Artists' plunge into Instagram

Additionally, the network promotes, at various levels, the emancipation of artists. At least that’s what Samuel de Saboia, 21, thinks. He tells us that “the use of social networks has always been a way of reaching spaces without having to worry about gallery representation or curatorial choice”.

The Pernambuco born artist, who grew up in a humble neighborhood in Recife, understood the power of social networks early. “I started at the age of thirteen with a Facebook page, Nympheshit, posting drawings and videos. After that, I sent messages to some important people from galleries and institutions, promoting my paintings and selling them for R$ 250 reais to cover for my ticket to São Paulo. I did it all by myself, boldly”, he says.

The daring attitude paid off: the young artist is today represented by Galeria Kogan Amaro and Ghost Gallery – but never with an exclusive contract, as he makes a point of emphasizing. Moreover, he has been featured in Elle Magazine, Flaunt Magazine and Vogue.

With more than 30 thousand followers on his Instagram (@samueldesaboia), the artist also understands the importance of metrics and having a well-defined strategy for networks. Along with his agent – Declan Eytan -, Saboia knows how to build his image as an artist and it-boy in the fashion world, arousing public interest both in his artistic work and personal life.

But this is not the direction chosen by all artists on Instagram. Artist Gustavo Von Ha, 42, understands the use of the network as an extension of his artistic creation. “My work is always at the limit between reality and fiction, and the virtual question speaks directly in this sense,” says he, who mainly uses stories to create artistic narratives starting from videos, the use of gifs and memes.

Von Ha, who already exceeded 16 thousand followers on his profile (@von_ha), says he does not use Instagram for self promotion or work marketing. “This is not the artist’s role,” he points out. According to him, the artist should focus only on executing his creative work.

“Instagram is a platform that I use as a language. There, I can build a great collage and reuse everything in order to create a new narrative. I consider profiles that look like a portfolio a bore”, he concludes. As he puts it, Instagram is a space for “tripping out.”

The differentiated approach of artists within the network only confirms its importance as a digital platform in present times, and can serve both to execute a marketing strategy and to promote works, as well as a creative tool for artistic work. One thing, however, is undeniable: the network expands its worldwide influence exponentially every day, and any artist who does not use it – whether to create or to sell – is falling behind in contemporary dynamics.