Marketing Afrobeats Music and Artistes: An Integrated Marketing Approach

Abstract

The rise and influence of Afrobeats music and artistes on the global stage has been nothing short of phenomenal. The genre has birthed collaborations between African superstars and their international compatriots as entered into world charts that were once foreign to it. Despite this success, many within the genre still find it difficult to market their crafts and brands to enhance their earning potential as well as maximize their brand positions. This study will look at the concept of integrated marketing communications, using a qualitative research approach that allows for in-depth analyzes into subject matters. With a carefully drawn sample set of music production and marketing experts in the Afrobeats genre, the study will explore the application of this concept and its relevance in the marketing of Afrobeats music and artistes.