PERCEPTION OF BENIN RESIDENTS

The researcher investigated the perception of Benin residents on Influence of digital media in the promotion of Nigerian Musicians and the extent digital Media platforms has influenced the discovery and consumption of Nigerian music. How digital Media has helped in promoting Nigerian musicians in the state, and how it has accorded global recognition to Nigerian musicians. The study further shows the navigation in the distribution of Nigeria music from the days of Cassettes, tapes CDs to digital distribution using streaming platforms like Spotify, Audiomack, Apple Music etc. The researcher used the Media Dependence and Elaboration Likelihood Theory to describe the role media play in the society, how it influences and persuade human behaviour either by central or peripheral route. The study help create more understanding to which magnitude digital streaming platforms has expose music phile in the State to new musical content from Nigeria Musicians. This was done through survey which the researcher used the simple sample method to get views of residents in the state capital on the research topic. The Opinions and views of selected respondents which represents the residents of Benin city shows that majority of the city dwellers are aware and use these platforms to listen and discover new artists. However the finding shows that there are mixed perception among residents of state capital regarding the influence of digital media platforms on music consumption habits. Despite the recognition of digital platforms in music promotion, there are constrasting opinions among regarding impact, reflecting the complexity of attitudes towards technological advancements in the music industry. Recommendations include Enhancing digital literacy programs, foster community engagement, music promotion strategies, empowering local Artists and monitoring and evaluating impact