SOCIOCULTURAL PHENOMENON OF THE LVIV CHOIR "HOMIN"

Abstract

The article investigates the phenomenon of the Lviv Municipal Choir "Homin" as an unprecedented occurrence in contemporary Ukrainian musical culture. The study aims to comprehensively analyze the socio-cultural, institutional, artistic, and marketing factors that determined the collective's rapid success and its impact on choral art in the context of digitalization and the full-scale war. A methodological complex of historical-cultural, comparative, structural-functional, and empirical-analytical methods is applied. It is proved that the choir's success is a consequence of strategic management and institutional reform by the Lviv Organ Hall management. Key transformations include the transition to a mixed lineup, personnel policy renewal, and long-term repertoire planning. A modern marketing strategy (particularly SMM and viral TikTok content) dismantled stereotypes about "boring classics" and attracted youth while preserving the academic mission. Historical parallels are drawn between "Homin" and the Ukrainian Republican Choir led by O. Koshyts. In crisis times, both collectives turned choral singing into a powerful instrument of cultural diplomacy. The unique therapeutic effect of the choir's concerts during wartime stress is noted, making art a means of mass psychotherapy. Acoustic balance and dynamic details are emphasized. Special attention is paid to the choir's volunteer activities, accumulating over 40 million UAH for the Armed Forces. It is concluded that the combination of vocal mastery, exclusive arrangements, and innovative art management created a powerful artistic brand. It popularizes Ukrainian classics and generates massive resources for state defense.