Using music marketing as a driver for sociocultural and economic development: an ethnography on Guinea-Bissau

This 2023 dissertation explores how music promotion can contribute to the economic and sociocultural development of Guinea-Bissau. Using mixed methods—including interviews, focus groups, and surveys with Bissau-Guinean communities—the study identifies opportunities and barriers to developing a formal music industry. Findings highlight potential benefits such as tourism growth, job creation, cultural preservation, and national pride, alongside challenges like limited resources and political instability. The dissertation concludes with recommendations for stakeholders to leverage music marketing for sustainable development.