Building intimacy with fans: A comparative study of self-presentation strategies of crowdfunded musicians on Patreon and YouTube

This study explores how music content creators and musicians negotiate their online identities across Patreon and YouTube to cultivate digital intimacy. We conducted a comparative analysis of the self-presentation tactics employed by the top 20 music creators on Patreon (as of February 2023) across both their Patreon and YouTube ‘About’ sections. Qualitative content analysis reveals that creators perform distinct personas tailored to each site’s logic: whereas YouTube descriptions prioritize professional legitimacy and quantifiable achievements to satisfy algorithmic visibility, Patreon focuses on relational labor and gratitude to justify financial support. The findings demonstrate that intimacy is not merely an individual choice but a structured requirement of platform architecture. This research highlights how creators must strategically navigate the tension between professional branding and commodified vulnerability, with critical implications for the sustainability of artistic careers in the platform economy.