The podcasting landscape has a representation problem—but Google is working to change that
came out. One of the iconic scenes is when one of the characters says,"Hey yo Sal, how come there ain't no brothas on the wall?"
There was a lot of debate and back and forth. In the end, the author basically said he didn't know of any people of color who had marketing podcasts.Representation matters. The customers you serve want to see themselves or who they aspire to be when it comes to the brands they choose to engage with. When they see themselves in the imagery you produce, it sends the signal that"yes, you belong here.
But like with craft beer, the podcasting landscape had a representation problem. And as a result, many people from diverse communities around the world weren't podcast listeners, because they didn't immediately recognize"it was for them." They didn't see themselves represented in the shows that were talked about over and over in podcasting.
Each team in the program receives up to $40,000 in seed funding to produce their show, along with 20 weeks of intensive training and mentoring from the PRX team and other industry experts. Our initial hypothesis was that while podcasting is often described as having a very low barrier to entry, being successful is hard. Many voices and perspectives aren’t being heard. So far, everything we’ve heard from applicants and from our selected teams has confirmed for us that there are many challenges facing independent podcasters, from finding their audience to finding ways to become financially viable. These challenges are shared by podcasters the world over.
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