Abstract
This paper highlights the interrelationship between language, craft, and art, and their interconnectedness with man and his environment. The study is based on the findings from participant observation and interaction with craftsmen and craftswomen in several semi-urban and rural communities of Urhobo. It discusses the wealth of natural raw materials, the decline in indigenous craftsmanship and apprenticeship, the endangerment of the indigenous arts of Urhobo, and emphasises the need to tap into the art-cultural entrepreneurship and systematic entrepreneurial training as solution to the problem. Conclusively, the paper calls on all stakeholders to contributing to the preservation of the cultural heritage and identity of their people in order to display the material culture of Urhobo in the global cultural and creative market.
