Abstract
The article is devoted to the identification and analysis of the new trends that characterize the development of art in the twenty-first century in the context of globalization and crisis. It analyzes the current challenges posed by the current Macromedia with respect to the elite segment of the modern art (classical and modern musical theater, visual arts). As a response to the increasing multidirectional competition, the elite art actively adapts and assimilates innovative forms and methods of the modern managerial business technologies: co-production, rent and leasing. Specifi c examples from the practical experience of musical theaters and visual arts of the USA, Europe, and Russia demonstrate the positive impact of these technologies. Co-production, rent and leasing ensure the competitiveness and sustainability of development of the modern art.
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