Abstract
This article analyses relations between the drag community and the creative industries sector in Belgrade over the first two decades of the 21st century. It argues that drag queens and kings, together with the rest of the LGBTIQ+ community, gain visibility through the creative industries, and that they are subjectified through the immaterial labor involved in the processes of market neoliberalization and city gentrification. The visibility of drag appears to depend not exclusively on social liberalization but on complex intersections of material-semiotic flows, the most important of which, in this analysis, appears to be the push toward a neoliberal market economy and the consequent entrepreneurship of the self through precarious creative, affective, and cognitive labor.
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