Why can't it be about both? I dispute that there is anything wrong with self-promotion, or better put, celebrating onseself and sharing that celebration with others. It's not bragging. Bragging is when someone says they are better at something than someone else. If one is not comparing oneself to another, one is not bragging nor lacking humility. One lacks humility when someone says or implies that one is better than or knows more than everyone else.

I recall Holly Kellums wrote a great piece or two back in early 2021 about this. Here's one from IC: https://medium.com/illumination-curated/celebrities-celebrate-themselves-and-you-should-too-oprahs-tickets-to-timeless-fame-8a379e1047c9