ARTISTS MANAGEMENT AND REVENUE SUSTAINABILITY IN AN EMERGING MUSIC MARKET: THE NIGERIAN EXPERIENCE

Abstract

The Nigerian music industry is evolving rapidly, necessitating proficient managers to ensure artists earn sustainably. With digital platforms, live performances, brand partnerships, and intellectual property rights, artists now have diverse income streams. Despite these opportunities, many continue to face unstable incomes due to inadequate management, contract misunderstandings, and lack of financial planning. This study examines how effective artist management can foster sustainable income in Nigeria's music sector, utilizing Human Capital Theory and Resource-Based View (RBV). Effective managers act as strategic allies, leveraging their expertise, connections, and organizational abilities to enhance an artist's market value and financial stability. Key management tasks for sustainable earnings include brand development, contract negotiation, digital distribution strategies, royalty management, and tour organization. The study identifies significant challenges, such as informal management, weak copyright protection, and fragmented revenue systems. It concludes that professional artist management, underpinned by robust institutions and technology, is essential for establishing strong revenue models and enduring success in Nigeria's music market. Artists require skilled, knowledgeable, and well-connected managers to navigate the industry effectively. Addressing challenges like unprofessional management and weak copyright laws is crucial, necessitating improved institutions and systems for artists to thrive.