A landmark presentation of the first comprehensive study of the Ukrainian music market took place at UNIT.City. The event united government representatives, business leaders, and creative industries around the idea of music as a strategic national resource.
Kyiv's innovation park, UNIT.City, hosted a significant event for the creative sector — the presentation of the large-scale study "Music Has Power." Initiated by the POMITNI label with support from the Ukrainian Institute for the Future (UIF), SPILNA association, NIPO, Concert.ua, and other key partners.
The event gathered leading market players alongside government officials, including Deputy Minister of Economy Tetyana Berezhna and Minister of Economy Oleksiy Sobolev. This highlights the music industry's transition from "entertainment" to a vital economic and diplomatic asset for Ukraine.
Music as "Soft Power"
The study demonstrates that Ukrainian music has become a powerful tool for cultural diplomacy and shaping the country's positive image globally. It is no longer just tracks in playlists but cultural capital that generates real income and jobs.
Iryna Horova, founder of the POMITNI label and one of the study's initiators, emphasized:
""Music in Ukraine has already gone beyond entertainment. Music has impact and power, moves culture, economy, and Ukrainians forward, forms the perception of the country, and creates cultural capital.""
Uniting for the Future
The presentation served as a platform to discuss the industry's main barriers: from outdated industrial classifications to the need for stronger copyright protection. The collaborative effort behind the study exemplifies how the industry can consolidate to protect its interests and reach a new level of professionalism.
The study's findings will serve as a foundation for further advocacy for legislative changes and the creation of favorable conditions for the growth of the Ukrainian music business.
SPILNA continues to work towards ensuring the music industry's voice is heard at all levels.