Effective Use of Social Media for Music Marketing Among Gospel Artists in Enugu State

This study investigates the effectiveness of social media marketing strategies employed by gospel music artists in Enugu State, South East Nigeria. The digital revolution has transformed music marketing, enabling artists to build direct relationships with audiences, release content independently, and monetise their following without traditional label intermediaries. Gospel artists in Enugu, operating primarily within faith community networks, have begun embracing platforms such as Instagram, YouTube, Facebook, and WhatsApp to extend their reach beyond congregational settings. This research examines the social media strategies of 20 professionally active gospel artists in Enugu, assessing platform selection, content type, posting frequency, audience engagement metrics, and revenue outcomes linked to digital presence. Data are collected through structured digital audits, semi-structured interviews, and analysis of selected social media accounts over a six-month observation period. The study draws on digital marketing theory, social media influence research, and music industry literature from recent African contexts. Findings are expected to reveal that artists with consistent, visually engaging, and theologically resonant content achieve significantly higher engagement and revenue conversion than those with ad hoc approaches. Practical recommendations will guide gospel artists toward data-informed social media strategies. Keywords: Social media marketing, gospel music, digital strategy, Enugu State, music promotion.