When we think about the different ways each industry is changing, technology is the heart of it all. Since the first time digital media entered Nigeria in the late 90’s, it has brought with it major transformations that have affected the way information and communications are produced and shared today.
Over time, it has disrupted the music business on every level and has changed how studios publish marketing content, artists interact with fans (by keeping them aware of upcoming releases), and how consumers interact with their content.
It has also enabled broader channels for music artists to generate revenue and improve their talent profile. Regarding the amount of money pumped into the industry, a study by Statista revealed that the revenue growth of the Nigerian music industry has boosted from $26 million in 2014 to $34 million in 2018 and is expected to grow to $44 million by 2023.
A Factor: Rising Internet Penetration
Famous for our Afrobeat sounds with many nominated singles and streaming albums that have won local and international awards; And with the emergence of streaming services and platforms like Boomplay, Apple Music and Spotify, the music listening experience in Nigeria and the world has been greatly impacted.
This feat is very possible given the fast internet penetration and growing mobile market in the country. In 2021, 48.12% of Nigeria’s population had access to mobile internet, and Nigeria had more than 101.7 million mobile internet users. This share is expected to grow to 659.7% in 2026.
Moreover, social media and the many possibilities it offers have radically changed the way Nigerians consume music. Twitter, Facebook, Instagram, TikTok and other social media platforms have taken over the world as technological progress has recorded a new peak.
The TikTok Effect
TikTok’s boom effect is yet another stacking influence on the music industry. This is because discovering music is the core of TikTok’s identity. It’s no secret that TikTok has recently exploded into public consciousness. Everywhere you turn, someone is talking about the latest song or trend from TikTok. The app has become a way to discover new and young artists, giving them a chance to get famous.
Recalling early September last year, Nigerian singer-songwriter CKay’s “Love Nwantinti” became a huge hit and was used in millions of videos on TikTok and became one of the most popular songs on the platform, leading to its worldwide commercial success on global scale.
Other Songs like ‘Calm down” by Rema, “I know I fucked up”, by Black Sheriff, “Love don’t cost a dime” by Magixx and “Eh God” by Kizz Daniel are making the charts, thanks to their circulation on TikTok.
These influences are changing the way people interact with top artists, how artists earn and how they become celebrities in the first place. Because of this complex association, we’ve seen foreign stars collaborating with Nigerian artists to create great singles like the Essence remix with Justin Bieber, Son of One with Brandy, and the Peru remix with Ed Sheeran, all of which were commercially successful.
Bringing the Experience closer to Home
With the new pace of digital media in our ever-evolving world, even an amateur with a smartphone can record a video that can go viral and be seen by thousands, reaching temporary “stardom”. And because the music industry is such a competitive space to be in, a lot of young people are doing their best to make the most of the benefits of technology to build their name. Jos artists are no exception.
In a chat with CRESTHUB, songwriter and singer, Shamaki Jeremiah, narrated how streaming platforms have brought him closer than ever to his dreams.
“I have been in the music industry for almost 5 years now and starting out as a singer from scratch can be really tough. The competition is demanding. Wanting your voice and music to be heard is one need and hoping to make some good money from your craft is another.”
For Shamaki however, the usefulness of the internet and its various advantages is not alien to him.
“Despite the bumpy road, understanding the importance and then making use of digital media has upped my game in an exceptional way. I mean, I haven’t strained my national standing yet, but I’ve come a long way compared to my peers in the industry. Technology is everything now! You can be unknown and technology can make your craft popular”, he said.
When asked about the reach of his music this is what he said,
“I have my songs on streaming platforms like Audiomack, YouTube Music, Reverbnation, notjustok, Genius; and just by being there, I have received a lot of feedback from people who appreciate my songs and it has provided me numerous gigs to perform at events.
“Bloggers upload my content, and give their reviews even without intimate contacts with them. I’ve also done live broadcasts with real-time feedback and the encouragement has been massive. I don’t stop here though. I would like to explore and understand the many other benefits I can gain from technology. Grow and get better! In summary, it’s exciting the good tech has done for me”.