Because in a certain way, we all function as our own “brand” on these digital channels, presenting our audience with a selected version of our life, our artistic work or professional success – be it friends, family, followers or even strangers.
The recommendations of influencers have a direct impact on these target groups.
Is influencer culture frowned upon as a purely commercial matter?
Influencer culture is often viewed as purely commercial, but it can be an important source of income . Like other workers, artists need to earn money to make a living – especially in times of declining public attention to the cultural sector.
Nevertheless, the perception often persists that artists could become too commercial and thus lose their authenticity . These prejudices can lead to artists not being adequately compensated and suffering from poor working conditions.
It is important to recognize that creative work is just as valuable as any other kind of work and should be compensated accordingly. The romanticized image of the poor, suffering artist like Vincent van Gogh needs to be reconsidered. We should not glorify an artist's hunger or suffering, but rather appreciate and support their art.
Social media among artists – it's almost impossible to do without it anymore. Image source: Freepik
The opportunity for artists to generate additional income through influencer activities or to make their work accessible to a wider audience should therefore be viewed positively. Ultimately, it's about considering the diverse possibilities of marketing artworks without judgment and ensuring fair compensation for creative work.
Only in this way can precarious working conditions be avoided and the appreciation of art in our society be promoted.
The rise of influencer culture: How strongly does social media influence our perception?
The power of influencers on social media has been increasingly shaping our perception for several years now, often without us noticing.
In this article, we would first like to examine the influence of influencers. Following this, we will investigate the advantages and risks of this new era of digital influence and explore the evolving landscape of social media – particularly with regard to art and culture.
It's time to question our perceptions of influencers and understand how they shape public opinion. Only then can we accurately categorize, evaluate, and engage with them in a confident and balanced way.
The influence of social media on our perception
In today's digital age, social media is an unavoidable part of our lives. It offers us a wealth of information and viewpoints from around the world, enables exchange with others, and influences our perceptions.
However, there is a risk that we will fall into filter bubbles and only be confronted with opinions that correspond to our own. The algorithms of most social media services and their functionality fuel this phenomenon.
The rapid spread of content can lead to hasty judgments, while visual representations can simplify complex topics. It is therefore important to critically examine our use of social media and strive for comprehensive perspectives to broaden our understanding.
How social media shapes our beliefs and opinions
Social media has a significant influence on our beliefs and opinions . Through constant interaction with different viewpoints, it can distort our perception of the world and make critical thinking more difficult.
The content we consume is prioritized by algorithms, which can lead to us being trapped in echo chambers and only receiving confirming information. Furthermore, news, including misinformation, spreads rapidly on social media platforms.
Besides user-generated content, influencers play a significant role in shaping our beliefs and opinions on social media. These individuals have built up a large following through their expertise or fame in specific areas such as beauty, fashion, fitness, travel, or art and design.
Influencers often share personal experiences or product recommendations that can influence their followers' decision-making and perceptions on certain topics. Their carefully curated lifestyles, presented in Instagram feeds, can promote unrealistic beauty ideals or entice viewers to adopt consumption habits reinforced by the influencers.
The rise of influencer culture has questions about the authenticity and transparency of online marketing practices (keyword: labeling requirements). It is important to also be aware of the potential biases and motivations behind influencer content.
The power of influencers
large following on social media platforms and have thus influential voices in various industries.
Who are these influencers and how do they achieve their influence?
Influencers are individuals who have established a significant online presence through their expertise, creativity, or likeability. They can be experts in virtually any niche.
With appealing content and “authentic”storytelling, they inspire their followers and establish themselves as “trustworthy” sources of information.
Social media platforms play a crucial role in spreading influencer culture. With millions of users scrolling through their feeds daily, these platforms offer the ideal stage for influencers to showcase their lifestyle and promote products or services.
Platforms like Instagram and YouTube allow influencers to share visually appealing content and thus capture the interest of their audience. A key aspect of an influencer's power lies in their ability to influence consumer behavior.
The recommendations of these personalities are taken seriously by their followers – who often view the influencers as trendsetters or authorities in their respective fields. This has led to brands collaborating with these opinion leaders to conduct strategic marketing campaigns aimed at effectively reaching specific target groups.
Dangers and risks for consumers and society
Despite the apparent sympathy and trustworthiness of influencers, this phenomenon carries inherent risks .
A major problem is the illusion of authenticity that influencers often create. Many carefully curate their content to present an idealized version of their lives . Behind the filters and perfectly staged photos, the audience easily forgets that this doesn't always reflect reality. This can evoke feelings of inadequacy and comparison in viewers.
Ethical concerns also arise in the field of influencer marketing . Increasing collaborations with brands create the risk of undisclosed sponsorships or misleading endorsements . Audiences may unknowingly be exposed to biased opinions disguised as authentic recommendations.
Furthermore, the rise of influencer culture could lead to a lack of critical thinking among consumers.
With so much information available on social media platforms, it's important for everyone to develop critical thinking skills when consuming online content. To effectively engage with influencer content, it's crucial to recognize biases. Knowing that personal interests are at play, we can approach their recommendations with caution.
Promoting media literacy also plays an important role in fostering critical thinking in the age of influencers. Individuals should be informed about how social media algorithms work and taught how to evaluate sources.
This can help people make informed decisions regarding content they consume.
7 art influencers who are big on Instagram
In today's world, social media is more important than ever for cultural trendsetters who gain a loyal following by sharing their thoughts and feelings with the world. Whether in the art market or the world of collectors, the leading figures are also openly present on social media, offering personal insights into their work and their lives.
In our research, we found 7 outstanding personalities from the Instagram universe.
01 Yusaku Maezawa (@yusaku2020)
In 2017, Japanese billionaire Yusaku MaezawaJean-Michel Basquiat painting for $110.5 million. Maezawa informed his Instagram followers of this success and has since regularly shared news from the art and business worlds.
He recently announced plans to send his Basquiat painting on a museum tour and to travel to the moon as part of a lunar expedition with Elon Musk's SpaceX. We will be watching with interest to see how Maezawa's "Dear Moon" project develops in the coming months.
Lil' Miquela is undoubtedly the most visionary Instagram influencer of all time. Created in 2016 by Trevor McFedries and Sara Decou , the persona has since amassed a following of over a million people. Not only that, but she has also appeared in prestigious publications like W and Paper and works as a sought-after model and collaborator for luxury brands such as Off-White, Moncler, Prada, and Chanel.
The initial digital art experiment has evolved into a viral sensation, attracting attention – a phenomenon in the world of social media marketing.
03 Gucci Beauty (@guccibeauty)
Gucci has always inspiration from art history , but never has this been as obvious as in their current social media account, Gucci Beauty.
Under the direction of creative director Alessandro Michele, the brand presents a diverse range of artworks that explore history, gender, culture, and geography. The contributions regularly include guest authors and critics who write informative captions, explaining the historical and artistic significance of the selection.
Through this innovative approach, Gucci not only takes fashion to a new level, but also provides a profound insight into various art forms and social issues.
The fusion of luxury fashion and art makes the account an exciting platform for lovers of both fields. With every post, Gucci demonstrates its commitment to cultural diversity and makes a statement for openness and tolerance.
This avant-garde approach reflects the brand image and makes it clear: Gucci goes beyond mere fashion – it is a movement towards the recognition of beauty in all its forms.
04 Sarah Andelman (@sarahandelman)
Sarah Andelman is a prominent figure in the fashion world, known as the founder of the legendary boutique Colette . Her concept store brought an innovative connection between art and fashion into the mainstream and inspired many successors.
Even after Colette's closure, she remains a shining example of creativity and style online and in exhibition spaces worldwide. Her presence in art galleries and fashion events like London Fashion Week demonstrates her continued commitment to the industry.
With an eye for innovation, she presents new trends and sets standards, making her an icon of fashion culture.
05 Joan Cornellà (@sirjoancornella)
You've probably comics on Instagram. His art consists of social commentary mixed with dark humor. The color palette he uses is bright and vibrant, contrasting perfectly with the dark undertones of his work.
For digital comic artists seeking inspiration for contemporary art, there's nothing better than this Instagram feed! And apparently, many people agree; Joan Cornella has a following of 3.5 million on Instagram – and that number is growing daily!
06 Takashi Murakami (@takashipom)
Takashi Murakami is undoubtedly one of the most influential artists of our time. His creative genius is reflected in his vibrant prints and sculptures , which bridge the gap between traditional Japanese art and contemporary popular culture.
His talent was recognized by luminaries such as Kanye West and Louis Vuitton, who used his work for their own projects. Murakami's works are not only visually appealing but also profound and multifaceted. They prompt reflection on themes such as mass consumption , identity in the digital age , and the connection between East and West .
His artistic work impressively unites seemingly contradictory elements into a harmonious whole. With his unique style, Takashi Murakami has expanded the boundaries of contemporary art and left a lasting impression. His work inspires artists of all ages and people from all walks of life worldwide.
Through his outstanding achievements as a digital artist and sculptor, Murakami has secured a firm place in the history of art – a true icon of his time.
It seems we're not alone in our admiration for this artist; Takashi Murakami's Instagram account has 2.4 million followers. His profile vividly showcases his artwork.
07 KAWS (@kaws)
Brian Donnelly , better known as KAWS , is undoubtedly one of the leading contemporary artists of our time. His unique works fascinate and delight art lovers worldwide. As a former Disney , he brings his compelling ability to depict the bizarre and pop culture to each of his creations.
A distinctive feature of KAWS' art is the use of Xs instead of eyes and mouths in his figures. This idiosyncratic choice lends his works a certain enigmatic quality and allure that continues to captivate fans.
It may be unclear why he chose this design form, but one thing is certain: brands are lining up to have their clothing featured in his exhibitions. Like no other artist, KAWS manages to jolt us out of our usual perspective and provoke thought.
His work speaks volumes About us contemporary society and its relationship to the world of art and consumerism. A look at his work is guaranteed to inspire you and provide new food for thought.
Australian artists reflect on their work as influencers
In an article for theJanuary/February 2024 of Art Guide Australia , author Sophia Cai spoke to four Australian artists who work as influencers and collaborate with various brands in the fields of street fashion, make-up, drinks and technology.
Influence as a form of freelance work under the conditions of capitalism”
The artists view this influence as a form of freelance work under the conditions of capitalism. They emphasize the importance of shared values and ethics when selecting their cooperation partners.
Some artists, like Abbey Rich, refuse commissions from companies that use Uyghur forced labor. However, it is also emphasized that dialogue about ethics and values does not always lead to change.
Both personal values and financial reward”
Art influencers operate in a tension between personal values, maintaining their own authenticity, and financial reward. Image source: Freepik
The artists see working as influencers as an opportunity to explore different industries and be perceived in a new way. It is clear that influencer work is viewed as a serious profession where both personal values and financial compensation play a role.
There is no doubt that artists enormous social and cultural capital . Historically, artists have always wielded power, also known as “influence,” in shaping culture and ideas.
Today, contemporary artists are increasingly required not only to create artworks but also to act as their own marketing and PR team to promote their work to the public. The artist Amrita Hepi goes even further, stating that creatives work with an “accumulated visual language” that brands can use to create compelling content.
Hepi recalls looking at sports advertisements and fashion magazines as a young person. This greatly influenced her interest in visual culture. In her hometown of Townsville, she had easier access to Vogue than to contemporary art practice, which is why she knew little about the art world.
Hepi's observations show that art institutions can function similarly to brands. She also emphasizes the power dynamics between art institutions and artists : while institutions exert power through funding and space, they ultimately exist only because of the work of artists. Like brands, art institutions strive to expand their audiences and generate profits, while maintaining their social relevance through collaboration with artists.
Ultimately, artists are the greatest asset of art institutions.
Artists can both endorse brands and sever ties with institutions and brands. This is the reciprocal interplay of influencer culture : it's not just about what is endorsed, but also about what might not be supported.
Recent boycotts and protests related to unethical art funding and “artwashing”Nan Goldin ’s actions against the Sackler family’s pharmaceutical irresponsibility – highlight the power artists have when they withdraw their work or participation.
Abbey Rich acknowledges this political practice and says:
I think it's my responsibility to advocate for other causes when I post about products or about myself
This advocacy is an important part of the work of artists – whether they “micro-influencers” or not.
Microblogging and the Fediverse
Microblogging breaks down elitism in the art industry and gives artists their own identity and a direct line to followers, collectors and buyers.
TikTok , Tumblr and Instagram is enough to see that power in the art world no longer lies (only) with large institutions, galleries and labels.
Microblogging is an effective and accessible form of short-form blogging used by millions of people daily. It allows users to quickly and easily share their opinions and thoughts on platforms like the microblogging service Twitter/X or the visual content network Instagram, without requiring much effort.
These new opportunities allow people to bypass institutions and publish their own opinions. Musicians, in particular, can now freely shape their identity and connect more closely with their fans by blogging about their lives.
Microblogging opens up new avenues of communication and breaks down the barriers between artists and their followers.
What is microblogging?
Microblogging is a blogging technique where individuals (or brands) create and share quick updates and short posts on a wide variety of topics. This format offers more freedom to communicate ideas in real time.
Popular microblogging platforms include X (formerly Twitter), Tumblr , Instagram, LinkedIn , and Facebook . Microblogs can also be published on Medium or WordPress . They allow for the rapid dissemination of thoughts, news, updates, or other information that the author considers relevant.
Microblogging is extremely successful these days because people have a preference for increasingly shorter content . Most of us don't have enough time to read even a few paragraphs of an article. Microblogging allows for the creation of clear and concise content that is perfectly suited to shorter attention spans.
This form of direct communication in bite-sized pieces of information is a part of many established artists as well as newcomers and up-and-coming creatives in art, design and music.
The Fediverse – an alternative network of microblogging services
If you feel uncomfortable with social media platforms like Facebook, Instagram and Twitter because they spread fake news, hate speech and constant self-promotion, you are not alone.
The Fediverse offers an alternative – a federated community of networks that is owned by no one and accessible to everyone. Unlike closed platforms such as Facebook and Twitter, the Fediverse gives users back control over their digital communication.
It enables genuine social interaction and encourages participation in shaping the rules of communication. In a time when even billionaires like Elon Musk are taking over Twitter, the Fediverse is gaining in importance and is already used by millions of people worldwide – increasingly also by people from the fields of education, culture, and the arts.
The diagram illustrates the common platforms of the Fediverse with their underlying protocols. Image source: Imke Senst, Mike Kuketz, CC BY-SA 4.0, via Wikimedia Commons
The cornerstones of the Fediverse:
Network of independent platforms and services
Connection between all participants
usable with a single account across all platforms
decentralized
based on free software
open interfaces
The Fediverse is an impressive network of servers that act as nodes and are called instances. Despite the variety of software running on these instances, ActivityPub the unifying protocol that allows services to communicate across platforms. In contrast, Twitter, Facebook, Instagram, and TikTok are centralized platforms with only one instance.
Within the Fediverse, various platforms exist with similar functions to Twitter or expanded capabilities like Facebook or Instagram. Furthermore, many instances have specific thematic focuses , ranging from amateur radio and local communities to science and nerd stuff.
The Fediverse thus offers a wide range of communication opportunities and content for different areas of interest.
Participating social media networks:
Friendica
Mobilization
Diaspora
Misskey
Firefish and Ice Shrimp
mastodon
Pleroma
Akkoma
GNU Social
Pixelfed
PeerTube
Owncast
Radio whale
Castopod
Lemmy
WriteFreely
WordPress (with ActivityPub plugin)
BookWyrm
flea market
Nextcloud
Each Mastodon server is a completely independent entity that is able to work together with other servers to form a global social network.
The Fediverse doesn't offer perfect solutions to social media problems, but it allows us to address and discuss them. Here, we can find solutions together and actively shape the future. Although some issues, such as content loss or the lack of global usernames, persist, discussions within the instances are conducted on an equal footing, and solutions are sought collaboratively.
Mastodon stream from our channel
Despite open interfaces, keeping out hate speech and fake news remains a challenge. Nevertheless, the Fediverse offers a platform for participation in social discourse and the opportunity for further development with the involvement of all users.
Plixxer – New player in the microblogging universe promises innovations
Plixxer is currently establishing itself as a new microblogging network that impresses with its user-friendly interface. This innovative microblogging network focuses on efficient information exchange, enabling users to quickly share and receive content.
Unlike Facebook, Twitter, and similar platforms, Plixxer focuses on concise and impactful messages. This approach allows artists and freelancers to implement targeted marketing strategies and, with its new features, offers an effective platform for networking and information exchange.
The microblogging platform Plixxer is praised for its user-friendly design and focus on clear information exchange
Brief conclusion
Despite undeniable risks and ethical concerns, the need remains for all entrepreneurs – including artists and creatives of all kinds – to seek a presence online and in social media in a fully digitalized world.
The best approach: A balance between the strategic use of influencer marketing and maintaining one's own authenticity. Image source: Freepik
However, priority should be given to striking a balance between the strategic use of influencer marketing and maintaining one's own authenticity .
Sources:
GoVisually : 25 most followed art influencers on Instagram ; https://govisually.com/blog/art-influencers-on-instagram/
artnet : 10 Art Influencers You Need to Follow on Instagram to Stay in the Loop This Fall ; https://news.artnet.com/art-world/art-influencers-instagram-fall-1349966
Sophia Cai on art guide Australia : Artists as influencers: advertising or advocacy? ; https://artguide.com.au/artists-as-influencers-advertising-or-advocacy/
Michael Williams on Medium : Micro-blogging is breaking down music elitism and giving artists their own identity ; https://michaeltjw.medium.com/micro-blogging-is-breaking-down-music-elitism-and-giving-artists-their-own-identity-42e7683a67cd
digitalcourage : Fediverse, the truly social medium ; https://digitalcourage.de/digitale-selbstverteidigung/fediverse
Owner and Managing Director of Kunstplaza. Journalist, editor, and passionate blogger in the field of art, design, and creativity since 2011. Successful completion of a degree in web design as part of a university study (2008). Further development of creativity techniques through courses in free drawing, expressive painting, and theatre/acting. Profound knowledge of the art market through years of journalistic research and numerous collaborations with actors/institutions from art and culture.
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Pair sculpture "Moon" made of polyresin with bronze fine
49,95 €
