Download Available for download on Monday, July 01, 2024

Download Full Text (22 KB)


Artists around the world have had to turn to digital platforms such as Instagram and TikTok to keep up with their fanbase throughout the social-restricting pandemic of COVID-19. With this digital engagement, artists, managers, and labels alike turned their marketing strategies towards creating daily content for artists to post on their social feeds to retain these fans and continue to grow their bases in this uncertain time. Two years into the pandemic, artists are facing the great content burnout of 2022 after having to shift gears from making music to becoming self-marketers for themselves. Not only is this burnout creating mental health issues for these artists and their teams, but it is also becoming a point of contention between artists, managers, labels, and society's expectations of what it means to be an artist-influencer. This research paper is an exploratory report on how artists and their teams are managing the balance of content creation and burnout while managing their primary jobs as music creators. Through literature reviews, an online survey, and various first and second hand interviews, this study takes a close look into the mental health outcomes of this new primary form of self promotion two years into COVID-19. Finally, it concludes with what can be done moving forward to create healthier standards within the industry to better manage artist mental health around content burnout and how this new topic can be further studied down the line as more individuals speak out about their personal stories and how further research down the line can be conducted to create a more holistic view of this issue.

Publication Date



Valencia (Spain) Campus

The Cyclical Act of Artist Content Burnout Since 2020