Brand-Management Theoretical Principles in Music Business

Introduction. Today there are many music artists, and each creates a large amount of musical visual content. But the modern consumer is increasingly critical content consumed. The task arises to convey artist's work wider audience, create strong loyal fanbase. This case when brand management worth mentioning, which allows promoting audience loyalty formation for long time. Purpose methods. purpose article substantiate theoretical foundations in organization business increasing artists' competitiveness their promotion effectiveness market. system approach, methods analysis, synthesis, particular, analysis literature about management, its evaluation, artists used. Results. essence significance features revealed. Theoretical principles considered. main evaluating described. Conclusions. scientific novelty lies offering consider artist as promote it market according management. It also proposes transfer estimating product building efficiency musician’s brand. research possible use results integration into strategy Ukraine, well developing recommendations Ukrainian show artists.