Theory and History of Project Management in the Context of Creative Industries: a Cultural Analysis of Artistic Practices

Abstract

Introduction. The article is devoted to the theoretical and historical analysis of management approaches in creative industries through the prism of cultural understanding of artistic practices. The purpose of the article is to conduct a cultural analysis of the development and management of creative industries. Methods. The research used general scientific methods of cognition: analysis and synthesis, comparison, induction and deduction, generalisation, historical and logical approaches. Results. The study results show that project management in the creative industries has emerged as an independent management area since the 1940s. In the Ukrainian context, this process intensified after the 1990s, due to the emergence of private business and the formation of market mechanisms. It has been established that the development of this sphere is mainly due to a combination of cultural and economic factors, in particular, the development of creative clusters, the introduction of modern technologies and the influence of educational institutions on the formation of a creative class that ensures the socio-cultural and economic development of Ukrainian regions. The cultural analysis of the creative industries of Ukraine has shown that their structure is based on innovative media platforms, television intellectual projects, cinematic practices and the advertising segment, which integrates art, business technologies and socio-cultural values. It is shown that this contributes to forming a positive image of intellectual creativity in society – the role of startup ecosystems, such as UNIT. Cities are tools for developing entrepreneurship, attracting investment and integrating into the international market. Conclusions. It has been concluded that modern project management in the creative industries is based on a functional approach that systematically manages cultural meanings, resources, human capital, and product quality. Particular attention is paid to monitoring changes and risks in the cultural sector, ensuring artistic initiatives’ stability and sustainable development. The study’s practical significance lies in the possibility of applying its results to develop effective strategies for managing cultural and artistic projects in the context of globalisation.