It's not a negative thing if it doesn't hurt your work. Some artists in every field are able to navigate the work and the promotional aspects brilliantly.

One strategy some authors use to do that is to set aside a certain period of time for promotion. They will say, for example: I'll promote my book during the three-month span before and after the book comes out. The rest of the year, they focus on writing.

Other artists have different ways of doing it, but what seems most important is to know what you're doing and why: To set your own goals rather than having them determined by your publishers or social media followers or anyone else.