Max HeyraudGrowing pressure on artists to consistently create content and maintain an online presence raises a question: to what degree is this separate from their artistic work? An artist’s aesthetic, ethos, and public perception have always shaped how their art is received, but social media has amplified this relationship.
Artists today navigate largely uncharted territory, balancing creative freedom with the relentless demands of social media. We exist in a constant “attention economy,” where making good or interesting art is rarely enough to capture public focus.
An artist’s aesthetic and music have historically been intertwined with their persona, interviews, press coverage, and promotional materials. Social media has compressed and accelerated this dynamic: an artist’s online presence can now feel inseparable from their art.
Historically, press, promotional strategies, and curated appearances shaped how music was received. Now, artists communicate directly with fans, build followings, speak on social or political issues, and cultivate personas, all through their phones. This immediacy creates both freedom and pressure: the connection to fans is direct, but so is the expectation of constant engagement.
Algorithms on platforms like Instagram exacerbate this tension. Instead of prioritising music-related content, algorithms favour lifestyle posts, personality updates, and “day-in-the-life” snapshots that generate engagement. Promoting music often requires producing content that isn’t inherently musical. Fans may engage more with glimpses into the artist’s life than with their art itself, shifting focus from music to personality.
To what degree is online content now part of an artist’s arsenal, on par with music? The traditional formula of podcasts, EPs, tour announcements, and post-gig content has shifted. Today, posting a short reel every couple of days: DJing across multiple decks, dancing to unreleased music, or experimenting with visuals, can generate more hype.
The content that keeps an artist in people’s minds has changed. If social media reflects demand and notoriety, online presence may become as important as music output. Many DJs gain recognition purely through platforms like Instagram. I’ve personally gone to see artists live based on how they present their craft online.
When online content drives cultural demand and shapes aesthetic perception, it isn’t just an extension of music. It’s intertwined with the art itself. Social media presence isn’t merely a marketing tool; it directly influences how an artist’s work is perceived, consumed, and valued.
It’s worth resisting the urge to judge artists for using social media. It has been part of electronic music culture longer than it hasn’t and is now woven into its fabric. With more artists competing for visibility, social media is a vital tool for engagement.
It is up to the artist how they use it. Online voice can maintain mystery or anonymity. The use of colour, narrative, fan interaction, and the music itself are all examples of how aesthetics and perception are important. These choices shape perception. Even opting out says something.
Some artists: Helena Hauff, DVS1, Skee Mask, maintain distance. Others: SPFDJ, Rebekah, and James Blake actively use platforms to address industry issues and share experience. Neither is inherently better; both reflect the artist. What matters is alignment: their presence (or absence) should feel cohesive with their music.
Maintaining that alignment is difficult. The demand for content pushes artists toward a hybrid role: part musician, part influencer. The industry rewards those who lean into the latter: likes bring visibility, followers ticket sales. But how engaged are these followers? If they’re drawn to persona over music, the connection can be shallow. Trends move fast, and attention is fleeting. Without a substance rooted in art, longevity is difficult.
In this landscape, an artist’s work cannot be entirely separated from their online presence. Social media shapes perception, influences engagement, and inevitably becomes part of the artistry itself, raising fundamental questions about what it means to be an artist in the digital age.
