THE CONCEPT OF ARCHETYPES IN THE FORMATION OF A MUSICIAN'S BRAND

Abstract

The aim of this paper is to explore the study of the formation of a music artist's brand in the context of the archetype concept, as it emerges in modern conditions, taking into account the specifics of the creative activity of the music. Research methodology. In the course of the research, a philosophical and cultural approach was used to understand the concept of archetypes according to the works of C. Jung. Additionally, a marketing approach was applied regarding the use of the archetype concept in business marketing, following the methodology of M. Mark and C. Pearson. The methods of observation and analysis were employed during the study of the creative activities of contemporary Ukrainian show business artists.
Results. In exploring the formation of a music artist's brand within the context of the archetype concept, which is increasingly relevant in modern conditions, we have developed an algorithm that allows for the creation of an artist's brand in a holistic and systematic manner. The algorithm consists, firstly, of identifying the main archetype of the artist in light of their
psychological characteristics; secondly, researching and analyzing the national features of the music market in the context of the prevailing archetypes of popular artists; thirdly, determining the values that will be conveyed to the audience through the artist's creative activities and lifestyle; and fourthly, defining the visual component of the brand and selecting the naming.
Novelty. An algorithm for applying the concept of archetypes to the branding of a musical performer has been developed.
The practical significance. The research can be directly used by artists and their teams in brand creation. In the scientific and theoretical discourse, further research may focus on the specifics of the national music market in Ukraine and the archetypes manifested by contemporary well-known Ukrainian artists.