Persistent opposition to the “generally accepted”: how the Poplavsky phenomenon was born

Today Poplavsky is present on all digital platforms - Instagram with 8.2 million followers, TikTok with 1.5 million followers. His music videos "Ukrainian Borsch," "Ukrainian Varenyky," and "Salo" have garnered 34 million views on YouTube. His music is becoming a bridge connecting different generations, cultures, and countries.

It seems that Mykhailo Poplavsky, the famous singing rector of one of Ukraine's most popular universities, can do anything. And not because his age (which he does not hide, by the way) or merits give him this right. He earned this privilege, which is attractive to many people, through many years of stubborn opposition to what is called "conventional wisdom." And, having earned the right to be himself, often ironizing what surrounds us, including his own person, Mikhail Poplavsky is now free to do as he pleases. Admittedly, this is a privilege that is available to few. However, there is one correction to the 100 percent guessing of the audience's request - Poplavsky has always had a "nose" for trends.

In fact, if we didn't have Poplavsky, Ukraine would have to invent and "patent" him, just like borsch, bacon, and dumplings with cherries. Like national culinary masterpieces, he is simple and yet extremely unique. Does it make sense? Probably not.

The phenomenon of Mykhailo Poplavsky will be discussed for decades to come. Instead, the modern generation has the opportunity to see the development of the singing rector, to "feel his pulse" and to wonder what will happen next. Perhaps it is because of this "Batman" image (by the way, he once had one in a music video) that Mykhailo Poplavsky arouses interest. It seemed that no one believed in the artist's rebirth anymore, and here, like clockwork, three videos for hits that have been sung at weddings for twenty years are baked like pies, and again, they hit the audience one hundred percent. Is it a coincidence? I don't think so.

"I'm already at the status and age where I'm not afraid of anything. My vocals and my eccentric images have already been accepted. I can do anything! Especially if it's for the sake of the goal - to give bright positive emotions, so that people watch the video, enjoy it and say: "What was that?!". I am happy to make others happy. Ukraine has its own brands and trends, its own history, its own Ukrainian way. All we need to do  is to make every effort to make the whole world know about us - this is cultural diplomacy in action!"Mykhailo Poplavsky said in 2021, and in three years his audience on Instagram (the fourth most popular social network in Ukraine) has grown to 8.2 million people. Only the President of Ukraine Volodymyr Zelenskyy has more.  

Today, Poplavsky is present on almost all major digital platforms: Instagram with 8.2 million followers, TikTok with 1.5 million, YouTube, Facebook, and others. Realizing that conventional television is no longer a key media platform, he has not only expanded his presence, but also taken into account content formats popular with young audiences. His YouTube channel is not just clips, but the result of thoughtful work with modern technologies.

According to the head of one of the most popular YouTube channels and Silver Button winner Daria Onishchenko, the platform is interested in promoting only high-quality content.

"There is no one thing that makes a video viral on YouTube. But YouTube's main interest is to keep viewers on the platform for as long as possible. That is, it is in the platform's interest to promote quality content. When evaluating each video, YouTube looks at various parameters. And if these parameters are better than the competition, it will promote the high-quality video. It depends on how many people watch the video, how long they watch it, and how they interact with it - "like" or comment. There are many other parameters that can affect the popularity of a video, including the novelty or status of the host (hero)"Onishchenko says.

 Clip "Ukrainian borsch"

A new surge of interest in Mykhailo Poplavsky occurred in early 2021. Then Poplavsky, who clearly captures the moods and desires of the audience, decided to boost his rating with "oldies" by giving a second wind to his trump card compositions, such as "Ukrainian Borsch," "Ukrainian Varenyky," and "Salo." This trio elevated him to the top of YouTube's "favorites" in a matter of months. For example, the video for "Borsch" soared to 15 million views, "Varenyky" to 11 million, and "Salo" to 7.9 million views. 

How? At first glance, it may seem that it's just a matter of using VR and 3D graphics, which the singing rector was the first to use when creating the videos.  However, the point is much deeper: "Borsch" is a cultural code that every Ukrainian can understand, and the use of modern technologies makes it attractive to a young audience. In particular, VR technology immerses the viewer in what is happening, creating the effect of personal presence. The success of the video was made possible by combining the traditional and the modern, which gives a sense of belonging to something familiar and new at the same time.

"I rely on young people. My main mission - is to make young people, teenagers, know that Ukrainian is cool. Today, it is a struggle for minds, for the future of Ukraine," -  commented Mykhailo Poplavsky on the release of the new video ‘Ukrainian Borsch’ during the presentation.  

In addition, Poplavsky's song provoked heated discussions on the Internet, which often took on a heated form, especially between Ukrainians and Russians who claimed their "right" to borsch. However, a UNESCO study put an end to Russian claims of appropriation of Ukraine's culinary heritage.

Clip "Lard" 

The video "Salo" only continued the theme of national identity. It became popular due to its aesthetic based on a combination of folklore and modern visual effects. Moreover, such works attract the attention of not only Ukrainian but also foreign audiences, creating international interest in Ukrainian culture. And then Poplavsky becomes a kind of cultural ambassador, offering products that combine well-known elements of national culture with high-end modern finishes.

Poplavsky used his old, time-tested techniques: shock value, national flavor, and precise audience engagement. Combining XR, the style of 60s Hollywood, Karl Lagerfeld's image, Andy Warhol's ideas  with Ukrainian borsch, lard and varenyky, he created exotic dishes mixed with expressive colors, sexual energy and vivid emotions. He does not hide the fact that he works for an audience three times younger than his peers, which is also a challenge to the conventional, and it works.

 Clip "Ukrainian dumplings"

"And I'm ready to be weird, to experiment to attract the attention of a young audience - from 5 to 25 years old. They watch TikTok, Instagram, YouTube, make memes and video cuts from my clips. I want the national idea to be  their 25th frame," Poplavsky tells Fakty.

The singing rector no longer needs to assert himself. Poplavsky has long since become a trend himself, and it is difficult and sometimes impossible to follow. We must have people whose uniqueness gives rise to a national product, which seems to be the case with Mykhailo Poplavsky himself.

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