Loktionova-Oitsius O. The performing image of a pop singer in musical and television projects of Ukraine at the end of the 20th – beginning of the 21st century

Pop music reflects the needs of modern society, reflects social changes and transformations taking place in it, and at the same time stimulates these changes. Globalization, informatization, and digitalization have become a powerful factor in the transformation of pop art in the 21st century, which, in accordance with social changes, acquires new features. Among the most significant transformations of pop music art, we highlight its transition to radio and television in the 20th century, and to the virtual space in the 21st century. Today, the television method of performing pop music has functional advantages for listeners over other forms of its representation, since, possessing a powerful influence factor, in particular, an artistically organized screen image, musical television broadcasting is able to activate the attention of the viewer by increasing the spectacular component of musical art, which is extremely important for a wide audience Among television programs, musical talent shows have been popular for many years. Television music projects with a competitive component involve the creation of interesting content, in the center of which is the singer – both as a performer and as a person. A pop singer, who creates a unique performance image in songs performed at talent shows, television gives an opportunity to demonstrate his skills to a wide audience.