INTERSECTION OF MUSIC AND MARKETING IN NIGERIA: CHALLENGES, PROSPECTS AND ISSUES

Abstract

It has been established over the years that music has the potential of influencing people psychologically, emotionally, culturally, etc. Often times, this influence usually manifest in people’s preference for certain products while engaging in shopping or marketing activities. This paper therefore examines the intersection of music and marketing of selected goods and services in Nigeria with the aim of exploring the significant role which music plays in promoting such products, services, brands, etc. While this is a welcome development in meeting household needs, however, there are notable challenges that are associated with marketing of goods and services in Nigeria in relation to engagement with music. Therefore, this paper examines such challenges and prospects, and also discusses related issues. This paper employs an ethnographic method and analysis of the selected songs chosen for this paper. The findings of the study revealed the significant roles of music in marketing thereby enhancing high demand and consumption of goods and services by consumers at all levels inspite of seemingly challenges involved in the intersection of music and marketing.