I was thinking about how today’s creative world, especially online, seems to reward people who can churn out content for the algorithms. If you know how to grab people’s attention, create catchy reels, or fit within what’s trendy, you get more success (especially on the mainstream platforms).

But what about artists and creatives who can’t fit this kind of “content creation” style so easily? There are many artists who create in much different ways than what the algorithm may dictate. Some artists are very spontaneous, and they don’t create unless they feel an urge or hit of inspiration. Other artists need time in between projects, and they don’t feel comfortable posting content just for the sake of it.

I feel my own art is hard to fit into what could “go viral”. I create when I have the feeling I need to express something, and oftentimes it won’t fit a trendy theme or aesthetic, because it comes out the way it does in that moment. It could be very dark or depressing if I’m going through something difficult, or very hopeful and inspiring if I’m feeling positive. Sometimes my art will be a kind of commentary or analysis of the world I see around me, too.

None of those things easily fit into a kind of creation cycle dictated by the current trends. It seems a lot of mainstream art is heading more and more towards quick and consumable content. It isn’t content that challenges your mind and makes you think in different ways.

When I think of an artist like Jimi Hendrix, for instance, a lot of his songs aren’t easily consumable or approachable. If you listen to “Bold As Love”, the song goes into many different themes, emotions, and effects, at a relatively slow but meaningful pace (I think the full version is about 4 to 5 minutes long). But there’s a depth to Jimi’s music that wouldn’t fit a 30 second sound bite, and that’s on purpose. He said he wanted his music to go deep into the listener, and you need time and space for that to happen.

Of course, there’s a time and place for entertainment, too, but what’s kind of concerning about today’s age is that we seem to be preferring that over anything actually meaningful. It makes it much harder for people to dig deep into anything, and for artists, it puts a lot of pressure on our shoulders. I’ve read articles written by many artists on how exhausted they’ve become with being full-time marketers and content creators, on top of the creative work they already do.

Sometimes we aren’t made to create for algorithms. I feel we shouldn’t force ourselves to fit into a box that doesn’t work for us. For every artist that manages to go viral and get successful, there are hundreds, if not thousands, that are struggling to get any attention.

Things to Keep In Mind

What are some things you can keep in mind when you start to feel the pressure of the algorithms get to you? Here are some thoughts I try to remind myself:

• Even if it seems like I have to constantly create content, the reality is I can go at my own pace. Unless there’s a real deadline, I don’t need to force myself to continually post. I should share when I feel ready.

• When I think I need to change my art and style to fit what is trendy or popular, I remind myself of the long-term cost of that decision. I may gain more followers or likes, but that’s at the expense of my long-term creative development. Sometimes my most unique or thoughtful work won’t fit the latest trends.

• I try not to base my worth on how much people pay attention to my work. I can’t control how quickly I gain an audience or how many people tune in, but I can control how I put together meaningful art and projects. I can also seek out my own opportunities and get in touch with creative communities, instead of waiting for someone else to accept me and open the doors.

When I keep those thoughts in my mind, it makes it easier to stop feeling I’m behind or not doing enough. I know that in the end, I want to make art I believe in, and that’s a path I can take regardless of whether it pleases a finicky algorithm.

And obviously, not all algorithms are bad. They can be really useful when they’re designed to find specific things you like or are interested in. But they shouldn’t dictate how you create, or keep you from experimenting because you’re afraid you’ll lose reach or influence.