Аннотация: The article analyzes the phenomenon of using scandal as a key tool for promotion in the field of contemporary Russian art. Using the example of specific art objects and performances, the mechanism by which provocative content initiates a wide public response is considered. This resonance, supported by media and social networks, replaces traditional advertising campaigns, providing projects with maximum audience reach. The paper explores how a scandal transforms from a threat to reputation into an effective resource for attracting attention and achieving commercial and media goals.