The Media and Cultural Studies Program (KBM), Universitas Gadjah Mada, held a workshop titled “Saya Aslinya Dua Orang: Personal Branding Melampaui ‘Niche’” (“I Am Basically Two People: Personal Branding Beyond the ‘Niche’”) on Thursday, May 22, 2025, at the UGM Graduate School Building. The event featured Asmi Nur Aisyah, M.A., an alumna of the KBM Master’s program, content creator, and founder of the production house Kinovia. She shared her personal experiences in building self-image on social media.
In her presentation, Asmi emphasized that personal branding is not only about consistently presenting oneself in a single field (niche), but also about being able to adapt to algorithm changes and audience expectations.
Asmi recounted her journey as a content creator, which began during the pandemic when she had to shift from the film industry to social media. She also revealed the dynamic experience of “being two people” — as an individual and as a brand owner often hidden behind the content. According to her, social media today is more than just an entertainment platform; it functions as a search engine and a survival tool in the digital economy. Content that evokes affection or emotional responses from viewers now holds greater value than follower count alone.
This workshop offered fresh insights into how personal branding can serve as a survival strategy while also prompting reflection on how social media shapes both self-perception and how others perceive us. Asmi’s key message: authenticity and self-awareness are the cornerstones of sustainable personal branding.
SDG 4 (Quality Education)
Contributor: Ghera I.
