Digital Music Marketing in Nigeria Music Industry: Perspectives of Selected Music Marketers in Ibadan
Keywords:
Keywords: Digital, Music, Marketing, Music IndustryAbstract
The quest for survival among musicians in the music industry and the question of how artists get known, as well as how existing artists maintain their fans in the music industry, continues to raise a bubble of voices in the sector. This calls for a discourse in popular musicology and specifically in music marketing studies. In order effectively to market music in the vibrant and diverse music industry, Nigerian music marketers need a vibrant approach. Digital streaming platforms offer a broad reach and awareness for music releases, encompassing both local and worldwide services. This study defined the functions of music marketers and concentrated on the tactics utilized by marketers in this field. Both primary and secondary data were used in the investigation. In this discussion, a few chosen music marketers were interviewed. Results showed different platforms used in marketing and that public relations contribute to attracting and maintaining a favorable public image. Musicians attract and retain fans by using fan engagement methods including targeted digital advertising, free performance tickets, and online contests. The study concludes that the success of music marketing depends on understanding audience interest and application of digital marketing strategies. It recommends for consistent further studies on currents trends as new digital technologies emerge.
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