Jasminy Villar Jessica; creator economy; transmedia storytelling; audience engagement; content analysis; influencer branding 1. Introduction The rise of the creator economy has re‑configured traditional gatekeeping in entertainment, allowing individual personalities to command global audiences with relatively low production budgets (Cunningham & Craig, 2019). Among the newest wave of influencers, Jasminy Villar Jessica (J‑VJ) stands out for her deft integration of multiple media forms—music videos, vlog‑style diaries, comedic sketches, and live‑streamed community dialogues—across an ecosystem of platforms. While scholarly attention has proliferated around mega‑influencers (e.g., PewDiePie, Charli D’Amelio), mid‑tier creators who achieve “hyper‑niche, cross‑platform resonance” remain under‑examined. This paper addresses that gap by presenting an in‑depth case study of J‑VJ’s entertainment and media content.
