Сучасні тенденції в українській електронній та поп-музицi
Contemporary trends in Ukrainian electronic and pop-music

Summary/Abstract: The purpose of the article is to identify current trends in Ukrainian and electronic pop music. In particular, a lot of radical changes took place in the Ukrainian music arena. From 2014 to 2017, the music market was divided into two parts according to the criteria of musical style, orientation, and language of performance: The first camp is attributed to Ukrainian-speaking performers, whose work is directed towards European and American tendencies. Such performers often duplicate their songs in English with the goal of entering the foreign market of the EU and the US. Consideration of changes in new musical trends is a significant factor for understanding the cultural development of Ukraine. Methodology. The research methodology consists in the application of functional, systemic and structural analysis to understand contemporary musical trends in electronic and pop music and the cultural orientation of producers. Scientific novelty. For the first time, modern trends in Ukrainian electronic and pop music are revealed. Ukrainian musical projects are compared, which are oriented towards the Western audience (Sonya Kay, Ivan Navi, KAZKA, Mari Cheba, Kishe, Melovin, Bakun) and an artists' camp, which is oriented to the Russian-speaking audience (Olya Polyakova, Oleg Vinnik, LOBODA, Monatik, Max Barskih to that). The study provides an opportunity to objectively assess the music market in Ukraine and determine further prospects for the development of the music industry. Conclusions. We can assert that in the Ukrainian show business there is an internal confrontation. Despite the double vectors of musical orientation (to the EU countries and Russia), many artists try to produce the product in several languages: Ukrainian, English, and Russian. Of these experiments, as a rule, little does not matter, because such products are targeted at different target audiences. Such vectors are because in Ukraine there are radio quotas on the air. And for the faster promotion of content, artists shift their Russian-language songs in Ukrainian.

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