Do you want to be a content creator or an artist?

If you are reading this blog, you probably already know what problems social media cause to artists and why it is important to solve them. But if not, make sure to read – Instagram and social media in general are not suitable for artists.

While designing Artunio, we took a deeper look at how artists create content, when it starts to become contradictory to their career and how to avoid that.

How do instagram and social media look at art or your artistic content?

Instagram does not at all take into account any artistic value. The algorithm just does not care. It only cares about engagement and time spent on the platform, because that is how they make profit.

Long story short: I have been lucky to be a part of a lot of music and theater projects. One of the projects is called Music Camp and it is an awesome summer camp for children focused on music. A few of those kids are adults already and they started they music careers in the music industry, they even attend music schools abroad. It makes me happy and proud that we influenced those kids to become artists.

Not long ago, I had a conversation with one of those emerging musicians and he told me that he does not use social media that much and even unfollowed other musicians who were “creating music content for likes”, that he wants to be an artist and not a content creator looking for exposure.

It is slowly becoming a harsh reality and it should not be this way. Creating content to some extent is very important, mainly to pay the rent and other expenses. However, it should not become the priority for artists.

Many artists struggle with low income

The reality is that most artists have very low income from their main artistic jobs and therefore need to find another source of income. It is great if it comes from content creation connected to their passion. Here is a study about Work conditions of Artists in the European Union that shows the reality in numbers.

I strongly recommend reading this study if you are an artist even in other parts of the world, the situation is similar everywhere.

Ok, let’s get back to the content creation.

While creating content to some extent is agreeable and beneficial, content creation on social media, like Instagram and TikTok, come with many problems.

One of the problems is that social media are not search engines and therefore what you create has a short lifespan, maybe a few days and then it fades away, pushing you to create content daily.

YouTube is a bit different because people can always find your content when searching with the right keywords. Or, people can find a blog on your website even years after it was published.

Everything you create and post on internet is content in one way or another. It is, however, important that this content would be posted in a pace that fits your creative process and artistic development, not the necessity that you have to do it every day to “save” you from the algorithm credit dropping to zero.

Post something when you have something to say. Do not post just to say something.

Artunio will therefore  also serve as a search engine. People would find your content regardless of the time it was posted or the algorithm credit. Choose the pace you want to communicate and the format that suits you and your audience.

Ask yourself: ‘What would I want to be remembered for, content or art?’

Content vs. art. What’s the difference?

There is a big ongoing debate about when you are considered to be an artist and when you are a content creator. Where is the dividing line? Can you be both, or do you have to choose your side and stick to it?

Art is generally very hard to describe. It manifests in many forms, has many meanings and influences our lives differently.

However, we can all agree that, at first, artists have something that they have to say or express and then they try to find a way or a medium how to do it. The first need is to express something and then comes the need to formulate it.

Content creation fulfills the needs differently

In the content creation world, what you say is on the second place. The main aim is to say something. It is like filing a gap.

Companies and influencers need to create content daily and therefore they need to have something to say. Artists speak because they already have something to say. That is the difference.

Next logical question is: “Ok, that’s sweet, but what would be allowed on this new Artunio social network and what would be not?”

We, as a platform, would never be a judge on what is art and what is not, or who is an artist and who is not. There are artists who are just beginning their journey in artistic field and then there is Hans Zimmer on the other side. They are both welcome on our platform. It is only up to people to decide what or who they listen to or who they watch and give credit to.

However, we would definitively support only artist and artistic related content on the platform.

Let’s explain this in 4 examples:

a) Theater actor, no or little digital content
A theater actor that prefers to play live and does not create any digital content. He loves his work and occasionally drops a photo after a new premiere, and uses some functionalities like Artunio Job Finder to help him find job opportunities, or Artunio Audience to earn a little extra. Yup, you are in the right place.

b) Band, music, album, and content
A great example could be a band that just released their album and created a lot of videos, photos and blogs about the album, creative process and so on. It could be inspiring, make better connections with the audience and the listeners might have different experiences listening to the music knowing the backstory.

The content also serves to boost the sales of the album – sales pay rent. And rent must be paid. So, it makes sense and it is welcome on Artunio.

c) Music content
On the other hand, you might be a music enthusiast and have amazing knowledge in this field. You write blogs and create videos about this topic. You are not an artist and you know that. You are a content creator. And that is fine because you create valuable content in the artistic field and you would be a great part of our Artunio community.

d) Content not related to art or culture
„Hi, my name is Amy and this is my summer fashion haul,” – even though it is a video format which is allowed on the platform, it has no artistic or cultural value. You are permitted to upload this video. But be aware, that almost nobody would see it. We would give this space to something that is culturally and artistically valuable. Sorry.

Content and art can live onder one roof

A lot of artists asked us whether content and art can live under one roof and here is the answer. Artunio will be a social network where art, culture and content around these topics would be the centre of the platform. Whether it would be for inspiration, education or entertainment.

Artists would not be pushed to create content daily just to boost their rating of their account and exposure as it is on other social media.

Your content would be easily searchable as there would be a search engine feature, so people could find you and your content easily.


After many years of using social media, we realized that they might not be the best place for artists and art in general.

The way they are designed affects how artists see themselves, how they create their art and how their art is seen in general and leaves many artists to become content creators instead of artists.

Those platforms are money making machines and will not try to change themselves for the wellbeing of artists and their users. They are what they are. Designed for everybody and therefore for nobody.

We need to create a new platform where the well-being of artist would be the main focus, in hands of artists and not big corporations and shareholders that are totally disconnected from the community and are interested only in profits.

We need our own space – Artunio. Become a part of the change and help us create the best network for artists. Support us, reserve a perk and be among the first to try out Artunio.

Help us create a social network for you by supporting the project!

Who is Artunio created for?

Artunio is created for artists, audiences and everyone working in the cultural and creative industry. The platform serves anyone ranging from performers, creators, managers to even patrons either as individuals or organizations.

Social media downgrade your creativity

“Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.” (Albert Einstein)
Same as: “If you judge artists by their ability to beat the algorithm and by the numbers of their followers, they will live their whole life believing they are worthless.” (me)

Future Artunio features

Promote and manage events easily with our Event Manager

Pin your event on the Artunio map and let people in the vicinity of that location be notified that there is an event they might be interested in and directly buy tickets. Reach people interested in this type of events from greater distances.

Present and sell your art easily through Artunio Gallery

While galleries are still one of the best options, their vulnerability was shown during the pandemic with artists looking for alternative ways to show their art to collectors. Artunio Gallery is meant to connect artists, galleries, and collectors around the world.