Music Blogging in Lagos, Nigeria: Challenges, Benefits, and Cultural Significance in Digital Music Promotion

This study investigates music blogging in Lagos Nigeria and its implication on digital music promotion, consumption through downloads, challenges and opportunities for bloggers in Lagos Nigeria. Based on qualitative interviews with a major music blogger in Lagos, case studies and existing literature, the paper examines challenges, opportunities and cultural significance of blogging amidst a saturated and fast changing global music digital economy. Findings reveal that music blogs in Lagos Nigeria, experience limitations such as cyber threats, minimal monetization, unpredictable algorithms, creators and audience fatigue. Bloggers use a hybrid approach of websites and social media to manage content release, arouse audience interest and facilitate interaction. Through the lens of Use and Gratification theory, this research investigated the gratification of consuming music through downloads, motivation of creators who pitch for music blog placement, the essence of music blogging, and the ethical approaches of bloggers. By showing that Nigerian music blogs function not only as a digital promotional tool but also as cultural institutions, this study fills a gap in literature, while providing new insights into the unique dynamics of Lagos digital music ecosystem. This study concludes with recommendations such as policies and regulations, improving content quality, and Creating industry standard for music bloggers in Lagos Nigeria. Keywords. Music blogging, Nigeria Music industry, digital music economy in Nigeria, Use and Gratification theory, Lagos music blogging consumption.