New Media with Trends: Digitalisation and the use of Social Media in the Nigerian Music Industry

Abstract

The advent of new media has significantly transformed Nigeria's c_reat_ive and cultural industries, particularly in the realms of Nollywood, th~ N1~e~1an film industry, and the music industry, as projected by Afrobeats mu_s1c. D1g1tal pl_at- forms have facilitated unprecedented access to global audiences, enablmg Nigerian creatives to showcase their work beyond local borders. This shift has led to increased revenue streams and job creation within these sectors. The integration of local narratives with universal themes allows for a unique cul- tural export that resonates with diverse audiences, thereby enhancing Nigeria ·s soft power on the global stage through her creative and cultural industries. The new media is currently playing a pivotal role in redefining Nigeria's creative landscape by promoting innovation and expanding cultural reach. As digitali- sation continues to evolve, it is essential for stakeholders within Nigeria's crea- tive ecosystem, ranging from content creators to regulatory bodies, to embrace this transformation. By doing so, they can harness the potential of new media technologies to further elevate Nigeria's cultural significance on the world stage (AJakwe, 2019). Moreover, new media have fostered a dynamic interplay between Nigerian and global cultures, challenging traditional perceptions of cultural imperialism. While American media often dominate perceptions among Nigerians the rise of transnational collaborations between Nigerian artists and international counter- parts serves to create a more balanced narrative (Banjo & U munna, 2022). This exchange not only enriches the artistic landscape but also promotes a grt:ater Hppredation for Nigerian culture both domestically and intcrnatioinlly. Looking at the music industry critkally, one can rightly say that the ne v media have fun<lam_ent_a lly transformed the sector, reshaping how music is produced c~nsu~eu, d1 ~tnbuled, and marketed (Adedcji & Ro chentha1er, 2024). The rise of _!) oc1af m~dia pl~ttform · ha · become a pivotal aspect of music marketing strat- egics, cnabltn 1 art 1st~ to engage dirc~tly with their audiences. This democratisa- tion of the music lands<.;apc fost ·rs greater communication •m<l interaction between fan s and nrtists, facilitatin, thl! cmc.:rgcncc of online music celebrities.