"We have art in order not to die of the truth," said Nietzsche, highlighting the idea that art serves as a refuge from the harsh realities of life. Artists channel their raw emotions and creativity into something that transcends the everyday, offering an escape from the often painful truths of existence. But in today's world, where the focus on content creation has reduced art to a commodity, the question arises: Can art retain its true essence when it’s driven by algorithms and engagement metrics?In 2024, it's impossible to discuss music without mentioning social media. Platforms like Instagram and YouTube have become the new gatekeepers, determining which artists rise to fame and which remain in obscurity. While these platforms have democratized the industry, giving independent musicians a chance to reach audiences without major label support, they’ve also shifted the creative process. Artists are now expected to be content creators first, musicians second, which has profound implications for the art of music.
The Rise of the Content-Driven Artist
For many emerging musicians today, the advice isn’t just about refining their craft but also about optimizing their social media presence. Music producer and guitarist Badoni sums it up: “The most recurring advice you get when asking, ‘How do I grow my music base?’ is to optimize your social media account for short video content.”
This shift forces artists to cater to the demands of social media algorithms, competing not only based on their musical abilities but also on who can create the most engaging, viral content. According to Badoni, “The art now has to cater to an audience who consumes short-form content,” a trend that can restrict artists from fully exploring their creative boundaries.
In this content-driven era, musicians are no longer just making music—they’re building a brand, cultivating personas, and creating content that extends far beyond their art.
Chasing the Algorithm
One of the major consequences of this focus on content creation is the pressure to follow formulas that are known to work within algorithms. Rather than prioritizing their music, artists are increasingly encouraged to create catchy snippets designed to go viral on platforms like Instagram Reels or YouTube Shorts. This can overshadow the emotional depth and complexity of a full body of work.
Hip-hop artist NIICK expresses frustration over this shift: “Imagine an artist like me, who creates music just to let out what I feel, and then I’ve to sell it to people by explaining why I made the song. It’s embarrassing.” For artists like NIICK, marketing their emotions and creativity for the sake of virality feels disingenuous, especially when they are also managing their careers independently.
This relentless demand for content creates a constant need for visibility, which often comes at the expense of authentic artistic expression.
Burnout and Mental Health
For many musicians, the pressure to constantly produce content is overwhelming. Singer-songwriter Tathastu acknowledges that while social media is essential for visibility, the effort required to stay consistent can lead to burnout. “It requires consistency and repetition, which more often than not leads to burnout or just a lack of creative content. Most of the content online isn’t creative; it just follows a trend, a formula supported by the algorithm.”
The emotional toll of maintaining an online presence while creating meaningful music has left many artists feeling more like influencers than musicians. The prioritization of engagement over quality has diluted the art itself, reducing the musician's role to a cog in the social media machine.
Balancing Art and Content Creation
Not every artist sees this shift as entirely negative. For some, content creation has become an integral part of their storytelling. B-LEAF, a prolific artist in the Indian independent music scene, uses content creation to enhance his music’s narrative. “When I work on a project, especially my albums, it’s a whole story I’m trying to tell. These are done through social media posts and other creative content. It needs to be in line with the music and add to the story.”
For B-LEAF, social media doesn’t detract from his art but enhances the experience, allowing him to engage with his audience in new and meaningful ways. His approach shows that when used thoughtfully, content creation can complement an artist's work rather than detract from it.
The Future of Music in a Content-Driven World
The rise of social media and content creation has undeniably transformed the music industry. For many artists, the shift from music as an art form to music as content raises uncomfortable questions. The industry is no longer just about the music—it’s about the chase for viral fame and algorithmic success.
Is this the future of music? Will artists be able to reclaim the depth and artistry that once defined the genre, or will they continue to be swept up in the pursuit of virality? For now, the line between musician and content creator continues to blur, and each artist must navigate this new landscape to find their own balance between art and content.