Communicare : Journal of Communication Studies Volume 9 No. 2, December 2022, p 139 - 146 P-ISSN: 2089-5739, E-ISSN: 2502-2091 DOI : https://doi.org/10.37535/101009220226 http://journal.lspr.edu/index.php/communicare CONTACT: Richard Togaranta Ginting, S.Sos., M.Hum. Universitas Udayana & LSPR Bali. Jl. Raya Puputan No.140, Sumerta Kelod, Kota Denpasar, Bali 80234. richardtogaranta@unud.ac.id ARTICLE HISTORY Submitted: December 2022, Accepted: December 2022, Published: December 2022 Bunda Corla’s Phenomenon: Instafamous and Personal Branding Richard Togaranta Ginting 1 , Gede Bisma 2 , Ni Made Ras Amanda Gelgel 3 1,3 Faculty of Social and Political Sciences, Udayana University, Bali, Indonesia 2 Institut Komunikasi dan Bisnis LSPR, Denpasar, Bali, Indonesia INTRODUCTION Thanks to internet, the world now is in our grasp. For the past several of years, the development and advancement of technology has become an extraordinary phenomenon. One of many forms of technological advancements which is frequently used in society is internet (Ginting, 2018). Through internet, any information could be easily obtained and communication between people from distance be more way easier. Internet has created what so-called to be “Global village”. In the 1960s, McLuhan (1964) put his best that global village is a new concept which is caused by the advancement of information and communication technology so that communication between people from different part of the world can be done immediately and fast. With this convenience, internet could provide us almost everything we could ask for such as, entertainment, news, job vacancies or even fame. Internet could turn ordinary individuals into superstars in merely one night. It sounds exaggerating however, it already is happening (Susilowati, 2018). There are dozens if not thousands new celebrities who are appearing to the surface. This would not be possible without the existence of, surely, Internet and ABSTRACT This research would like to investigate of how Bunda Corla as a non-celebrity can affect social media engagement so that many famous entrepreneurs or businesses put decent amount of money every time, she conducts a live session on her Instagram. The method that is used is by analyzing the Bunda Corla’s live streaming and relate it to the theory of the personal branding and instafamous so that we can see the correlations between the personal branding that she has with why there are many celebrity entrepreneurs put huge amount of money on her. This paper shows why there are many celebrity entrepreneurs who transfer a certain amount of money to Bunda Corla because it is seen from the engagement that Bunda Corla can get every time she starts live streaming, the number is hundreds of thousands. This also shows that the artist wants to transfer it, Bunda Corla will definitely mention their name so that these celebrity entrepreneurs can get such great exposure thanks to her live streaming. From the description above, we can draw the conclusion that, Bunda Corla can get her fame because she can indirectly fulfill the three basics in building a strong personal brand which attracts public figures on putting some cash on her with exposure in return. KEYWORDS: Bunda Corla,Social Media, Instagram, Instafamous, Personal Branding