5 thoughts about... the future of Podcasting for Talent.

Alex is the Managing Director of major UK talent agency InterTalent. He represents his clients alongside overseeing the agency's creative strategy, day-to-day operations & acquisitions.

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🤔 5 Thoughts about… the future of Podcasting for Talent.

Last week, I attended The Podcast Show. Thousands of people turned up to listen to panels and meet others working in the sector. It was mega and looked so impressive. There were meetings galore. But the more I listened to panels, the more I asked questions, and the more I thought about it, the more I realised I’m not sure if podcasting is even what this is anymore.

I know, I know, you’re probably thinking that’s a really silly statement, but hear me out...

For many years, a podcast has been audio-only content, often a passion project. From sport to true crime to news to anything and everything. Sometimes mega in numbers like Joe Rogan, and sometimes extremely niche. Yes, I do subscribe to the Quack Attack (The Mighty Ducks podcast - my favourite childhood film)… but the medium was always the same. Audio. For my ears only.

Now every podcast has to be visual. It has to be on YouTube. Clipped. TikTok. Instagram. And for those companies at the top of the tree, having a brand involved is no longer a nice thing to have but a necessity for any show. Every big show has to be brand-funded and part of a brand’s overall marketing play or sponsored in some capacity. Brand participation, in whatever form, is a non-negotiable.

The podcasting industry has changed so rapidly that the word Podcast isn’t a true reflection of what this is. The Podcast Show wasn’t really about audio at all - it was all about visuals. So if we’re no longer making podcasts, what are we making? Vodcast? That sounds awful. No one ever wants to use the word Vodcast. Visualised Podcast? That term started to appear after the success of The Traitors Uncloaked on BBC (which we all love and watch religiously), but I don’t think that term works long term either. Isn’t a visualised podcast just, err, TELEVISION? I can’t see ‘visualised podcast’ becoming the term we use for years to come.

So what even is this space anymore? Is it still podcasting or something else? And where is it going?

The Podcast Show got me thinking about what podcasting will mean for my talent in 5 years. The last 5 years have seen a rapid change in what’s necessary to get a podcast commissioned.

So, what will 2030 look like for Agents and the talent we represent?