Ethnomusicology is the study of cultures and how they use music. Many ethnomusicologists focus on primitive cultures (pygmy drumming rituals, old folk songs, etc). As musicians I believe it is important to consider how we use music, as individuals and as social groups. This can affect decisions made during a music production process.
Music is an extremely expressive non-verbal communication, driven (non-verbally) through tempo, groove, melody, and harmonic / rhythmic dynamics. This expressive potential coupled with lyrical content music can be compellingly emotional.
Some musicians have made musical journeys as Ethnomusicologists, and even have used the music and concepts they discovered as part of their own work.