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Graduate Seminar Paper – Department of Communication & Media Studies Abstract Jasminy Villar Jessica (J‑VJ) has emerged in the past five years as a multifaceted entertainment personality who leverages YouTube, TikTok, Instagram, and emerging short‑form audio platforms to produce a hybrid blend of lifestyle, music, comedy, and social‑commentary content. This paper investigates the production processes, distribution strategies, and audience reception of J‑VJ’s media output. Using a mixed‑methods approach—quantitative content analysis of 150 videos/posts (January 2022‑December 2024) and qualitative semi‑structured interviews with 30 fans—the study maps J‑VJ’s content typologies, platform‑specific adaptations, and branding mechanisms. Findings reveal a strategic orchestration of “cultural hybridity” (Bhabha, 1994) and “participatory convergence” (Jenkins, 2006) that sustains high engagement (average 4.2 M views per video) and cultivates a demographically diverse community (Gen‑Z and early‑Millennials, 60 % female). The paper concludes with recommendations for creators seeking sustainable growth in the rapidly evolving creator economy.