Intoxicating Entertainment? The Influence of “Star Music Trek” on the Drinking Practices of Nigerian Students

Abstract

Sophisticated marketing strategies are increasingly used by transnational alcohol companies in Nigeria. While this facilitates alcohol availability and encourages alcohol consumption, there are no effective policies to regulate alcohol marketing. This study draws on qualitative interviews with 31 Nigerian university students (aged 19–23 years) to explore some of the ways in which “Star Music Trek” (SMT, a brewer-sponsored music concert) establishes spaces that facilitate alcohol consumption among Nigerian youths. The data were analyzed to generate themes with the aid of NVivo 10 software. The article argues that although the rationale for attending the SMT event is to be entertained by famous artists for a reduced entrance fee, the event creates conditions that influence young people to use alcohol in diverse ways. Among nondrinkers, SMT establishes conditions that influence alcohol initiation because purchasing “Star beer,” the brand that sponsors SMT, not only serves as a ticket or gate pass to some of the concerts, but it is also the only brand sold at the event. Among those who use alcohol, SMT creates spaces that encourage a culture of intoxication because of the easy availability and accessibility of Star beer and promotional activities in the form of price reductions, raffle draws, and free drinks. The participants also discussed the ways in which the sponsor uses its marketing representatives to promote brand allegiance by encouraging attendees to favor Star beer after the concert. Overall, the findings reveal that SMT is a sophisticated marketing strategy to promote the Star brand. The study discusses the implications of the findings and concludes that effective national alcohol control policies should be formulated and implemented in Nigeria.