The pandemic changed the way musicians interact with their audience, forcing everything online. As things have opened back up, it has become clear that we are relying more and more on social media as a means of connecting with audiences. Without doubt it is a powerful tool for making connections, allowing artists to share personal and intimate insights into previously hidden aspects of their lives, and to reach audiences globally. However in a perpetually switched on world artists are increasingly feeling the pressure to create new content, and the potential for distraction and doom scrolling is never far away. Finding a balance between artistic creativity and managing this 24 hour online world is becoming increasingly challenging for many.