What we learnt about self-promotion at our event with Affinity

Missed our ‘What is self-promotion’ event with Affinity? We unpack the key moments and takeaways – from owning your creative title to doing the unglamorous work that helps creative careers grow.

This month, we teamed up with Affinity to host ‘What is self-promotion’, a hybrid online and in-person event exploring one of the most uncomfortable (but essential) parts of building a creative career.

Hosted by zine-maker and facilitator Zoë Thompson (sweet-thang zine), the evening brought together Latoya Fits Okuneye (photographer), James Martin (aka Made by James – author, speaker and mentor), and Hayley Wall (artist and illustrator) for an honest conversation about what self-promotion really looks like when you’re starting out.

Create from a place of passion

Rather than chasing trends or second-guessing what might perform well, the panel encouraged creatives to stay rooted in what genuinely motivates them.

“Create from a place of passion. No matter how niche or small that passion is,” said Latoya Fits Okuneye. Latoya explained that connection often comes from sincerity, and that people are drawn to work that makes them feel seen or understood.

“When people view something or they buy something, it tends to be a feeling of either they feel seen, heard, or you just feel connected to it.”

Own your creative title

Confidence does not need to come before visibility. Often, it is built through practice and repetition. “Literally introducing yourself with what you do, it sounds so basic, but it really opens doors,” Latoya shared.

The panel encouraged emerging creatives to claim their titles early, even if they are still figuring things out. Saying it out loud helps others understand what you do and where you want to go.

Show up even when it feels boring

Self-promotion is rarely glamorous, but consistency plays a huge role in long-term progress.

“If I could offer one piece of advice to anybody here, it’s learning to master the mundane,” said James Martin. James spoke about the importance of continuing to post, network and reach out, even when it feels repetitive or low-impact, and how momentum is often built quietly over time.

“It’s not through those random viral moments. It’s through the continuous boredom, the ‘nobody seeing it’ moments that you keep going through to get the odd win.”

Lead with lived experience

For Hayley Wall, meaningful connection comes from being intentional about what you share and ensuring it reflects your lived experience.

“The topics that I speak to, I have the experience of, and I think that’s what creates connection and the feeling of community and the feeling of visibility,” Hayley said.

They also spoke about the importance of human presence in creative work, particularly as technology continues to reshape the industry. “It feels more pressing at the moment related to AI and how we really need to show the human behind the work.”

Keep going, even when it feels uncomfortable

Fear and self-doubt are not signs that you are doing something wrong. They are often part of the process. “I have felt that fear and self-doubt, and I still do today,” Hayley shared. “I consistently challenge myself to put myself in uncomfortable positions.”

The panel encouraged creatives to keep moving forward even when confidence feels shaky, and to see discomfort as a natural part of growth. Self-promotion is not always exciting, but it is often what sustains a creative career over time.

What resonated in the room

For many attendees, the conversation landed at a moment when confidence felt shaky – particularly for those early in their careers, freelancing for the first time or navigating job searches.

Sharing thoughts on LinkedIn, graphic design graduate Hafsa Bibi said Latoya Fits Okuneye’s reflections on imposter syndrome and coming from a working-class background felt “deeply relatable”, especially during a difficult stretch of job hunting.

Others were reassured by the emphasis on consistency over quick wins. Content creator and marketer Laura Triana Africano described the reminder that creative careers grow from the “unglamorous work” as a standout moment, adding that the room itself felt “incredibly supportive.”

For several attendees, the panel also helped reframe what self-promotion can look like. Advertising and brand design student Saranya Treichel said the conversation made it feel “less like bragging and more like part of the creative process,” while editorial designer Talulla Torthe shared that the encouragement to put work out there – even when it doesn’t feel ready – came at exactly the right time as she begins building something of her own.