Social media use is unhealthy. There’s no denying that it can lead to all sorts of negative impacts on mental health. There’s a seemingly endless debate I go through, about whether to use it or not. I’ve also been feeling this about the use of streaming platforms which severely underpay artists, and also encourage passive consumption of culture. It’s a shame that musicians are forced to use these platforms that cause so much damage – particularly artists starting out in their careers, trying to build an initial audience.
I recently decided to come up with a process to approach making social media content in a way that feels sustainable for me, while avoiding the traps it sets up every time I open the app. I wanted to approach it as a true creative process, adhering to experimentation and genuine creativity.
Here’s what I do:
Every month or so, I head out with my camera and film short clips — around 20 seconds each. These clips are anything from hazy, blurry subjects, to clearer videos of birds and nature. They’re really just of what I find interesting and pleasing at the time.
Then I come home and open up Da Vinci Resolve, and create about 10 timelines. I then go through the process of loading in a video and pairing it with some music. The music is typically a demo of something I’ve been working on over the past months — I keep a “demos” folder full of .mp3s of tracks I’m currently working on handy in my Finder. Sometimes I load these .mp3s into Ableton Live and further process them through transposition and reversing, or sometimes other more drastic methods. I use .mp3s because I’m not really going for the highest spec content – ultimately, these are mostly going to be played out of a phone speaker, and are already heavily compressed during the upload process.
I then render out these 10 clips and load them into a scheduler app called Buffer (not sponsored by them or anything). This allows me to schedule these 10 posts as a batch: 2x posts a week (Mondays and Thursdays) gets me just over a month, ready for the next round.
For the captions, I come up with a theme for the month and just blurt out short phrases of 1 – 4 words: anything that comes to mind based on the theme. Past themes, for example, have been time, distance, and holding/grasping something. I then do a little caption about the music itself, and sometimes a sentence about the visual.
Once scheduled, if I don’t want to, I don’t have to worry about content for another month.
From start to finish, I think the process takes me about 2.5 hours, from leaving the house to film the videos to clicking the final ‘Schedule’ button.
But this process allows me to output a flow of content that I actually enjoy making, and avoid scrolling on the platforms themselves. It’s been working well for about 2.5 months now.
I know people would say I should be on the platforms engaging with other users, commenting on their posts. But I just don’t enjoy being on the platforms, and to be honest I think it would be great if we moved away from these types of platforms altogether. It’s crazy that we continue to use these platforms when we know how unhealthy they are.
Hopefully a more sustainable platform for sharing that treats its users with respect, and is centred around better values is around the corner.