Moreover, a roundtable discussion organized by the Music Managers Forum in 2022 revealed that many labels are now using social media follower and engagement statistics to determine marketing budgets. TikTok reported that in 2020 alone, over 70 artists that broke on the platform received major label deals.Įstablished artists need to stay engaged on socials to interact with their fans, stay relevant, and most importantly, promote releases. It can also play a key role in helping them advance to the next stage of their career. Emerging artists need to be active on social media to start building their fanbase, as well as experiment with different types of content to develop their brand, persona, and even sound. This kind of burnout affects artists at every level or stage in their career. Christopher Wares, assistant chair of the Music Business/Management Department The reality is that artists can create and publish content that is authentic to their brand and aligned with their values without having to use features or participate in trends that go against those. INTEGRITY MUSIC PROFESSIONALSocial media has become the primary means of building and maintaining a fanbase, driving streams and sales, music discovery, as well as unlocking marketing and financial support from labels and brand partners.ĭigital burnout in this context refers to the mental, physical, and emotional exhaustion as a result of prolonged stress and pressure to constantly create social media content, in addition to all of the other responsibilities of being a professional musician (e.g., songwriting, recording, production, performing live, going to school, working at a job, promoting new releases, etc.). While the term “digital burnout” sounds somewhat self-explanatory, could you help explain what it means in the context of musicians? Enter the idea of "digital burnout"-the exhaustion and mental strain that can plague the extremely online.Ĭhristopher Wares, assistant chair of the Music Business/Management Department, says that "social media management is both an art and a science, and becoming proficient can be a steep learning curve." Below, Wares discusses digital burnout and, much like dealing with many kinds of mental health issues, how self-care and awareness go a long way toward maintaining a healthy balance. In fact, there's a strong chance that many musicians are using their nights off from tour to work on their next TikTok video. INTEGRITY MUSIC OFFLINEWhat was once an artist’s choice to be digitally present has become a nearly universal expectation.īut the lines separating online from offline are notoriously blurry-as a creator, there is pressure to create infinite content to populate the infinite scroll. Emerging artists are constantly trying to create that elusive viral moment, while established artists work hard to maintain their momentum. Social media engagement on platforms such as TikTok and Instagram have become a new kind of touring, in the sense that they provide direct point of access between artists and audiences. That's why tours are scheduled with breaks and nights off-the need to slow down or pause for self-care is built in. One doesn't need to read too many interviews with famous bands to catch anecdotes about the levels of exhaustion that can exist alongside the allure of stage lights, green rooms, and adoring fans. But I also noticed that the psalm uses a lot of ‘movement’ imagery (walking, leading, following, etc) that speaks to me of an active response of faith to what the psalm is saying – we are to live each day believing goodness and mercy are following us, that there are still waters and green pastures to be found.While many musicians daydream about touring the world, the reality and challenges of touring life are well-documented. The psalm is familiar to many as a psalm of comfort, in, for example, funeral services. I never set out to write a new musical version of this psalm – it seems very brave, or very arrogant, to think you can improve on the existing hymn version, which has been loved and sung by millions of people for so long! I was actually working on a different song at the time, which after several hours’ hard work was not going well… I happened to flick to this psalm in my Bible while taking a break, a simple melody popped into my head, and the whole thing was written in ten minutes (something I wish as a writer would happen more often to me!).
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