The Influence of Nollywood Film Music on Popular Music Consumption in Delta State

This research examines the influence of Nollywood film music on popular music consumption patterns among residents of Delta State, South South Nigeria. Nollywood, Africa's largest film industry, produces thousands of films annually and has emerged as a significant platform for the promotion and popularisation of Nigerian music, introducing audiences to a wide range of artists and genres. This study investigates how the placement of songs in Nollywood productions shapes music discovery, streaming behaviour, and genre preferences among film audiences in selected urban and semi-urban communities in Warri, Asaba, and Agbor. A mixed-methods design is adopted, combining a structured questionnaire survey of 300 residents with focus group discussions and interviews with music directors of Nollywood production companies. Content analysis of soundtracks from 20 recently released Delta State-based Nollywood films supplements primary data. The study draws on music industry research, film studies, and consumer behaviour literature to theorise the relationship between visual media and music discovery. Findings are expected to demonstrate that Nollywood significantly influences music streaming and purchasing decisions, particularly for lesser-known artists. Recommendations will address music licensing practices, artist promotion strategies, and the potential of Nollywood as a tool for elevating indigenous Delta music traditions. Keywords: Nollywood, film music, popular music, Delta State, music consumption.