I'm burnt out. Aren't you?

Call it whatever you want—content fatigue, digital burnout, information overload. Doesn’t matter. We’re all feeling it. The endless churn of social media, the doomscrolling news cycle, the noise. Buy this. Watch that. Click here. Swipe now. It’s non-stop and I’m burnt to a crisp.

And if you work in anything remotely creative or marketing-adjacent, you probably feel it deeper. That nagging truth: we’re not just caught in the machine—we're feeding it. Most days, against our better judgement.

I can’t stand the word content. I can’t stand how it’s become the catch-all term for everything we make—songs, films, photos, stories, art. All of it lumped together, stripped of meaning, and served up like fast food. Disposable. Empty calories.

Lately, I’ve been hit with the depressing thought that what I do—what I live for—is being reduced to “content creation.” I don’t want to be a content creator. I never signed up for that shit. But show me an artist who’s thriving without social media, and I’ll show you ten thousand more who are glued to their phones, battling the algorithm, posting into the void, and quietly falling apart.

We know the damage. We know screen time is wrecking us. That social media is making us less social. But still we feed the beast. Still we scroll. Look around. When was the last time you saw someone just sit there? Not staring at a phone, not performing for a feed—just being?

Is this the life we want? Chasing a hollow, AI-fuelled dopamine hit? We’re slumped on the pavement like addicts, while the tech giants hold the needle steady. They built the drug. We're footing the bill. And for what? A few likes? A spike in engagement? Is the high worth it?

I want that damn needle out of my arm. I want off. I want to slow down. I want to stop scrolling—and stop making things designed to be scrolled past. I can spend days, even weeks on something that either gets ignored or glanced at for a couple of seconds. That doesn’t just sting—it guts me. And no, I’m not being dramatic. The analytics don’t lie. People barely see it.

We’re drowning in content. So saturated we barely feel anything. We swipe past beauty, truth, meaning—without a second glance. That breaks my heart.

So here’s what I’m doing: I’m going to make more, and post less. If my career suffers, so be it. If my followers go down, who gives a shit. If you’re a Patreon subscriber, you’ll see some changes soon. I’m trimming the fat. Reclaiming some sanity and giving myself what I need.

Let’s see what happens when we stop feeding the monster.

I love you all and I’m grateful for your support.

Greg x