Yungblud has pulled out of Cowboys Music Festival in Canada, saying he is taking time at home in the UK to work on his mental health. The decision followed an emotional post in which he described feeling overwhelmed and affected by online criticism, including claims that he is an “industry plant”, making the story significant as a public example of the pressures artists face.

In his message, Yungblud said he had been struggling for some time and that recent negativity had weighed on him, despite his efforts over the past decade to build his career and community. The post came after he became tearful on stage at Bludfest in Czechia, and it prompted support from fans and fellow musicians, while his festival cancellation signalled that he is stepping back to focus on his wellbeing.