On May 22nd 2025, the Cultural and Media Studies Study Program at UGM held a workshop entitled “I Am Actually Two People: Personal Branding Beyond ‘Niche’” in Conference Room A, 5th Floor, Graduate School Building. The event, which took place from 13:00 to 15:00 WIB, attracted around 60 participants, including students, alumni, and the public.
This workshop aimed to discuss the development of personal branding in the digital era, especially among the younger generation and digital natives. This activity presented Asmi Nur Aisyah, M.A., an alumnus of the Cultural and Media Studies Master Program as well as a content creator and founder of Kinovia production house, who shared her stories and experiences in shaping personal branding through social media. Asmi emphasized that many individuals today are not just tied to one role or expertise. Instead, they often have multiple identities, such as being a designer as well as a writer, a lecturer as well as a content creator, or an activist as well as an entrepreneur. The themes raised in this workshop are very relevant to the current situation, where the pressure to “find a niche” in personal branding and social media can be overwhelming.
The workshop began with a presentation from Asmi Nur Aisyah, who shared insights on how social media platforms such as Instagram and TikTok can be utilized for various purposes, including monetization, self-validation, and popularity. The discussion highlighted the importance of understanding one’s audience and utilizing social media to express different aspects of one’s identity.
After the presentation, a lively Q&A session allowed participants to interact directly with the speakers. Many participants expressed their enthusiasm for the topic, with Abd. Haris Nusa Bela, one of the participants, expressed his appreciation for the insights provided in the workshop. He noted that the discussion provided valuable perspectives on how to navigate the complexities of personal branding in a world that often demands specialization.
At the end of the workshop, participants left the event with renewed vigor and a deeper understanding of how to navigate their multifaceted identities within the realm of personal branding. The event not only provided practical insights but also inspired participants to embrace their uniqueness in a world that often seeks to categorize and simplify.
Author: Khoirul Mujazanah