Content vs. Art: The Modern Musician's Biggest Conundrum

Of all the challenges I see modern musicians struggling with today (including myself, my collaborators, and clients/students), the most underestimated one might be this one below:

Content vs Art.

While self-doubt and artistic conundrums have been a timeless part of the artist's journey this particular challenge, I daresay is unprecedented.

While social media platforms like Instagram, TikTok, and YouTube technically claim to offer musicians direct access to their audiences (debatable by the way, but that’s a different post!), there is relentless pressure being imposed upon artists to stay visible, for the profit of a third party. A third party who is neither artist nor audience and has little to no interest in being true patrons of art.

This dilemma presents a very critical question many artists are too overwhelmed in the first place to identify:

How can musicians preserve their integrity without losing themselves in this perpetual game, where artistic quality has absolutely nothing to do with the ‘success’ of what is being churned out out in the name of content?

More importantly, what are the real consequences of failing to navigate this situation intelligently?

The Double-Edged Sword of Social Media

Social media often gets portrayed as a savior who revolutionized the music industry by providing musicians with the ability to reach global audiences without the need for traditional gatekeepers.

That’s a half-truth.

Contrary to popular mythology (a lot of which is dictated by social media in the first place), this never removed gatekeepers completely. They just changed them!

Now, tech gurus get to call the shots. And chances are that their agendas have even less to do with the curation of meaningful art, than the proverbial cigar-smoking record label villain.

Sure, technically, audiences don’t need permission to access our work anymore.

But here’s the catch: the audience lens on the arts' entire eco-system is curated in a way that is anything but ‘independent’.

The stories of independent artists who have leveraged social media platforms to achieve overnight success are industry lore.

But how appropriate is it really, for serious artists (for lack of a better term), to compete with dancing teenagers for space on platforms where enhancing visibility is so complex at this point that artists end up spending thousands of dollars from their budget hiring professionals to crack an ever-changing code?

Moreover, the flip side of this new brand of accessibility is the expectation of constant visibility that comes with it.

Musicians are getting increasingly caught up in a cycle of producing content to maintain engagement, which can quickly become overwhelming. This pressure can lead to exhaustion, stifled creativity, and even losing sight of the intended artistic vision.

(Source; Twitter)

The example above is a good representation of the trap this entire system can grow into. The constant demand for content can reduce complex artistic expressions to mere commodities, designed for quick consumption rather than deep engagement. And the engagement with the very audiences we are trying to encourage can completely backfire.

The Distinction Between Content and Art

Understanding the difference between content and art is crucial for us musicians in this new ‘system’.

Art is a very intimate expression of the human experience born out of emotion, meaning, and a deep connection to the artist’s inner self. 
It often requires a lot of time, reflection, and vulnerability—qualities that are at odds with the fast-paced, engagement-driven nature of social media content.

Content, by contrast, is created with the primary goal of profit. The currency in which this profit is hoped for may not be dollars directly, but it's certainly numbers most of us are under pressure to generate. 

Sure, content can be artful. But its intent is to attract attention, generate likes, and feed algorithms that govern platform visibility. When we focus too heavily on content creation, the risk of the art diluting is a massive and legit problem.

We’re spending unhealthy levels of time and energy producing work with the intent to please algorithms. Not necessarily conveying authentic expression.

The Consequences of Mismanaging the Balance

Failing to strike the right balance between content and art can have significant consequences. When we prioritize content over artistry, we might find our creative output becoming increasingly superficial without us necessarily even realizing it.

But there’s more.

The loss in authenticity which occurs as a result of this vicious cycle, ironically, can alienate the very audience we wanted to engage!

Here’s the good news though: Research has shown that audiences seem to be drawn to authenticity and can detect when an artist is creating content out of obligation rather than inspiration (Allen et al., 2020).

But this presupposes that the audience actually gets access to what we’re putting out there. And that is governed by the new middleman: the algorithm.

Disorienting Work-life balance

Another major risk that doesn’t get talked about enough is the blurring of personal and professional boundaries. 

As we share more of our lives online, the weight of maintaining a healthy separation between our artist persona and private lives keeps getting heavier.

This can lead to some serious identity conflict and a sense of disconnection from one’s true self (Kowert, 2020).

Exhaustion

Last but not least, this constant pressure to ‘produce’ can lead to burnout—a phenomenon well-documented among creatives in the digital age.

Burning out gets talked about a lot in short-term contexts. But what does not get talked about enough is the fact that it’s not just short-term mental and emotional health that can get damaged, but can also affect long-term creativity (Noble & McIlveen, 2018).

Essentially, our entire artist practice might be at stake here. Our very ability to produce meaningful work. Potentially leading to a decline in both artistic satisfaction and career longevity.

Strategies for Navigating the Conundrum

Now that we’ve taken a sober look at exactly what’s going on, here's the question we need to ask ourselves:

What do we do about it?

My two pence?

Strategise. 

Don’t leave this to chance. 

The stakes are too high.

As musicians we need to adopt strategies that allow us to

1. Engage with our audiences.

2. Use social media mindfully to do so. But not grow dependent on it completely.

3. Do everything in our power to preserve the artistic integrity in the process.

Here are some approaches that can help:

1. **Drawing Clear Lines**

Not every moment needs to be shared. By establishing clear rules around what is private and what is public for ourselves, we can protect our well-being and maintain a sense of personal integrity.

(Heads up: This is more complex than meets the eye, especially for artists whose work revolves around personal themes).

2. **Prioritize Quality Over Quantity**

Instead of focusing on the constant production of content, prioritize work that is meaningful and resonant with our inner artist first.

A single, well-crafted post or video that reflects genuine artistry can be more impactful than a stream of superficial content.

3. **Stay Connected to Your Art**

It is essential for musicians to maintain a regular practice of creating art outside the demands of social media. This might mean setting aside dedicated time for songwriting, practicing an instrument, or simply reflecting on one’s creative journey.

4. **Use Content to Amplify Art, Not Replace It**

This one is big! Social media is a tool to share and promote art, not a substitute for it!

Musicians can use these platforms to offer insights into their creative process, share behind-the-scenes content, or engage in meaningful discussions with their audience. But that only remains appropriate as long as we keep the focus on the art itself.

5. **Authenticity**

There’s that buzzword again.

Again, easier said then done. All things said and done though, my take is that in the long run, authenticity will still resonate more than any algorithm-driven strategy. Staying true to ourselves and our artistic vision is more likely to build a loyal and engaged audience over the long term. The kind who actually connect to the message we are trying to spread through our music. And aren’t just following trends.

Conclusion

In an age dominated by the demand for content, musicians face a significant challenge in maintaining their artistic integrity while engaging with their audience. 

While this is a timeless grapple, the relatively new expectations around generating content that isn’t art directly but information relating to it, does bring a new twist in the plot.

The key to navigating this conundrum will hopefully be in balancing the demands of content creation with a commitment to our actual artistic practice.

In this delicate dance between content and art, the most important step is always the one that leads back to our true selves—ensuring that our creative practice remains a source of fulfillment, not just a means of keeping up with the latest social media trends.

By setting boundaries, prioritizing quality, and staying connected to the art, we are in a much better position to protect our creative vision and avoid the pitfalls of superficiality.

Ultimately, the best way to maintain authenticity is to stay grounded in the reasons why we became musicians in the first place. 

Our art should not be a means to an end but an expression of our deepest selves. By staying true to this purpose, we can continue to create meaningful work that resonates with our audience, without sacrificing our artistic integrity.

---

References

- Allen, P., Davis, R., & Golightly, K. (2020). Authenticity and audience perception: How social media influences music consumption. *Journal of Music, Technology & Education, 13*(2), 127-145.

- Noble, H., & McIlveen, P. (2018). Burnout in musicians: Causes, consequences, and coping strategies. *Psychology of Music, 46*(3), 297-310.

- Kowert, R. (2020). The impact of social media on identity and self-presentation. *International Journal of Human-Computer Interaction, 36*(12), 1152-1162.

Related Posts