"Staying Curious Keeps You Ahead" – Max Barskih’s Blueprint for Success in Music and Business
- Brainz Magazine
- Jun 23
- 9 min read
Daria became an expert in Online Marketing, Digital Transformation and Business Management. She holds a Bachelor of Arts (B.A.) degree in Economics and Business Psychology from Leuphana University Lüneburg and a Master of Business Administration (MBA) in International Business and Brand Management from the London School of Business and Finance (LSBF).
Max Barskih is a global artist whose unique approach to music and entrepreneurship is redefining the entertainment industry. Born in Ukraine, Barskih has built a career that transcends borders, blending creativity, innovation, and business acumen. With multiple chart-topping albums, he is one of the few Eastern European artists to achieve widespread international success, captivating audiences across continents. His groundbreaking achievements have earned him recognition from Forbes USA and Vogue Ukraine, solidifying his status as a trailblazer in modern music and branding.
Known not only for his evocative melodies but also for his visionary branding, Barskih sees music as more than art; it’s a platform for building sustainable value. From collaborating with global brands like KitKat and Chivas to crafting projects that merge music with storytelling, he consistently demonstrates how creativity can be leveraged to engage diverse audiences and build lasting partnerships. A key part of his artistic journey is his collaboration with acclaimed video director Alan Badoev, whose creative direction has amplified the visual impact of Barskih’s music.
In this exclusive interview, Max Barskih shares key insights into navigating the complexities of the global music business, balancing authenticity with commercial strategy, and using his art to inspire cultural dialogue. Whether you’re a fan of his music or a business leader seeking inspiration, this conversation sheds light on how creativity and strategic thinking can work hand in hand to elevate a personal brand to a global platform.
Your music career spans years and continues to evolve. How do you balance creative freedom with making strategic business decisions to sustain and grow your brand?
I’ve been fortunate to have an amazing team around me, led by my creative director, Alan Badoev, a well-known music video and film director. Most of the time, I focus more on the creative side, because that’s the real reason I’m in music to begin with. I hear songs in my head, and work to bring them to life. That’s honestly the only reason I keep making music and remain in the industry at all.
Over time, I’ve learned to write lyrics in three different languages. If I feel a connection to something higher, I believe it has a purpose to share music with people. While I don’t always fully grasp every business aspect, I’ve had to step into that world too. These days, making music also means knowing how to build the world around it. Fortunately, I adapt quickly and have learned how to navigate the processes that lead to global results.
The music industry is constantly changing, especially in the digital age. How do you stay ahead of trends and leverage innovation to maintain your success?
Yeah, sometimes it honestly scares me how fast and drastically the music industry is changing. There was a time when you could listen to one artist’s album for a whole year, but now it feels like after a month, it’s already old news. We live in an era of short-form content and instant consumption. It can feel overwhelming, but I try to stay focused on the bigger picture and think
of music as energy. I truly believe that if a song is powerful, if it’s a real hit, or if it carries real emotion, it will find its way to people no matter what. I even have a little ritual: every time I finish a song, I say a few words over it a kind of blessing asking that it reaches the people who need to hear it most. I want the stories I tell to offer comfort or answers to someone out there. And I’ve seen it over and over again through the messages, the comments, the feedback from people, my songs have actually helped them get through hard moments. That’s what gives me a sense of purpose. Maybe that’s what keeps me going, no matter how hard or unpredictable this industry can be.
Artists today often have to partner with brands or businesses to create income streams. How do you choose collaborations that align with your artistic vision?
Usually, my creative director and I evaluate brands through the lens of how aligned they are with our vision, their colors, values, and overall aesthetic. We ask ourselves: can we complement each other? Sometimes, a brand’s creative world inspires us to build something entirely new around it.
For example, a small collaboration with the airline SkyUp turned into a huge concept and one of the most ambitious music videos we’ve ever made. The song is called Just Fly. Around the holidays, we teamed up with KitKat. Their signature red tied in perfectly with Christmas and worked beautifully with the concept of our video. It felt like a natural fit.
Right now, we’re preparing a new project in partnership with the global brand Chivas. That collaboration is already shaping the visual direction of the upcoming release. These kinds of experiments are creatively exciting for us, and because these are international brands, they provide the opportunity to reach a much wider audience.
As for artist collaborations, they don’t happen often for me. I need to truly feel the other artist’s energy, genuinely love their music, and know that together, we can create something special, like two forces colliding to spark something explosive.
As a global artist, you have fans from different cultural backgrounds. How do you ensure your work remains relatable while scaling your brand internationally?
Creating music in English has allowed me to connect with a much broader audience. I try to stay honest with my emotions, be completely myself, and tell real stories, but in a way that people from different cultures can understand and feel. I don’t try to please everyone. I just focus on staying grounded in who I am and let that speak through the music. At the same time, I love experimenting with sound. I’ve always been a fan of all kinds of music, so I never box myself into one style. This year, I gave myself full freedom to explore completely different genres. It’s been exciting to see what resonates with people, and maybe that will inspire me to go even deeper into a specific sound down the line.
The monetization landscape of music streaming platforms, tours, and merchandise is complex. How do you approach turning your art into a sustainable business model?
That’s definitely one of the areas I’m still figuring out, but I do have people on my team who take care of it. I know I could be more hands-on and structured when it comes to streaming, merch, and the business side of things.
In Ukraine and in most post-Soviet countries, people weren’t really used to paying for music. It wasn’t too long ago that streaming platforms became part of how people listened to music. Before that, every time you released a track, it would end up on a pirated site within minutes; that was just the reality.
Merch wasn’t really a thing either. It never generated much income, so I didn’t make it a priority. But now that I’m stepping more into the international space, I’m hopeful that things will shift so that there’ll be more demand and more ways to build a solid structure around it. And when the time is right, I’ll definitely bring in the right partners to help turn it into something sustainable and long-term.
What unique insights from your music career have shaped your understanding of business, leadership, and building lasting relationships in the entertainment world?
My business partner and I have always tried to keep things honest when working with companies, distributors, and collaborators. I truly believe that trust and transparency are the only real foundations for long-term success. That's also how we choose who to work with when you genuinely feel aligned with someone, and there’s mutual energy and belief in the result; that’s when great things happen. I’ve been working with my core team for over 15 years now, and I trust them completely. Time and circumstances really test loyalty, and we’ve proven we can stand strong through both. We’ve been fortunate to stay independent while still being able to collaborate with major labels. What the future holds, I don’t know yet. But I do know that honesty and trust will always be key. It’s about finding partners who are on the same wavelength as you and then building something meaningful together.
You’re known for pushing boundaries creatively. How do you bring this same level of innovation to managing your career or branching out into entrepreneurial ventures?
I’m not exactly sure how it happens, but new, fresh ideas just keep coming. I think when your mind is open, when you’re not stuck in your comfort zone, and when you stay curious like a sponge, absorbing new experiences, meeting new people, and breathing the same air as the moment you’re living in, it becomes easier to understand what’s really happening around you. That mindset helps me stay in tune with what’s next, both creatively and professionally. I also rely a lot on intuition; it’s something I’ve learned to trust over the years, and it often leads me in the right direction.
Building a personal brand takes time and effort. How have you developed your identity as an artist and entrepreneur in a way that resonates with your audience?
Like I said earlier, it’s all about intuition, awareness, a sense of self, growth, and the way people respond to you. These are the key elements that shape who you become.
Looking back at the 15-year journey of my career, I’ve gone through dozens of different looks and explored completely different musical styles and I’m still evolving. Fortunately, my team and I are always seeking new challenges, fresh sources of inspiration, and new ways to keep growing. We only get one life, so I believe in making the most of it, not staying stuck in one comfortable shell, but remaining open to change, risk, and reinvention.
Thinking about the younger generation of musicians, what advice would you give about navigating the crossroads of music and entrepreneurship effectively?
It’s hard for me to give a single piece of advice because, honestly, I know I wouldn’t be where I am without my team. If I had to carry everything on my own, it would be nearly impossible. That’s why my main advice would be: find people who truly connect with your vision, people who feel your music the way you do. Build a team of like-minded individuals, a kind of creative family, and move forward together.
In today’s world, artists are expected not only to be talented and make great music but also to think like marketers, act like managers, produce like professionals, and continually create. While it’s possible to do it all by yourself, it often leads to exhaustion and eventually, to burnout or even the urge to quit altogether. That’s why having the right people around you isn’t just helpful; it’s essential.
What role does authenticity play in your decision-making, both as a musician and as a business leader? How do you stay true to yourself while expanding your reach?
I think my authenticity and my desire to stay true to myself play the most important role in every decision I make. Of course, throughout my creative journey, we’ve experimented with different looks and phases that didn’t always feel completely natural to me. However, I viewed those moments as challenges, opportunities to step outside my comfort zone and explore new sides of myself, like playing a role for a short chapter. At my core, however, I never betray who I truly am. I’ve never had the desire to be famous simply for the sake of fame. I entered this industry because I’ve loved music ever since I was a kid. I don’t have formal musical training; I taught myself how to produce, how to write, how to create. And nothing in this world brings me more happiness. Honestly, without the process of creating, I think I’d lose my sense of purpose. That’s what keeps me grounded.
The music industry can be a dark place behind the scenes, filled with ego, greed, and negativity. I’ve never wanted to fully immerse myself in that energy. I’m part of this industry so that my work can be heard, but I make a conscious effort to protect myself from its toxicity. I choose to focus on the good, to bring something meaningful and positive into the world. To me, that is my mission.
Daria Chernysheva, Chief Executive Officer, Business Owner
Daria Chernysheva was born in Odessa, Ukraine and moved with her family to Hamburg, Germany, when she was 9 years old. After her graduation, Daria became an expert in Online Marketing, Digital Transformation and Business Management. She holds a Bachelor of Arts (B.A.) degree in Economics and Business Psychology from Leuphana University Lüneburg and a Master of Business Administration (MBA) in International Business and Brand Management from the London School of Business and Finance (LSBF). Over the course of 15 years of working experience, she worked for different large international IT and Consulting companies in diverse countries, such as Italy and Ireland. Daria knows several European languages.
