tech
‘This craving to go viral is tiresome’: the artists sick of the pressure to promote on social media
From Stewart Lee in his wolf costume to Werner Herzog’s big steak sizzle-up, artists are now under huge duress to ‘chase the algorithm’ and reach audiences. Many of them are hitting burnout – and hitting back
TL;DR
- 82% of internet traffic is video, with a 71% growth in short-form videos on platforms like TikTok and Instagram.
- Many professionals, once off-camera, are now creating videos, including chefs, lawyers, podcasters, and even film directors like Werner Herzog.
- Comedian Stewart Lee describes the situation as "hideous" and a "real crossroads," where "the worst people on earth control the means of communication."
- Artists feel pressure to create "viral content" to signpost ticket sales and maintain audiences, especially for those under 40.
- Musicians like Benefits and actors like Chike Chan express a "horrible conundrum" of a "grinding, relentless popularity contest."
- Author Benjamin Myers finds the performative nature of BookTok trends, like crying over a book, odd for an introspective pursuit.
- BBC Radio 6 Music DJ Deb Grant feels "obliged to have a presence" on camera to build familiarity, despite not enjoying it.
- Comedian Lorna Rose Treen has found success with viral video skits, leading to opportunities like being part of UK Saturday Night Live.
- An anonymous music journalist is creating camera-facing content due to economics, as record labels redirect advertising budgets to social media.
- Danielle Udogaranya notes that platforms like Twitch are shifting from gameplay to personality-led content, requiring creators to be performers.
- Jazz and electronica artist Yarni spent four hours daily on video content in 2025, barely playing his instrument.
- Artist managers are struggling to balance labels' demands for content with protecting bands' morale.
- Art-rock band Black Country, New Road acknowledges increased pressure for presence but wants to remain music-first.
- Critics worry that promotional methods are defining the timbre of artistic work, leading to 'bitty acts' assembled for social media promotion.