ABSTRACT
Northern Nigeria is unified, not only through the Hausa language, but through its indigenous, conventional style of folk music that is significantly influenced by Indian and Arabian musical culture. Even though Hausa folk music is known for its uniqueness in communicating the culture and values of the people who speak the language, there has been a shift in the way music is composed; hence, the need to nurture what is left of the Hausa folk music, with the Nigerian entertainment industry as a potential panacea. This study examines Hausa folk music and the challenges of sustainability. It reviews the representation of Hausa folk music and cultural identity, as well as the sustainability efforts spurred by the Nigerian entertainment industry. Therefore, the creation of multi-lingua websites as well as the conscious distribution of the songs on digital and online streaming platforms come in handy. This could assist in enhancing its overall global appeal and audience, thereby promoting and sustaining the rich culture embedded therein for future generations.
