Friends, not ATMs: parasocial relational work and the construction of intimacy by artists on Patreon

Abstract Subscription crowdfunding platforms, such as Patreon and Twitch, market themselves as spaces where digital creative workers can secure stable income from a loyal group of patrons, and where patrons can reap exclusive rewards and strengthen their relationship with beloved creators. Drawing on Zelizer’s concept of relational work, this study examines how digital creative workers simultaneously connect and transact with their patrons on such platforms. A thematic analysis of forty Patreon campaigns revealed that digital artists employ parasocial relational work to obscure the economic nature of crowdfunding. Artists frame monetary subscriptions as social support between two intimate parties and compensate their patrons with socially intimate rewards, such as self-disclosure and real-time interaction. In sum, digital artists encourage their patrons to support them as friends would by promising to treat their patrons as friends in return, a finding in line with current trends in creative labor and audience studies.