The chief Executive Officer of Chocolate City Music and Co-Founder of Bean Creative IMC, Abuchi Peter Ugwu has underscored the unique influence of Nigerian music in shaping behaviour, driving awareness, and bridging the gap between healthcare institutions and the youths.

He spoke on the panel, “Music as a vehicle for social mobilisation and health messaging,” at the recent Private Sector Health Alliance of Nigeria conference.

To Ugwu, it has become imperative to use storytelling, trusted messengers, and popular platforms in making health topics accessible. He also called for stronger partnerships between the creative industry and health institutions to ensure accuracy and reach.

He further highlighted the influential role music plays in shaping behaviour and culture, especially among the 16–21 age group. Ugwu added, “If we don’t make healthcare cool, we’re not communicating right.”

Drawing from personal experience, including the loss of his father to cancer and his involvement in the #WeMauve campaign, He urged health stakeholders to build trust with artists and the audiences they serve.

Saying there is need for shared knowledge and mutual respect in co-creating impactful campaigns, he added, “we can’t influence what we don’t understand.”

He proposed sustainable models for future collaborations and building the bridge between the creative sector and the health sector, such as cause-driven content, micro-donations, and Corporate Social Responsibility partnerships, to drive lasting change.

In conclusion, he said: “Africa’s music industry has what it takes to lead the next wave of public health transformation, but it starts with understanding the culture and speaking the language of the people.”