Former YouTube executive Hunter Walk, who’s now an investor, has published an interesting article with some suggestions for dealing with ‘creator burnout’ on platforms like Instagram, YouTube and TikTok. We think it may have some useful ideas for the music industry too, where many artists feel like they’re on a similar algorithm-driven treadmill of content creation.
“What’s a creator to do? I’d suggest a better question is ‘what can these companies do help creators?’ and that we’re about to enter Phase 3.0 of Creator Wellness, one where the products build in their own affordances to assist their supply-side participants,” wrote Walk.
Among his ideas: building rest and recovery time into their schedules with TV-style ‘seasons’; tweaking the algorithms to limit the benefits from posting too much; and actual paid time off for creators: “You get to take a week off from engaging and (a) are not penalized in the algo and (b) you get paid the average amount of your earnings from the preceding 52 weeks.” How might these ideas be adapted by music streaming services and/or labels?
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