In line with the restrictions of the World Health Organization during the 2020 covid-19 outbreak which brought about the lockdown that negatively affected everyone in the world including economies and means of generating revenues, many businesses including government and private-owned institutions went bankrupt.
Entertainers particularly Naija Music Stars/artists were not left out of the Sit-at-home hullabaloo for safety measures. Traveling from one country to the other was banned.
Music Shows and Concerts around the world automatically stopped, social distancing became a way of life to curb the threat the coronavirus pandemic posed to human life.
Everything went digital, work from home was introduced, interviews were conducted and granted online on social platforms like Skype and Zoom, many businesses automatically diversified as artists followed suit.
The digital concert became a reality and the new source of revenue for Nigerian entertainers. Artistes earnings declined significantly, but the lockdown increased them famously.
Nigerian entertainers initiated working from home as an alternative and used streaming and social media platforms like YouTube and Instagram Live to organize E-concerts to reach out to their wider audience.
Social media became the new explorer by which Artists get booked for gigs.
For instance, Burna Boy performed African Giant and Hallelujah in his house using Instagram and YouTube, a setting in line with the ONE WORLD: TOGETHER AT HOME initiative geared towards artists encouraging fans to fight the pandemic together by staying at home.
Many artists who were not popular prior to lockdown became more famous due to E-concerts, the already famous ones garnered more fame as a result of the increase in online streaming.
TV stations like Africa Magic introduced and organized E-concerts sponsored by Pepsi and Indomie, headlined by OAPs like Dotun of Cool FM where artists like Flavour, popular Nigerian DJs like DJ Obi, DJ Neptune, and Dancers performed every Friday and Saturday party for the viewing pleasure of the fans.
Ayokunle Odebiyi, a marketing specialist in his observation said, “Streaming numbers have been on the increase, engagement rate has been on the rise across Branded Challenge Hashtags to owned social content and even IG live content, thanks to Coronavirus restrictions”.
The lockdown made Nigerian entertainers more creative as E-concert was discovered, and it drew the attention of prospective investors who came in to sponsor Live E-shows.
Comedians like AY also leveraged on it, and hosted his annual comedy concert, ‘’AY Live’ from the confines of his Lekki mansion on Instagram Live with fellow comedian, Funny Bone as the guest.
Ace Nigerian musician, 2Baba was not left out as he also held an e-concert on Instagram on April 12 which several Nigerian artists like Simi, Seyi Shay, Timi Dakolo, and many others jumped on the trend using YouTube and IG Live show.
E-concert received a lot of positive reactions from social media users as it became a daily popular demand by fans that stayed glued to Facebook, Twitter, Instagram, and YouTube channels for everyday entertainment.
The lessons the lockdown taught and the exposures it came with will always live in our memory because, it opened our eyes to realities we never knew existed, and for Nigerians, Artists exposed them to ancillary revenue channels to get more of their audience’s attention online which the opportunity made them more famous even when many were crying of hardship.
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