Personal branding has long ceased to be just a concept from marketing textbooks. Today, it is a real force shaping industries and economies. Communities are built around it, startups are launched, and new media formats emerge. Mariia Shubina is a rare example of an expert who has combined artistic talent with entrepreneurial instinct. Her project on Twitter (X) is one of the fastest-growing in its niche, generating millions of views and tens of thousands of dollars in revenue.
Mariia is a unicorn among digital art experts: she has demonstrated that individual creativity can become a driving force for international business.
Your journey began with drawings you posted on Twitter. What was the starting point when your hobby turned into a large-scale project?
— For many years, I was painting “for myself” — creating canvases, sketches, and drafts that existed only in my personal universe. The turning point came a year ago: I set a strict rule for myself to post a drawing every day. At first, it was a challenge to myself, but soon I noticed the audience’s response. By December, when I reached my first thousand followers, I realized this was the beginning of something bigger.
You chose the blog format “from the perspective of a character.” Why did this approach prove so effective?
— Today’s audience looks for more than just an image; they want a story they can relate to. My character is a dog, which has traits of myself. It’s a metaphor: instead of the usual “I,” there is a hero through whom I can share everyday experiences, emotions, and thoughts. Essentially, it’s not just art — it’s lifestyle content in an artistic form. This approach allowed me to stand out in an oversaturated space.
Within a few months, you grew to tens of millions of views. What was the most challenging part of this process?
— The hardest part was maintaining patience between effort and results. For several months, I spent hours creating content without noticeable feedback. Many people give up at this stage. But discipline and inner confidence helped me get through it. When the audience matured and algorithms started promoting my content, growth became exponential.
Your numbers on Patreon are impressive. Why do you think your monetization model has been successful?
— First, I built trust. People saw my daily work and felt the authenticity of the project. Second, I offered exclusive content not available publicly. Most importantly, I treat my subscribers as co-creators. Patreon became more than just a “cash register” — it’s a club with a sense of belonging. That’s more valuable than the drawings themselves.
Many artists complain that breaking into the English-speaking market is difficult. You succeeded from the start. What’s the secret?
— I deliberately chose a strategy to reach an international audience. The Russian art market is too narrow and conservative. It was important for me to build the project where both competition and potential are higher. I knew English, understood the cultural code, and that became my competitive advantage.
Today, brands approach you for collaborations. How do you decide who to work with and who not to?
— I consider not only money but also value alignment. It’s important that the brand strengthens my project rather than undermining its integrity. Initial collaborations will involve merchandise — toys, stickers, postcards. But this is just the beginning: I plan to create a full product line where the character becomes a brand symbol.
You don’t have a team yet. Do you plan to build a full-scale media business?
— At this stage, I do everything myself, from ideation to analytics. But this isn’t sustainable in the long term. I’m already thinking about partners and people who could handle technical and business processes. An artist can be a guru in their field, but to remain at the top of the industry, you need to build a structure.
Many call you an “expert in digital content strategy.” How do you define your own role?
— I don’t just draw. I create a system in which the image becomes a communication tool. It’s no longer pure art; it’s a media business. That’s why I consider myself an expert specifically in strategy — how to package talent into a product, and then transform that product into a brand.
How do you assess digital content trends? What works today, and what is already outdated?
— Today, simplicity and virality win. People value emotion, recognizability, and a touch of humor over academic refinement. Complex artworks take a back seat; collectors appreciate them, but not the mass audience. What matters isn’t the drawing itself, but the story around it. In this sense, content has become closer to storytelling and marketing than to classical art.
Looking to the future: do you see yourself more in the realm of art or business?
— Both. I want to gain serious business qualifications to be able to manage processes at a company level. But at the same time, I remain an artist — it’s my nature. I think my future lies in synthesis: creativity as the engine, business as the framework.
What does success mean to you?
— For me, success isn’t just money or follower counts. It’s the moment when you realize your project lives independently of you; it has become part of other people’s lives. At that point, creativity transforms into a cultural phenomenon.
