Beyond The Barracks: Strategic NAF-Brand and Civil-Military Engagements Through Music in a Changing World.

Military communication research has rarely examined how sound functions as a strategic resource, leaving a critical gap in understanding how armed forces use music to influence public perception and rebuild trust in contexts marked by historical tension. This study addressed that gap by analysing how the Nigerian Air Force (NAF) deployed music to strengthen civil–military engagement and national cohesion. Using qualitative content analysis of twelve official music videos, transcribed lyrics, and 1,247 audience responses collected from 2019 to 2025, the study examined the symbolic, performative, and ecological dimensions of NAF branded musical productions. The analysis showed that NAF music consistently foregrounded themes of patriotism, unity, youth inclusion, and ecological identity, with patriotic messaging accounting for 30% of all coded references and youth focused content for 20%. Ecological alignment was evident in region specific musical structures, including polyrhythms, melismatic phrasing, and call and response patterns. Audience reception data indicated strong positive emotional responses among younger listeners, alongside more cautious engagement among older demographics. The study demonstrated that NAF musical productions operated as strategic communication tools that humanised the military, reduced social distance, and aligned institutional identity with local cultural and ecological logics. It advanced theoretical debates by integrating communication, identity, performance, and ecological frameworks, and provided empirical evidence that music can function as soft power in fragile civil–military environments. The findings highlight the strategic value of sound in shaping public narratives and suggest new pathways for culturally grounded defence communication, youth engagement, and peacebuilding practice.