Abstract

The prior studies were mainly concentrated on the role of digital technologies on visual arts and education, while having limited attention on artistic production and dissemination. Therefore, this study bridges this gap through exploring the role of digital technologies in artistic production and dissemination through focusing on their impact on creative processes, efficiency, and accessibility. The research employed a qualitative research approach through adopting an interpretivist paradigm to gain in-depth insights from production directors. Semi-structured interview-based data collected from 20 production directors using a purposive sampling technique. The collected data were transcribed and analyzed through the Nvivo software. The study identified the various themes on demonstrating how digital technologies have transformed artistic production and dissemination. Artificial intelligence and automation enhance post production efficiency, reducing manual effort in editing and special effects. Virtual reality and computer-generated imagery have revolutionized visual storytelling through expanding creative possibilities while lowering production costs. Advanced digital tools streamline animation and special effects, improve production speed. However, challenges such as skill adaptation and the need for continuous training were also highlighted. In terms of dissemination, streaming platforms and social media have democratized content distribution, which is allowing independent artists to reach global audiences. Furthermore, blockchain technology, which offered potential solutions for copyright protection and fair revenue distribution, still claimed to be limited due to its complexities. Theoretically, the study with the specific themes contributed to the prior literature through offering a comprehensive finding of digital technologies in improving the artistic production and dissemination. Practically, findings provide insights for artists, educators, policymakers, and technology developers on integrating digital tools for improved efficiency, accessibility, and revenue distribution. The study also suggested the need for structured training programs to facilitate adaptation to technological advancements. The study with the extended findings in the existing literature filled the gap through examining the relationship between digital technologies and artistic production, which remained underexplored. Unlike previous studies that focus primarily on digital arts or education, this study highlights both opportunities and challenges in production workflows and dissemination strategies.