For many aspiring artists and musicians, achieving fame on social media represents the ultimate career goal. A new study published in Administrative Science Quarterly challenges this assumption, revealing that gaining a massive following often triggers a psychological struggle that threatens the creator’s well-being. The research identifies a phenomenon called “audience entanglement,” describing how creators must actively manage their deep emotional connection to their audience to prevent burnout and sustain their careers. The creator economy has grown rapidly in recent years. It is now a multi-billion dollar industry where individuals can earn a living by sharing their work directly with fans. Academic research and popular advice have historically viewed the attainment of a large audience as the endpoint of a creator’s journey. The prevailing logic suggests that once a creator builds a substantial fanbase, they have succeeded. The researchers behind the new study argue that this view is incomplete. They suggest that gaining an audience is not an endpoint but rather a new starting point that introduces unique challenges. While traditional gig workers interact with clients …