Creative economy and socio-cultural projects: The role of the art manager in creating sustainable development

The significance of the study was defined by the growing role of the creative economy in ensuring sustainable development in the context of globalisation and digital transformation. This article aimed to identify and substantiate contemporary directions for the sustainable development of the creative economy and socio-cultural initiatives, with an emphasis on the role of the art manager. The study adopted an institutional approach to analyse the legal environment of the creative economy, a systematisation method to structure management practices in art management, and modelling to design an effective management structure. This enabled the assessment of state support, the classification of management models, and the proposal of tools for resource mobilisation. The proposed development scenarios support the sustainable growth of creative industries, taking into account digital technologies and marketing approaches. The leading factors influencing the effectiveness of integrated management in national creative industries were carefully analysed, including the use of applied marketing strategies, business modelling methods, modern information and communication technologies, and financial instruments necessary to ensure the sustainable development of the cultural sector. It was argued that the effectiveness of socio-cultural initiatives depended on the integration of modern management technologies, including lateral marketing and design thinking, which facilitated the development of competitive models for national artistic initiatives within the framework of globalisation and digitalisation. A conceptual model for professional activity in art management was developed as the main tool for strategic management in the creative industries. This included interdisciplinary approaches to artistic project management, strengthening public-private partnerships, and attracting investment. Mechanisms for integrating creative entrepreneurship into the economic system were also proposed, aimed at creating new jobs, enhancing innovation potential, and promoting sustainable development in the cultural sector