PROMOTION OF CONTEMPORARY UKRAINIAN ART IN THE CONDITIONS OF THE ART MARKET

Abstract

The article deals with the peculiarities of the Ukrainian art market at the current stage. In modern market conditions, the use of only traditional methods of promoting art works – exhibitions, contests – is no longer sufficient. The transfer of information into the digital space actualized new ways of successfully promoting works of art as a means of increasing their competitiveness. It was determined that one of the components of creativity is the creative resource of modern Ukrainian artists. Sales orientation is the main distinguishing criterion of commercial art. The main factors of the success of artistic works on the art market, the importance of product quality, the influence of art education, and the tastes of potential buyers are analyzed. The role of the curator of art galleries and Internet resources is determined. The main components of the successful promotion of modern works of art are revealed: the role of social networks for selling. Digitization is outlined as a way of preserving and cataloging works and making their digital copies available. New platforms for the promotion and sale of artworks online have been identified, including features for the promotion of digital art objects that can be not only bought and sold but also exchanged, including trademarks, collectibles, virtual worlds, and other types of digital art. A characteristic feature of the art market today is the presence of a significant audience, numerous agreements, and the formation of art marketing and commercial promotion of art objects. Today, it is better to rely on progressive, moderate pricing, which will access the process of "growing" and formation of the artist. It has been established that the main criteria for selecting the most promising and noteworthy artists are the presence of exhibitions in well-known galleries, positive feedback from art critics, and the obligation of consistent artistic practice in its various forms.