A good image of Indonesian women usually depicted as users of products mostly household and personal care and portrayed as nurturing mother as well as an ideal housewife. Today’s society experienced the post-feminist movement, this movement overt after the second wave of the postfeminist movement. Not merely traverse gender equality, the post feminism movement also examined the sexuality and feminism realm in terms of self- expression, for instance the variety of women occupations can be wider and equal with men. As country with high moslem population, there is the perception in Indonesia, girls/women who do such things (smoking, alcohol, tattoo, uncommon piercing, expose their sexuality, etc) will be judged as bad girls or represents bad image. However, women’s typology that accorded to Asian and traditional systems is experiencing transformation into something more unclog. The Indonesian music industry also experienced feminism impact, but it is still an uncomm on issues and might give unexpected impact to the industry. Three female musicians here, Karina Sokowati, Heidi Nasution and Monica Karina have a unique, paradox and controversial personal branding in this industry through their action symbols that represented in Burke’s dramatism theory. Their personal branding gives the enlightenment or deconstruction in Indonesian music industry, with the gender paradox as meaning to reach their goals in social media and still received partnership from huge and variety brands. They bring feminism messages in terms of freedom of expression and equality in every gig, performances and through digital platforms.

Keywords: phenomenon, gender paradox, personal branding, female, musicians, Indonesian music industry, controversial, deconstruction, goals