Music as an Agent of Advertising: A Study of Selected Advertising Companies in Ibadan, Nigeria

Abstract

Music has historically occupied a central position in advertising practice, functioning not merely as an aesthetic complement but as a deliberate communicative strategy for attracting consumer attention and shaping interpretive meaning. This paper investigates the deployment of music as an agent of advertising in Ibadan, Nigeria, with particular emphasis on the ways musical elements are embedded within advertising campaigns and the consequences of such integration for audience engagement and perception. The study adopts a qualitative research design, drawing data from in depth interviews with advertising practitioners operating within Ibadan and a focus group discussion involving local consumers. Findings from the study reveal that music constitutes a core component of advertising messages in the city. Advertisers consciously select musical forms that resonate with specific target audiences, paying close attention to variables such as age group, linguistic preference, and cultural affiliation. Indigenous rhythms and familiar popular genres are frequently employed to enhance relatability and authenticity, while the endorsement of brands by well-known musicians is used to strengthen emotional connections and reinforce brand credibility. Consumers participating in the focus group reported that advertisements incorporating music were more engaging, memorable, and persuasive than those without musical content. These observations align with established scholarly literature emphasizing music as a resource for enhancing brand recall, eliciting emotional responses, and shaping consumer attitudes. The paper contends that music operates as a symbolic and affective mediator between advertising messages and audience interpretation, underscoring the need for systematic training and research on music centered advertising practices in Nigeria.