Igbo Music and the Algorithmic Turn: Social Media, Cultural Authority, Diaspora, and Digital Media
Conference: The 23rd Annual International Conference of the Igbo Studies Association (ISA) (2026)
Presenter(s): Ugochukwu Emmanuel Azumma
Presentation Date: February 24, 2026 @ 22:33 PM
Abstract
Igbo music, as a vital medium of cultural expression and identity, has experienced significant transformation in the digital age. Traditionally guided by community values, elders, and indigenous institutions, Igbo music served as a tool for storytelling, moral instruction, and social cohesion. However, the rise of social media and algorithm-driven digital platforms has reshaped how Igbo music is produced, distributed, and consumed. These algorithms determine visibility and popularity by prioritizing virality, engagement, and commercial performance, often influencing artists to adjust musical structures, language, and thematic content to align with digital trends. This transformation has altered cultural authority, shifting influence from traditional custodians of Igbo music to online audiences, influencers, and platform systems. At the same time, digital media has enabled emerging artists to bypass traditional gatekeepers and reach global audiences directly. The Igbo diaspora plays a crucial role in this process by promoting Igbo music across international spaces, contributing to hybrid musical forms that blend indigenous sounds with global styles. While these developments increase visibility and economic opportunities, they also raise concerns about cultural dilution, loss of indigenous knowledge, and the preservation of authentic Igbo musical values in an increasingly algorithmic digital environment.
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