“HOMIN” CHOIR – AT THE INTERSECTION OF MANAGEMENT AND MARKETING

Abstract

The Lviv Municipal Choir “Homin” was founded in 1988. The famous choirmaster, Honored Artist of Ukraine Oleg Tsyhylyk was the founder of the collective. Under his leadership “Homin” became a laureate of numerous competitions and festivals, and went on many foreign tours. Starting in 2023, a new page in the history of the collective began. The choir entered to Lviv Organ Hall, and Vadym Yatsenko was appointed its leader. From that moment on, not only the com- position of the collective, its repertoire, but also the methods of working with the target audience changed. All this caused the interest of the general public to this collective, made it recognizable. The main objective(s) of the study is to trace the methods and means used by the collective managers to increase the interest of the general public to the work of the “Homin” Choir. Methodology. Methods of observation, systematization, comparison and generalization was used in this paper. Scientific novelty of the study is determined by its absolutely new, although at the same time very relevant issues (the study of the specified problem in the specified aspect has never been conducted, although it is of great importance for the study of management and marketing in the field of culture and art). Conclusions. The incredibly fast and successful promotion of the collective’s brand is the result of a number of sys- tematic, planned actions of the management of the Lviv Organ Hall and the creative team. Among these are radical personnel decisions (selection of a young charismatic leader, renewal of the creative team, in particular the introduction to choir the girls); a significant increase in the creative activity of the collective through a constant presence on stage, in the media, and social networks; a significant renewal of the repertoire, including by performing popular pop songs of the last century in an updated arrangement and a new performing interpretation; modern appearance of the choristers (blouses and trousers, white-red, white-black color scheme, various clothing options, in order to emphasize the freedom and non-uniformity of everyone’s attire); free stage behavior not only of the choristers, but also of the conductor, who sings, conducts, and moves extremely actively on stage, actually performing very talentedly in a variety of roles; active use of theatricalization and improvisation during performances, emphasis on the individuality of each artist; emphasis on communication with the audience both online and at concerts, in particular, through the use of interactive techniques; active dissemination of information about the collective by all possible means – on the website of the Lviv Organ Hall, in the media, various social networks, including through active discussion (commenting) of events with the participation of “Gomon; development and mythologizing of the collective’s brand; quality of advertising – audio, video, visual, incl. through the participation of the collective in national campaigns and events, involving famous, status-based individuals in advertising, selling merchandise, etc.