DIGITALIZATION OF THE ART MARKET : A NEW ERA OF ART AND COMMERCE

Abstract

The purpose of the article is to analyze the main factors and trends that have influenced the digitalization of the art market.
The research methodology is based on the application of observation, analysis, synthesis and generalization methods, as well as an interdisciplinary approach that integrates the methods of art history, economics, and digital technologies.
The scientific novelty lies in the deepening of the analysis of trends (digital technologies, commercialization of art, etc.) that influence the transformation of the modern art market and the transformation of art into a commodity.
Conclusions. Digitalization has significantly transformed the art market, expanding access to art, changing the mechanisms of its evaluation and commercialization. At the same time, digitalization has posed a number of challenges for the art market. First of all, this is the issue of authenticity and exclusivity of art, because digital works, unlike physical ones, can be replicated without loss of quality. This changes the traditional mechanisms of art evaluation and can affect its value. Another important aspect is the growing role of digital platforms in shaping the market. Online auctions and marketplaces give artists more opportunities for independent promotion, but centralize control of the market in the hands of technology companies.