Category: New Shows

As some of you may or may not know, earlier this year, Spotify announced the launch of three original podcasts:’Showstopper, Unpacked, and The Chris Lighty Story (Mogul). To me, this was a HUGE HUGE move…not just for the podcast industry, but for the digital streaming audio industry as a whole.  Why? Because an innovative and creative move like this ‘pushes’ the podcast industry to become better, and challenges others beyond the podcast industry to step up.

Bottom line, it compels others in the industry to innovate, create, and move the machine forward.  And Spotify is embarking on this ambitious project by working with industry leaders Gimlet Media, Slate, Panoply Studios & Loudspeaker Network.

The Chris Lighty Story – MOGUL

No doubt, Spotify stepped up their game with their most ambitious podcast yet…MOGUL…a six-part ‘Spotify Original’ series, partnering with Loud Speakers Network & the aforementioned Gimlet Media.

Targeting their already built-in hip-hop audience, the initial run of MOGUL can currently be found only on Spotify’s mobile app…so for the Spotify user that loves hip-hop, this podcast is for you!  Look for a broader release of the podcast, beyond Spotify, in mid-June.

Who is Chris Lighty? You Need To Listen!

Editorial Note: Below paragraph from Wikipedia

Chris Lighty ‘was an American music industry executive, who co-founded Violator, a record label, management, and marketing company, which represented hip-hop artists such as Nas, Ja Rule, Mobb Deep, Missy Elliott, LL Cool J, and 50 Cent.’ The New York Times once called him ‘one of the most powerful figures in the hip-hop business.

On August 30th, 2012, Light was found dead in his Bronx apartment from an apparent self-inflicted gunshot wound to the head, after an argument not long after being involved in an argument with his ex-wife Veronica.

As Variety reported last week:

“Mogul: The Life & Death of Chris Lighty” — a six-part Spotify Original series that was produced in partnership with Gimlet Media and Loudspeaker Network — sees its first two episodes debuting on the service today, marks the streaming titan’s first foray into documentary series podcasting, telling the music entrepreneur’s bootstrap rise from Bronx kid to manager of iconic hip-hop artists (Diddy, Missy Elliott, Busta Rhymes) to his unexpected suicide in 2012 at just 44 years old. It’s a markedly comprehensive undertaking hosted by Reggie Osse (of the popular Combat Jack podcast) that features Lighty’s mother and sister as well as musicians like Fat Joe, N.O.R.E. and Warren G speaking on his life and impact on the hip-hop community and beyond.

A Natural Pivot for Spotify as Online Audio Grows

While Spotify’s vast platform encompasses music lovers of all kinds, the aggressive move towards original podcasts seems like a natural pivot…particularly because of the powerful targeting ability with their user base as well as the increased trajectory of podcast familiarity.

In addition, Spotify’s weekly online audio reach continues to grow as 170 MM persons per month now listen to online radio – representing 61% of the 12+ population (Infinite Dial Report 2017).

Of the number listening to online audio each month:

• 12-24 demo is 87%
• 25-54 demo is 70%
• 55+ demo is 32%

In regards to Spotify’s brand:

• 15% of people that listen online use Spotify (2nd behind Pandora, but gaining fast as Pandora is down 25% from last year)
• Spotify reach amongst 12-24 age demo is 38% vs. 25% last year
• Spotify reach amongst 25-54 age demo is 15% vs. 12% last year

While Spotify has been dabbling in podcasts since 2015 with media partners like NBC, Slate, Vice News, BBC, ABC, Conde Nast, Comedy Central, ETD, CBS Radio, PRX, and many more…they are now aggressively attacking a passive listening audience via engaged, targeted, custom curated podcasts. 

This pivot makes perfect sense as listening habits are evolving and they can create targeted podcasts for specific audiences within their platform. Most importantly, I believe it will drive first-time listeners (who use Spotify) to explore the podcast medium beyond Spotify’s network.

The Variety Story continued:

Pivoting into original podcasting felt like a natural turn after hosting licensed podcasts on the service for years, said Tom Calderone, Spotify’s global head of content partnerships. “People love listening to podcasts,” he said. “What we felt is important is that Spotify has its imprint and footprint in original storytelling, particularly when it came to music. We thought it was perfect for a start in that model. Because of some of the subsets we’ve seen on the licensed podcasts, having an expression of original was really important to the Spotify studios.”

Why ‘Mogul’ Matters to the Industry & Spotify

Spotify can easily target unique ‘genres’ within their platform, creating targeted podcasts that align with their users listening habits. Bottom line, data rules…and they own a vast amount of data. It’s a powerful way to drive podcast engagement and drive new listeners (Newpods) to the medium.

For example, in regards to their hip-hop targeting:

• Their ‘electroNOW playlist has 4.1 million subscribers
• “RapCaviar”, a taste-making playlist has 6.2 million followers

Based on those massive numbers, targeting Hip-hop listeners with a compelling podcast makes perfect sense. And as they dive into additional genre’s, Spotify will become a MAJOR PLAYER in the content curation and production of custom podcasts.

Galvanizing The Industry by Curating Custom Podcasts

There’s no telling where Spotify decides to take the medium or how aggressive they decide to move. All signs are pointing towards a big move. Curating custom podcasts that target the listening habits of their user base is brilliant. No doubt, Spotify’s strategic entry into the medium will galvanize the podcast industry.

As Calderone summarized in the Variety article:

Also, knowing that audio is truly the intent of our users, that this would just complement everything about Spotify when doing an audio documentary like ‘Mogul.’”

Well said, well said! Podcasts are a perfect compliment to everything Spotify is about! And #TopPodcast can’t wait to see what they do next.

All Signs Point Towards Continued Investment

Investment in the podcast platform is absolutely occurring at Spotify with additional headcount in the podcast division. On a personal note, we wish a former colleague of mine at CBS, Greg Herman, all the best as he takes on a Podcast Manager position at Spotify. Good luck young lad! We are sure you will crush it, just like your father has, Scott Herman, COO of CBS Radio, who has provided me dozens of career ‘nuggets’ over the last few years, of which I keep secured safely in a shoebox.

One of my personal favorites…

‘Never sign anything at 5pm, when walking out the door…wait until the next day. That’s one of the reasons you stay employed for nearly 40 years with the same broadcast company.”

 

Onward & Upward! It’s a great day to be in podcasting!

S-Town Is Blowing Up

In case you missed all the excitement in the podcasting industry the past week or so (I’m not talking about us), one podcast is blowing up the charts and making history. S-Town, the new seven-episode podcast has taken the industry by storm. And honestly, when you know who the creators are…it’s really not that surprising!

The Brilliant Team Behind S-Town

The podcast was developed by the team behind the 2014 industry-changing podcast Serial.  The biggest difference in the roll-out of the original series and S-town is the fact that the original production was rolled out weekly. S-town was dropped all at once, allowing us podcast lovers to what we do…LISTEN, DOWNLOAD, LISTEN!

Last week, Variety reported that the podcast topped ’10 million downloads in just four days. Amazing! Talk about making an entrance! To put that in perspective, the original production Serial took seven weeks to hit the 10 million download milestone.

As reported by Variety:

In “S-Town,” longtime “This American Life” producer Brian Reed begins by delving into a murder mystery in a rural Alabama town. He began reporting on the story three years ago, after he was contacted by John B. McLemore, an antique clock restorer from Woodstock, Ala., asking Reed to investigate the scion of a wealthy family who had allegedly been bragging about getting away with murder. As the podcast unfolds, someone else winds up dead — and new mysteries emerge about a bitter feud and a hunt for hidden treasure. (The name of the podcast derives from McLemore’s description of his hometown as “Shittown.)

So How Did S-Town Derive It’s Name?

Without spoiling anything, as mentioned above, the name S-Town is short for ‘Shitttown’.  As Romper reported, just after the show dropped on March 28th:

S-Town host Brian Reed first encountered the man who would embed himself in the center of his reporting efforts for the next three years back in 2013. “John B. McLemore lives in Sh-ttown, Alabama,” screamed the subject line of an email McLemore himself sent to Reed, a senior producer on the radio show This American Life, at the time. In the email, McLemore implored Reed to come investigate police corruption and rumors of a murder cover-up in the hometown he despises. That would be Woodstock, Alabama, a blip on the map that about 1,500 call home.

Binge Listening vs. Existing Podcast Listening Habits

What does the viral success of S-Town tell us about the podcast industry and binge listening?

• Heavy podcast listeners already listen on average to 5 podcasts a week
• Binge-listening a series is basically aligning with already existing listening habits of heavy users
• Rather than flipping from show to show, we’re just rolling through one series…all at once
• I would, however, love to know how many people who listened were first-timers to the platform? Hmmm…

The success of S-Town is falling in line with the consumption habits of heavy podcast listeners, especially when they find something they love! Rather than hopping from show to show, we’ll just stop in one place, like S-Town!

Podcast listeners are open to binge-listening, should a compelling show like S-Town drop at once, as they already are listening to an average of 5 podcasts a week.

Personally, I don’t necessarily equate the immediate success of S-Town to a binge-listening experience, especially in the same context as Netflix or Amazon Prime. But yes, you can call it binge if you’d like!

So now let’s talk about the fun part…how you too can become a victim of the binge-listening experience of S-Town! (and I say that in a favorable context)

Editorial Note: This post is targeted for new listeners that have never listened to a podcast!

How & Where to Listen to S-Town?

So…what’s the best way to find & listen to S-Town? First, you can listen here (click on the pic below) if you just want to ‘test-drive’ the experience, as we are using the iTune feeds from the source.

Try out S-Town Here! 

Why Not Dive into the Podcasting Experience…Here’s How!

But, once you’re ready to DIVE HEAD FIRST into the Podcast Listening Experience, here’s where you can discover a more compulsive way to listen:

The S-Town Website

RSS FEED

iPhone or Mac users

Android Users – Stitcher or RadioPublic