Opening up in a video shared on her social media, TSHA questions the cost of content culture in electronic music.

TSHA is laying bare a truth that many artists feel, but few say aloud: content culture is wearing them down.

In a candid message shared with her fans, the UK producer articulated a frustration that speaks volumes about the current state of electronic music and the expectations placed on its creators. “It’s almost making me feel like I don’t want to do music anymore,” TSHA admitted, echoing the internal conflict many artists are battling behind the scenes.

She explains the exhaustion comes from the relentless pressure to be a content creator, marketer and brand manager all at once.

“Everyone is expecting the artist to not only produce the art, not only to be the one that does the performance but also to be the promoter of these things as well,” she added. That juggling act has only become more extreme in 2025, a time when the demands of digital engagement seem to multiply as fast as algorithms change.

TSHA’s frustrations were particularly top-of-mind given the anxiety she articulated around coming up with ideas to promote the forthcoming leg of her smartphone-free “Jackfruit” tour. She points out that even after investing energy into conceptualizing, creating promotional content and shooting videos, the effort doesn’t always pay off as social media platforms have no guarantee of reaching an artist’s most engaged fans with consistency.

TSHA’s message serves as a sobering reminder that in a culture that worships content, it’s worth asking what incentives are being reinforced for the next generation of artists.

TSHA’s UK “Jackfruit” tour kicks off on Saturday, September 20th in Norwich. You can watch her video message below.

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