MARKETING OF VISUAL ART IN SYNERGY WITH CIRCUS ARTS, PERFORMANCE IN ART SPACES, AND INTEGRATIVE CONCEPTS

The contemporary art space requires innovative marketing strategies that can effectively position artworks and generate revenue from cultural offerings. This article examines integrative art strategies in which performance functions as a key element that hybridizes traditional and contemporary exhibition practices in the field of visual art. The study presents a conceptually coherent and thoroughly developed marketing strategy for a hybrid cultural model of Site-Specific Performance Art that combines the dynamics of circus art with the aesthetics and spatial characteristics of visual art (painting and sculpture) in art venues— museums, galleries, art clusters, and similar spaces. The research goes beyond classical approaches to arts marketing (in both visual and circus arts) by proposing a step-by-step framework based on the principle of recontextualization. Recontextualization is understood as the reinterpretation of an existing artwork and its endowment with new meanings through inclusion in another creative, artistic, or technological context. Such recontextualization transforms audience perception, reveals additional layers of meaning, prompts a reassessment of established traditions, and contributes to the emergence of new forms of contemporary art. The article analyzes how the mechanisms of circus dramaturgy and the visual language of fine art can be translated into effective tools for audience engagement and for shaping a distinctive image of art institutions. It demonstrates that performance practices drawing on the physical plasticity and risk inherent in circus art, together with the aesthetics and corporeality of sculpture, painting, and photography, generate a new format of arts marketing—an “immersive visual narrative.” This format is characterized by strong communicative and commercial effectiveness, immersing audiences in a synergistic environment in which they become active participants in artistic processes. The findings deepen understanding of the marketing functions of circus performance and offer concrete models for the development of hybrid art projects.