This article discusses the modern system of visual art in the context of art marketing. The development and search for new expressive means in the visual arts is currently associated with the direct influence of screen technologies. Fine art becomes a subcategory of media culture, which offers the viewer a complex and technically high-quality visual product. The desire to virtualize images, creating immersive and interactive art spaces, is becoming increasingly relevant among artists, developing not only in the individual, but more often in the collective work of art groups, including IT engineers and designers.