Abstract: The subject of this research is a new form of creativity emerging in the social environment – family videography. This is one of the first articles dedicating to this developing genre of popular culture. The author touches upon the general changes that take place in modern creative environment, the role and relevance of the new forms of culture. The modern period is characterized by transition of many exclusive creative knowledge into popular culture. The knowledge in the field of cinematography is of particular demand. Youth is fascinated with the art of cinematography, audio engineering, and film directing. There are new technologies that allow learning and working from any corner of the planet. What used to be just a dream becomes the reality of a new world. The article outlines the current trends in youth culture – seeking new forms and personal fulfillment in a new sphere. The new forms of culture emerge from the depths of professional creativity and affect the formation of moral, aesthetic, and social values of people. The question is raised whether these forms of culture can be considered art. The authors reflect on the topic art through the prism of new direction – family videography. The aesthetics of family cinematography has not become the subject of systemic research. The authors provide a scientific definition to family videography. The main conclusions are as follows: 1) the modern period is characterized by the transition of many professional creative knowledge into the sphere of popular culture; 2) multiple training events and schools of art are created on the online platforms; 3) new genres, among which is family videography, are created by amateurs in art environment. The scientific novelty lies in analysis of establishment of this new genre, and reflection on whether it can be attributed as art.