Хорове мистецтво як елемент культурного бренду України: традиції, трансформації, перспективи

The purpose of the study is to understand choral art as an important element of the cultural brand of Ukraine in the context of historical traditions, modern transformations and development prospects in the context of globalisation, and choral culture as a factor of national identity, determining its role in the international cultural space and as a tool of cultural diplomacy. Research methodology. The work uses a systematic approach that combines art history and historical and cultural analysis, branding theories and a comparative method. Narratives about Ukrainian choral art in the media and at international festivals are analysed, empirical material from cultural events of recent years is involved. Scientific novelty. For the first time, choral art is considered not only as an artistic practice, but as a systemic component of the cultural brand of Ukraine. The connection between the aesthetic features of the choral tradition (polyphony, lyricism, deep spirituality) and the associative perception of Ukraine in the world is substantiated. The principles of integrating choral heritage into the strategy of cultural policy and communication of the state are proposed. Conclusions. Choral art is one of the deepest and most enduring manifestations of Ukrainian musical culture, which, despite the challenges of time, retains a high level of artistic perfection and authenticity. An analysis of the historical and contemporary aspects of the development of the choral tradition allows us to assert that it acts not only as a form of musical self-expression, but also as a marker of national identity, a carrier of collective memory and spiritual values of the Ukrainian people. In the modern digitalised and informationised world, where a new logic of cultural communication is being formed, choral art is able to play an important role in creating and promoting a positive cultural image of Ukraine. Its wealth lies primarily in stylistic diversity, deep emotionality, masterful polyphonic sounding and the ability to reflect both historical and contemporary narratives. It is these characteristics that make it a potentially powerful tool in the field of cultural diplomacy and the formation of ‘soft power’. Against this background, the need for state support for choral groups, the creation of special programmes to promote Ukrainian choral art abroad, the formation of a holistic cultural policy, where the choir is considered not only an artistic, but also a strategic cultural resource, becomes particularly relevant. First of all, we are talking about the need to combine tradition with innovation: the inclusion of modern multimedia formats, digital communication, and a branded cultural product to present Ukrainian choral heritage at the global level.