The page was created to promote the country's positive image among foreign audiences, in particular through contemporary Ukrainian music in English and Ukrainian. Playlists are also available on the official website of Ukraine: https://ukraine.ua/blog/spotify-ukraine/ .

The concept of Ukrainian Spotify is emotions. The page offers listeners compositions that correspond to their emotional state. The first selection includes 6 thematic playlists, each of which reflects a different mood. For example, if the listener feels happiness, inspiration or light sadness, the page suggests: "I have a song for you, if you feel it."

In addition to contemporary Ukrainian music, the site also promotes tourist magnets and Ukrainian culture, including cuisine. In one of the playlists, for example, happiness is compared to the feeling when Ukrainian borscht turned red enough. Also a separate selection is dedicated to Christmas and Shchedrik (Carol of the Bells).

The page is decorated with photos of Ukrainian photographers - partners of the photo bank on the official website of Ukraine and the brand of Ukraine UkraineNOW.