simply viewed as an expression of African-American culture. This is because the genre has enjoyed more global popularity and patronage that transcend the acceptance of most other music genres.

1.2 STATEMENT OF PROBLEM

The study on the effects and consequences of social media on music artists, music consumption and its impact on the Nigerian music industry was instigated by the ongoing situation in Nigeria and all over the world. Social media has its good and bad. Social media can promote an artist to fame and also bring the artist to low depending on the situation surrounding the life of the artist and this in turns have a significant effect on the music industry and the consumption of music by that same artist.

1.3 AIMS AND 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:

1.  To examine the relationship between social media and the Nigerian music industry

2.  To investigate on the factors affecting the efficiency of the Nigeria music industry

3.  To examine the effect of social media on music consumption in Nigeria

4.   To discuss on the impact of social media on the promotion of music artist and the Nigerian music industry

5.  To proffer solution to the above problems

1.4 RESEARCH QUESTIONS

The study came up with research questions so as to ascertain the above stated objectives of study. The specific research questions are stated below as follows:

1.  Is there any relationship between social media and the Nigerian music industry?

2.  What are the factors affecting the efficiency of the Nigeria music industry?

3.  What is the effect of social media on music consumption in Nigeria?

4.   Do social media have any significant impact of on the promotion of music artist and the Nigerian music industry?

1.5 STATEMENT OF RESEARCH HYPOTHESIS

H0: there is no significant relationship between social media, promotion of music artist and the Nigerian music industry

H1: there is significant relationship between social media, promotion of music artist and the Nigerian music industry

1.6 SIGNIFICANCE OF STUDY

The study on the effects and consequences of social media on music artist, music consumption and its impact on the Nigerian music industry will be of immense benefit to the people of Nigeria, the music industry and the music artists in Nigeria as it will discuss the do’s and don’ts in the music industry. The study will also discuss the effect of social media on music consumption. Finally the study will be of great importance to other research students that wishes to carryout similar research on the above topic.

1.7 SCOPE OF STUDY

The study on the effects and consequences of social media on music artist, music consumption and its impact on the Nigerian music industry will cover the areas of the factors affecting the promotion of music in the music industry; the study will also cover the effect of music on the consumption of music.

1.8 LIMITATATION OF STUDY

Financial constraint– Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

Time constraint– The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work

1.9 DEFINITION OF TERMS

MUSIC: vocal or instrumental sounds (or both) combined in such a way as to produce beauty of form, harmony, and expression of emotion.

SOCIAL MEDIA: websites and applications that enable users to create and share content or to participate in social networking

CONSUPTION: the action of using up a resource

CONSEQUESNCES: a result or effect, typically one that is unwelcome or unpleasant

ARTISTS: a person who creates paintings or drawings as a profession or hobby.

REFERENCES

Blackshaw, P., & Nazzaro, M. (2004). Consumer-generated media (CGM) 101: Word-of-mouth in the age of the web-fortified consumer. Retrieved Cayari, Christopher. (2011). The YouTube effect: How YouTube has provided new ways to consumer, create, and share music. International Journal of Education & the Arts, 12(6), 1–30. Dyer, Richard. (1998). Stars. London: bfi Publishing. Ferri, Anthony J. (2010). Emergence of the entertainment age? Society. 403-409. Foley, Ashley. (2010). Using social media to your advantage. Canadian Musician 32(3), 42-46. Frith, Simon, & Goodwin, Andrew. (1990). On record: rock, pop, and the written word. New York: Pantheon Books. Frontani, Michael R. (2007). The Beatles: Image and the media. Jackson: University Press of Mississippi. Gillen, P. (2007). The new influencers: A marketer’s guide to the new social media. Sanger, CA: Quill Driver Books. Hiatt, Brian, & Serpick, Evan. (2007, July 28). The record industry’s decline. Rolling Stone. Hirschorn, Michael. (2007). The digital-music mosh pit. Atlantic Monthly 299.1, p. 166. IFPI digital music report 2011. (2011, January 20).

Abati R (2009). A Nation‟s Identity Crisis. The Guardian Newspaper, Sunday, June 21, 2009. Adeyemi A (2009). The Rhymes of Gold. Tell Magazines, pp. 64-67 Baker S, Bennett A, Homan S (2009). Cultural Precincts, Creative Space: Giving the Local a Musical Spin. Space and Culture. 12(2): 148-165.

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