УПРАВЛІННЯ ПРОЦЕСАМИ КОМЕРЦІАЛІЗАЦІЇ КУЛЬТУРНОГО ПРОДУКТУ В АРТБІЗНЕСІ ТА МЕДІА

The article examines the management of cultural product commercialization in art business and media under the influence of market mechanisms, digital technologies and media platforms. The purpose of the study is to substantiate managerial approaches that ensure the economic viability and competitiveness of a cultural product while preserving its artistic identity and social value. The methods of theoretical generalization, comparative analysis, systematization and synthesis are applied. Commercialization is interpreted as an integrated managerial process covering the entire life cycle of a cultural product. Its main stages include concept development, production, promotion, distribution, monetization, performance evaluation and further use of intellectual property. The participants and management instruments involved at these stages are identified. The features, opportunities and risks of commercialization in visual arts, music, cinema, publishing, performing arts and the event industry are analyzed. Particular attention is paid to events, which combine a cultural product, a service and direct audience experience, generate several revenue streams and create additional effects for related sectors. The findings show that commercialization facilitates access to financing, expands audience reach and supports the operation of cultural organizations. However, dependence on mass demand, corporate intermediaries and platform algorithms may lead to content standardization, reduced creative autonomy and declining cultural diversity. To mitigate these risks, value-oriented, portfolio, financial and partnership-based, and adaptive management approaches are proposed. Diversifying funding sources, combining commercial and socially significant projects, protecting intellectual property and selecting appropriate distribution channels are essential for sustainability. It is concluded that commercialization performance should be assessed through economic, market, cultural and social indicators. This approach helps reconcile commercial objectives with artistic and public interests. Further research should develop an integrated system of indicators and examine the impact of digital technologies on the competitiveness and cultural value of creative content.