CHOIR “HOMIN” AS AN EXAMPLE OF SUCCESSFUL PROMOTION OF THE MODERN CHORAL COLLECTIVE

Abstract

The article analyzes the municipal choir “Homin”, a peculiar phenomenon of modern Ukrainian musical culture, which functions at the Lviv organ hall, from the point of view of successful promotion in national and foreign cultural and artistic contexts; the effective use of management tools and brand technologies in creating a positive image of the choir was noted. It has been established that the promotion of the collective, which became mega-popular in the summer of 2025 thanks to an advertising post by the musicologist, communicator and SMM of the Lviv organ hall Liudmyla Burda, was carried out step by step, purposefully and thoughtfully by the heads of the organ hall Taras Demko and Ivan Ostapovych. It is emphasized that the choir “Homin” fulfills an important civil, patriotic and socio-cultural mission, as it not only promotes the popularization of choral singing among the general population, but also acts as an ambassador of modern Ukrainian choral culture in the world. Emphasis is placed on the successful promotion of the team in the media space, effective cooperation with media resources and mass media. The choir is noted for its diverse repertoire and wellchosen concert programs. It is indicated that the choir “Homin” has a busy touring schedule, actively collaborates with brands, thanks to which there is a wide range of merch products with the collective’s logo. It was noted that the “Homin”’s popularity is largely due to its charismatic leader, conductor and soloist Vadym Yatsenko, bright soloists and participants, most of whom are students and graduates of the Lviv National Academy of Music named after M.V. Lysenko. It is commendable that in 2025 the collective, which held more than two hundred concerts in Ukraine and Europe, collected funds for 50 pickup trucks and 115 drones for the front, for medevacs, handed over one million hryvnias to the victims in Ternopil and to Serhiy Prytula’s “Yedynozbir”, five million hryvnias for the rehabilitation center UNBROKEN