Creative producer as agent and subject of value-oriented economy

This article presents a systemic theoretical and methodological analysis of the phenomenon of the creative producer as a key agent and subject of the value-oriented economy for the first time. The producer is considered as an integrative figure combining economics, management, and art to implement state cultural policy. The genesis and semantic aspects of the concepts of «entrepreneur» and «entrepreneurship» are revealed in the context of the development of economic thought – from classical political economy to contemporary theories. A comparative analysis of entrepreneurial concepts (R. Cantillon – risk, A. Smith – market selforganization, J.-B. Say – factor organization, J. Schumpeter – innovation, F. Hayek – dispersed knowledge, P. Drucker – systems management) allow tracing the stages of transformation of the entrepreneurial function in the field of culture. Contemporary interpretations of the role of the creative producer in business reality are presented. The activity of the producer is examined within a dual paradigm: as a subject of marketing in the cultural industry and as an organizer of creative processes. The entrepreneurial aspect emphasizes the producer’s ability to generate commercially successful cultural ideas, attract alternative funding sources, and build sustainable business models. The producer is presented as an independent actor possessing strategic thinking, digital, financial-legal literacy, and managerial competencies, capable of effectively operating under conditions of uncertainty and risk. From the project management perspective, the creative producer is defined a professional manager- entrepreneur who carries out the full cycle of cultural initiatives – from concept development to evaluation of results. It is substantiated that combining entrepreneurial and project approaches enhances the effectiveness and innovative potential of the producer’s activity. The increasing strategic significance of the creative producer as an integrator of the artistic and semantic value of the creative product, which reflects the cultural code, worldview, and identity of the Russian people, is emphasized. Particular attention is paid to the interdisciplinary nature of the managerial project activity of the creative producer in implementing state cultural policy in the context of a value-oriented economy.