Be Authentic. Or at Least Look Like It.

Not staged, not polished to death, but present. This isn’t about aesthetic tricks or strategic hashtags. It’s about how we see artists in the wild: through curiosity, consistency and total surprise.

We Don’t Follow the Algorithm - We Follow the Artist - Why authenticity, curiosity, and a little imperfection still matter online.

We got a wake-up call recently. Thanks for the input.

Someone criticized one of our articles - and they were right.

Their comment hit us with the clarity of a good espresso shot: “Stop compressing your thoughts into punchlines. This isn’t marketing. not another punchline driven whatsoever” Touché.

So here it is: No filters, no marketing tricks, no clever one-liners. Just us, saying it how we see it.

A honest look at how we actually come across artists online, what catches our attention, and how that ends up shaping who we feature on Munchies Art Club → whether it’s on Instagram, Substack, or somewhere else entirely.

Sopho Mamaladze, Georgian artist. At first, her feed left us unsure.Then we found her website — and everything changed. A reminder: the real magic often hides beyond the grid. Permission and Courtesy of the Artist

First of all: do whatever you want.

Seriously. It’s your art, your feed, your life. But - since more and more artists have started asking us how we curate and how to get featured, we figured it’s time to talk.

Let’s rewind a bit.
My wife, Dominique, started Munchies Art Club on Instagram at a time when nobody believed in it - not the audience, not the artists, not even many friends. Her vision was specific, a little different, and far from the clickbait aesthetic.

New bubble, new taste. Troy Dugas was recommended by our latest Open Call juror, Georgian artist and curator Gvantsa Jishkariani — and yes, we’re into it. Textile-based, bold, and unapologetically composed. There are still so many out there: undiscovered diamonds. "Alligator in a Small Pond," 2024 - Persmisson and courtesy of the artist - Troy Tugas on Instagram

Slowly, we shaped it into something that had meaning for us. We refined our curation (not based on follower counts), and we built a rulebook. Not about social media strategy - but about what kind of artist we actually want to support.

Now, we get dozens of DMs from artists each week. Many feel lost in the algorithm. Some are trying to outsmart it. Others wonder if they should even bother. So we decided to start sharing what we’ve learned, one post at a time.

So, how do we discover artists?

Sometimes it’s a simple scroll through our feed - though let’s be honest, our feeds show the same 12 people again and again. If you have 10k+ followers, you know that weird stage feeling: a packed audience, but somehow you’re only playing to the front row.

What changed for us: we started noticing bubbles!

When we feature an artist, and they follow us back, we explore who comes along with them. That’s when the fun starts.

Our team: Dominique, Ernst, and Anna - each brings someone new to the table. Some we reach out to directly. Some we save and watch quietly. We look at what they post, how they post, and what it feels like.

It’s not about perfection → it’s about presence.

With our monthly Open Call, we’ve opened the doors even wider. We invite curators, artists, and sometimes gallerists to make their own selections.

Khoren Matevosyan: Blending digital aesthetics into fabric, clothing, rugs — and sometimes, playful worlds. Based in Armenia, surrounded by creatives, always generous in spirit.Blending digital aesthetics into fabric, clothing, rugs — and sometimes, playful worlds. Chances are, you’ve already seen him online. If not — now’s the time - Permission and Courtesy of the Artist and Check out his beyond no words Website!

And here’s the unexpected upside: we discover names we’d never pick ourselves. Artists we might’ve missed. Styles that challenge our taste. It’s humbling. And it works.

What do we actually look for?

Let’s bust a myth first:
We’re not here for glossy perfection. Your account doesn’t need to look like a designer’s portfolio. But it should say something. We value:

• A thread we can follow - a tone, a rhythm, a voice

• Visual consistency (not samey, but intentional)

• A feeling that you know what you’re doing, even if you’re still figuring it out

• And yes, a little surprise doesn’t hurt

We each have our soft spots - abstract, analog, digital, emotional, noisy. But we agree on this: authenticity is magnetic.

Not as a buzzword, but as a vibe. A “not too much, not too little” plate - to quote a chef who once said: Too many ingredients ruin the dish.

How do artists use Instagram?

We’ve seen it all.

Some post daily and comment everywhere. Others vanish for two weeks and then drop a masterpiece like a mic. Some are here for exposure. Some want to connect, build, sell, or simply exist online.

Erica Sutandi We first reached out and invited her to join our Open Call. Then Erik Sommer from Mott Projects — our April juror — chose her for a feature. Now she’s here. And we’re glad she is. Permission and Courtesy of the Artist

And yes, many blame the algorithm.
We get it. It’s frustrating.

But we also see artists who found their hybrid groove - showing up online, selling work, getting exhibitions, and engaging with their audience like a real-life gallery opening. It’s possible. It’s happening.

The bottom line?

Since COVID, the rules have shifted. Studio work is sacred - but so is visibility. Social media doesn’t replace galleries, but it does expand your world. It lets artists connect with new collectors, curators, and communities. It’s not about playing the game - it’s about using the tool.

So if you’re asking yourself how to be seen, here’s a soft answer:
Be intentional. Show up. And leave a trace we can follow.

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Every Monday, we explore what it means to be an artist online → with real talk, curated insights, and a twist of behind-the-scenes.

Subscribe if you’re into: Real talk for artists with real names. Weekly-ish. No fluff. No ego.This week’s final thought:

Instagram isn’t your enemy. Confusion is.

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