History of ukrainian music as a basis for the professional formation of a music manager from the perspective of postmodernism: picture and genre palette

Шпіца, Роксолана Ігорівна and Хижна, Ольга Петрівна and Сухолова, Маріанна (2025) History of ukrainian music as a basis for the professional formation of a music manager from the perspective of postmodernism: picture and genre palette Молодь і ринок, 277 (12). pp. 32-37. ISSN 2617-0825

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Abstract

The article examines the role of studying the history of Ukrainian music in the professional development of music managers in Ukraine. The manifestations of postmodernism in modern Ukrainian music culture and their impact on the professional development of music managers are characterized. The main features of postmodern aesthetics are identified – a combination of elite and mass culture, synthetism, citation, reinterpretation, irony, and the playful nature of art. It is analyzed how these trends are manifested in modern Ukrainian music, in particular in the work of Jerry Heil, Alona Alona, and Go_A. It is shown that for a modern music manager it is important not only to understand the aesthetic principles of postmodernism, but also to be able to work strategically with cultural borrowings, sampling, digital formats and hybrid genres. It is concluded that postmodern trends form a new model of cultural management, in which the key role is played by the ability to intercultural communication, interpretation of meanings and preservation of national identity in a global context. Postmodernism in music has opened up new opportunities for creative communication, combining seemingly opposite cultural phenomena – elitist and mass, traditional and innovative, local and global. Its key features – intertextuality, irony, citation, simulation, mixing genres, and cultural codes – define the modern appearance of the music industry. For a music manager, understanding postmodern techniques in modern Ukrainian music is a key tool for professional activity. The manager must:analyze the cultural code and historical context of the material – understand what folk or classical motifs are used, how they affect the audience’s perception, and what meanings are conveyed through sampling, remixes or reinterpretations;coordinate legal aspects – ensure the legal use of copyrighted materials, control licenses for samples, remixes, and covers to avoid conflicts with copyright holders; create promotion and branding strategies – build marketing campaigns taking into account the combination of elite and mass music, select optimal digital platforms (YouTube, Spotify, Apple music), integrate postmodern techniques into promotional materials; develop audience and communication – explain to listeners the cultural and historical context of works, emphasize the innovativeness and creative potential of remixes, samples and genre experiments, forming a loyal and interested community; plan cross-genre projects – organize concerts, festivals or online projects that combine different musical traditions, creating a new cultural product that simultaneously preserves historical value and has modern appeal. Ukrainian music in recent years demonstrates that postmodern techniques are becoming an effective tool for international communication. Appeal to folklore, combining it with electronic and pop elements (as in the work of Jerry Heil, Alyona Alyona, Go_A ) allows you to create a competitive cultural product that preserves national identity and at the same time corresponds to global trends. Appealing to historical experience, the history of Ukrainian musical culture becomes a resource for innovation, and not just a basis for quoting. A manager who understands the deep origins of musical phenomena is able to recognize the patterns of cultural cycles and create new semantic configurations that resonate with both local and global audiences. Thus, modern music management in the postmodern era is not just a system of promotion, but a practice of cultural mediation, which combines history, innovation and artistic intuition, forming a new model of communication between art and society.

Item Type:	Article
Uncontrolled Keywords:	history of Ukrainian music; postmodernism; music manager; sampling; borrowing; citation; reinterpretation; remix; compilation; popular music; participatory culture
Subjects:	Статті у базах даних > Erih Plus Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет педагогічної освіти > Кафедра початкової освіти
Depositing User:	лаборант Дарина Анатоліївна Константінова
Date Deposited:	03 Feb 2026 15:41
Last Modified:	03 Feb 2026 15:41
URI:	https://elibrary.kubg.edu.ua/id/eprint/56258

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