Navigating social media is more confusing than ever. Once thought of as ubiquitous and compulsory for every working artist, the future of social media marketing is in doubt. This is welcome news for many artists, who can find managing their networks and audiences over multiple platforms exhausting.
Different technologies and options are rushing to fill the gap. Substack is becoming the hangout for anybody who calls themselves a writer. Many artists are focusing on smaller audiences, but deeper engagement through channels such as podcasts. Still, these put artists on the international stage, forcing them to compete with content-makers overseas.
