ENTREPRENEURSHIP IN SUSTAINING NIGERIAN TRADITIONAL MUSIC FOR ECONOMIC DEVELOPMENT

Abstract

This paper explores the vital role of entrepreneurship in preserving and leveraging Nigerian traditional music for economic development. Nigeria’s rich cultural heritage, particularly its diverse traditional music, holds immense economic potential that can be harnessed through entrepreneurial initiatives. Entrepreneurship in the context of Nigerian traditional music involves various activities such as music performance as occasion demands, music production, cultural tourism, digital platforms and merchandise sales. Through case studies and analysis, this paper elucidates how entrepreneurs leverage technology and marketing strategies to reach wider audiences both locally and internationally. It also discusses the challenges and opportunities faced by the traditional performers including issues related to funding, infrastructure, and cultural preservation. It underscores the importance of collaboration between entrepreneurs, artists, policymakers, and communities to foster a conducive environment for sustainable entrepreneurship in traditional music.