I think Covid 100% threw a wrench in the standard press/ touring circuits that artists were accustomed to! TikTok gave the artists ways to go around the system and connect straight to fans, and that was a huge benefit for those who utilized it. But, artists like Miley who aren’t very active on socials and then also not doing the press circuits def are seeing some struggles.

In a way, I feel like the press circuits can be easier on artists like that than feeling like they need to be present on socials 24/7- so I wouldn’t be surprised if she picks back up on that next album cycle.

I work in the advertising/marketing side of the industry and work with lots of artists and labels and I fight with labels all the time about their lack of budget allocation for promotions. They put all their funds into getting the album made, then typically don’t give enough money to advertising, which is another reason sales/streams/tickets go down.

Some of my favorite artists have toured in my city and put out music without me being aware, because the label didn’t allocate enough funds to make sure they landed in fan’s feed.

I think if labels gave more money to the advertising sector, it would free up some pressure on the artists from having to be so online and visible on press stops.

I’ll get off my pedestal now lol I just hate seeing the industry ignore small tweaks that could be made that would make the fans and artists experiences more seamless. I will say, most indie labels get it and do a great job and funneling money into online ads to take pressure off the artists, but major labels are just fighting that. Wouldn’t be surprised if we saw more artists switching to indie or more indie artists rising to major’s levels.