CREATIVITY AND ORGANIZATIONAL CULTURE IN THE ART BUSINESS
The article is devoted to the theoretical aspects of organizational culture in modern art business. Art business in modern Russian society has become one of the most important areas in the field of creative industries. Due to changes in the traditionally established forms of organizing the activities of art organizations, in the conditions of the competitive sector of socio-cultural activity in the field of creative industries formed as a result of the transformation of the administrative-command economy, the development of art-business design, creativity in choosing a development strategy, creating an organizational corporate culture, the role of the factor of creativity in the art business. It should be borne in mind that not every creative activity is creative - in mass culture in the field of replicating cultural products, creativity can be limited as the preferences of potential consumers who form target audiences. The stage of maturity of the life cycle of such art projects is stable and relatively long in time. While creative solutions based on the use of an adhocratic organizational culture, based on the autonomy of creative structures and offering innovative solutions, promotes innovative solutions in art-business products and services, and allows the implementation of short-term solutions that may have a shortened life cycle and do not cause damage. significant damage to art organizations in case of lack of demand in a competitive market.