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THE PLACE OF MUSIC IN RADIO PROGRAMME PRESENTATION: YOUNG ENTREPRENUERS 

ON DIAMOND 101.1FM, IBADAN 

 

OlaOluwa Marvelous AYOKUNMI 

Department of Music 

University of Ibadan, Ibadan, Nigeria. 

ayokunmiolaoluwa2016@gmail.com 

+2347030597017 

 

Abstract 

Radio is an age long medium of information dissemination in human society as identified across the 

globe. Over the years, the content of radio broadcasting has been either speaking or playing of music 

and there is no such a radio show void of at least a signature tune, vocal and or instrumental music. 

Signature tune is a distinctive piece of music associated with a particular programme or performer 

on television or radio. Being a symbol, it is an identity; therefore the content of a signature needs to 

be in line with the focus of the show. From this view, the choice of music for media show begs for 

scholars’ attention. This paper therefore examines the relevance of signature tune used in the radio 

programme titled Young Entrepreneurs on Diamond 101.1 FM, University of Ibadan. It looks at the 

content of the music in the context of the radio show. Blumler's symbolic interactionism theory in 

mass communication and literary theories are engaged. The research employs ethnographical 

participant- observation method and unstructured interview of guests for its field work. Data was 

gathered from primary and secondary sources comprising the presenter, the music and guest for 

analysis. This research affirms the infallibility of music as a signature of every radio programme; 

music selection for a radio show is key. “Ji Masun” of Gbenga Obagbemi is the signature tune of Young 

Entrepreneurs, the content of the music is in sync with aim and objectives of the programme and it 

fits into its synopsis.  

Keywords: Radio, Signature tune, “Ji Masun” 

 

A Brief Bio Data 

OlaOluwa M. Ayokunmi is a lecturer in the Department of Music, University of Ibadan. He is an 

academic musician (a multi-instrumentalist) and an On Air Personality (OAP) at Diamond 101.1FM, 

University of Ibadan and few other radio outlets in Ibadan, Oyo state, Nigeria. He directs Marval 

City-Choir and Orchestra, Ibadan, Nigeria.  His research areas include music composition, music 

broadcasting, church music, Christian sacred musicology etc.  

E-mail: ayokunmiolaoluwa2016@gmail.com 

 

Introduction 

Donna L. H. (2021) argues that radio broadcasting is an intriguing and intricate domain that has 

undergone substantial evolution since its inception. It encompasses the dissemination of audio 

content, occasionally accompanied by relevant metadata, through radio waves to receivers accessible 

to the general public. 

 

Music has always played a vital role in various aspects of human life, and radio programming is no 

exception. In the context of university campus radio stations, music serves as a powerful tool for 

engaging listeners and enhancing the overall presentation of a show. This paper aims to explore the 

mailto:ayokunmiolaoluwa2016@gmail.com


 

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Awka Journal of Research in Music and the Arts (AJRMA) Vol 17 June 2024 

role of music in radio program presentation, focusing specifically on the Young Entrepreneurs show 

in a university campus radio station. 

Establishing an Engaging Atmosphere: One of the primary functions of music in radio programming is 

to create an engaging atmosphere for the audience. The Young Entrepreneurs show, with its focus on 

entrepreneurial discussions, can leverage music to attract listeners who may not initially have an 

interest in business-related topics. By carefully selecting tracks that resonate with the target 

demographic, the show's producers can pique the audience's curiosity and establish a relaxed and 

enjoyable atmosphere. 

 

Setting the Mood and Tone: Music acts as an emotional cue, helping to set the tone and mood of a 

radio program. In the context of the Young Entrepreneurs show, different tracks can be used to 

match the specific tone of each segment. For example, lively and upbeat music can be utilized during 

interviews with successful young entrepreneurs, creating an enthusiastic and inspiring ambiance. On 

the other hand, soothing or classical music can accompany discussions around business strategies, 

providing a calm and thoughtful atmosphere that encourages listeners to engage with the content. 

Enhancing Transitions and Segments: Smooth transitions between segments are crucial for 

maintaining the flow and coherence of a radio program. Well-chosen music can serve as a valuable tool 

in achieving seamless transitions. In the case of the Young Entrepreneurs show, musical interludes 

can be inserted during breaks or commercial spots, helping to sustain listener interest during 

intermittent pauses. Additionally, background music can be utilized during transitions within the show, 

masking any technical adjustments and ensuring a seamless transition from one segment to another. 

Creating Brand Identity and Recognition: Music also plays a significant role in establishing brand 

identity and recognition for radio programs. In the case of the Young Entrepreneurs show, the 

selection of a signature theme song or jingle can help in developing a recognizable and memorable 

brand. When listeners hear this tune, they will instantly associate it with the show, further enhancing 

brand loyalty and long-term engagement. 

 

Reflecting and Influencing the Audience: Music can be a powerful tool for reflecting and influencing 

the target audience's tastes, preferences, and aspirations. By selecting music that aligns with the 

interests of young entrepreneurs and their listeners, the show can create a relatable and enjoyable 

experience. Moreover, music can be used strategically to introduce new genres, artists, or songs that 

resonate with the show's themes, thereby broadening the audience's musical horizons. 

 

Theoretical Framework 

This research is based on a Greek theory of ethos: ‘music-muvet-affectum’ – which attributed ethical 

powers to music and that music could affect character. Greek philosophers also confirmed that music 

possessed the power of good and evil and must be carefully controlled. (Olaleye, 2015). This 

theoretical frameworks portray the relevance and influence of music in human society. Since all is 

done in broadcasting is speech and music.   

 

In broadcasting, content is crucial. Therefore, every programme has a content to sell to an audience. 

Broadcasting content is conveyed through the medium of speech and music. Every season, time of the 

day, days of the week and programme have their specific music. Programme presenter/producers 

engage music relevant at every point in time because of the immeasurable influence music has over 

human hearts and in a society at large. 



 

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The three main components of music (songs); melody, rhythm and text are usually put into 

consideration in the selection of music for media broadcasting shows. These three components are 

put into consideration because of their influence on the tripartite nature of human being. Bob Marley 

(1990) opined that “when words fail, music speaks”. This buttresses the point that music is a very 

viable instrument of an effective communication and social influence.  

 

Music in Media Broadcasting 

Music is an integral part of radio programming. It has the power to grab the attention of listeners, 

create a specific mood, and enhance the overall presentation. This paper aims to explore the role of 

music in radio program presentation, with a specific focus on the Young Entrepreneurs show in a 

university campus radio station. The Young Entrepreneurs show is a program dedicated to highlighting 

the achievements and experiences of young entrepreneurs. 

 

Music as an Attention Grabber: 

One of the main functions of music in radio program presentation is to grab the attention of the 

listeners. In the Young Entrepreneurs show, carefully selected music is used as an introduction to 

capture the audience's interest from the very beginning. The show's theme song sets the tone for 

the program and establishes a connection between the show and its target audience, which primarily 

consists of students and young entrepreneurs. 

 

Establishing a Mood: 

Music plays a crucial role in establishing the mood of the show. The usage of music in different 

segments of the program helps in creating the desired atmosphere. For example, upbeat and 

energetic music is played during interviews with successful entrepreneurs or when discussing exciting 

business opportunities. This creates a positive and motivating atmosphere, encouraging listeners to 

pursue their entrepreneurial dreams. 

 

Transition and Segmentation: 

Effective music selection aids in smooth transitions between segments of the program. Transitions 

between interviews, discussions, and news updates are often marked by carefully chosen interludes 

or jingles. These short musical breaks maintain the interest of the listeners and provide a sense of 

structure to the program. 

 

Additionally, music serves as a tool for segmenting the show. For instance, a specific song may be 

played as an introduction to the question and answer segment, providing a noticeable distinction 

between the various parts of the program. Such segmentation helps listeners to identify and 

understand the program's structure, making it easier for them to follow along. 

 

Enhancing the Content: 

Music also enhances the content presented in the show. It can evoke emotions, reinforce messages, 

and add depth to the discussions. For example, if an interviewee shares a particularly moving or 

inspiring story, an appropriate song may be played afterwards to reinforce the impact of their words. 

These musical interludes serve to heighten the emotional connection between the audience and the 

content being presented. 

 



 

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Engagement and Branding: 

Music is an effective tool for audience engagement. In the Young Entrepreneurs show, listeners are 

encouraged to participate through call-ins or social media interactions. Utilizing music during these 

interactive segments not only provides an enjoyable experience for the listeners but also creates a 

stronger brand identity for the show. By associating specific songs or jingles with the show, the 

audience can easily recognize and remember it when tuning in or discussing it with others. 

 

The Concept of Signature Tune 

Collins Dictionary online defines Signature tune as the tune which is always played at the beginning or 

end of a particular television or radio programme, or which people associate with a particular 

performer. A signature tune is the tune which is always played at the beginning or end of a particular 

television or radio programme, or which people associate with a particular performer. 

Signature tune is a short tune played at the beginning and end of a particular television or radio 

programme, or one that is connected with a particular performer. Oxford Learners’ Dictionary 

 

Semiology of Signature 

Bowcher (2018) in Idowu (2024) explains semiotics in the aspect of context; 

“In semiotics, context refers to those aspects in a conversation or interaction that provide relevant 

and specific meaning to the particular exchange that is occurring. This enables the recipient in the 

exchange to make proper sense of interaction and derive the intended meaning from it.” 

The semiology of signature refers to the study of signatures as signs or symbols that convey meaning 

beyond their literal function of identifying an individual. A signature can be seen as a representation 

of one's identity, personality, and social status. Here are some aspects of the semiology of signature: 

1. Graphology: The study of handwriting and signatures to infer personality traits, character, and 

behavior. 

2. Symbolism: Signatures can contain symbols, initials, or logos that hold personal significance or 

represent affiliations. 

3. Aesthetics: The visual appeal and style of a signature can convey creativity, elegance, or 

professionalism. 

4. Cultural significance: Signatures can hold cultural or historical significance, such as the use of seals 

or stamps in Asian cultures. 

5. Power dynamics: Signatures can represent authority, consent, or agreement, as in signing a contract 

or document. 

6. Identity performance: Signatures can be seen as a performance of identity, conveying confidence, 

creativity, or individuality. 

7. Authenticity: Signatures can serve as a proof of authenticity, verifying the identity of the signer. 

8. Digital signatures: The rise of digital signatures has introduced new forms of signature semiotics, 

including electronic authentication and encryption. 

By examining the semiology of signature, we can gain insights into the ways individuals present 

themselves, communicate their identity, and negotiate social relationships through this everyday 

practice. 

 

Young Entrepreneurs’ Show: Aim, Objectives and Synopsis 

Young entrepreneurs show is a radio programme designed to motivate and encourage young Nigerians 

in the area of entrepreneurship and vocational practices. The programme features students who are 

https://www.collinsdictionary.com/dictionary/english/always
https://www.collinsdictionary.com/dictionary/english/beginning
https://www.collinsdictionary.com/dictionary/english/associate


 

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Awka Journal of Research in Music and the Arts (AJRMA) Vol 17 June 2024 

entrepreneurs. That is, those who aside their academic pursuits, have certain vocation they do or 

engage in a business to earn a living. The philosophy of the programme includes the following; Nigerian 

youths are not lazy, not everyone will get job with certificate, it is possible to combine studies with 

business, you can employ yourself, develop your talent, be a problem solver, learn to make money etc.  

 

Methodology 

This qualitative research engaged in-depth interviews and content analysis. This study sheds light on 

the role of music in enhancing the presentation of radio programmes by engaging listeners in an 

unstructured interviews, analyzing the programme content and the relevance of the signature tune 

to the purpose and target of the show. 

 

Textual Analysis Table 

Text English interpretation 

Gbe body ole dide, loju orun re, Wake up from your sleep lazy person 

Ji masun gbe body E kode jara E, Do not sleep, wake up and be smart 

Ji masun mase sole kowo le wole Wake up, don’t be lazy so as to make money 

Ji masun gbe body E tori ola de, Wake up, make move for the future is here 

Aduke ojo nlo k’a tepa mose, Aduke, time waits for no man, work hard 

Ajao yara o k’ale rise sa, Ajao, hasten up so as to get work to do 

Ole gbo ji masun loju orun re, Lazy one hear, wake up from your slumber 

L’asale k’igbadun le wa falala, So that you can enjoy in your old age 

 

Observations and Feedbacks 

Music plays a significant role in programme presentations in the mass media, especially on radio. The 

choice of “Ji Masun” by Gbenga Obagbemi for the programme Young Entrepreneurs is such a brilliant 

choice. 

The music is in highlife rhythm with trending socio-linguistic elements that attract the main targeted 

audience of the show, which is Nigerian youth. The programme is a live discussion show between the 

presenter of the programme; Ayokunmi OlaOluwa and his guest which is usually a youth of all 

categories. The music serves as a call for the programme. Once listeners and fans hear the song from 

the frequency, they know that it is time for the show. 

It is an invitation to casual hearers. Many persons started listening to the programme because of the 

music. The content of the music is functional and relevant to the targeted audience of the show. 

A regular listener, Mr Adeyemi Michaeal said the music itself is enough charge to every listeners. 

Miss Aanuoluwatomiwa Opakunbi, an undergraduate student of the University of Ibadan, who was 

privileged to be guest of the show quickly requested for the music from the programme presenter.  

“I need to be listening to it every morning. It will keep me going in times of discouragement” 

Mr Richard Olugbenga, a young entrepreneur said it is the music that makes him to develop interest 

in the show. 

 

Summary, Conclusion and Recommendation 

The role of music in radio program presentation is crucial, particularly within the context of the 

Young Entrepreneurs’ show in a university campus radio station. By utilizing music effectively, the 

show can establish an engaging atmosphere, set the tone and mood of discussions, enhance transitions 



 

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Awka Journal of Research in Music and the Arts (AJRMA) Vol 17 June 2024 

and segments, create brand identity, and reflect and influence the audience. Understanding the 

significance of music in radio programming empowers broadcasters to create captivating and 

memorable experiences for their listeners. 

 

The role of music in the radio program presentation is multifaceted. In the Young Entrepreneurs 

show, music not only grabs the attention of listeners but also establishes the mood, aids in transitions, 

enhances the content, and promotes engagement and branding. Understanding the significance of 

music in radio programming is crucial for creating captivating and memorable shows, like the Young 

Entrepreneurs program, that resonate with the target audience and effectively deliver the intended 

message. 

 

According to research, music has played a significant role in radio programmes as a form of prevention 

strategy. In particular, it has been used as a tool to promote and support young entrepreneurs. This 

can be seen in the case of Diamond 101.1 FM in Ibadan, where music has been utilized to engage and 

inspire young entrepreneurs. 

 

The use of music in this context serves as a way to attract the attention of the youth and create a 

positive impact on their mindset. By incorporating music into the radio programme, it helps to break 

the monotony of traditional business discussions and provides a refreshing and entertaining approach 

to the topic. 

 

The benefits of utilizing music in this manner go beyond simply engaging the audience. Research has 

shown that music has the power to influence emotions and behavior. By creating a positive and 

motivating atmosphere through music, young entrepreneurs are more likely to be inspired and driven 

to take action towards achieving their goals. 

 

Furthermore, the use of music in radio programmes has been found to be an effective way to 

communicate important messages. It serves as a medium to educate and inform listeners about various 

aspects of entrepreneurship, such as financial management, branding, marketing, and networking. 

In conclusion, the role of music in radio programme prevention for young entrepreneurs is undeniable. 

With the right blend and approach, it can effectively engage and inspire young individuals to pursue 

their entrepreneurial dreams. As seen in the case of Diamond 101.1 FM in Ibadan, music has the power 

to make a positive impact and create a supportive environment for young entrepreneurs. 

 

References 

Donna, L.H. (2021). Evolution of Interpersonal Communication Through Symbols (Sticker) Cyber  

Native in the Line App. Business Economic, Communication, and Social Sciences Journal, 3, 

125-135. 

Ekanola, A.B. et al (2019). Theories and Methodologies in the Humanities. Ibadan, Nigeria: Ibadan  

 University Press. 

Ellingson, Steven W. (2016). Radio Systems Engineering. Cambridge, USA: Cambridge University  

 Press. 

Folarin, B. (2005). Introduction to Broadcasting. Ibadan, Nigeria: Ibadan University Press. 

Idowu, F. (2024). Indigenous and Imported Textile Products: A Comparative Study of Market 



 

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Dominance and Quest for Industrial Revitalization. (Unpublished PhD Seminar Paper) 

University of Lagos, Akoka, Nigeria. 

Ikpeama, C. J., Anaba N. N. & Kalu A. C. (2024). Influence of Radio Programme News on Mental Health 

Communication amongst Residents of South-East Nigeria. British Journal of Mass 

Communication and Media Research, 4, 2-24. 

https://doi.org/10.52589/bjmcmr-rdvxcngc 

Olaleye, O. (2015). Music as a Tool for the Promotion of Global Peace, Security and the Ordered  

 World. Ibadan Journal of Humanistic Studies, Vol 25(ISSN: 2141-9744), 25-40. 

 

 

 

Appendixes  

       
 

 

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