ScholarWorks@중앙대학교

초록

This study explores the self-branding practices of visual artists on Instagram, analyzing how they form new creative ecosystems and achieve market expansion. Utilizing case studies of three artists-MLMA, Keykney, and CCARMIN-the analysis draws on four key dimensions: visibility, relatability, professionalism, and market expansion. The findings reveal that the artists employed distinct platform-optimized strategies to build autonomous artistic positions. MLMA maximized visibility with provocative and surreal visuals; Keykney strengthened relatability by fostering an emotional fan community; and CCARMIN leveraged professionalism to expand into educational and commercial markets. These strategies secured recognition and new monetization pathways outside the traditional art world, confirming the practical contribution of platform based self-branding to artists’ self-directed market establishment. However, the process also exposed inherent risks, including algorithmic dependence, emotional labor, and the blurring of boundaries between artistic and commercial values. This underscores self-branding as a complex process requiring both creative autonomy and constant negotiation within the platform economy.

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