Towards Prosperity and Partnership

  • Margaret A. Efurhievwe Delta State University, Abraka, Nigeria
  • Philo Igue Okpeki Delta State University, Abraka, Nigeria
Keywords: Ethical Interface, Market Societies, Music Production, Nigeria, Prosperity, Partnership


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.

Author Biographies

Margaret A. Efurhievwe, Delta State University, Abraka, Nigeria

Senior Lecturer, Department of Music, Delta State University, Abraka, Nigeria

Philo Igue Okpeki, Delta State University, Abraka, Nigeria

Senior Lecturer, Department of Music, Delta State University, Abraka, Nigeria


Adedeji, Wale. “The Nigerian Music Industry: Challenges, Prospects and Possibilities”. International Journal of Recent Research in Social Sciences and Humanities, 3(2016): 261-271.

American Marketing Association. “What are the Definitions of Marketing and Marketing Research?” <> (9 May 2023).

Bates, M. J. “An Introduction to Metatheories, Theories, and Models. Theories of Information Behavior. Eds. Fisher, E.S. and McKechnie, L. Medford, NJ: Information Today, 2005: 1–24.

Blesser, A. and Pilkington, D. “Global Paradigm Shifts in the Audio Industry Part 2”. Journal of Audio Engineering Sociology, 48.10 (2000): 3-17.

Carvalho, Silvia H.M. and Scavarda, Annibal. “Music Production-Consumption within the Service-Good Spectrum.” 2022. <> 8 May 2023.

Dincer, Caner and Dincer, Banu. “An Overview and Analysis of Marketing Ethics”. International Journal of Academic Research in Business and Social Sciences, 4.11(2014): 151-158.

Dyck, B. and Manchanda, RV “Sustainable Marketing Based on Virtue Ethics: Addressing Socio-ecological Challenges Facing Humankind”. AMS Review, 11 (2021): 115–132.

Efurievwe, M. A. “Folksongs in Indigenous Trade Advertisement”. Nigerian Music Review, 9.10(2009): 52-67.

Efurhievwe, M.A. and Okpeki, P.I. “Music on Television: A Panacea for Integrated National Development in Nigeria.” Ibadan: Stirling Holden Publishers, 2016.

Freeman, R. Edward, Moutchnik, Alexander. “Stakeholder Management and CSR: Questions and Answers”. Umwelt Wirtschafts Forum, 21.1(2013): 5–9.

Gbahabo, Emmanuel. “Copyrights and the Music Business”. 2020. < 04/> 19 March 2023.

Gotting, M. Charlotte. “Music Industry Revenue in Nigeria from 2014 to 2023”. <> 24 March 2023.

Grant, Catherine, Bartleet, Brydie-Leigh, Barclay, Leah, Lamont, Joseph and Sur, Sandy. “Integrating Music and Sound into Efforts to Advance the Sustainable Development Goals in the Asia-Pacific: Case Studies from Indonesia, Vanuatu and Australia.” International Journal of Cultural Policy, 14.2(2021): 10-21.

Gronow, P. and Saunio, C. and Moseley, I. (tran.). An International History of the Recording Industry. London: Cassell, 1999.

Hartman, C.L. and Beck-Dudley, C.L. “Marketing Strategies and the Search for Virtue: A Case Analysis of the Body Shop International.” Journal of Business Ethics, 20.3(1999): 249–263.

Hunt, S. D. and Vitell, S. J. “The General Theory of Marketing Ethics: A Revision and Three Questions.” Journal of Macroeconomics, 26.2(2006): 143–153.

Jones, S. “Music and the Internet.” Popular Music, 19.2(2000): 217 – 230.

Nantel, Jacques and Weeks, William. “Marketing Ethics: is there more to it than the Utilitarian Approach?” European Journal of Marketing, 30(1996): 9-19.

Nishitani, K. and Kokubu, K. “Can Firms Enhance Economic Performance by Contributing to Sustainable Consumption and Production? Analysing the Patterns of Influence of Environmental Performance in Japanese Manufacturing Firms.” Sustainable Production and Consumption, 21(2020): 156–169.

Ottuh, Peter O.O. “Religious Approach to Nonanthropocentric Ethics in Environmental Philosophy”. Cogito, 12.1(2020): 7-24.

Ottuh, Peter O.O and Idjakpo, O. Godwin. “Imperativeness of ethics in Christianity: Perspectives and praxis.” KIU Journal of Social Sciences, 7.1(2021): 129-135.

Ottuh, Peter O.O., Idjakpo, O.G. and Uviekovo, A.A. “Computerisation for Religious Organisations in Nigeria Promoting Sustainable Prosperity.” Journal of Dharma, 47.3(2022): 299-318.

Oyewole, Sandra and Oyewole, Olajide. “Nigeria: Collection Societies In Nigeria’s Music Industry: The Case for Change”. 2021. <> 4 May 2023.

Persson, Sarata. “Technology, Society, Industry and Music Production: The changing roles of the Record Producer and the Recording Engineer since 1970.” <> 2 April 2023.

Pohlman, K. C. Principles of Digital Audio. Columbus, OH: McGraw- Hill Professional, 2000.

Porter, M. and Kramer, M. “Creating Shared Value”. Harvard Business Review, 1.2(2011): 63–77.

RIAA (2023). “RIAA Statement on United States Trade Representative 2023 Special 301 Report”. <> 17 April 2023).

Robin, D.P. and Reidenbach, R.E. “Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application.” Journal of Marketing, 51.1(1987): 44–58.

Runstein, R. and Huber, D.M. Modern Recording Techniques. Oxford: Focal Press, 2001.

Throsby, D. The Music Industry in The New Millennium: Global And Local Perspectives. Global Alliance for Cultural Diversity. Paris: UNESCO–Division of Arts and Cultural Enterprise, 2002.

Walls, Phan and Berrone. “Environmental Capabilities and Pathways for Implementations.”<;sequence=1> 2 May 2023.

Wikstrom, Patrik. The Music Industry: Music in the Cloud. 2nd ed. Cambridge, UK: Polity Press, 2013.

Williams, O.F. and Murphy, P.E. “The Ethics of Virtue: A Moral Theory for Marketing”. Journal of Macromarketing, 10.1(1990): 19–29.

How to Cite
Efurhievwe, M. A., & Okpeki, P. I. (2023). ETHICAL INTERFACE OF MARKET SOCIETIES AND MUSIC PRODUCTION IN NIGERIA. Journal of Dharma, 48(2), 249-260. Retrieved from