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THE EFFECTS AND CONSEQUENCES OF SOCIAL MEDIA ON MUSIC ARTISTS, MUSIC CONSUMPTION AND ITS IMPACT ON THE NIGERIAN MUSIC INDUSTRY

ABSTRACT

The study was carried out examine the effects and consequences of social media on music artist, music consumption and its impact on the Nigerian music industry with a particular focus to selected students in the Department of Music, University of Lagos. To achieve this objective, three research questions and one research hypothesis were formulated to guide the study. The data was collected from both primary and secondary sources. The primary data were collected with the help of a well-structured questionnaire of two sections administered to the respondents in University of Lagos. The collected data were analyzed with tables and simple percentages to analyze the research questions while Chi-square statistical tool was used to test research hypothesis. All data were coded using SPSS software. The study reveals that there is a significant relationship between social media, promotion of music artist and the Nigerian music industry. The study concluded with some recommendations that there is a need for the authorities and stakeholders to sensitize and educate music consumers on intellectual property and the need to respect intellectual property right of the musician by shunning indiscriminate download and sharing of musical content.

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE 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

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