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For the most part, the majority of the research on entrepreneurial masculinities has focused on the traditional business and finance sector, capturing a masculinity infused with notions of dominance, a cut-throat disposition and corporate acumen. There has been relatively less attention focused on the reproduction of masculinities and monetized body work in digital forms of entrepreneurship.

This conceptual article explores some of the entrepreneurial and performative skills utilized by male OnlyFans creators as they curate not only their bodies but also their sexualities in order to attract subscribers and maximize profits.

Mapping the relationship between entrepreneurialism and masculinity on OnlyFans is significant considering the platform’s popularity and the changing nature of digital entrepreneurship. Drawing connections to previous research on working-class entrepreneurial masculinities, we highlight how male OnlyFans creators, who are largely from working-class backgrounds, are actively practicing entrepreneurial skills.

We foreground the work of social media creators as sexualized and aesthetic labour, making connections between digital entrepreneurship, working-class masculinity, sexuality, and (idealized) bodies. Our article concludes with making recommendations for future research on the study of gender and sexuality within for-profit digital entrepreneurship.