ETHICAL INTERFACE OF MARKET SOCIETIES AND MUSIC PRODUCTION IN NIGERIA

Abstract

Music production and marketing is a sustainable marketing strategy focusing on increasing profitability while minimising unfavourable social and environmental repercussions. Goal 17 of the SDGs supports international collaboration for sustainable development. Nigeria has taken charge of the actualisation process of the music industry, inspiring people to take action and using it to further the SDGs. This research examines the ethical interface between market societies and music production in Nigeria, exploring how market systems and Nigerian musical production intersect ethically and how sustainability fits into celebration and consumer culture. The methods employed in this research were a literature review and contextual evaluation. The study found that the transition from analogue to digital technologies greatly influenced music production in Nigeria, with customers and the music market also playing a role, including promoting music production and marketing as an ethical strategy that places a thriving society above financial well-being. It concluded that, although Nigeria’s music industry is still in its infancy, marketing ethics can provide various opportunities to advance partnerships and expertise in this field to achieve long-term sustainable development.