Journal of African Studies and Sustainable Development

Culture - which characterizes people's way of life and idiosyncrasies - is usually showcased in various humanistic endeavours and interactions through media such as music, fashion, arts, literature, and so on, by individuals who themselves are stakeholders in such cultural identity in terms of their nativity, nurture and behavioural influence. More so, in this digital age and economy, music, especially the popular genre, had seen massive innovative and creative contributions from musicians of different vocations and socio-cultural backgrounds. Furthermore, in trying to promote cultural relevance and uniqueness, musicians of this age have continuously used different artefacts (musical and non-musical) attributable to ethnic entities in Nigeria to achieve this feat. Based on the foregoing, this study discusses different artefacts identifiable with Igbo culture, which are of significant value and importance that were showcased in selected music videos of notable Igbo popular musicians in Nigeria. The primary data is generated through ethnographic inquiry and descriptively presented within the sociological context. The study also adopts content analysis in presenting and analyzing musical videos that were randomly selected, including the artists. These artefacts were analyzed and discussed based on their religious, prestigious, and ceremonial representations and significance to the cultural practices of the Igbo in Nigeria. The effect and implication of digitization in this age of promoting these cultural artefacts using various social media platforms were equally put into perspective. This sociologically inclined study shows its relevance to the body of knowledge through a systematic discourse on cultural values and symbols, especially that of the Igbo ethnic group in Nigeria.

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