Since the introduction of digital technologies, the dynamics of music have changed. As a result of the opening of doors for value-producing opportunities in the music industry brought about by digitalization, the traditional struggle of independent musicians to create music and promote their work has taken a new turn. In addition to the obvious improvement in the method that musicians get revenues, there is now better access to music from the convenience of music lovers’ homes throughout the world. Digitalization is unquestionably a blessing for any musician out there.
The cost of integrating digital tools into the music-making conversation is now something the music community must bear. It has the potential to be both a blessing and a curse, finding a delicate balance between its advantages and disadvantages. It is your responsibility as a musician or involved individual in music making to take advantage of the new opportunity. This is how:
Music streaming has improved recently as a result of digitization. Through digital streaming services like Deezer, Spotify, Apple Music, and others, a better route is developed for music fans to enjoy songs from their favorite artists. It has aided in reducing the volume of unauthorized downloads from websites and helps artists get paid for their toil and dedication, as is only right. Before technology gave us these wonderful digital streaming options, many musicians had to deal with shady individuals and websites taking their credit.
However, the desire for obtaining millions of streams to support unfounded claims has turned musicians against one another. They are more concerned with racking up statistics, and we, in turn, evaluate a song’s quality based on its number of streams and an artist’s status as the finest in the business based on the streams he is able to amass. In Nigeria, popularity and chart-topping are more important than high-quality material, regardless of the method used. The majority of these musicians, as well as their followers, practice what is known as “stream farming.”
It is wonderful to be able to monitor the number of streams you receive, observe how much people enjoy your music, and watch it soar to the top of the charts. Even for an artist, tracking is crucial, just like in a regular business. Using data, you may determine how much attention your music receives and gauge that level of attention so you can judge for yourself how well it is received. Digitalization has greatly aided artists, allowing them to create their next single and project based on a simple reception of a song through data, despite the change by using dubious methods to increase the attention span of your music.
Discovering new music is now easier thanks to social media. Consider how hard Eddy Remedy or Eedris Abdulkareem would have worked to become well-known, and how often they would have moved from one party scene to another waiting for their songs to be played. It’s on a whole new level in this day and age; social media provides a forum for finding fresh perspectives and new artists, as evidenced by Mayorkun, Fave, Boy Spyce, and others, and it also provides opportunities for collaborations. Social media is an integral part of this debate and cannot be excluded. The old media, like radio, may not have been completely supplanted, but it has been significantly surpassed.
Speaking of social media’s influence, it has had an impact on how music is publicized and promoted. When it comes to the social media stream of your music, having a strong PR team puts you ahead of your competitors. It’s a contest of how many people are aware that your song even exists, not of which song is better. The popularity of one song has always trumped the caliber of another that is less well-known in the minds of the majority of Nigerians.
Tiktok is a very helpful social media tool for music; it influences the way songs chart, spreads a song outside of the region it originated from, and boosts your popularity. Looking at the racking numbers is the only method to determine how good a song is. However, this app is a destructive instrument since it turns the majority of artists into “Tiktok obsessed artists,” who chase after songs that are likely to blow up the Tiktok app and end up with no nice catalog or, in the worst situations, become one-hit wonders. Social media has the ability to make you, but it also has the capacity to destroy you; depending on how you use it as an artist to your benefit.
The digitalization process has improved the state of the music industry, helped spread music across borders, and will continue to advance and enhance performers’ careers. In years to come, digital technology will carry us beyond where they have led us today.
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