Brief
To understand the emotional and cultural dynamics of music and football in Nigeria, a top innovation firm commissioned a research project focused on uncovering the motivations, habits, and preferences of Nigerian fans and listeners. The study aimed to explore how these passions intersect and shape youth identity, brand loyalty, and media engagement.
Approach
Webhaptic Intelligence applied a two-phased qualitative research approach to explore music and football culture in Nigeria:
- Ethnographic Diaries – Participants documented their real-life experiences with music and football through daily audio, video, and text entries.
- In-Depth Interviews – One-on-one conversations were held to dig deeper into personal stories, generational nuances, and emotional connections to music and sports.
Four ethnographic sessions and two in-depth interviews were conducted in Lagos, engaging two mass music and hardcore football fans, and two younger, emerging fans of both domains.
Impact
This research provided the client with actionable cultural insights into how Nigerian youth interact with music and football. It uncovered emotional drivers, generational preferences, and storytelling patterns that could inform innovation strategies, brand activations, and culturally resonant marketing campaigns across the entertainment and sports industries.