Nigeria’s Music Industry: A Look at the Opportunities & Challenges in the Country’s Current Streaming Age
With more of Nigeria’s biggest contemporary artists gaining traction on playlists and mainstream radio as well as receiving awards and recognition for their notable collaborations, it is evident that an increasing amount of attention is now being placed on the country’s talents and its growing music market. The influx of digital service providers, distributors, record labels and various startups expanding their operations into the country within the past five years, speaks to the sudden urgency for companies to focus on this particular industry given its rich cultural capital. Although streaming is leading the growth in Nigeria’s recorded music sector, issues centered around monetization and digital infrastructure are currently affecting the entire ecosystem, from artists to the consumers who go about seeking this music. Some digital service providers and distributors already present in the market have gone about their respective methods of maneuvering around these challenges or have attempted to solve them through the implementation of new initiatives. However, the biggest concerns that still remain are how companies can improve their value proposition to maintain a sustainable business model while also tailoring their services to meet the music demands of the consumers in this particular market.
Valencia (Spain) Campus
Africa; Digitalization; Digital Service Providers; Infrastructure; Nigeria; Piracy; Pricing Models; Playlists; Sustainable Business
Ologan, Oluwaferanmi Stephanie. “Nigeria’s Music Industry: A Look at the Opportunities & Challenges in the Country’s Current Streaming Age.” Master's Project, Berklee College of Music, 2021. https://remix.berklee.edu/graduate-studies-global-entertainment-business/131