NJOMACS

This study examined the influence of indigenous Yoruba music broadcast on radio in promoting cultural revival among listeners in Ogun State, Nigeria. As a widely accessible and powerful medium, radio continued to play a critical role in preserving cultural heritage, educating the public, and fostering community identity. Indigenous music, deeply embedded in traditional Yoruba values and oral storytelling, served as a key instrument in sustaining cultural legacy. However, the pressures of globalization and shifting media preferences threatened its continued relevance. Using a quantitative research approach, the study surveyed 312 radio listeners from two prominent stations in Ogun State, Splash FM and Super FM, to assess their perceptions, listening habits, and responses to indigenous content. Findings revealed that indigenous music on radio enhanced cultural awareness, strengthened emotional ties to heritage, and influenced musical preferences positively. Despite this, challenges such as inadequate funding, limited advertiser support, and misconceptions about the commercial viability of indigenous music hindered its promotion. The study highlighted the potential of radio to revitalize traditional music when supported by inclusive programming, regulatory compliance, and audience engagement. The study therefore recommended that radio stations establish regular, branded time slots specifically for indigenous music, incorporating storytelling, artist interviews, and audience participation to deepen engagement. Government and cultural agencies should also offer tax breaks, sponsorships, or grants to incentivize advertisers and content producers who invest in indigenous programming.