The influence of modern media space’ external factors stimulate learners’ internal resources to develop motivation in their creative activities. Topicality of problem in Art universities is the development of professionally-oriented motivation at the preparation of learners. The novelty of the study is the consideration of motivation on the example of the creative activity of the popular singer Dimash Kudaibergen, representing under the brand DQ and master of Art’s of Kazakhstan. The purpose of the study is the scientific and pedagogical substantiation of learners’ motivation in Art necessary for creative activity. The article will consider the pedagogical aspects that determine motivation; approaches, theoretical analysis of the concepts for the professional competence’ formation of learners. By the results of the research, the following were developed: Motivational criterion with indicators and descriptors of professional competence, conclusions and recommendations for the motivation development for learners of Art in the universities of Kazakhstan.