A Study on Self-Presentation in Instrumental Performance Short Videos in the Digital-Intelligence Era

Abstract

This study examines the self-presentation practices of instrumental musicians on short-video platforms, analyzing the multifaceted dimensions of content formats, dissemination strategies, and audience interaction. It explores how this medium reshapes musicians’ self-expression, identity construction, and the “online” ecology of music. The research reveals that instrumental short videos serve not only as a window for skill display but also as a highly personalized and interactive “digital stage.” Through carefully crafted audiovisual elements, strategic use of tags, and engaged interaction with viewers, performers actively construct their musical identity, artistic style, and personal appeal. This practice facilitates a multifaceted role transformation from “performer” to “content creator” and “personal brand manager.”