SOCIAL MEDIA ROLE IN THE SUCCESS OF EMERGING ARTIST IN NIGERIA MUSIC INDUSTRY

ABSTRACT

The Nigeria entertainment scene has attracted global attention. With such attention the young and emerging artists have struggled to climb into the limelight especially with the use of social media. Hence, it is necessary to examine the impact of social media on their growth. It interrogated the role of social media in the exposure of new artistes in the Nigeria entertainment industry. The study used survey method of research with questionaire as instrument. A sample of 200 correspondents was selected. The findings of this study shows that entertainment is highly prominent on social media but other factors are responsible for the growth of an artist from emerging to A list. And also with social media, the music experience for most people have greatly improved, they have more access to a variety of music now and this has impacted the industry positively. Therefore, social media should be utilized in maintaining and engaging relationship between artists and their fans to ensure loyalty.