Author
Mbara, Nnamdi Christian, PhD
Abstract
The Oru-Owere Festival of the Owere people in the South Eastern part of Nigeria is a vibrant celebration of culture,
music, and tradition that has long served spiritual and
communal purposes. But in today’s fast-changing world,
where music and culture are increasingly tied to digital
platforms and global markets, there’s a growing need to
rethink on how such indigenous traditions can also be
economically sustainable. This study looks at how the
music of the Oru-Owere Festival can move beyond its ritual roots and find a place within the broader music
business landscape. So as not to miss out on opportunities
for growth and revenue, the study explores how indigenous
festival music can transit from purely ritualistic functions
to revenue generating assets while maintaining cultural
authenticity. The core problem addressed is the
marginalization and under-commercialization of
indigenous music traditions in contemporary music
business models, despite their rich artistic and cultural
value. Drawing on fieldwork, focused group discussion,
texts, as well as insights from ethnomusicology and music
business theory, the study adopts the qualitative research
method, thereby revealing that Oru-Owere music possesses
untapped commercial potential, particularly through digital
distribution, cultural tourism, and heritage branding. What
stands out is the possibility of blending tradition with
innovation. With the right approach like involving local
communities in decision-making, using digital platforms to
share the music globally, and ensuring cultural values are
respected, Oru-Owerre music could thrive in modern
markets. The study encourages thoughtful collaboration
between cultural custodians, industry players, and
policymakers to build a model where cultural integrity and
economic benefit go hand in hand.
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