Update: Networks, Sponsors, & Podcast Hosts
It’s hard to have missed the recent Spotify/Joe Rogan podcasting issue that’s been making headlines across mainstream news plus stirring spirited comments across social media. If you aren’t sure what I’m referring to here’s a micro-summary:
Joe Rogan has been accused of promoting misinformation around Covid-19 vaccines on his podcast, “The Joe Rogan Experience.” This has led to musicians such as Neil Young, Joni Mitchell, and others to pull their music from Spotify. Podcast host, Brenè Brown had paused adding new episodes to her shows “Unlocking Us” and “Dare to Lea and has since made a statement about the pause.” Other show hosts and musicians are determining their next steps.
While I have my opinions on this, my point in writing today is to use what’s happening as a learning experience, especially those considering joining a podcast network or retaining sponsors.
You may remember I put out an article in October 2020, Look Before You Leap: Podcast Networks, which focused on joining a network from the perspective of the podcast host. In summary, this article emphasized the importance of retaining your show’s RSS feed, retaining control of your intellectual property, plus provided a series of things to consider when determining if joining a network is the right move for your show.
Is joining a podcast network right for you?
Three key things you never want to give up in order to join a network include:
Your RSS feed
Control of your intellectual property
Your email list
Look things happen, from a show host getting fired to sponsors changing or a big communication misunderstanding and any of these things can lead to you or the network having second thoughts around continuing a working relationship. When signs of a division occur then the questions around “How do we separate yet continue producing episodes that will reach our listeners?” And it can be a sticky situation to navigate through. This is why I encourage a lot of thought and consideration before joining.
It's all good when everything is going good but when it’s not good, it can be a mess to untangle and for some, starting over is the only way to continue forward.
3 more things to consider before signing with a podcast network or sponsor
Know who is sitting at the table with you – in other words, take some time to research the other shows and hosts who are already on the network. Listen to a few of their episodes. As you do – consider whether or not you would want to be a part of the same community. In many instances you can distance yourself and do your own thing – but if enough shows on a network are not in tune with your values, that network might not be the right one for you at this time. And, that’s okay!
Ask to see their content policies, what can and cannot be said on your show and what happens if you or another person on the network is violation of the policy. If you have questions about the policy or something doesn’t sit right, speak up before you sign anything.
Always remember that “What’s in it for me?” is a question both you and the network will be asking of themselves. I can imagine in the case of Joe Rogan/Spotify that both sides are sitting back and thinking “What’s in it for us to keep this podcast on the air, on this platform?”
Some final thoughts
Podcasting is a medium where you make the rules for your show.
Your show should provide a place for you to share with a sense of authenticity and integrity for yourself and for your audience. Show hosts have a commitment to their listeners to check their facts and bring their best content.
Sponsors and networks are paying shows to show up with integrity and responsibility and vulnerability in what they do. Freedom of speech is something that gets brought up often in these cases – remember that regardless of protections of what you can or cannot say – what you do say does have consequences.
As we get a front row seat to see how this issue will shape out on Shopify and possibly spread out to other networks, stay informed and continue to have meaningful conversations.
Continue to move on with your podcast with clarity and integrity.