The COVID-19 pandemic had a widespread impact on the performing arts industry. Beginning in early 2020, governments introduced public health measures to reduce the spread of the virus, including lockdowns, restrictions on public gatherings, international travel controls, and the temporary closure of entertainment venues. Theatres, concert halls, festivals, and cruise operations suspended or cancelled performances, leaving many performers and arts organizations without regular work or income. UNESCO identified the cultural and creative sectors as among the industries most affected by the pandemic because many of their activities depended on in-person participation and live audiences.

The disruption also changed how performers reached audiences. With live performances suspended, many actors, musicians, comedians, dancers, and other entertainers began using digital platforms to continue creating and sharing their work. Livestreamed performances, short-form videos, online concerts, and digital storytelling became increasingly common on platforms such as TikTok, Instagram, and YouTube. These platforms enabled performers to maintain contact with existing audiences while also reaching new ones beyond geographical boundaries. For some, digital content creation provided a temporary way to remain professionally active until live performances resumed. Others continued to develop careers through social media even after venues reopened, reflecting a broader shift in how creative work could be produced, distributed, and consumed. As a work published in the aftermath of these industry-wide changes, Be Your Own Bestie reflects a cultural moment in which social media had become an established platform for performers to build careers and engage directly with audiences.