Content in the Red Cup: Perceived Implication of Substance Use in Nigeria Hip Hop Music Video Performance

Abstract

Music is an essential part of mass communication that aids the stimulation of concrete information in a lighter mood. The current trend of cup usage by artist in Nigeria music video performance has presently increased the imitation among the upcoming artist and youth. Substance abuse can be referred to excessive use of psychoactive drugs. This study investigates use of red cup and perceived implication of substance abuse in Nigeria music video performance. The study made use of quantitative research approach. The research design for this study is survey method, questionnaires were used gather data needed for the study. Simple random sampling was adopted to select 200 respondents among students of the department of performing art and film studies and mass communication and media technology Lead City University, Ibadan. The result obtained were analysed and presented in percentage tables. The study found out that most of the red cups found in Nigeria Music Video contain drug substance. The study also revealed that use of substance during performance can lead to drug addiction and other related effects. The study concluded that the content in red cup of Nigeria music videos contain drug substance, this can lead to addiction and immoral imitation that can influence viewers and upcoming artist. The study recommends that artist should reduce the use of red cup as it sends negative signals to the viewers who see them as role model and mentor, also, artist should avoid intake of drugs substance and alcohol during performance in other to retain originality in their music performance.