Kolchin Egor Yu.

This article describes the transformation of modern culture under the influence of new technologies. Digitalization penetrates into absolutely all sectors of society. In this regard, the authors analyze the role of blockchain technology in the formation of modern culture, considering its use in the field of art. This technology allows not only to preserve and distribute works of traditional art, but also initiates the birth of new forms of artistic creativity (crypto art, NFT art), changing the artistic landscape and our perception of art. The article argues that with a huge variety of cultures, the exchange of cultural codes between peoples can be accessible and unbiased and serve to enrich common knowledge and experience through blockchain technology. It is able to make the activities of any cultural sector safe and transparent, since it excludes an intermediary between the participants. The authors show the possibilities of blockchain technology to contribute to the preservation of copyrights for all types of assets, including information objects of culture and works of art. Moreover, the blockchain works on the basis of the logic and rules inherent in it initially, which excludes human participation, therefore, the advantages of this technology are decentralization, transparency, security and anonymity. The real revolution in the creative industry was caused by the emergence of NFT (non-renewable token) technology, which offered a completely innovative approach to recognizing the value and ownership of a cultural object, since NFT can be almost any digital file recorded using smart contracts in blockchains. This provides the users with transparency, allows for studying the history of ownership of an art object and find out the real author. Thus, each author can confirm the authenticity and uniqueness of their work, be it a musical composition, digital painting or any other art object. In addition, NFT ensures the accessibility of art, as well as the opportunity to be a co-owner of creativity by buying only part of it. The authors conclude that today it is not necessary to determine the primacy of one of the colliding cultural worlds — traditional and NFT art. The actual problem of the art world of the 21st century is to realize and accept this new experience.