Photo by Magnus Mueller
Musicians are reshaping their presence on Instagram. Beyond the polished, picture-perfect profiles lies a growing trend: secret, secondary accounts known as “finstas” or “burner accounts.” These platforms offer artists the freedom to share raw, unfiltered content, stepping away from meticulously curated feeds — and fans are taking notice.
Kendrick Lamar, for instance, shares mirror selfies and behind-the-scenes moments as @jojoruski, while Drake’s @plottttwistttttt account features mood board inspirations and unreleased tracks. These accounts strip away the gloss, offering followers a more intimate view of the artist’s life and creative process.
This shift is rooted in a desire for authenticity and deeper connection. By sharing candid moments, artists create a sense of closeness with their audience, inviting them into an exclusive, behind-the-scenes space. It’s a departure from constant promotional content, allowing for spontaneous, genuine expression.
For artists, finstas also serve as creative playgrounds. Omar Apollo’s alter ego, Diana Vosh, shares unfiltered videos and personal jokes, showcasing a playful, uninhibited side. These accounts provide a space to experiment without the pressures of public scrutiny or industry expectations, fostering artistic freedom.
Additionally, finstas offer relief from the pressures of maintaining a polished public persona. As social media feeds become increasingly commercialized, these side accounts provide a sanctuary for genuine self-expression. Artists can step back from the demand for perfection and share content that reflects their true selves — and fans, in turn, gain a more authentic connection to the people behind the music.
In an era of hyper-curated digital identities, the rise of finstas highlights the enduring appeal of authenticity. These accounts dissolve the barrier between celebrity and community, proving that the unpolished, everyday moments often resonate the most.
