Indigenous Music as a Strategic Resource in Corporate Branding and Digital Public Engagement in Nigeria

In recent years, the convergence of culture, digital communication and corporate branding has gained much research interest. The use of cultural resources has become a key communication practice in a competitive environment as organisations look for innovative methods to connect with diverse audiences in a digital space. This study explores the contribution of indigenous music to corporate cultural communication, and examines how indigenous music has been adopted by corporate organisations in Nigeria for the creation of brand image (between 2018 and 2026) to promote the participation of digital public in the music embodied in their advertisements The study is qualitative, drawing on Cultural Identity Theory and Uses and Gratifications Theory. It undertook content analysis of select corporate advertising campaigns, and in-depth interviews of communication practitioners, ethnomusicologists and media audiences in Lagos, Abuja and Ibadan. Results show that indigenous music can serve as a symbolic communication tool that can be used strategically to improve emotional resonance, cultural authenticity, audience recall, and participatory interaction. The research also shows that audiences' emotional bonds and engagement with a corporate campaign are more profound when the campaign incorporates indigenous music than when it does not. But the findings also highlight some issues around the commercialisation of culture and its tendency to symbolise and superficially represent indigenous culture in the commercial communication process. The paper posits that the music of indigenous people has transcended their traditional and ceremonial roles to become a strategic tool in corporate communication in the digital media space in Nigeria. The study concludes that organisations that incorporate indigenous musical traditions into their branding activities are more successful in their audience localisation, and culturally relevant to digitally active Nigerians. The paper recommends that the deployment of ethnomusicological resources, in the context of branding and public engagement strategies, should be culturally ethical and context-sensitive.