Ukrainian music producer Iryna Horova commented on the attempts of her ex-husband Potap and singer Nastya Kamensky to gain a foothold in the Latin American market. She noted that she closely follows all Ukrainian artists who are trying to make a name for themselves abroad in order to understand how the international industry is changing and what the real chances are for our performers.
In a conversation with Economic Truth, the producer emphasized that entering the global stage is a complex and long process that depends not only on the artists, but also on trends in specific markets. In her opinion, currently foreign audiences do not demonstrate a high demand for Ukrainian pop music, and even high-quality projects risk going unnoticed.
Horova emphasized that the strategy of copying American or British sound has long ceased to work. In her opinion, Ukrainian performers can interest a global audience only with a unique style that will distinguish them from their competitors. It is precisely preserving their own musical identity, and not imitating other people's trends, that can be the key to success.
The producer noted that artists are emerging in the Ukrainian industry who are ready to work on forming an original sound that can attract the attention of international labels and streaming services. She is convinced that only an original musical product can pave the way to the global market.
She separately mentioned Nastya Kamensky's current course towards the Spanish-speaking audience and the US market, as well as the fact that Potap began to create under the new stage name Slavic Balagan. Despite active attempts, Gorova believes that the path to success lies not in changing pseudonyms or focusing on foreign markets, but in creating your own unique content.
The producer concluded that the future of Ukrainian music lies with performers who do not imitate someone else's style, but create their own, capable of attracting the interest of a global audience.
