‘This craving to go viral is tiresome’: the artists who’re 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 There was a meme recently featuring Tony Soprano looking characteristically menacing, with a caption that reads: “Imagine telling him he needs to create short form content to engage the algorithm.” But that sentiment feels inescapable: 82% of all internet traffic is now made up of videos...

By Daniel Dylan Wray