MUSIC PRODUCTION, ARTIST BRANDING AND REVENUEGENERATION: THE IMPACT OF DIGITAL TECHNOLOGY IN NIGERIA

Abstract

This research investigates the impact of digital technology in the music industry in Nigeria. It examines the extent to which digital technology has influenced the traditional process and structure of the music industry. The study gathers its primary data utilizing both organized and unstructured interview procedures, using an ethnographic approach and the qualitative research methodology. Findings reveal a positive and negative impact of digital innovation on the music industry. It recommends a review of the existing policies regarding protection of intellectual property in order to maximize the potential afforded by the technology of the digital age in the industry. It also recommends that independent artists familiarize themselves with the current digital tools at their disposal and stay updated on the with the technological advancement of the era.