Independent creative workers, from visual artists to musicians, need to achieve widespread appeal. But once they do, managing the relationship with their audience is the next challenge. In a study of independent creators who share their work on digital platforms, Spencer Harrison and his co-authors discovered that after attaining a substantial audience, they get deeply “entangled” with their audience, which then affects their approach to creating. 

This dysfunctional entanglement is characterised by an oppressive dependence on audience reactions, struggling with platform volatility and experiencing distressing emotions. But all’s not lost. Strategies such as distancing themselves from audience input, depersonalising audience critiques and connecting more deeply with their own ideals can help creators move towards a better state, allowing them to once again capture meaning from their audience and to view platform work as sustainable.

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SOURCE: INSEAD