As tattoos become mainstream, artists face challenges balancing their craft with the demands of social media marketing.
Joe Wang recalls a time when tattoos were symbols of rebellion, often associated with drug addicts and convicts. Now a veteran tattoo artist at 8 Volts Tattoo Singapore, he notes how much the perception of tattoos has shifted over the past two decades. Today, professionals like doctors, teachers, and CEOs sport tattoos, signaling their widespread acceptance.
However, this mainstreaming has brought new challenges. Tattoo artists now grapple with the demands of social media, where algorithms dictate visibility and business opportunities. The craft, once rooted in tradition and personal expression, now requires mastering digital marketing to remain competitive.
From Magazines to Social Media
“In the early 2000s, I used to wait outside Kinokuniya for the latest tattoo magazines to learn about trends,” Joe recalls. Back then, information was scarce, and supplies were hard to source, often requiring overseas orders.
Now, platforms like Instagram dominate the industry, and tattoo artists must adapt or risk losing clients. Joe admits, “If you aren’t active online, you might not connect with potential clients.”
Becoming Digital Creators
Younger artists like J.H. Huang of Elements Tattoo Studio Singapore have embraced the shift. Besides creating intricate tattoo designs, J.H. spends significant time crafting engaging social media content. “Strong marketing is essential. Clients often judge your online presence before choosing you,” he explains.
Similarly, 27-year-old John Malacaman of Good Grief Tattoo juggles tattooing with video editing, photography, and content creation. “My social media calendar is constantly on my mind,” he says, acknowledging the pressures of staying relevant in a saturated market.
The Highs and Lows of Social Media
While platforms like Instagram can elevate an artist’s profile, they often promote an unrealistic image of the profession. “Social media can make tattooing look glamorous,” John remarks. “But behind the scenes, it’s a tough and demanding job.”
Joe, whose Instagram has amassed 16.5K followers, focuses on showcasing his work authentically. “I don’t need flashy cars or hype brands in my posts. My work speaks for itself,” he says.
A Celebration of the Craft
Despite the challenges, events like The Lion’s Gate Singapore Tattoo Convention 2024 offer a platform for artists to showcase their talent and connect with the community. Joe, J.H., and John are all excited to participate, viewing it as a celebration of tattoo artistry beyond social media metrics.
The True Reward
For these artists, customer satisfaction remains the ultimate reward. Joe reminisces about a Norwegian client who gifted him mountain artifacts as a token of gratitude, while John recounts how his tattoo boosted a client’s confidence enough to approach someone they admired.
As tattooing continues to evolve, these artists remain steadfast in their commitment to their craft, proving that while social media may dictate trends, the essence of tattooing lies in its personal and transformative impact.
