Digital platforms and the identity construction of Billie Eilish: exploring self-expression in the music industry

Introduction: This study examines how contemporary musicians construct digital identities under platform capitalism, using Billie Eilish as a critical case. Methods: A qualitative case study analysis was conducted on three songs and music videos (“Bad Guy,” “Therefore I Am,” “Happier Than Ever”) together with Eilish's social media presence on YouTube, Instagram, and TikTok. The analytical framework integrates theories of platform capitalism, algorithmic curation, and cultural capital. Results: Eilish's digital identity operates across three interrelated layers: real person, performance persona, and song-specific characters. Strategic use of first-person pronouns fosters intimacy and participatory engagement. Her visual and sonic branding functions as algorithmic signifiers aligned with platform preferences for emotionally resonant, shareable content. Tensions persist between DIY autonomy and algorithmic dependence, and fan participation constitutes uncompensated labour. Discussion: Three negotiation strategies emerge: aesthetic distinctiveness as algorithmic compatibility, layered persona management, and controlled vulnerability as an engagement driver. The findings illustrate how platforms simultaneously empower and constrain artistic identity, contributing an artist-centred analysis of identity construction, performance, and negotiation in platform capitalism.