Production in modern creative industries in the context of visual arts development

Abstract

The article is devoted to the analysis of the potential of audiovisual art production experience in overcoming the challenges of promoting visual arts. As well as the study of the modern development of the socio-cultural sphere, that not only imposes certain requirements on the management of this creative industry, but also requires significant efforts in its study and training of relevant specialists. In this context, the experience of a producer and his competencies acquire new qualities and definitions. It has been established that the performance of production functions in modern creative projects requires, on the one hand, an understanding of the changes taking place in the modern humanitarian space, and on the other hand, a significant number of new professional managerial deficits, as well as appropriate personal, professional and entrepreneurial qualities. It is the combination of these components that helps raise the level of production management. It is shown that the appropriate combination of qualities is in demand in the conditions of the need to promote visual art in the media, management of complex art and art-production projects. The level of modern production management is a kind of indicator and at the same time a catalyst for the humanitarian development of society. It is predicted how visual arts in the modern conditions of the development of culture, media and creative industries are changing in search of answers to new challenges. It was found out that it is possible to predict such challenges, including taking into account the experience of another type of art – audiovisual. Thus, in modern conditions, it is possible to compare the roles of an art curator or an artist who promotes a personal brand in the visual arts and a producer in the audiovisual arts. In order to actualize the scientific dialogue around the potential of using the experience of audiovisual art, promising directions for further research are outlined.