PR Technologies in the Art-Cultural Realm: Interaction between PR Strategies and Vocal Artist Promotion

Abstract

This article examines the use of PR technologies in the context of art and culture. Focusing on the Ukrainian experience, the purpose of the research is to unveil the dynamics of interaction between PR strategies and the promotion of a vocal artist. The research methodology is based on the principles of a systemic approach and content analysis, as well as fundamental tenets of the theory and history of PR technologies in the cultural and artistic sphere. Employing a research-oriented approach, a comprehensive literature review was conducted, encompassing both domestic and international sources. The research underscores the significance of effective PR tactics in the development and promotion of art projects, particularly within the Ukrainian cultural arena. The scientific novelty of this research lies in the first attempt within Ukrainian art studies to organise approaches to PR technology usage and create an algorithm within the context of vocalist promotion. Conclusions. The multifaceted role of PR technologies in shaping the image of a vocalist, their perception by the public, support, engagement, and ensuring sustained artistic influence has been revealed. It is determined that the promotion of an artist takes place on two intersecting planes: within the audience realm and the entertainment industry system. It is emphasised that among the traditional main marketing goals of the music showbiz are the maximisation of both qualitative and quantitative indicators of the artist's popularity, the enlargement of the target audience, and the enhancement of project quality. The study has identified that the social effect of the promotion process is manifested in elevating the initial social value and significance of the musical product in mass consumer consciousness, improving the performer's stage image in front of audiences, and increasing the growth of music product sales.

Keywords: PR technologies, PR strategies, vocal artist promotion, social effect.