Devin Townsend says 90 percent of the job for modern musicians is being a content creator [Video]

Being a musician in the 21st century often requires you to be a wearer of multiple hats. With the rise of social media and digital platforms, artists are no longer just makers of music; they must also be savvy marketers, brand managers and perhaps most importantly, content creators.

In fact, as Devin Townsend points out, “90 percent” of the job for modern musicians revolves around content creation — a realisation he admittedly found “very jarring” early in his career.

• READ MORE: Alex Van Halen is still mad that Eddie performed a solo on Michael Jackson’s Beat It

Speaking in a new interview with Metal Blast, Townsend notes how the romanticised vision he had of the music business quickly gave way to the realities of the industry.

“I love and loved music so much that I assume that clearly the foundation for being involved with the music industry is art and emotions and music,” says the musician. …