I think in some cultures there is some significance in having faces on clubs. For instance, those whalebones clubs of the NW Pacific. There seems to be significance there, though I personally don't know what it is. It may just be identification of clan/tribe.
In other cultures, it seems pure ornamentation. I think of zulu knobkerries, for instance, were the head of the club has been made into a head/face with nails for eyes. I suspect this has no deeper signficance at all, other than a clever utilisation of the form to create added interest. Art for the sake of art.
In this particular club, my guess is that it is a symbol of aggression. But that's just a guess. I suppose based on the fact that it reminds me of Maori artefacts (and the haka, for that matter), with the tongue sticking out – some kind of war-like challenge among Polynesians perhaps.
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