Music Technology Innovation, Indigenous Music Heritage, and Cultural Diplomacy: Drivers of Creative Industry Competitiveness in Southeast Nigeria

Abstract

This study examined the influence of music technology innovation, indigenous music heritage, and cultural diplomacy on creative industry competitiveness in Southeast Nigeria. Guided by Diffusion of Innovation Theory and Cultural Capital Theory, the study adopted a cross-sectional survey design. Data were obtained from 452 respondents comprising music educators, undergraduate music students, cultural practitioners, music producers, and creative-industry entrepreneurs drawn from universities, colleges of education, polytechnics, and cultural institutions across Abia, Anambra, Ebonyi, Enugu, and Imo States. Data were collected using a structured questionnaire, and internal consistency coefficients across the study subscales ranged from 0.85 to 0.94. Descriptive statistics were computed with IBM SPSS Statistics Version 29, while the hypotheses were tested using Multivariate Multiple Regression Analysis (MMRA). Music technology innovation significantly predicted the competitiveness outcomes (β = 0.563, p < 0.001), followed by indigenous music heritage (β = 0.401, p < 0.001) and cultural diplomacy (β = 0.337, p < 0.001). The overall multivariate test was significant (Wilks' Λ = 0.318, F = 61.27, p < 0.001). These findings indicate that technological capability, indigenous cultural resources, and cultural-diplomatic engagement are important predictors of creative-industry competitiveness in Southeast Nigeria. The study recommends stronger investment in music technology, systematic documentation and digitization of indigenous musical heritage, and expanded cultural-exchange opportunities.