If you are not online, it feels like you simply do not exist in today's artistic ecosystem. To ignore the power and presence of digital marketing is to do so at your own artistic peril.
Nowadays, Instagram seems to be the go-to platform for Indian artists, announcing everything from collaborations and performances to events they attend. The boundaries between the personal and the professional have become increasingly blurred. Come to think of it, where does one end and the other begin anyway?
Instagram affects people differently. Within my circle of friends, I see three broad responses. Some genuinely enjoy it. They are the enthusiasts - artists who embrace the platform as a space for creativity, connection, and self-expression. Others dislike social media altogether. They are the dissenters, preferring to devote their time and attention to their practice rather than the demands of an online presence. Then there are the reluctant-s: artists who remain on Instagram not because they enjoy it, but because they feel they have little choice. It is where audiences, presenters, collaborators, and professional opportunities now seem to converge. For them, Instagram is less a creative outlet than an indispensable part of the job.
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