The Business of Gospel Music Production in Nigeria: Revenue Models and Market Sustainability

This study examines the business dimensions of gospel music production in Nigeria, investigating the revenue models adopted by gospel artists and production companies and assessing the long-term market sustainability of the genre. Gospel music constitutes one of Nigeria's most commercially significant music categories, sustained by a large, predominantly Christian audience across the South South, South East, South West, and parts of North Central Nigeria. This research investigates how gospel artists and labels generate revenue through album sales, streaming, concert performances, church appearances, brand endorsements, and merchandise. A qualitative research design is adopted, with semi-structured interviews conducted with 15 professional gospel artists, 10 music producers, and 8 gospel record label executives drawn from Lagos, Port Harcourt, and Enugu. Secondary data are drawn from recent music industry reports and Christian entertainment market analyses. The study applies music industry business model theory and revenue diversification frameworks to the gospel context. Findings are expected to reveal a growing but structurally fragile market dependent on church patronage and susceptible to shifts in religious and cultural attitudes toward commercialised gospel production. Recommendations address revenue diversification, intellectual property protection, and institutional support for gospel music professionals. Keywords: Gospel music, music business, revenue models, Nigeria, Christian entertainment.