The influence of digital technology, streaming platforms, and social media on music video production in Nigeria

The growing global audience of Afrobeats, facilitated by digital technology, streaming platforms, and social media, has transformed cultural productions in Nigeria. One development related to the global mainstreaming of Afrobeats is the proliferation of sophisticated, high-quality Nigerian Afrobeats music videos. These high-quality music videos, partly responsible for the global expansion and popularity of Afrobeats, require expensive filming equipment in high demand for music video productions, even when compared to the production of feature films in Nigeria. Through autoethnography and interviews with Nigerian music video directors, this research sought to interrogate and reflect on the production of these high-quality music videos. I use the media economics theory and technological determinism theory to understand why the Nigerian music video sector continuously produces music videos with such high quality, which is expensive. I argue that the high-production value and visual sophistication of these contemporary music videos are direct outcomes of the digital revolution. By leveraging streaming platforms and social media, the Nigerian music video sector has become an environment that demands—and funds—sophisticated and high-quality music videos as a necessity for global reach. Also, the high demand for Afrobeats globally is associated with the increased quality of productions.