INFLUENCE OF SOCIAL MEDIA ON AFROBEAT MARKETING AND DISTRIBUTION IN LAGOS STATE

This study examines the influence of social media on the marketing and distribution of Afrobeat music in Lagos State, with particular attention to how digital platforms are transforming local promotion, global reach, and cultural impact. The research was guided by three objectives: to assess how social media enables Lagos-based artists to connect with international audiences, to analyze its role in Afrobeat’s marketing and distribution, and to evaluate the impact of digital streaming platforms on the accessibility and global reach of the genre. The study was anchored on the Media Ecology Theory and Cultural Globalization Theory, which provided the framework for understanding the interplay between technology, culture, and music promotion. A mixed-methods approach was adopted, combining quantitative and qualitative techniques. Data were collected through a structured questionnaire administered to 400 respondents mostly active social media users and Afrobeat fans—alongside an in-depth interview with an Afrobeat artist, Adeola Emmanuel (stage name: Deola). The empirical review of existing literature supported the methodology by highlighting the growing role of YouTube, Instagram, TikTok, Spotify, and Apple Music in redefining music promotion and distribution across Nigeria and beyond.The findings reveal that social media platforms, particularly TikTok and Instagram, have become indispensable tools for Afrobeat promotion due to their interactive and viral nature. Respondents emphasized that these platforms not only create visibility but also translate into increased streams, downloads, invitations to events, and international collaborations. The study also found that digital streaming platforms such as Spotify and Apple Music extend Afrobeat’s reach globally by providing access to new audiences and revenue streams. Culturally, Afrobeat has moved beyond being just a sound to shaping fashion, youth identity, and social consciousness. Survey responses and interview insights further highlighted challenges faced by emerging artists, including limited visibility due to algorithmic biases and competition with established acts.In conclusion, the study affirms that social media and digital streaming platforms have transformed Afrobeat into a global phenomenon, positioning Lagos as a cultural hub for its rise. However, it also acknowledges the challenges of inclusivity and visibility for upcoming artists. Recommendations were made for deliberate strategies to support emerging talent, ensure cultural preservation, and maximize the benefits of digital platforms.