There are several hundred digital artists in the world today who incorporate fractal elements in their art - each with his or her own style. Where algorithmic art objectively shows the geometric or mathematical structure in an aesthetically pleasing way, some fractal artists now dare to go a step further by using fractal elements to create works of art that appeal subjectively to viewers' feelings and emotions. In this paper I discuss the works of Kerry Mitchell, Robert Williams, Mark Townsend. and myself - four fractal artists with individual, well developed and recognizable styles.