PUBLIC RELATION STRATEGIES AND COMMERCIAL SUCCESS OF AFROBEATS SONGS IN PORT HARCOURT

Abstract

This paper empirically examined the relationship between public relation strategies and commercial success of Afrobeats songs in Port Harcourt. Specifically, the objectives of the study were to determine how media appearance and social media interactions relate to streaming performance and album/singles sales of Afrobeats songs in Port Harcourt. The correlational research design was adopted and the population of the study comprised of listeners of Afrobeats songs in Port Harcourt which is infinite. Topman’s formula was used to generate a sample size of 384 customers. However, only 235 listeners served as respondents to provide data for the study through a questionnaire. Pearson’s product moment correlation (PPMC) was used to test all four null hypotheses formulated. From results of the analysis it was revealed that the dimensions of public relation strategies (media appearances and social media interactions) positively and significantly relate with measures of commercial success (streaming performance and album/singles sales). Based on these findings, it was concluded that both media appearances and social media interactions both play crucial roles in enhancing streaming performance and album/single sales, albeit to varying extents. Therefore, the study recommended amongst others that Afrobeats artistes and record labels should prioritize securing more media appearances, including interviews, performances, and feature articles. Given the moderate positive relationship between media appearances and both streaming performance and sales, increasing visibility through traditional media channels can help in reaching wider audiences and boosting commercial success.