IS BEING A “CONTENT CREATOR” A NECESSITY NOW?

So I recently had a conversation with a friend over on Twitter, regarding a tweet he made asking whether or not it's completely necessary for an artist to engage in “content creator” activities, especially ones involving TikTok. Of course, my answer was a resounding “yes,” but that very question speaks to a reality that I’ve been made more and more aware of in recent times, and that is that most underground artists simply don’t know how to (or don’t want to) participate in the content creation that could ultimately catapult their career. Obviously, that doesn't mean that the very moment you make a piece of content it’ll take off, but the very act of creation and delivery could mean reaching someone you wouldn’t have reached otherwise. TikTok is a platform that promotes the everyday creator, meaning that all you need is an iPhone and some strategy, and you’ll gain some traction for sure. The whole concept behind creation in general is about successfully communicating an interesting visual through a strategic delivery, which in turn helps you find your audience, and learn what they like to see. Smart artists take note and learn to build on what they see.