Rebranding of Ukrainian Folk Choral Art in the 21st Century

Abstract

Purpose of the work. The study analyses the rebranding policy of folk choral art in the 21st century and identifies new approaches to its preservation and popularisation in the context of globalisation and the rapid development of information technologies. Research methodology involves the combination of empirical methods (observation, data collection, interviewing), systematic and analytical methods, which allowed for identifying the leading trends in updating approaches to promoting Ukrainian folk choral art in the 21st century. Scientific novelty. For the first time in Ukrainian musicology, rebranding is being explored as a new approach to the preservation and popularisation of folk choral art in the conditions of globalisation and the development of information technologies. Rebranding policy acts as a key tool for revitalising the folk music tradition, increasing interest in traditional culture, and integrating folk choral art into the modern cultural space. Conclusions. Rebranding of folk choral art is essential for its functioning in modern conditions and for attracting new audiences, especially young people. The creation of multimedia projects and the use of social networks make folk choral art more accessible and appealing. The integration of elements from other cultures into folk choral performances contributes to updating its format and cultural integration while preserving the authenticity of Ukrainian art. The theatricalisation of performances, the use of traditional Ukrainian costumes, scenography, and choreography enhance the emotional impact on the audience, shaping a modern image of the Ukrainian folk song. Rebranding helps folk choral groups not only make folklore one of the leading musical trends in Ukraine but also reach an international level, fostering intercultural communication and promoting Ukrainian art abroad.