On the 10th of April, Za Luso Arts held its very first talks for artists, "Off Script", on the topic "Instagram for Arts".

The talk was led by Za Luso Arts' very own, Miko, an artist who expanded on the use of social media, especially Instagram, to help artists share and monetize their work. He stated that Instagram can be a tool for storytelling, sharing and discussing ideas.

"Usually, art was available in the physical space but now with platforms like Instagram, well, thats not the case anymore. It's a space to teach, learn and archive", Miko said.

Miko touched on how important it was to utilise the features that Instagram and other social media platforms offer as well.

He went on to share that Instagram can help all sorts of artists build a community in the digital space that helps elevate their brand.

It was in this line of discussion in which the question of Authenticity vs the Perfomative nature of social media, was raised.

The digital space is filled with artists of various forms—visual arts, music, writing, dance, etc., that all face similar challenges when trying to monetize their work while building an authentic community on platforms like Instagram.

Instagram’s algorithm favors consistent, high-engagement content, pushing artists to create "trendy" or digestible posts rather than deep, meaningful work. In this instance, isn't it easier for visual artists to prioritize "viral" aesthetics over their unique style?

Or with the demanding nature of social media for constant output in order to maintain relevance, can it not drain creativity and make monetization feel like a grind rather than a sustainable practice?

Relatability, Uniqueness and Aesthetic are a large factor in success on social media and a "Curated persona" requires packaging oneself as a "brand," which can feel inauthentic and/or reductive due to having to present a certain set of characteristics and behaviors at all times which can mean hiding or excluding parts of the artist and censoring expression. 

In the same thread, as artists share with their audiences there is a risk of comodifying vulnerability when sharing personal struggles or processes, it may attract audiences but may also turn intimate art into performative content.  Or artists may feel pressured to mimic successful creators, losing their unique voice in the process. 

One the monetization aspect, platform dependency is more than risky. These platforms have shifting algorithms, account bans, or sudden policy changes. Or even the undervaluation of art, where followers may engage with content but hesitate to pay for it for example, expecting free music, prints, or writing. 

All this is not to say that social media platforms like Instagram are a lost cause for artists trying to build their brand and monetize their work. Instagram and other social media are platforms that can truly advance artists in their aspirations for recognition and success.

The same way artists should be given tools to best utilise these platforms is the same way we should encourage them to have conversations about the realities and challenges that they may find while in pursuit of their goals.

That is why opportunities to sit with different artists and discuss these issues the way Za Luso Arts is offering with "Off Script" is important.

Reminding artists that their unique and raw expression is important.

Your art in all its rough, vulnerable and intense nature is irreplaceable.