This article examines the role of the director in creating a visual image of a musical performer in the context of contemporary media culture. It analyzes the historical development of the interaction between music and image, from theatrical forms of artist presentation to modern digital formats for distributing musical content. Particular attention is paid to the director's work as an important factor in shaping the performer's individuality, artistic identity, and emotional connection with the audience.

The work explores the primary expressive tools used by the director to create the artist's visual image, including frame composition, camera work, lighting, color concept, editing, and the organization of the stage space. It examines the importance of the music video as an independent artistic form, allowing the artist's character to be revealed through visual drama and imagery.

Particular attention is paid to the interaction between director and performer in the process of creating a coherent image, as well as the influence of digital technologies on contemporary methods of visually representing musicians. It is concluded that the director acts not only as a technical specialist but also as the creator of an artistic concept, helping to shape the artist's recognizable image and define their place in the cultural landscape.

Scientific Novelty. The scientific novelty of this study lies in its comprehensive examination of the director's role in the formation of a musical performer's visual image as an independent artistic phenomenon. The article examines the director's work not only as the organization of the filming process but also as a mechanism for creating an artist's visual identity, integrating creative, aesthetic, and communicative aspects.

For the first time, this approach examines the performer's visual image as the result of the interaction between musical content and the director's expressive means, including frame composition, editing, lighting, color, stage space, and the artist's on-screen demeanor. The significance of directorial decisions in shaping the audience's emotional perception of the performer and creating a lasting connection between artist and audience is determined.

Another scientific novelty lies in the analysis of the transformation of the director's role in the digital media environment, where the creation of a performer's image extends beyond the traditional music video and becomes part of the artist's comprehensive visual strategy. It is shown that contemporary musical content direction is aimed not only at creating individual works but also at shaping a holistic artistic space that determines the artist's recognition and cultural positioning.

Purpose of the study. The purpose of this study is to examine the role of the director in creating the visual image of a musical performer, identify the key artistic and expressive means of directing that influence the formation of the artist's individual visual identity, and determine the significance of directorial decisions in the process of performer-audience interaction in the modern media environment.