CHAPTER ONE

INTRODUCTION

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 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. STATEMENT OF THE PROBLEM

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. Finally, several researches has been carried out on copyright protection and the music industry in Nigeria but not even a single research has been carried out on Nigeria music, artistes and the social media.

1. AIM AND OBJECTIVES OF THE STUDY

The main aim and objectives of the study is to examine Nigeria music, artistes and the social media. Other specific objectives of the study include;

1. to determine the relationship between Nigeria music, artistes and social media.
2. to determine the influence of Nigeria music and artiste on social media.
3. to determine the extent to which Nigeria music artiste affects social media.
4. to proffer possible solutions to the problems.
   1. RESEARCH QUESTIONS

1. What is the relationship between Nigeria music, artistes and social media?
2. What is the influence of Nigeria music and artiste on social media?
3. What is the extent to which Nigeria music artiste affects social media?
4. What are the possible solutions to the problems?
   1. RESEARCH HYPOTHESIS

Ho:  There is no significant relationship between Nigeria music artiste and the social media.

Hi: There is a significant relationship between Nigeria music artiste and the social media.

1. SIGNIFICANCE OF THE STUDY

The study on Nigeria music, artiste and the social media will be of immense benefit in the sense that it will educate them on how to create awareness and ensure public education about piracy and copyrights issue. This can come in terms of seminars and workshop and most importantly incorporating it within the school curriculum in tertiary institutions for courses like computer science, law, mass communication, and all creative arts courses.

It will also enable them to establish a proper avenue for collecting artists‟ royalties as done in developed countries. This will ensure proper remuneration for artists and go a long way in sustaining the home-grown music economy.

Finally, the study will contribute to the body of existing literature and knowledge to this field of study and basis for further research.

1. SCOPE OF THE STUDY

The study on Nigeria music, artiste is limited to social media.

1. LIMITATION OF THE STUDY

Time Constraints: One of the challenges experienced by the researcher is the issue of time; the research will simultaneously engage in departmental activities like seminars and attendance to lectures. But the researcher was able to meet up with the deadline for the submission of the project.

Financial Constraints: Every research work needs funding; however lack of adequate funds might affect the speed of the researcher in getting materials for completion of the project.

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.

Artiste:    A professional entertainer, especially a singer or dancer.

Social Media:  Social media is a computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities