Сучасний естрадний україноспів як відображення мистецької ідентичності

The purpose of the article to explore the phenomenon of modern Ukrainian variety singing as a cultural phenomenon that combines traditional elements of Ukrainian song culture with contemporary musical practices. It seeks to define its role in shaping artistic identity, preserving national heritage, and promoting Ukrainian art globally. The research methodology. The study employs historical and cultural analysis to examine the developmental stages of Ukrainian variety singing from its origins to the present day. Comparative analysis identifies the unique features of Ukrainian singing. A sociocultural approach investigates the influence of song creativity on the formation of cultural memory and identity. Content analysis of songs and performers’ work identifies key trends in the thematic and stylistic content of modern Ukrainian variety singing. Scientific novelty. This study provides a comprehensive analysis of Ukrainian variety singing as an integral cultural phenomenon, defining its role in shaping artistic identity and identifying mechanisms for promoting Ukrainian art through the integration of traditional motifs into contemporary music. Conclusions. Ukrainian variety singing is not only a vital part of Ukrainian cultural identity but also an example of how traditions can coexist harmoniously with innovations, creating a unique musical phenomenon. Through the synthesis of folkloric motifs with modern genres, Ukrainian variety singing continues to evolve, enriching Ukrainian art, shaping the cultural image of the country, and inspiring new generations to honour and develop national traditions. Key aspects of Ukrainian variety singing include: preservation of national musical heritage through reinterpretation and adaptation of traditional motifs, formation of collective cultural memory and fostering patriotism across generations, expansion of international audiences through contemporary sound aligned with global musical trends, strengthening cultural diplomacy and enhancing Ukraine’s image on the international stage.