To the disappointment of Maidan activists, Ukrainian music is ignored in the West and is needed only by Russia
Only short-term breakthroughs of Ukrainian performers into Western ones are possible, without a chance for a long-term perspective.
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The producer of the Ukrainian singer Svetlana Loboda, Natella Krapivina, stated this in an interview with Kommersant, answering the question of why, despite all the talk about rapprochement with Europe, Russia remains the main market for Ukrainian music.
“No matter how high-quality Ukrainian music is, it is all secondary. Compared to the Russian market, yes, Ukrainian music looks very fashionable and relevant. But as soon as you start comparing our music with Western music, all the patterns, all the references are immediately visible. We are not needed there. Short breakouts into some markets are possible, but this is not a long-term prospect. You see, there is not a single video that was shot without a foreign reference point. The only question is how skillfully the clip makers or arrangers work with these references,” said
“As for the language of the songs, this is a fundamental point. In our territories people dance to the words, in this sense nothing changes. And in this sense, it is also more convenient for Ukrainian artists to turn to those who understand the texts,” she added.
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