Мистецький проект: дискурс художньої культури початку нового тисячоліття (у точці перетину – crossover point)
Art Project: The Discourse of Artistic Culture of the Beginning of the New Millennium (At the Intersection – Crossover Point)

Summary/Abstract: The purpose of the article is to characterize the phenomenon of project activity - the "crossover point" and its distribution in contemporary artistic practice. The need for such an approach is due to the fact that the culture of arts in public practice is carried out in accordance with the laws of business, in which the commercial component becomes decisive. The methodology of the research is based on the interdisciplinary integration of methods of contemporary culturology and art criticism. The scientific novelty of the re- search is determined by the fact that the phenomenon of the project activity - the "crossover point" and its actualization in contemporary art practice, due to the growth of mass demand for entertainment and the musical and theatrical project as a new form of synthesis of several types of art, generated by the implementation of new technologies, are considered. Conclusions. The term "project" in the context of artistic practice is understood not only as the result of the original plan but as a unique set of coordinated actions aimed at achieving a particular cultural, aesthetic and artistic purpose. Throughout history, an active search for new forms of artistic creation is taking place to reflect and understand all the changes in reality. Artistic projects have become a logical manifestation of the development of culture. The project activity in the field of culture at the new level "connected" Ukrainian art to world art tendencies, fundamentally changed the picture of the life of the Ukrainian artistic culture. Artistic projects constitute a new form of syncretically synthesized spectacle, a phenomenon mediated by the peculiarities and realities of the world culture of the beginning of the 21st century. In the context of the article, "project integrity" is understood as the intersection of project design of ideas and their implementation ("crossover point"), multisectoral, but oriented to the current today, the future, which reveals the potential and social significance of cultural and creative practice. Creation of synthesized art "crossover-projects" requires the efforts of a group of managers and performers, taking into account market demand for artistic needs, a comprehensive perception of their wide audience, non-traditional approaches to the production of classical works, taking into account the specifics of location. Indicative in this respect is the project activity of T. Filevskaya, art director, curator of many projects devoted to Ukrainian avant-garde art, founder of the public organization "Malevich Institute". Her work fits into the concept of "crossover projects", which corresponds to the main principle - the synthesis of several types of activities: artistic, exploratory, artistic and artistic, with the creation of the event of events.

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