APPLICATION OF WESTERN PR-METHODS OF MUSICAL SHOW BUSINESS ON THE EXAMPLE OF ETHNIC-GROUP «DAHABRAHA»

Abstract

The purpose of the article is to summarize the theories of the introduction and use of Western PR- technologies by the Ukrainian ethnic-group “DakhaBrakha” and the degree of effectiveness of their use      in the music industry. The methodology of the research is the use of the principles and principles of the systems approach and the comparative historical method of analysis, and the fundamental principles of the theory and history of PR technologies in show business are used. The scientific novelty of the article is  in the use of PR technologies of the Ukrainian ethnic-group “DakhaBrakha” as a factor in the formation of the original image and musical style of the group. Conclusions. Thus, it should mean that the PR methods that are used to promote the Ukrainian show business product are borrowed from Western experience. Moreover, by extrapolating Western PR technologies to modern domestic realities, one can achieve the desired results. Therefore, we should not forget about the peculiarities of the mentality of the Ukrainian public when using traditional Western methods of promotion. Today, it would be relevant to direct the potential of show business of PR technologies to the promotion of the elite Ukrainian music product itself and thus contribute to the return of the national mass culture of Ukrainian identity. Continuing research in this area makes it possible to work with target groups more effectively and efficiently.