New trends in the objectification of females in selected Nigerian Afro-pop musical videos

Musical videos by most Nigerian artistes have been noted to mainly focus on the physical appearance and promotion of sexual appeal of women. Typically, this stereotype appears to objectify and sexualize women in various ways. Hence, this study critically evaluates the portrayal of females in selected Nigerian Afro-pop artists’ musical videos. The study examines the contents of Azeez Adeshina Fashola; Naira Marley’s Puta, Remilekun Abdulkalid Safaru; Reminisce’s Tesojue, Oluwatobiloba Daniel Anidugbe; Kiss Daniel’s Madu, Divine Ikubor; Rema’s Bounce and Ayodeji Ibrahim Balogun; Wizkid’s Expensive Shit. Using content analysis, the researcher evaluates objectification of females in the selected Afro-pop musical videos, noting several factors and indices of visual and lyrical appeal. The study adopts a mixed research design with the use of quantitative and qualitative research methods. Findings in the study include that the lyrics and visual contents of Nigerian Afro-pop musical videos often reflect what consumers want. Also, that there is high female objectification in the selected pop musical videos. The study discovers that sensuous videos are deliberately churned out by music producers and artists mainly to sell their music; and in the process, promote instances of illicit behaviours among music lovers. The study recommends stricter restrictions and enforcement by concerned Government agencies. The study hopes to contribute to the ongoing academic studies on issues of female objectification especially in the music industry.