POTOP

POTOP (Ukrainian: ПОТОП) is an independent Ukrainian publishing house that functions as a hybrid music label, media outlet, and print publisher. It was founded in September 2018 as a Telegram channel dedicated to contemporary Ukrainian music by Serhii Voronov (also a member of the band Джозерс), Oles Nikolenko (former editor-in-chief of bit.ua), and Vlad Yashchirka, who had previously worked at bit.ua, Muzmapa, and СЛУХ. The project expanded in 2019 with a full website featuring articles and interviews, and began music distribution through the French company Believe. That same year, the Потоп podcast was launched, focusing on music and culture. In February 2021, POTOP began operating as a publishing house with the release of the book «Філософія низького сорту» (Philosophy of the Low Sort). On March 11, 2021, with support from Jägermeister Ukraine, the first print issue of ПОТОП magazine, titled «Україна: нове покоління» (Ukraine: A New Generation), was published and sold out in just over a month. A second issue, «Тікаємо від суспільства» (Escaping Society), followed later that year. Since 2022, POTOP has worked through The Orchard and evolved into a full-fledged music label. The third magazine issue, «Країна мрій» (Dreamland), was released in 2022, featuring covers with a co-founder of the Шипіт hippie festival, Zdolbuniv artist Oleksandr Feshchuk, and artist ТУЧА. In November 2023, the fourth issue «Нова глава» (New Chapter) was released, with rappers Паліндром and Ницо Потворно on the cover. The fifth issue «Непомітні» (Unnoticed) came out in October 2024, featuring Євген Володченко (Курган) and the legendary collective «Хамерман Знищує Віруси» on the covers. The sixth issue, «Вікно негативних можливостей» (Window of Negative Opportunities), was released on January 28, 2026, with Структура Щастя (Єлизавета Углач) and Podilian artist Xarakter (Влад Чехута) on the covers. The label's roster includes artists such as Ницо Потворно, Джозерс, Karoon, Анастимоза, provulok, Sportcafé, sucilna_nevdacha.exe, drimandr, YUVI, Fuji Moodji, Максим Тощо, and figurat, among others. POTOP positions itself as a publishing house but in practice combines a music label and media outlet. Its official website sells magazine issues, books, and music-related merchandise, including deluxe editions and bundles with cassettes, T-shirts, and CDs. The publishing house describes its mission as being a center for the development of artists, performers, and producers who change the musical, artistic, and cultural space through their creative presence.

POTOP was founded in September 2018 as a Telegram channel about contemporary Ukrainian music. Among the founders were Serhii Voronov, Oles Nikolenko, and Vlad Yashchirka, who had previously worked at publications such as bit.ua, Muzmapa, and СЛУХ. In 2019, POTOP launched a website with full-fledged articles and interviews and began music distribution through the French company Believe. That same year, the Потоп podcast was launched, focusing on music and culture. As a publishing house, the project began its activities in February 2021 with the publication of the book «Філософія низького сорту» (Philosophy of the Low Sort). On March 11 of that year, with the support of Jägermeister Ukraine, the first print issue of ПОТОП magazine, «Україна: нове покоління» (Ukraine: A New Generation), was released. The entire print run sold out in a little over a month. In the same year, the second issue, «Тікаємо від суспільства» (Escaping Society), was published. Since 2022, POTOP has worked through The Orchard and transformed into a full-fledged label. That year, the third issue of the magazine, «Країна мрій» (Dreamland), was released, with covers featuring one of the founders of the Шипіт hippie festival, Zdolbuniv artist Oleksandr Feshchuk, and artist ТУЧА. In November 2023, the fourth issue of ПОТОП magazine, «Нова глава» (New Chapter), was released. The heroes on the cover were rappers Паліндром and Ницо Потворно. In October 2024, the fifth issue, «Непомітні» (Unnoticed), was released, with covers featuring Євген Володченко (Курган, member of the group «Курган & Agregat») and the legendary collective «Хамерман Знищує Віруси». On January 28, 2026, the sixth issue was released, titled «Вікно негативних можливостей» (Window of Negative Opportunities). The cover heroes of the new issue were Структура Щастя (Єлизавета Углач) and Podilian artist Xarakter (Влад Чехута).

• Founded as a Telegram channel about contemporary Ukrainian music

• Launched website with articles and interviews; began music distribution via Believe; launched Потоп podcast

• Began publishing activities with the book «Філософія низького сорту»

• First print issue of ПОТОП magazine «Україна: нове покоління» released with support from Jägermeister Ukraine

• Second issue «Тікаємо від суспільства» released

• Began working through The Orchard; transformed into a full-fledged label; third issue «Країна мрій» released

• Fourth issue «Нова глава» released

• Fifth issue «Непомітні» released

• Sixth issue «Вікно негативних можливостей» released

Independent Ukrainian publishing house combining a music label and media outlet, focused on developing artists who change the cultural space.

• 2021

  Журнал ПОТОП №1 «Україна: нове покоління»

• 2021

  Журнал ПОТОП №2 «Тікаємо від суспільства»

• 2022

  Журнал ПОТОП №3 «Країна мрій»

• 2023

  Журнал ПОТОП №4 «Нова глава»

• 2024

  Журнал ПОТОП №5 «Непомітні»

• 2026

  Журнал ПОТОП №6 «Вікно негативних можливостей»

• 2021

  «Філософія низького сорту» (book)

• ПОТОП Альманах №1

1. 1Official websitepotopvydav.com
2. 2About the publishing housepotopvydav.com
3. 3Wikidatawikidata.org
4. 4Ukrainian Wikipedia articleuk.wikipedia.org