Olga Gorbacheva: "When he first saw me on the screen, Nikitin thoughtfully said:" What a good girl ... "(7 photos). From a tailor to a top producer: Yuri Nikitin on the easy way and the development of the music business in Ukraine

Yuri Nikitin is one of the most famous Ukrainian music producers. He has been in show business since the 1990s. Among its artists are such stars as Irina Bilyk, Verka Serdyuchka, Olga Gorbacheva, duets NikitA and NeAngely, KAZKA and Mountain Breeze. Nikitin produced the TV show "Superzirka" and the Ukrainian "Star Factory".

Today he is passionate about the transfer of knowledge to young people, for which he opened the NIMBS school. According to the producer, the Ukrainian music market has overcome the crisis and is starting to develop rapidly. In such conditions, the shortage of professional personnel is especially acute. Therefore, he considers his main task to spread knowledge about show business.

In an interview with the publication, Nikitin told how he feels about the tour of Ukrainian artists in Russia, what he teaches young musicians and how the domestic music market has changed in recent years.

I have identified three basic principles for myself, which I actively try to implement in my everyday life- live consciously, remember only the good, follow your life purpose

- Recently you turned 50 years old. This is a special date for many people. What does birthday mean to you?

Birthday for me is a period of resetting, rethinking, revising life values ​​and priorities, summing up the results for the past year and setting goals for the next year. Therefore, in most cases I leave, and usually alone. Upon returning to Kyiv, I like to gather in a close circle of relatives and friends.

- And how do you feel during this period of time?

Full of new ideas, strength and energy to implement them. I still rarely look back, make big plans for the future, but try to live "here and now." On the eve of my birthday, I focused on understanding how I want to live on. And so I determined for myself three basic principles that I actively try to implement in my daily life - to live consciously, remember only the good, follow my life purpose.

Yuri Nikitin with his wife, singer and TV presenter Olga Gorbacheva.

- What are your creative plans?

These principles apply to everything, and especially creativity. And it is directly related to inspiration. To advance in a business that is built on creativity, I am constantly on the lookout for places, activities, things that inspire me. When I get into the flow, then everything is fine with the business.

- You always talk about work, show business and almost never about your personal life. What is your current status?

All my conscious life is connected with music. And each of the family members is part of my team, my source of inspiration. But if we talk about our "hobby circle" in the official language, then since last summer I have been married again. And for the second time on the same woman, Olga Gorbacheva, the mother of my wonderful children - Polina and Seraphim. Raising children, we continue to develop Olya's professional career. And it was this year that they achieved a significant breakthrough - they released the album "The Best Day", launched the developing project "7 Lives of a Woman" and the All-Ukrainian Festival female power"Sun".

Ukraine is going through a time of niches - niche fashion, niche music. People have become different. They are trying to be different than ever before.

- What, in your opinion, is the situation in Ukrainian show business today? Is he already out of the crisis?

Just getting out, but that's only part of the story. The main thing is that its business model is changing. If earlier the main bet was made on private events, now everything is concentrated around open box office concerts, as in developed music markets. People are happy to attend concerts, but pay only for those they really love. Most of the population still has limited entertainment budgets and therefore viewers are very selective. Today, to be in demand, it is not enough to be famous, you need to become popular.

What do you think popularity means?

It means to be loved. A famous artist is one whose name and work I know, but I'm unlikely to buy a ticket to a concert. Popular - when I look forward to every meeting or communication with him with trepidation. Popularity is honesty, openness towards your audience. The fact that musicians can communicate directly with their audience is a huge plus. If you are special, unique, you will definitely gather your audience, and if you work with it correctly, it will be faithful to you for many years.

Nikitin and "NeAngely". Photo: Yura Nikitin / Facebook

- It is much more difficult for young people to start in such conditions ...

And much easier at the same time. First, the market has become much freer. 90% of Russian artists do not tour in Ukraine. Secondly, there used to be a dominance of "piece" production projects, which have now ceased to be launched. Thirdly, for those who sing in Ukrainian, in connection with the introduction of quotas, there are much more chances to get on the air. Although, on the other hand, competition among domestic performers. Everyone began to produce a very high-quality musical product, including in the Ukrainian language.

- So, quotas - good tool for Ukrainian show business?

I have always opposed coercive measures. But if the rules of the game are adopted at the legislative level, I stop discussing this matter and try to adapt to them as efficiently as possible.

- How do you evaluate the young musicians who appear?

I like everything that is happening in Ukraine, both in a creative and commercial sense. And I absolutely agree with the opinion of Vitaliy Drozdov, director of Hit FM radio, that the Ukrainian music market today is number one in Eastern Europe.

Nikitin: Artists are citizens like everyone else and must obey general laws. And the government should determine and adopt these laws - this is its function.Photo from the archive of Yuri Nikitin

- Cool content needs a cool audience...

And we have it. Ukraine is going through a time of niches - niche fashion, niche music. People have become different. They are more than ever trying to be different from each other, to be more selective and original in what they consume. And this is not an exception, but a trend. Ukrainian niche artists achieve serious recognition among a wide audience: Jamala, Dorn, Onuka, KAZKA… Their music is loved and paid for.

They say people don't have money.

In general, probably. But on the other hand, I see that more and more restaurants are opening and in the evening it is not so easy to find a free table. And the concerts of Ukrainian artists are gathering more and more spectators. Either the active part of the population still has money. Or people just need an emotional outlet in order to move forward. But both contribute to more growth music market.

- And growth occurs, even despite the war?

In America, the heyday of Hollywood occurred just during the Great Depression. Positive creativity gives additional meaning to fight and survive in the most difficult times. Music has the power to lift morale and acts as a strong unifying factor for a nation.

As for the tour of Ukrainian artists in Russia, the position of the government is not exactly defined, so everyone interprets it in their own way, and the result is confusion

How do you feel about the ban for Russian artists to enter Ukraine and, for example, the ban on the TV series "Matchmakers"?

I have not analyzed this particular case. But I see that there are many points of view. This is indeed a very complex topic. What is happening between Ukraine and Russia is terrible. However, this is the reality in which we are all now. He makes his own choice: what to shoot, where to play, with whom to interact. At first I closely followed everything that happens in politics, but over time I came to the conclusion that you can continue to live and develop normally only by focusing on yourself, on your environment, on your business, continuing to do it well.

The discussion in society is not yet over: should Ukrainian artists tour in Russia if we are in a war, or should an artist stay above the fray? And what do you think?

I think creativity should remain above everything. But a lot depends on the position of each particular artist - this is firstly. And secondly, the problem would not be so acute if it had been solved before at the legislative level. Like the issue with the Crimea. They adopted a law that prohibits doing business with Crimean companies, and everything became clear to everyone. Artists in this case are no exception: he performed in the Crimea - he broke the law, answer.

How is the job of a musician different from that of a waiter, a journalist, or a driver, when viewed from this angle? Nothing. Artists are citizens like everyone else, and must obey the general laws. And the government should determine and adopt these laws - this is its function.

Nikitin and participants of "95 quarter" Evgeny Koshevoy and Vladimir Zelensky

As for the tour of Ukrainian artists in Russia, the position of the government is not exactly defined, so everyone interprets it in their own way, and the result is confusion. There are also facts when many of our artists perform in Russia, but only some of them are boycotted.

Are you saying that there are some agreements regarding boycotts, and those who boycott participate in such agreements?

I think yes. How else can this be explained? Some Ukrainian top artists participate in major ceremonies, receive awards, conduct large-scale advertising campaigns and tours in Russia - and there is not a word about them in the Ukrainian press. Silence. The second is to appear somewhere, post a photo on their social networks - and away we go.

- AT musical environment is this being discussed?

Rather, it is just a statement of facts. There are many different points of view on this matter. There are very unexpected ones, from the series: "It's so clear who is most profitable to "knock down" this artist." Next comes the name...

Why is it immediately about intrigues? An artist is a public figure representing a country. Concerts are no longer a matter of culture or creativity, but of anti-Ukrainian propaganda in Russia...

That's why I say it's not an easy topic. Too many variations. Isn't it easier to resolve the issue at the legislative level? Then everyone will have one common vector.

Everyone openly adored Danilko, but in fact, the then musical elite of Russia could not survive his uncontrollable level of popularity.

- Remember the Russia Goodbye scandal? It turns out that Andrei Danilko unwittingly predicted the future?

Truth? Never thought about it. To begin with, it is important to understand that Verka Serduchka never sang the phrase “Russia goodbye”. It was a planned campaign against the most popular artist in the entire post-Soviet space, Danilko and his character.

- And who did he hurt?

It all started with the Russian Channel One. It was there that even before the announcement of the results of the Eurovision vote, all this verbal nonsense began. And one of the reasons that is on the surface - Verka Serduchka bypassed the Russian group "Silver" - a personal project of the head of Channel One Konstantin Ernst and Russian music producer Maxim Fadeev.

Nikitin: Andrey Danilko - amazing person. I have never met such people in my life: a reliable friend who is with you in sorrow and in joy, super insightful and a wise man with big good heart.

And the invisible reason is the one I mentioned above. It seems to me that in the history of CIS pop music there were only a few cases when love for an artist began to grow from the hearts of the public and, as a result, he achieved popularity. When the whole society was involved in his work, when everyone listened only to him. When his presence in the market was not imposed on the media. People just wanted him with all their hearts. Among such artists are Vladimir Vysotsky, the Tender May group, Verka Serduchka. Everyone openly adored Danilko, but in fact, the then musical elite of Russia could not survive his uncontrollable level of popularity.

- Loved, loved, and then suddenly decided to drown because of the song contest?

Not certainly in that way. The Eurovision story is the second and most serious case. And the first one was a year earlier, when we had the first big tour of Verka Serduchka in Moscow. We have long wanted to perform at the Kremlin Palace - the most prestigious at that time concert venue Russia - and this day has come. We received permission, went into advertising and sold more than half of the hall, when suddenly they called from the Kremlin and said that without explaining the reasons we were denied. This happened three weeks before the day of the show.

We outweighed the advertisement and rescheduled the concert for the same dates at the Luzhniki Sports Palace ... And we sold two full halls - more than 20 thousand tickets! Russian stars were so surprised that they could not miss this significant event. Alla Pugacheva, Philip Kirkorov, Maxim Galkin, Kristina Orbakaite and many others attended the concert without an invitation from our side. Just to see this phenomenon.

In principle, there were legends about how Verka Serduchka toured. Within the framework of only one tour, we worked 30 concerts in Germany, gave 15 shows in Israel, eight shows in a row at one venue in New York! And so it is all over the world.

Andrey Danilko and Melissa McCarthy, the lead singer in the movie Spy.

If I am not mistaken, you have been working with Danilko since 1997. What can you say about him as a person and professional?

Andrew is an amazing person. I have never met such people in my life: a reliable friend who is with you in sorrow and in joy, a super insightful and wise person with a big kind heart. Global personality and great artist. I was convinced of this many times, but finally - while participating in the filming of the Hollywood blockbuster Spy ("Spy"), when the entire film crew, including director Paul Feig and actors Jude Law, Jason Stethem and Melissa McCarthy, were fascinated by Verka Serduchka, and it didn't matter to anyone that she didn't speak English.

- How did you get on the shooting of this film?

Hollywood film producer John Kelly called the Mamamusic office and invited us, on behalf of director Paul Fig, to star in the world's top comedy of the year with a three-minute cameo ( episodic role for the famous and easy recognizable person- director, artist, politician. - "GORDON"). According to Fig, he was so impressed by the performance at Eurovision 2007 that he had long nurtured the idea of ​​Verka Serduchka's participation in his film.

It turned out that Fig himself and his family members are simply crazy about Serduchka. They reviewed all the video works with her participation and knew almost all the main songs by heart. And our conversations with them were about the fact that we ourselves do not fully realize the genius and level of Danilko, whose Verka Serduchka, even before participating in the film Spy, is a world superstar.

The main guest performer in Ukraine today is Oleg Vinnik, but his chart history and online positions are far from ideal

In developed music markets, there is such a thing as charts. It is an influential tool for evaluating musicians. Why is there no such thing in Ukraine?

Ukraine also has charts, awards, gala shows. But the principle of their device is different. In the West, the main charts are based on sales ratings and are formed on the basis of open information. Everything is transparent there. Domestic hit parades are more subjective. This is the main difference. And if an artist is in the top in the Western charts, this means that he earns accordingly. Our ratings are not always tied to real money, but rather to the tastes of individual representatives music industry.

- So you advise novice artists not to pay attention to positions in the ratings?

Reverse. But keep in mind that everything is relative and depends on the particular artist, his product and audience. If your audience is in the "40+" category, you will of course lose online positions to music projects aimed at a younger audience.

Nikitin: Vinnik acts intuitively, but concentrates his entire product around the needs of the viewer. And this is a story about popularity.Photo: Alex Sakhnenko, Oleg Vinnik / Facebook

Everyone has his own path. The main guest performer in Ukraine today is Oleg Vinnik, but his chart history and online positions are far from ideal. And it seems to me that only now, after many years, the industry began to treat this artist accordingly and he began to appear in the ratings in high positions. Plus, his audience is not very active online, so he builds relationships with them using other communication channels. Those that are important specifically for its viewer.

It turns out to determine the leader in Ukrainian music not so easy. How to understand who is really the best?

- "Best" - does not sound quite objective. "Best for specific target audience" - more precise definition. The main indicator here is ticket sales for open concerts artist throughout Ukraine. The territorial history is especially important. Many famous artists, for example, are successful exclusively in the Russian-speaking regions of Ukraine or exclusively in large cities and Kyiv. But Kyiv is not all of Ukraine. All other indicators plus or minus are relative.

Often the level of popularity of an artist in our country is determined based on how much he is in demand in Russia, forgetting that today these are two completely different markets. Chart makers look at the number of views or subscribers in in social networks artist in general. And if you dig deeper, it is clear that the bulk of these people are residents of Russia. The artist is more popular there than in Ukraine.

- Let's get back to Oleg Vinnik. Do you understand the secret of his popularity?

While everyone is trying to make "trendy music", he does what he feels like doing. And what he thinks his target audience wants. I came up with my own definition for this - "to know every fan by sight", to understand him, to know about his desires and his pains. Most likely, Vinnik acts intuitively, but concentrates the entire product around the needs of his audience. And this is a story about popularity.

And if we talk about money, I will bring small example. Recent times I am interested in the structure of the German music market. Today it is the number one market in Europe, and naturally, in our view, Germany is fashionable music, modern technologies, a lot of money. So, in fact, 80% of the market for music and money in the music business falls on the "Deutsche Schlager" (German hit)! It's something like our pop music of the 1990s: catchy melody, simple lyrics, dance rhythm, always positive context and always German. 80% of the market, because Germany is a country where small towns and countryside dominate, they are inhabited by the bulk of the population.

Nikitin: Vakarchuk did not make a single strategic mistake. When necessary, he left, when necessary, reappeared, but in a new role.

And where does the main part of the population of Ukraine live? Large cities - then only 20-30% of all residents. Do you understand what I mean by this? The remaining 70% also need their idols. And the popularity of Oleg Vinnik was born, I'm sure, among them. And the rest of our musical pop culture is designed mainly for residents of large regional centers.

I also want to ask you about Svyatoslav Vakarchuk. On the one hand, this is a successful musician, on the other hand, a person interested in politics. Do you think politics hinders his creativity?

I think it only helps his personal and professional growth. As a musician, he achieved the maximum in Ukraine. And in order to continue moving forward, it needs to develop either in other territories or in new directions. So his immersion in politics is understandable to me. And given the fact that Vakarchuk is a skilled marketer, he can achieve a lot. He understands exactly when, where and with what product to show up in order to achieve the desired result.

I have been watching the development of his career since the moment when our company Nova Records released the first album of his group "Okean Elzy" in 1998. And since then, Vakarchuk, as far as I remember, has not made a single strategic mistake. When necessary, he left, when necessary, reappeared, but in a new role.

The music business is experiencing a shortage of professionals. Where to get them in such quantity, if the market is developing rapidly? There is only one way - to find and educate

- I wonder how much our artists are in demand in the West?

Their work is limited only to diaspora markets. Today there is not a single Ukrainian pop star who would work widely for indigenous people developed countries. There are either festival stories or an ethnic theme, or at least niche manifestations. If we talk about the global world potential, in my opinion, only one domestic superstar, Verka Serduchka, has it so far. And this became absolutely obvious after our participation in the Hollywood blockbuster Spy.

- What ideas drive you now?

I am successful because I have been working for a long time. I started playing music professionally more than 30 years ago, and I have been acting as a producer and music manager for more than 25 years. During this time, I gained experience and developed intuition. If about ideas, then I have a lot of them, as always. But only a few inspire me more than others today: the powerful launch of the Verka Serduchka project in the West, collaboration with new young artists such as KAZKA and Mountain Breeze, new formats for already well-known names - Slava Kaminskaya and Olga Gorbacheva. Plus work on educational project"NIMBS - School music business".

Nikitin, performer and teacher Mikhail Poplavsky and students of the NIMBS school. Photo: Yuriynikitin / Instagram

The launch of the school is the main thing that happened to me last year in terms of my professional growth. While working on the materials, I sort them out, structure everything that has accumulated in my head over 30 years. Because knowing yourself and teaching it to someone else are two completely different stories.

Why did you suddenly decide to study music?

Firstly, I consider the transfer of knowledge to a new generation of musicians very good deed. Secondly, I act, including from selfish motives. Any person who comes to our company requires adaptation and deeper knowledge about the structure of the market and the rules for working on it. And I have to give each individual a lot of personal time. And now I'm doing the same thing, only in a more structured way and for more people.

In addition, the music business is experiencing a shortage of professionals. Where to get them in such quantity, if the market is developing rapidly? There is only one way - to find and educate. And NIMBS is the place where all interested people come to learn and work in this field.

And the main question is the stars. There are many talents in Ukraine, few superstars. A superstar, like a good music manager, is years of study and work. Stars are not born, but made. And in this context, NIMBS is a school for those who want to succeed, an entry point into the music business! I am happy to share information. In the discovery of new talents, in helping to realize them, I see part of my mission, my life purpose. Through the popularity of artists and their influence on people, I bring my ideas to the world.

The master of lighting stars on the national musical Olympus celebrates its 20th anniversary creative activity

In addition to the fact that Yuri Nikitin is the producer of the two most expensive Ukrainian artists, Irina Bilyk and Verka Serduchka, he created a whole musical empire: "Not Angels", Bondarchuk, "Aviators", "PO-MA-DA", "Hollywood", "Nikita" , "Army". Their songs are played on the radio, videos are played on television. It seems that everything Nikitin undertakes is doomed to success.

Yuri himself often prefers to remain in the background, so he rarely gives interviews. But he made an exception for FACTS. We agreed to meet with a famous producer in one of the expensive Kyiv restaurants, located next to the office of the Mama Music company, which is headed by Yura. Sitting comfortably, Nikitin ordered a light beer and a bottle of sprite, which he immediately mixed in one glass.

“The most terrible was the period when they began to recognize Ira Bilyk, and she had to ride the subway”

What is this miracle cocktail? Delicious?

No, it's not tasty. This is delicious! (Smiling.)

Some people call you Karabas-Barabas of domestic show business

I don't agree with this. Karabas is a character who enslaved poor dolls and pulled their strings. Probably, people do not quite understand exactly what the profession of a producer is. This is a joint work, in the success of which the producer contributes his part, and the artist contributes his own.

Some producers, entering into a contract, forbid their artists to become pregnant.

I don't have such a hard rule. I don't mind when women want to have a baby. This is sacred, you can not interfere here. I don't send anyone for an abortion.

Bilyk said that you forbid her to talk about cutlets in an interview, and also to be photographed with money.

It was before, it is not now. The artist is a kind of magic in some way. Whether we like it or not, people see the stars as special creatures that do not go to the toilet, do not cook their own food On initial stage the artist must adhere to a certain strategy. Having become famous, he can be more natural, open, humane. To show that he is the same person as any of those who listen to him.

Then admit it, does Ira cook meatballs deliciously?

Bilyk makes excellent meatballs and generally cooks amazingly. She is a very good housewife.

Do you remember your first meeting?

Our acquaintance took place at the Spring Nadisch-90 festival in Vinnitsa, where I performed as part of the Ajax rock group, and Bilyk arrived as a solo singer. The first night we had a fight. Because she ate our chicken. We had a bottle of vodka and one chicken for a group of six hungry men. Ira accidentally looked into our room and joined the meager feast. I guess I wasn't a gentleman then, or maybe she really ate too much - I don't remember. But we disagreed on this matter. We met in Kyiv, also by chance. My Native sister changed the apartment, which was in the same entrance with Bilyk. Then I, plucking up courage, came to visit Ira and said: “Well, now we will see each other often.” After the birthday of Irina's friend, we stayed overnight in my sister's apartment. Since then, they began to live together. Everything happened very fast

Ira said that you dreamed, having become rich, to buy a box of noodles fast food. Is it really how it all started?

Yes, it was. In 1990, we began working with Ira, and the first money appeared only in 1994. Our first fee was $400 per concert. And this money had to be divided by five. And before that there was a period of absolute lack of money. We lived with Irina's parents, who fed us. My mom and dad also helped a little. We didn’t really need money, except for travel. I remember the most terrible period was when they began to recognize Ira, and she had to ride the subway or bus.

When was the last time you took the subway?

Half a year ago. I just left the car in the center, because the entire Lesia Ukrainka boulevard was standing. And I needed to go to the office near the Golden Gate metro station. I was surprised how many people were on the subway. My sides were pretty crushed.

"It's true that the way to the stage is through the producer's bed"

When money began to flow, what did you buy first?

The Nova-Management company, which included Ira, myself and two other partners, had one car for everyone, a common office. The first serious acquisition is our apartment with Ira. We bought it from my sister. Then I borrowed money from my banker friends. A three-room apartment in Obolon cost 20 thousand dollars. Bilyk said that this is crazy, we will never earn so much money, dissuaded me, even threw tantrums. However, then all the same supported. After a year and a half, we returned the debt. And the bankers went bankrupt.

After living together for eight years, you broke up. Why?

There is a crisis in our relations. By that time, Ira had already parted with me in her head, but I had not with her. When we had a fight, the next day I left for the Tauride Games and met Olya Gorbacheva there. Everything happened again very quickly. The issue of housing was resolved, I got a one-room apartment in the house next to Ira. We, of course, shared everything that we had. It happened very calmly.

You remain partners. Really, jealousy never arose: even the former, but the wife?

No. I am not jealous of my women, even when I live with them.

They say the way to the stage is through the producer's bed.

it pure truth(laughs).

Then many men can envy you. After all, you work with the most beautiful artists, including bright star Verka Serduchka.

Just don't attribute to me sexual connection with Andrei Danilko (laughs). In fact, I am really surrounded by the most beautiful, kind, gentle, open women.

You admitted in some interview that Irina Bilyk is the best in bed?

Well, I can't be sure of that. I don't have that much sexual experience. The journalist asked me: “Is she good?” I replied, "Yes, very much." So it was.

Many of your artists you try to undress. The girls from the "Army" for "Playboy" were filmed, "non-Angels" in their first video lit up topless, and Dasha Astafieva from "Nikita" is generally a star

I undress only those who can. For example, the Aviator group does not undress. I take talent. And undressing is also a talent. Dasha Astafieva does it so beautifully! We try to keep up with the times. Trends, as you say, undressing, sex can be traced not only in show business, but also in advertising. This is the first indicator, the spirit of the times.

And where did you find such a talented Dasha Astafieva?

I saw it on the cover of Max magazine. I was just crazy about her. And then I was introduced to Dasha. I was very worried in anticipation of the meeting, I thought that in life a girl is worse. But Dasha turned out to be even better than in the magazine.

After a divorce from Olga Gorbacheva, you again moved into the category of enviable suitors

Yes? I didn't know (smiles). We have a very warm relationship with Olya, we see each other almost every day. I spend a lot of time with my child. We go for a walk with Polina, we play at home. Very often the three of us have breakfast or dinner in restaurants.

Has Polina already told you that she wants to become a singer?

To the question: "Who will you be?" she replies: "Iroy Bilyk."

What did you want to be at her age? Then in our country, even the word "producer" was not known.

I have wanted to be a fashion designer since I was 12 years old. And even seriously studied this craft at a sewing school. Then at one point I realized that I wanted to make music.

Did you earn your first money by sewing?

Tailoring of trousers cost 20 rubles. I sewed 3-4 pairs a week and made good money. At first he worked at home, then he rented a room in a hostel. I had three sewing machines, an overlocker. Then I sold everything and bought a guitar. My parents were shocked, but they did not dissuade me.

Are you from a creative family?

No, my mother worked all her life in a hotel, and my father headed the motor transport department at the plant. I late baby in family.

Did you have to fight as a child?

Not without it. Last time fought hard 15 years ago. That is STRONG. I had long hair, an earring in the ear, in the late 80s few people wore them. And gopnik-athletes like me did not understand. This is where the skirmishes took place.

It is unlikely that then I could have imagined that you would be recognized on the streets, asking for an autograph. How do they usually react to you?

They ask for an autograph or a photo. But once, when we were vacationing in Davos, I heard someone shouting: “Yura, Yura!” I turn around, but no one I know is in sight. I see a man waving at me. I drive up, and his back is twisted, he cannot straighten up. “I have a problem with my spine, I can’t move,” he says. “I recognized you, there is no one else to turn to, sorry, take me to the hotel.” I let's take the sled from my daughter, and she screams: “I won’t give it back!” Barely persuaded.

“To become a superstar, you first need 200-300 thousand dollars”

You're working with another superstar - Verka Serduchka. How did you meet Danilko?

I saw Verka Serduchka's performance on TV, at the "Pisenniy Vernissage" festival, in 1994. I was laughing so hard, I just couldn't stop. During the next concert, he approached Andrey, introduced himself and said that I really want to cooperate with him. And so it turned.

I wonder how much it costs to become a star today?

It all depends on talent. There are popular artists, and there are favorite ones - these are two big differences. Now you need 200-300 thousand dollars to start. If there is a powerful potential, you can become a mega, if not, you will hang out in the fifth echelon, no one will buy your concerts.

They say money is independence.

As the current crisis shows, it is, on the contrary, a crazy addiction. An unpleasant sight when the oligarchs become beggars.

Do you think the same could happen to you?

I'm sure it will affect everyone one way or another. I am ready for the crisis, I take it calmly. I will make some economic changes in my life and in the Mama Music company. But psychologically, I won't change anything. I take this opportunity to tell people that there is no need to panic. The crisis is very well experienced in the conditions of the holiday. It is not necessary to skip and drink all the money, but you need to create a holiday for yourself. Drinking not super-expensive imported vodka, but domestic, not relaxing in United Arab Emirates, and in the Crimea. And, of course, invite the artists of the Mama Music company to concerts (smiles).

Was Bilyk's third concert at the Ukraine Palace canceled due to the crisis?

The general panic reached such proportions that at one point the sale of tickets for concerts of all artists in Kyiv stopped. We practically do not suffer from this, because in any case we will receive our fee. But we decided not to drive our organizers into debt and not to hold a third concert.

No matter how you express your opinion about this producer now, there will still be a bunch of people who are dissatisfied with this - good or bad opinion. And the more interesting - Yuri Nikitin makes his artists plow on himself (remember how in the fairy tale Karabas Barabas forced Pinocchio and other toys to plow on theater stage). There is a difference between the methods of education of these two puppeteers - the Barabasovsky puppets suffered under the lash of their boss, and the Nikitinsky ones enjoy it.

The obvious for the incredible. Olga Gorbacheva is the woman who gave birth to Yuri Nikitin's daughter Polina. A woman who claimed in numerous interviews that Nikitin was a scoundrel - left her with a baby in her arms. A woman who, with the help of Nikitin, turns into a singer. Surrounding people exclaim: “God, what did he find in her ?!” And what do you think? When Olya was leading music program“Melorama” was called “Mamarama” for a reason (Nikitin's production company is called mamamusic) - almost every plot of this program told about the successes of Nikitin's artists.

With all the unflattering reviews, Yuri Nikitin is an exemplary father.

Nikolai Gnatyuk. Remember the song "The drum was bad, the drummer was deaf"? It's him.

Kristina Orbakaite says: “I don’t like to be photographed on the go!”

Well, if she doesn't love, why will she never stop?

And they said that Pierre Narcisse's Russian visa had expired...

Incredible for the obvious. Nikitinsky artists know what to impress. They are ready to endlessly answer the same questions, tell incredible stories about themselves.

To the journalist’s question “Olya, what’s wrong with your lips?” Gorbacheva blurted out: “Pumped up with Botox.” And what do you think, the next day this "news" appeared in the newspapers. People believe, artists laugh. Above people.

Nothing is eternal. Previously, Nastya Stotskaya, after her triumph on the New Wave, ran from journalists, her heels sparkled. Now her manager was running around the art foyer: “Nastya said she could give three interviews. Does anybody want? And then she will go to spend the night with her grandmother!

Old rake. How many times have they stepped on them, stepped on them, and they all lie in the same place and attract onlookers to themselves. Bilyk went to Rio and got married with Dikusar according to local customs ... Everyone already knows the truth about Vasya Bondarchuk's personal life ... And as soon as this couple appears together, gently snuggle up to each other and playfully look into the eyes, the rake works and the people dragging "Oh-oh-oh!"

Here comes the super star Natalya Mogilevskaya - no one notices her if she does not want it.

All voids must be filled. Army group. Women's groups so much that my head is spinning. They do not carry anything in themselves, but if the question arises of whom to invite to a corporate party, they come to mind, as Danilko says, “singing cowards”.

Outrageous. Irina Bilyk has always managed to bring her incredible ideas to life. For example, the singer came up with the style and design of this dress herself. A friend helped to sew expensive scales and a net. Complemented appearance a luxurious necklace for 10 thousand euros (so the legend says).

Give a reason. Olya Gorbacheva is a diligent student of her producer. He also buys wholesale tights for his artists (in the previous photo - the same on Irina). Yes, and dresses are worn after each other (just like sisters). Before Slava from NeAngels had time to act in the original toilet in her new video, Olya appeared in it at a secular party. AND? There is already something to talk about. The main thing is to give a reason.

The girls from the NeAngeles group are very fond of being photographed and giving interviews. A personal manager sometimes has to forcibly tear them away from journalists.

Artists often ask photographers: - How do you manage to shoot so that the head turns out more than anything else?

The ability to lose gracefully. Vitaly Kozlovsky (again, as the legend says) was supposed to be Nikitin's artist, but somehow the negotiations of Igor Kondratyuk (his current producer) with him came to a standstill. They say that Nikitin tore and threw, and now he cannot look at Kozlovsky without tears in his eyes. And Vitaly carelessly frolics with flowers to the delight of the public. Nikitin did not grieve for long and created the "Bondarchuk project" - the answer to Kozlovsky. Well, sort of like a "stick in the wheel."

The main star of Ukraine is Verka Serduchka. I can't believe that one day she will become a grandmother. Like Veronika Mavrikievna and Avdotya Nikitichna. Or will Nikitin not let Serduchka grow old? I wonder what kind of old age Serduchka will have?

Yuri Nikitin (RBC-Ukraine)

A well-known Ukrainian producer told why he decided to devote his life to music, what has changed in his projects NEANGELA and NIKITA, and also named the main problems associated with paying royalties in Ukraine

In Ukraine, there are only a few producers and managers of such a level as Yuri Nikitin. Few people know that he started his professional activity like a tailor. Nikitin graduated with honors from the Kiev sewing vocational school with a degree in tailor menswear. But at the same time, he was fond of music and played the guitar in a band from the age of 14.

How did it happen that from a promising stylist and designer, Yuriy grew into one of the most successful music producers in Ukraine, which became turning point in his life, as well as what changes to expect from his popular projects NEANGELA and NIKITA - in an exclusive material.

About the beginning of a career. Sewing or music?

"It was easy and interesting way, because all this time I have been doing what I love - a business that inspires me, gives me strength, makes me happy, "says Yuri Nikitin.

Photo: "I had two passions - music and fashion" - Nikitin (RBC-Ukraine)

As the producer admitted, from the age of 17 he himself earned decent money, and much more than his parents earned.

"When I started as a tailor, I was already very active in music. And I had two passions - music and fashion. And at some point, when I graduated from a vocational school, at some point, just music outweighed everything: I I decided to end my sewing history forever and devote all my time to music," recalls Nikitin.

According to him, working in a sewing workshop was his first experience in business.

“Then, for example, there was nowhere to buy jeans. They were simply not physically sold in stores,” Nikitin notes. “I bought cotton, sewed the most fashion models denim products and sold them. This was my first serious business experience. And with the money that he received and developed his business. At the time of my heyday, I had 5 sewing machines and people who worked with me in my arsenal. It was considered cool, because at that time it was not like it is today - buying something, even with money, was not so easy. It was necessary to build a special system of agreements."

In spite of successful start careers in young age, Yuri Nikitin does not consider himself a special and lucky person. In his opinion, this is all thanks to work and aspiration.

“I really liked to sew! I was good at it,” says the producer. “I had a good taste and I understood that I needed to develop. new equipment, improved in sewing, attracted intelligent specialists for cooperation and developed a client base".

He adds that he took his job absolutely seriously.

"At that time, everything that interested me, I could do. I had a business that was starting to bring money, I had good knowledge that I received during my studies, and I really liked doing what I was doing. And suddenly I felt that my passion for music began to occupy all my thoughts," he says.

Video: Yuri Nikitin on the beginning of a tailor's career ()

Nikitin said that from the age of 14 he had his own musical group, in which he played in free time. But one day, when he was doing an internship at a garment factory, he realized that he could no longer combine his two passions and made a choice in favor of music ... It was 1986. Four years later, he met Irina Bilyk, and they began to work together. She is a singer, he is a musician. Yuri directed all his thoughts and efforts to the development of the domestic music business in Ukraine, which, after the collapse Soviet Union was just beginning to emerge.

About the creative path

As Nikitin noted, the perestroika period was difficult for everyone, including musicians. The Ukrainians had no time for entertainment, so they had to look for new ideas and forms.

Photo: Irina Bilyk and Yuri Nikitin (press office)

"We understood: in order to develop and grow to the level of superstars, it is not enough just to play. At that time, there was no music business infrastructure in Ukraine at all, and in order to "rise", you had to do everything yourself: sell concerts, promote your musical product , communicate with the press... In those days, such phrases as PR manager, tour manager, etc. were simply not in use. We really wanted this - and we succeeded, ”admitted Nikitin.

In the global music business, a producer is a person who works with sound in a studio. This is actually a sound producer, arranger, as it is customary to call such a specialist in our country. This is the person who defines the concept of sound musical project, work with creative processes. The manager is the one who organizes all the processes around the artist.

The work that Yuri Nikitin is doing is both management and production. But since the word “producer” itself is more euphonious, more status, many people in Ukraine prefer to be called producers.

Photo: Yuri Nikitin and Andrey Danilko (press office)

"As for me, I work both in the studio and with musical concepts in general, and I am engaged in process management. Therefore, in fact, I am both a producer and a manager. That is, I try to combine business with creativity in my everyday work. With some artists, I am more producer, with others - a manager. As a rule, it depends on the contribution of the artist himself to the project. In my 20-year work with Andrey Danilko, for example, who himself makes almost all the music for Verka Serduchka, I act more as a manager. In cooperation with with novice artists, where I completely select the repertoire, work with concepts, I am a Producer. I must say that in this work I have a large team of professionals next to me," Nikitin said.

About Music Business School

Recently, Yuri Nikitin, having 30 years of experience in the music business, presented his new project(this time - educational) - the first School of Musical Business in Ukraine. He had been nurturing the idea of ​​an educational initiative for a long time, and finally found its embodiment in "NIMBS: Music Business School".

"This is a formalized history of everything that has been worked out before," says Nikitin. "NIMBS: School of Music Business is educational program, which has its own mission, goals, its own unique system. And the most important thing is not only my personal program. I try to involve as many of the most expert and influential people in the music industry. Each of them, just like me, has formed a vision and accumulated a huge professional experience, which they just want to share."

Photo: "I'm more of a producer with some artists, a manager with others" - Nikitin (RBC-Ukraine)

According to him, the project has a number of main goals. The first is to find smart people, train them and involve them in cooperation as managers. The second is to "discover" bright talented artists for a wide audience. NIMBS is a kind of open casting, the entry point into the music business. To convey information about the main aspects of the development of the music business, the right tools with which success can be achieved many times faster.

"The algorithm of actions for novice artists is almost the same. The artist records a song that he wrote or someone gave him, which he likes, shoots a video, releases them to the world, waits, nothing happens, and then he comes with questions:" Why is no one doesn't listen to my song and buy it? And why, when I write my name on a poster, no one buys concert tickets?" Because the music business is exactly the same business as any other - like building houses or opening restaurants. It is no less technological, systematic and highly profitable And in order to succeed, it is necessary to observe certain rules" says the producer.

Video: Yuri Nikitin about the School of Music Business ()

Nikitin adds that each market has its own characteristics, but the work patterns are similar. The song doesn't have to be on its own. It should serve as an addition, a continuation of the concept of a musical project. And the concept itself is what, in principle, the career of any artist in the music business should begin with.

About emerging artists

"It is the creative youth that interests me the most today. Working with them is a source of energy and inspiration for me personally. It's like I'm starting all over again, and so with each new project. Without working with new artists, it seems to me that I stopped a long time ago would be in development.That is why we pay special meaning in the company of searching and working with youth," the producer shared.

About NEANGELA and NIKITA projects

Not so long ago, a big solo concert of the NEANGELA group took place in Kyiv, at which the soloists Slava and Victoria performed solo songs, which greatly surprised the fans. However, this resulted in various rumors. They began to talk about the possible collapse of the duet. Yuri Nikitin decided to dot the i's.

"Artists must always develop. And sooner or later there comes a moment when the artist becomes "cramped" within the framework of one project. And he begins to do different kind creative experiments, as a rule, of a solo nature. What is happening with the NEANGELS is one of those experiments," the producer said.

According to him, there are two soloists in the group, each of which has its own character, musical tastes and passions.

"There comes a time when a creative person wants to try himself in other roles. And if everything is done correctly and honestly, the viewer reacts accordingly. The track "Good" by Slava Kaminskaya has already been listened to on YouTube by more than a million people. As for me, such a solo work is only adds value and status to the NEANGELA group, which, of course, continues not only its existence, but also its rapid development,” the producer comments.

Photo: NEANGELY and Yuri Nikitin (press office)

Yuri Nikitin also spoke about future fate project NIKITA, which, as it became known, left Dasha Astafieva.

"I am always guided by two important principles: "Everything is in time!" and "Everything is for the good!". This concerns my attitude to everything that I do, including the NIKITA project. For almost 10 years, NIKITA has been one of our most successful projects. But even the most winning chips cannot be used forever, "the producer shared.

Photo: Yulia Kavtaradze and Dasha Astafieva - soloists of the first composition group NIKITA(press office)

"Time does not stand still, everything is changing rapidly, and we want to transform the format of the project, adapt it to today's realities. Because NIKITA is not just artists, personalities. NIKITA is a philosophy, emotions, a way of life. This is a project designed for young viewer. And today, you see, he wants to live and relax in a completely different way than 10 years ago. Very soon we will present to the world a completely different group - powerful, fashionable and very musical. A group that will absolutely correspond to my idea of ​​\u200b\u200bNIKITA", Nikitin said.

Video: Yuri Nikitin about the projects NEANGELA and NIKITA ()

The producer did not reveal all the secrets about the project, whether it will be a duet or a trio. According to him, fans of the group will soon find out everything.

About royalties in Ukraine

In a conversation with Yuri Nikitin, we touched upon a problematic topic for the Ukrainian show business - royalty. Recall that in 2016, the reformation of the royalty market by the Ukrainian Agency for Copyright and Related Rights (UAACP) began. Bill No. 4461 was submitted to the Verkhovna Rada of Ukraine, aimed at monopolizing the rights to payments, which completely changes the entire existing system of copyright. This bill was opposed by many producers in Ukraine. In particular, against the monopolization of the activities of the UAASP.

“Royalty royalties from collective management organizations are one of the highest sources of income for authors and rights holders in the world. robbed authors and copyright holders. After everything that happened there, how can you entrust them with paying all the royalties in the country, and even make this organization the only one?

In his opinion, in this issue, as in many others, Ukraine has a historical chance to build a correct transparent system of royalties.

"We are obligated by agreements with the world community. But it is not beneficial for those who stand behind the UAASP to adopt a transparent and clear law. How will they "feed" then? The fact that we began to talk about this may not change picture as a whole, but it definitely affects the course of events. At least the wild law that they tried to pass at the very beginning did not pass, "comments Nikitin.

He is convinced that the organization that would control all royalties and deductions in the country cannot be one.

"Imagine what a conditional royalty for the use of certain types right? They are in circuses, songs, theaters... anywhere - that's all that sounds everywhere. The poet has written a book - he should receive royalties. The screenwriter in the theater wrote the script - should receive royalties. But royalties for a screenplay in a theater are one penny, and royalties for a song that sounds from every window are millions. How can you "merge" all this into one boiler and say that now someone alone will deal with all these areas: circus performers, pop musicians, opera, literature. This is nonsense! At a minimum, such an organization cannot exist alone. There should be several of them," the producer is sure.

He also recalled that the UAASP stated that they would cooperate only with authors, and not with copyright holders. There is a difference between authors and copyright holders. The author is the person who wrote the track, and the Copyright Holder is the person or organization that owns the rights to it. The author voluntarily transfers these rights to the copyright holder.

"UAASP says: "We will not work with organizations and copyright holders, but will only work with authors directly." Well, what about Copyright Holders, companies that own thousands of musical works? Rights are not given, companies invest in creativity, develop it. For example, MAMAMUSIC publishing house took more than 15 years to work with authors and performers. And what to do? UAASP cannot answer this question, they avoid it. Do you know why? Because authors who act alone are easy to breed. But a large organization that has a staff of lawyers and knows exactly what needs to be done, how much money should be deducted, etc. is a different movie. Of course, this is not beneficial for the UAASP, they will not be able to steal much. This is where the question gets bogged down. And time goes by. And they still continue to control and distribute the money of the authors in an incomprehensible way," says Yuri Nikitin.

Video: Yuri Nikitin about royalties in Ukraine ()

The producer adds that he can give hundreds of such examples, but he does not see the point in this. Because such confusion occurs not only in the field intellectual creativity, but also, unfortunately, in many other industries in Ukraine.

A little about personal

On December 9, Yuri Nikitin turned 50 years old. In connection with the anniversary, we asked him about his personal qualities: what kind of leader he is, how strict he is in the family with his daughters. Recall that Nikitin is married to singer, TV presenter and mentor Olga Gorbacheva. The couple has two daughters: Polina and Seraphim.

Photo: Yuri Nikitin with his wife (press office)

“In work, I am often overly emotional, overly gullible,” the producer admits. “Initially, anyone who comes to us is perceived by me as an adult, ambitious, self-sufficient person. And sometimes it upsets me a lot when it turns out not to be so.”

"There are those who control every step. I give more freedom. But this often does not lead to the results that you expect. You have to redo it yourself, turn it on. That's when I get upset," adds Nikitin.

In his personal life, Yuri largely relies on the opinion of his wife. For the past few years, Olga Gorbacheva has dedicated herself to mentoring - teaching women to unlock their inner potential. In the fall of 2017, she launched the 7 Lives of a Woman development course and went on a tour of Ukraine with the Sun Women's Power Festival. Yuri managed to visit one of the concerts. He talks about it with awe and admiration.

"What Olya is doing now is priceless. She combines music and teaching, which is aimed at the development of women. This is a deep work that really changes people's lives. Mentoring is a trend today, but most specialists approach this rather superficially, motivating, and nothing more. The work that Olya does with her team of wonderful women is not done by anyone in our country. She is like a pioneer, whose creative experiment turned out to be very necessary and timely, "says Nikitin.

He said that in addition to Olga herself, masters who helped Gorbacheva in her personal transformation are performing at the Solntse festival, and for the first time she shows them to a wide audience.

Photo: Yuri Nikitin (press office)

"This is a very interesting spectacle and a useful event, where the concert is the crown, as if a unifying and harmonizing point. Despite the fact that the program lasts almost the whole day, the viewer leaves inspired and filled, and not nailed down by an ocean of information, with which he does not understand what do.

I visited one of the events in Kyiv and I can say that I myself did not expect such a deep study. It was something! At first, you don't know where you are. To many things that sound from the stage, you do not understand how to relate. But, as events unfold, awareness comes.

The festival is designed for women, and as a man I could not stand everything. For example, very strong female meditation... On one of them I even had to leave the hall, I could not physically sit still. For anyone who hasn't visited the festival, I highly recommend doing so. Unless, of course, you want to change better side", says the producer.

Video: Yuri Nikitin on a new stage in the work of Olga Gorbacheva ()

AT family life, as Nikitin admitted, he tries to avoid sharp corners. He allows his daughters a lot, but when necessary, he is strict.

"Dad must be strict with his daughters. Otherwise, daughters may grow up with the wrong life guidelines. Mom, on the contrary, must be kind, understanding and forgiving. Otherwise, the daughter begins to compete with her mother and not perceive her as a friend. Mom should be exactly the person who always pats on the head. And dad is the one who dictates the conditions and rules in the house. And shows strictness, if necessary, "Yuri Nikitin shared.

Photo: The eldest daughter of Yuri Nikitin - Polina (press service)

Note that the producer brightly celebrated his 50th anniversary in one of the capital's restaurants. Nikitin gathered relatives and friends at the "golden" party #NikitinGoldenParty.

At the entrance, guests were greeted by huge bouquets of balloons, a colorful photo zone and tons of metafan. The screens broadcast a video chronology from the life of the birthday boy, during which you could see young Nikitin and even rare footage with Irina Bilyk.

Photo: Yuri Nikitin with his parents (press office)

Photo: Olga Gorbacheva and Yuri Nikitin (press office)

The birthday man, together with his wife Olga Gorbacheva, received congratulations from relatives, friends and colleagues all evening. The holiday was held in a sincere friendly atmosphere.

Photo: Andrey Zadorozhny and Irina Bilyk, Assia Akhat and Olga Gorbacheva (press office)

At the party, a real surprise for the guests was a mini-concert from the young artists MAMAMUSIC - the KAZKA group, which plunged everyone into a lyrical atmosphere by performing the sensational hit "Svyata". Their congratulations were joined by Mountain Breeze, who "danced" the audience with guitar parts and drums, lifting even the most modest guests from the sofas.

Photo: Yury Nikitin's anniversary party (press office)

At the end of the conversation, Yuri Nikitin said that he was working on an author's book. These will be techniques on how to succeed in the music business in a short time.

Of course, everyone has their own way, their own life principles, their own approach, but the universal keys to the success of project development are the same for almost everyone, and understanding significantly accelerates the ascent of the artist to musical Olympus. This is what the new book will be about.