Artists and their works tend to attract publicity on social media. What’s selling is not just the artist’s works but also his/her creative process. William Deresiewicz writes in the January/February 2015 issue of The Atlantic,

Among the most notable things about those Web sites that creators now all feel compelled to have is that they tend to present not only the work, not only the creator (which is interesting enough as a cultural fact,) but also the creator’s life or lifestyle or process. The customer is being sold, or at least sold on or sold through, a vicarious experience of production.