The article deals with the problem of cultural and artistic creativity, which has not yet been sufficiently studied in sociological science. The article examines in more detail the sociological aspects of the issues of cultural and artistic creativity: art as an expression of the ineffable; linguistic and unconscious in creativity; to the essence of creativity; the "childishness" of creators; talent and morality. The article notes that the results of creativity can surprise the creator himself, so unexpectedly what came out of his pen. At the same time, there can be no collective artistic creativity in art-culture (the exception is synthetic arts, performances, cinema, television, etc.) and the poet, writer, composer, painter as a creator is always alone. Creators-innovators in art-culture trust themselves most of all and do not really worry about whether others agree with them, like them or dislike them. Self–belief is the most important, along with outstanding talent, the basis of innovation in art and culture. At the same time, the article also pays attention to controversial issues.