Abstract
In today’s rapidly changing world, new trends, technologies and no-tions, combining various aspects of the digital age, are actualized. In the cul-tural environment, an actual phenomenon is the phygital world «thrown» into everyday life as a marketing move and claiming an ideological position in fu-ture. Phygital art is becoming an important part of the creative and media in-dustry, bringing investment and aesthetic attractiveness to the creation of vir-tual concert programs, films, games and exhibitions. The purpose of the study is to generalize and fix the phenomenon «phygital» in the cultural environment and determine its mechanisms and essential characteristics.
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