A mention in one Guardian article does not make for an established neologism* (post-internet), and the term strikes me as clumsily broad, but I expect some term will gain currency to describe the abandonment of social media by some artists. *neologism = a new word
That word SOME is important - we're not yet seeing any mass scale downing of virtual tools, and Indie or unsigned acts largely continue to find it a fairly vital tool, while global acts with tentpole level global distribution also continue to see it as a central marketing and branding strand.
I recommend reading Elberse's Blockbusters for informative studies of how Jay-Z and Gaga pushed social media interaction alongside a range of deals to get their albums sold in networks such as Starbucks.
The story here is that Ed Sheeran has announced he's taking a break from social media, which by most accounts made him a star in the first place, so there's some loyalty to his audience!
Sadly, he's not taking a break from making tedious music, the idea is to focus on his music and the experience of tours.
If Led Zeppelin could go to a Welsh farm to produce a classic album, and Peter Gabriel produce perfect pop in another rural studio, then surely Sheeran ... will produce more stadium filling tedium. And you'll just have to rely on the mainstream media to hear about it. Apart from the fans and their UGC and their tour pics and clips... I'm already getting an 'eadache thinking about it...
