{"id":10116,"date":"2026-04-15T04:34:19","date_gmt":"2026-04-15T04:34:19","guid":{"rendered":"https:\/\/culturalleft.org\/cl\/2026\/04\/15\/this-craving-to-go-viral-is-tiresome-the-artists-whore-sick-of-the-pressure-to-promote-on-social-media-culture-the-guardian\/"},"modified":"2026-04-15T04:34:19","modified_gmt":"2026-04-15T04:34:19","slug":"this-craving-to-go-viral-is-tiresome-the-artists-whore-sick-of-the-pressure-to-promote-on-social-media-culture-the-guardian","status":"publish","type":"post","link":"https:\/\/culturalleft.org\/cl\/2026\/04\/15\/this-craving-to-go-viral-is-tiresome-the-artists-whore-sick-of-the-pressure-to-promote-on-social-media-culture-the-guardian\/","title":{"rendered":"\u2018This craving to go viral is tiresome\u2019: the artists who\u2019re sick of the pressure to promote on social media Culture | The Guardian"},"content":{"rendered":"<p>From Stewart Lee in his wolf costume to Werner Herzog\u2019s big steak sizzle-up, artists are now under huge duress to \u2018chase the algorithm\u2019 and reach audiences. Many of them are hitting burnout \u2013 and hitting back<\/p>\n<p>There was a meme recently featuring Tony Soprano looking characteristically menacing, with a caption that reads: \u201cImagine telling him he needs to create short form content to engage the algorithm.\u201d But that sentiment feels inescapable: 82% of all internet traffic is now made up of videos, and the number of short-form videos published on the likes of TikTok and Instagram grew by 71% in the year from 2024.<\/p>\n<p>You may have noticed there is a particularly high number of videos featuring people\u2019s faces, which the algorithm rewards. All of a sudden, chefs, lawyers, podcasters, critics \u2013 all people with jobs once associated with an off-camera existence \u2013 are turning the lens on themselves. Even film director Werner Herzog, a once proud non-social media user, is now sizzling steaks and <a href=\"https:\/\/www.instagram.com\/reels\/DPKdTV-CafU\/\">doing unboxing videos<\/a> to camera.<\/p>\n<p> <a href=\"https:\/\/www.theguardian.com\/culture\/2026\/apr\/15\/viral-artists-social-media-videos-stewart-lee-werner-herzog\">Continue reading&#8230;<\/a>\u00a0<\/p>\n<p><a href=\"https:\/\/www.theguardian.com\/culture\/2026\/apr\/15\/viral-artists-social-media-videos-stewart-lee-werner-herzog\" target=\"_blank\" class=\"feedzy-rss-link-icon\">Read More<\/a><img decoding=\"async\" src=\"https:\/\/i.guim.co.uk\/img\/media\/80849e104ee71c4a69ad69cd1644da15b530eb79\/307_241_1505_1203\/master\/1505.jpg?width=140&amp;quality=85&amp;auto=format&amp;fit=max&amp;s=e0f0166df5cbb2ca095cae542a8f8866\" title=\"\u2018This craving to go viral is tiresome\u2019: the artists who\u2019re sick of the pressure to promote on social media\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>From Stewart Lee in his wolf costume to Werner Herzog\u2019s big steak sizzle-up, artists are now under huge duress to \u2018chase the algorithm\u2019 and reach audiences. Many of them are hitting burnout \u2013 and hitting back There was a meme recently featuring Tony Soprano looking characteristically menacing, with a caption that reads: \u201cImagine telling him&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":10117,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10116","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018This craving to go viral is tiresome\u2019: the artists who\u2019re sick of the pressure to promote on social media Culture | The Guardian - Cultural Left<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/culturalleft.org\/cl\/2026\/04\/15\/this-craving-to-go-viral-is-tiresome-the-artists-whore-sick-of-the-pressure-to-promote-on-social-media-culture-the-guardian\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018This craving to go viral is tiresome\u2019: the artists who\u2019re sick of the pressure to promote on social media Culture | The Guardian - Cultural Left\" \/>\n<meta property=\"og:description\" content=\"From Stewart Lee in his wolf costume to Werner Herzog\u2019s big steak sizzle-up, artists are now under huge duress to \u2018chase the algorithm\u2019 and reach audiences. 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