IMPACT OF PUBLIC RELATIONS ON MUSIC AND DIGITAL STREAMING PLATFORMS IN NIGERIA

Abstract

This paper examines the impact of public relations on the music industry and digital streaming platforms in the Nigerian digital economy. With the rise of digital technologies, the music industry has experienced significant transformations, particularly with the emergence of digital streaming platforms. Public relations play a crucial role in shaping and influencing the perception of music artists and streaming platforms among the Nigerian audience. This study utilizes a review of existing literature as the research method to gather insights and analyse the current understanding of the impact of public relations in the Nigerian music and digital streaming industry. The literature review highlights the evolution of public relations, emphasizing its importance in shaping the perception and reputation of the music industry. It also explores the impact of public relations on digital streaming platforms and the role it plays in enhancing artists' visibility, brand image, and fan engagement, leading to increased music consumption and revenue on streaming platforms. The literature underscores the contribution of public relations efforts in building trust and credibility in digital streaming platforms, thereby fostering user adoption and retention. The findings from this literature review provide valuable insights for music industry professionals, digital streaming platform operators, and public relations practitioners, emphasizing the need to invest in strategic public relations initiatives to navigate the Nigerian digital economy successfully. By understanding the impact of public relations, stakeholders in the music and digital streaming industry can shape their marketing and promotional strategies to effectively engage with the Nigerian audience and drive growth in the digital market.