Tuesday, October 28, 2014

2ace Idibia is the Most Liked Nigerian Musician with the Highest Fan Base


Abuja, Nigeria. October 28th, 2014 – Latest Weekly Poll results released by NOIPolls has revealed that Tuface Idibia, popularly called "Tu Baba", is the most liked Nigerian Musician(13%). The next top three musicians liked by Nigerians are ‘Davido’ (7%), ‘Frank Edwards’ (6%)and ‘Wizkid’ (5%) among others. An assessment of trends in the Nigerian music industry revealed that the vast majority of adult Nigerians (80%) have the culture of listening to the Nigerian music, irrespective of age and geo-political zones. Although Nigerian music has evolved over time, the culture of Nigerian music listenership has been greatly preserved given the fact that the younger generation aged 18-21 years has the highest listenership (83%) to Nigerian music. Further findings revealed that Nigerians are more inclined to listen to Religious music (50%), followed by Hip-Hop (33%), Highlife (21%) and R&B (21%).

An evaluation of how Nigerians access their music revealed that most Nigerians get their music either from supermarkets (29%), hawkers (27%) or from dealers (22%); at times not necessarily licensed music distributors. A considerable proportion of Nigerians admitted to accessing their favorite Nigerian tunes or music library by downloading through mobile devices from family and friends (17%) or from online sources (19%), which may likely be a contributing factor to Nigerian music piracy. More findings revealed that a higher proportion of Nigerians aged 18-21 years get their music free through online downloads (40%) and downloads from the devices of family and friends (29%), thus this age-group is most likely to promote piracy in the industry. These were some of the key findings from the Nigerian Music Industry Poll conducted in the week ofOctober 20th 2014.

Brief Background 
The Nigerian music industry is regarded as the heart of African music; it has produced global stars ranging from Fela Kuti in the 1970’s to D-banj in the early 2000’s. Dating back to the 1920’s, the Nigerian music industry has been an integral part of the society which represents the many divergent cultures and religions of the people.  The music in that era consisted of palm-wine and highlife music.  Palm wine music birthed the famously known Juju music which has been popular throughout the 20th century. Following palm-wine and juju music, Apala emerged in the late 1930’s as a means of rousing worshippers after the fasting of Ramadan.

With the introduction of modernism, recording technology became more advanced, the gangan talking drum, electric guitar and accordion were incorporated into juju. During this time, Nigerian music started to take on new instruments and techniques introducing the popular Rhythm and blues (RnB), Soul and Funk. Highlife was prominent amongst the Igbo people in the 1950’s. Fuji music made its first appearance in the late 1960s, named after Mount Fuji in Japan. In the 90’s and early 2000’s, the nation was dominated by foreign music; radio stations and night clubs played a miniscule percentage of Nigerian music. Today in Nigeria and across the continent, the music industry has spread beyond its borders into the African region and African diaspora markets in the UK and the US.

Irrespective of its tremendous achievements and popularity, the industry has been plagued with a number of obstacles that have hindered its progress such as rampant music piracy.  Piracy is a major issue across the entire Nigerian entertainment industry. As of 2008, pirated music sales were estimated to be at 30million. This has ruined the careers of many of Nigeria’s greatest creative minds and led to significant divestment of many multinational companies.

Against this background, NOIPolls conducted it recent poll on the Nigerian Music Industry to assess current trends in the Music industry and the accessibility of its products. To achieve this, respondents were asked 4 specific questions and findings are illustrated in the charts below.

Key Findings 
To estimate the proportion of Nigerians that listen to Nigerian music, respondents were asked:Do you listen to Nigerian Music? Findings revealed that the vast majority of adult Nigerians(80%) listen to Nigerian music, irrespective of age and geo-political zones. This finding points out that the culture of Nigerian music listenership has been greatly preserved, though Nigerian music has evolved over time. This is supported by the fact that the younger generation aged 18-21 years has the highest level of listenership (83%) to Nigerian music. 

On the other hand, 20% of Nigerians do not listen to Nigerian music. A variety of reasons could be responsible for this low interest in music generally or specifically Nigerian music. Furthermore, the highest proportion of Nigerians that do not listen to Nigerian music are resident in the North-West (35%).

SEE THE FULL REPORTS WITH CHARTS AND OTHER DIAGRAMS ON http://www.noi-polls.com/index.php?s_id=3&p_id=355&p_pt=1&parent=11

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