At an event dedicated to presenting the results of a study on the Ukrainian music industry, Maksym Nezviyetskyi, Marketing Director at Avrora, joined the discussion to share the company’s perspective on supporting culture and building partnerships within the music ecosystem. In his speech, he emphasized that music is an essential part of Ukrainian identity — a force that shapes the nation, its unique voice, and its cultural resilience. For this reason, responsible businesses should support music not symbolically but systematically, treating it as an industry that directly influences the quality of social life.

Avrora has repeatedly taken part in cultural initiatives aimed at restoring and strengthening Ukrainian heritage. Maksym highlighted that the company sees great importance in supporting projects that truly matter for the future — those that help shape the cultural code and promote Ukrainian creative products.

He also explained how Avrora approaches partnerships in the music and cultural sectors. The company’s core principles include collaborating with transparent and responsible “white businesses,” aligning on shared values, and building win-win partnerships where both sides gain real benefits and opportunities for growth. This approach enables honest, transparent, and long-term collaborations that deliver meaningful results.

Additionally, Maksym shared seven “red flags” — markers that help identify risks in potential partnerships early on. These indicators relate to transparency, ethical conduct, readiness for open dialogue, and respect for the audience — all of which are crucial elements for building high-quality cooperation.

Maksym Nezviyetskyi’s speech clearly demonstrated how business can be more than an economic player. It can become an active contributor to the country’s cultural development by supporting music as one of the key components of Ukrainian identity.