Art in the Era of Instagram: How Social Media is Shaping Creativity
In an era dominated by Instagram and social media, platforms have reshaped not only how art is consumed but also how it is created. While many artists leverage these platforms to gain exposure, others, like Zach Jesushands Fernandez, choose a different path, deliberately stepping away from social media to reclaim creative autonomy.
Instagram has undoubtedly democratized art, offering artists a direct line to a global audience and sidestepping traditional gatekeepers such as galleries and curators. Artists like Amalia Ulman and Richard Prince have utilized Instagram to challenge the very nature of art, creating pieces that exist almost exclusively in the digital realm.
However, Zach Jesushands Fernandez, a visionary artist and the creator of the Hollyweed brand, advocates a different approach. Over the past two years, Fernandez has abandoned Instagram and other social platforms, challenging the pervasive belief that success in the contemporary art world is inextricably linked to social media presence. His experience reveals a compelling narrative of gaining more control over his career and achieving significant milestones without the influence of algorithms.
By stepping away from social media, Fernandez has not only created more profound art but also successfully launched and expanded his cannabis and lifestyle brand, Hollyweed. This move has allowed him to interact with his audience and market his work on his own terms, focusing on personal interactions and traditional methods of engagement that foster deeper connections and more meaningful artistic expressions.
Fernandez's decision has also served as a social experiment, gauging reactions from peers and the public. The responses range from bafflement to offense, with many asserting that an artist must use social media to succeed. Yet, Fernandez's experience counters this narrative, showcasing that it is possible to thrive outside the digital validation loop, drawing attention to the often unspoken pressures and constraints imposed by social media on artists.