1. Media Concept
«Under the Surface of the Tattoo» — a personal Telegram channel of a tattoo artist that reveals more than just the finished product; it shows the process: sketches, mistakes, healing, clients who backed out, and reflections on why some tattoos last while others feel like they need covering up after just a year.The tattoo industry in Russia is structured so that only the «beautiful» side is visible to the public. Instagram portfolios, price lists in the pinned posts, and reviews in the Stories. But what happens between «the client arrived» and «the client left» remains invisible to everyone except the artist. This channel is an attempt to show the inside story—not as an advertisement, but as a journal. It is a place for technical breakdowns, personal opinions, and simply life.The channel doesn’t sell a tattoo with every post. Half of the content is dedicated to the process, humor, and reflection. The audience subscribes not to a «tattoo magazine, ” but to a person who shares what they are thinking and how they work.
Niche
Global segment—tattoo culture and the tattoo industry. The narrow niche—an honest blog from a master about the process, not the outcome. It’s not a «beginner’s guide» (there are plenty of those) or a «bulletin board» (there are even more), but a personal view of how the work functions from the inside.
The conceptual compass points to channels like «Nekit Zhabs: Japan”—an unpolished blog where personality matters more than editorial policy. However, that focus is on a specific city and a specific aesthetic. Here, the focus is on the process and the character, not the geography.
Studio
This channel is designed for people who are already considering getting tattoos or are debating it, and who want to see «what it’s like in real life.» The fundamentals of tattooing are not taught here—the focus is on what happens around and within the process.
The first segment is the one afraid of the first time. They want to know how to choose an artist and avoid regret, but they don’t read long guides. They need a real-life example: «here I am, here are my clients, this is what it looks like.»
The second segment is experienced but dissatisfied. They already have tattoos and want to cover one up. They understand the styles but not the technique. They are interested in breakdowns of «why this happened» and «how to fix it.»
The third segment is the art connoisseur. They view tattoos as art. They follow artists and want to understand the context. Sketches, the drawing process, and stories are important to them.
The fourth segment is the passive viewer. They don’t have tattoos, but their feed is full of aesthetically pleasing videos. They scroll endlessly but haven’t decided. They need an easy entry point: humor, memes, or a «first tattoo diary.»
Formats
The channel is not forced into the mold of a corporate conveyor belt; there is room here for technical deep dives and personal opinion. The core content includes:
Chair Stories: The client overslept, the client was late, the client came with their mom.
Interviews with Masters — informal conversations about fears, finances, and doubts.
Sketch Breakdowns: From initial sketch to final tattoo, explaining why the line landed exactly that way.
Process Photos/Videos (without client faces, if they prefer).
«My Screw-Up» Segment: Honest posts about things that didn’t work out.
Musings on Money — how much a session costs, where the money goes, how much was earned.
Difficult Situations — the client left mid-session, canceled an hour before, or didn’t show up.
Promotion Strategies — what worked and what didn’t (flyers, advertising, contests).
Interaction — emoji polls, «Guess the Price, ” contests, „React if…“
Uniqueness
First—it showcases the process, not just the finished product. Unlike standard portfolios or studio channels, this reveals not only the «before and after,» but also the «how I got there»: sketches at 3 AM, revisions, and moments of doubt.
Second—it’s brutally honest about finances and fear. Artists rarely write about mixing up a pigment or doing free revisions. Here, that is part of the content.
Third—it’s a voice, not an editorial machine. The channel doesn’t pretend to be media. It’s a personal blog where you can swear, joke, and admit, «I don’t know.»
PromotionTraditional marketing is inappropriate here. The channel does not purchase advertisements or operate through aggressive sales tactics. In a niche environment, sincere and genuinely useful material promotes itself: someone needing a tattoo clicks on a post because it features real experience, not just a price list. Growth is driven by reputation and by clients sharing their own stories. Separately, there are promotion experiments that can be shared honestly: «spent 4,200 ₽ on ads—gained 2 followers, ” or „handed out flyers with a QR code—two Americans showed up.“ This is both content and strategy simultaneously.
Platforms
Telegram Channel — the primary media hub. The channel format is ideal for a personal blog: short story posts are published without losing quality, accompanied by process photos, sketches, and files, and the channel itself functions as a note archive and a direct Q&A space. Polls with emoji reactions, contests, and «guess the price» features are organically integrated into the format: the audience doesn’t just read—they participate. The channel is not duplicated on VK—that dilutes the voice; individual posts can be re-shared for reach, but the core resides here.
YouTube — a video archive for what is easier to show than to describe. The process of tattooing, sketch time-lapses, conversations with artists—this is content that loses half its meaning when presented in text. YouTube operates as a «long tail»: people find it via search, it gets re-shared to the channel, and it doesn’t disappear in the feed. The format is screen recording / process + voiceover or subtitles. The platform isn’t for «daily updates, ” but for 1–2 videos per month that remain in the archive.
Why not VK/Reels: The personal blog format shouldn’t be duplicated—that dilutes the voice. Individual posts can be re-shared on VK for reach, but the core is Telegram + YouTube.
Additional items: A pinned post with navigation (who I am, what is available here, how to book). Flash drops should be in a separate channel or the pinned post so they aren’t lost.
2. Semestermatic Plan
The plan is structured into six blocks, with roughly one month dedicated to each. The logic flows as follows: an introduction and process, followed by people and the city, and concluding with aesthetics and reflection. Within each block, there will be 3–5 posts per week on Telegram—among these, 1–2 will be «useful» content, while the rest will cover the process, life updates, and humor. Once a month, there will be one long-form video on YouTube (content too substantial for Telegram). Bi-weekly, there will be one post containing a downloadable file (a sketch, a checklist, or a template), accessible only within Telegram.
Block 1. Introduction and First Impressions
The launch starts with an introductory post: who I am, what this channel is about, and why it’s «unfiltered.» Next, include the sketch of the week (with a downloadable file), «What the client asked for» (funny/strange requests), the first process post, and a post about «what annoys you in the tattoo industry.» Interactive element: a poll asking «Who are you today?» with emoji options. YouTube: the first introductory video (3–5 minutes, who I am and what the channel will cover)—to give the channel a substantial opening.
Block 2. Process and Pain Points The «before / after / healed» feature, a deep dive into «why this costs so much» (without excuses about computers or machines), stories from the chair, «my mistakes, ” and difficult situations (e.g., a client leaving mid-session—what to do). Interactive segment: „Guess the Price“ with a prize. YouTube: timelapse of a sketch with a voiceover („2 hours of work the client never sees“). Telegram Exclusive: a post with a checklist file, „5 questions to ask the artist before booking.“
Block 3. People and the City
Master interview (an informal conversation about fears and doubts), «Tattoo spots in the city, ” a collection of „returning clients, ” a subjective feature „I hate/love [style], ” a repost from the chat discussing the content. Interactive: a compliments contest between channel followers or a design contest among subscribers to create posters for the channel with a prize. YouTube: the full version of the interview (30–40 minutes); in Telegram, only a 1–2 minute clip and a link. Telegram only: a contest with a prize and channel repost.
Block 4. Aesthetics and References Analysis of the sketch—from initial draft to tattoo, «what I won’t get tattooed» (a humorous stop list), flash drop, «my setup» (workspace, tools), and a post-reflection on «why I still do this.» Interactive element: «React if you agree/disagree.» YouTube: a «before / after / healed» breakdown with commentary (tutorial format). Telegram Only: a flash drop with the sketch file (CC0) and a post describing the image.
Block 5. Behind the Scenes «A Day in the Life» (story/post series), «Client Cancelled / Rescheduled / No-Show, ” „How much one session costs and where the money goes, ” „How much I earned this month“ (if comfortable), promotion strategies (what worked, what didn’t), a guest from a related field, and „Q&A“ from Stories. Interactive elements: „Guess how much the ad cost“ or „Choose where I should go to work.“ YouTube: a video titled „How I Promote My Channel: What Worked, What Didn’t“ (screencast + commentary). Telegram Only: a post with a screenshot of analytics.
Block 6. Summary and Plans
«What I’ve learned over half a year of the channel, ” best engagement posts (navigation), announcement of merch/stickers, „who I am grateful to, ” and a poll asking „what you want to see next”—the next season will be built from these responses. Interactive element: „react if you want more.“ YouTube: final video „Half a Year of the Channel: Metrics, Findings, Plans.“ Telegram only: a navigation post to top posts, including files.
Ongoing Features (All 6 Months):
«Sketch of the Week» (Once a week, with a file in Telegram).
«Story from the Chair» (1–2 times a week).
«Answer to a Question» (Once a week, based on comments).
«Guess the Price» (Once every two weeks, with a prize in stars).
YouTube Video (Once a month, long-form).
3. Content Samples
- IntroductionTelegram Post + Image[Image: a candid selfie in a workspace. The background shows a desk, pigment jars, and sketches.]My name is [Name]. I tattoo in Moscow. This channel is not a portfolio, as my professional portfolio is pinned elsewhere. Here, I’ll be documenting everything—the sketches I draw at 3 AM, the clients who come in saying, «I want it like Dua Lipa’s, but cheaper, ” and my thoughts on why some tattoos last forever while others feel like they need covering up within a year.If you’re interested not just in the „pretty“ outcome, but in how it’s all put together—stick around. If not—stay anyway; it’s sometimes funny here.
- «The Client Said»
Telegram post + image (meme/screenshot)
[Image: A meme or anonymous screenshot of a conversation—for example, the message «I want it like Dua Lipa, but cheaper.»]
Client: «I want a tattoo that means nothing, but that everyone will ask what it means.»
Me: «Okay, let’s do a dot. Everyone will ask.»
Client: «No, I don’t want a dot; that’s too simple.»
We did a dragon. The dragon means nothing. The client is happy. So am I.
If you ever had a strange request that you were embarrassed to voice—write in the comments, I won’t judge. I’ve been there myself.
👁 eye = had a strange request too 😃 face = never felt embarrassed 🪳 cockroach = cockroach
- «Before / After / Healed»
Telegram Post + Image (Collage)
[Image: A three-panel collage of a single tattoo—immediately after the session (red skin, wrapping), after 3 days (flaking skin), and after a month (smooth, healed). Captions beneath each panel.]
Left—immediately after the session. Center—after 3 days, when the client asked, «Everything is itchy, is that normal?» Right—after a month.
It’s normal. Everything is normal. If you apply ointment, don’t pick at it, and avoid tanning beds—everything will be fine.
But if it’s so itchy that you want to peel the skin off—that’s also normal. Just don’t pull it off.
- «Why Is It So Expensive?»
Telegram Post
I often receive messages like, «Why is a small tattoo fifteen thousand? It’s just a line.»
Let’s break it down. A line takes 10 minutes to execute. Before that: two hours of sketching (because a «simple line» has to be straight on the curve of the arm, not just on paper), sterilization, machine setup, needle and pigment selection. After that: cleanup, aftercare instructions, paperwork, and responding to messages a week later asking, «Can I swim in a pool?»
I’m not saying it’s cheap. I’m saying that a «simple line» is not just a line.
And yes, I won’t list the computer, water, gloves, and napkins I factor into the price. You don’t replace your computer after every session. This isn’t an explanation of cost; it’s simply my labor.
👁 Eye = I get why it costs so much 😃 Face = It’s still expensive 🪳 Cockroach = I’ll go elsewhere
- «My Mistake»
Telegram Post
Once I mixed up a pigment. It wasn’t critical, but I did it. The client didn’t notice; I did. I redid it for free, apologized, and felt like an idiot.
I’m writing this not to prove how honest I am. It’s so you know: even masters mess up. A good master is the one who talks about it, instead of pretending everything is perfect.
If a master ever tells you, «This is how it should be,» but you see that it isn’t—go redo it. Or come to me. I’m more attentive now.
- Sketch Timelapse with VoiceoverYouTube Video[Shots: close-up of a hand, a pencil touching the paper. Drawing timelapse (hand, lines, hatching). Voiceover: «This sketch took 2 hours. The client will see it in 2 minutes. But if I hadn’t spent those 2 hours, the tattoo would look different.» Close-up of the finished sketch. Final shot: the work on the skin.]Format: horizontal video, 5–7 minutes, voiceover, RU/EN subtitles. In Telegram, only a 30-second clip and a link to the full version.
- «What I Will Not Do»
Telegram post + image (handwritten list)
[Image: A handwritten list on a piece of paper, with crossed-out items. Visible: «ex-partner names, ” „no reference, ” „cannot explain in 30 seconds.“]
The stop-list (my personal one—I’m not forcing it on anyone):
— Ex-partner names. Seriously. I won’t. Not because it’s bad luck, but because a year from now, you’ll ask me to block them, and I’ll be blocking them while remembering your ex. I don’t need that.
— „Not like everyone else, ” without a reference. That’s not a request; it’s a riddle.
— Something you cannot explain to me in 30 seconds as to why it’s important. If you can’t, then it isn’t important.
What would you add to the stop-list?
👁 eye = I’ll add my own 😃 face = I agree with everything 🪳 cockroach = you just don’t know how
- Master Interview (Highlights + Full Version)Post on Telegram + Video on YouTube[Image: A joint photo with the guest (or a photo of their work), with the studio in the background. If no photo is available, use a collage of the guest’s work.]Today on the [name] channel, we hosted a master from St. Petersburg. We talked for an hour and a half. I asked: what frustrates you about clients, what brings you joy, what tattoo would you never get yourself, and how many times you’ve wanted to quit. The answers are in the comments, where you can also ask your own questions.The full conversation is on YouTube (link). The channel features only a 1–2 minute highlight reel.
- «Guess the Price»
Telegram Post (Interactive)
[Image: A fresh piece of artwork, without a caption.]
04:44 Hi! I’m a traveler from Australia and will be in Moscow until May 28th. I want to get a tattoo from you.
15:46 Hello! Do you have a tattoo idea? You can come to the studio at 5:30 PM, and we can discuss it.
15:53 Oh, that would be great, I’ll be there.
Session time: 3 hours. Price: €???
Whoever guesses the price correctly gets 100 stars from me. I’m allowing a margin of error of 20 euros. Write your guesses in the comments.
