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

This study Investigate music Blogging in Lagos Nigeria and its implication on digital music promotion, consumption as to downloads, challenges and opportunities for bloggers in Lagos Nigeria. Based on qualitative interview with a major music blogger in Lagos, case studies and existing literatures the paper examined challenges, opportunities and cultural significance of blogging amidst saturated and fast changing global music digital economy. My findings reveals that music blog in Lagos Nigeria experience limitations such a cyber threat, minimal monetization, unpredictable algorithm, creators and audience fatigue. Music bloggers use hybrid approach of both website and social media to manage content release, arouse audience interest and facilitate interaction even as they continue to play essential role in digital music promotion for artist exposure, digital consumption through music download and cultural documentation in today’s Lagos Nigeria music industry. Through the lens of Use and Gratification theory this research investigated the gratification of consuming music through downloads, motivation of creators who pitch from music blog placement essence for bloggers and ethical approach. Recommendation such as policies and regulations, quality of content, Creating industry standard for music bloggers in Lagos Nigeria. This study bridges the gap between on music blogging in Lagos Nigeria from existing literatures focused on global music blogging and it contributes towards understanding digital impact in music consumption and promotion as it relates to music blogging in Lagos Nigeria, its implication to artist, consumers and bloggers. Keywords. Music blogging, Nigeria Music industry, digital music economy in Nigeria, Use and Gratification theory.