Video clips of Ukrainian pop-rock performers: from glamor to social issues

Abstract

The purpose of the article. The study describes video clips of Ukrainian pop-rockperformers, which embody a variety of stage images covering a wide range of socially significantissues. The methodology consists in the application of analytical and contextual methods, whichmade it possible to characterize the most significant and relevant topics in the video clips ofcontemporary Ukrainian pop-rock performers. Scientific novelty of the work is that for the firsttime in Ukrainian science video clips were considered in the works of domestic performers in thestyle of pop rock and the main ways of representing their images in compositions were determinedon topical and socially significant topics. Conclusions. The theme of love and socially significantissues are most popular in the works of Ukrainian pop-rock performers. In the video of worksdedicated to the theme of love, the performer is identified with the lyrical hero, while the plotdecision in each work varies depending on the director’s plan, which is repelled from the text of thesong. The subject of love often coincides with the images of «beautiful life» embodied in thecorresponding scenic images; it, according to the aesthetics of rock music, can be interpreted as acontrast to the true reality. Social issues are raised primarily in lyrics, but it can be amplified bythe video, expanding to a separate plot.Key words: contemporary popular Ukrainian music, pop rock, video clip, glamor, socialissues