A 2025 study of 1,000 UK and US creators found that 52% have experienced burnout as a result of career stress, with financial instability as a primary driver. A further two in five have thought about leaving the industry entirely.
This has become an increasingly dominant topic in the music industry, as many artists report struggling with mental health. To this end, it is becoming increasingly common for labels and artist teams to give attention to this, as well as offer access to mental health services and other resources.
For an artist having to juggle content creation on top of creating music, it’s up to artist teams to notice similar challenges at play. If your artist isn’t telling you directly, it may show up in other ways – like creative going flat.
Tips for designing burnout-proof campaigns
Trust in the long-term. Invest in the long game, and treat your artist as a creative partner rather than just a broadcaster. Prioritising partnerships with creators and brands that resonate with your artist, as well as scheduling proper breaks throughout the year, are some key ways to avoid a burnout situation.
Plan content far ahead of time. Winging content shoots throughout the year is a one-way ticket to burnout. Consider trying a strategy like CMAT’s team, who shot 5 months of diverse content within a one-month time span.
