People love podcasts. Okay, maybe not all people - but with over 464 million worldwide podcast listeners, it’s pretty fair to say that they’re popular. Plus, Nottingham has a wealth of podcast creators, ranging from gossip in The Girls Bathroom to historical tours through We Share These Streets. That’s why we decided to dive into the world of this ever-growing form and create a podcast edition of our magazine - starting with the most important question, why are they so beloved?
Whether listening on your commute, while doing the pots, or when setting off on a road trip, podcasts are a massively popular form of media. They’re easy to listen to wherever you are, they don’t require much commitment, and they’re the perfect distraction when you’re feeling bored. Which is why so many people (including the staff at LeftLion) love them. But what are the deeper reasons behind their success, and what sparked their mass popularity? Well, there’s no better person to ask than a podcast host - which is why we got in contact with Grace Cordell, the brains behind the REDRUM true crime podcast.
The second most popular genre of podcast, taking up 37% of monthly listeners, true crime is a mainstay in the podcast world. Known for its good storytelling and criticised for its voyeurism, the genre has caught the attention of many. Why? Well, “There’s something incredibly engaging about podcasts,” as Grace tells us. “I usually listen on the go, and often miss my entire commute because I’m wrapped up in the story of what’s happening.” And, as for the true crime genre specifically, the popularity is partly down to fascination from the listener and, as Grace says, a desire for safety - with the majority of listens coming from women. Part of a long tradition of chiming into scary stories to learn about the dangers of the world (see: fairy tales), it seems natural that this genre draws in so many people.
Plus, though podcasts, previously known as ‘audioblogs’, have routes dating back to the 1980s, true crime can be considered as one of the pivotal genres in modern podcast success. Notably, the series Serial (2014) became the first ever podcast to receive a Peabody Award - marking the medium as one worthy of journalistic applause.
A massively accessible form of media to produce, you don’t need a studio or expensive equipment to create a podcast
However, with that being said, most listeners don’t check out podcasts purely for their accuracy, or prize-winning journalistic integrity. Instead, as a form, they’re very personality-driven - and it’s that intimate touch that makes podcasts so special in comparison to other forms of media. Generally told from a first-person perspective, most centre around the concept of spending time with your host. Unlike a film, show, or news production, it’s not all about the topic or genre. Picking a good podcast is more like choosing which friend you want to share time with. As Grace points out, she will often listen to two or three podcasts on the exact same topic because “different hosts always bring something new”. The listener is there for personalities, the jokes between hosts, the tangents that crop up, the meandering thoughts and reflections shared throughout.
Podcasts are also a tantalising prospect for those wanting to get behind the microphone. A massively accessible form of media to produce, one doesn’t need a studio or expensive equipment to create a podcast. This means that anyone - anywhere - can make one, which, in turn, makes it the perfect space for fans of both popular and niche topics to meet and discuss. You want to dive into an issue? There is most likely a podcast on it. Additionally, the lack of time limitations means that hosts can go into as much detail as they like. There aren’t many other formats that can feasibly run for dozens of hours, but podcasts do whatever they want. For the most part, there’s no-one setting boundaries, and this works in their favour - particularly when it comes to topics like history or fandom, where listeners want to consume the maximum amount of detail.
Serial became the first ever podcast to receive a Peabody Award - marking the medium as one worthy of journalistic applause
Of course, this does mean existing podcasts have to fight for relevance, in a sphere where new productions are constantly emerging. As Grace tells us, “I try to add a sociopolitical comment to an episode if the case feels driven,” marking her podcast as unique in comparison to others of the same genre. She also has ‘victim-focused content’, which “came from quite a lack of that when I started”. So, whether covering true crime, comedy, history, gossip, film, or something significantly more singular, creators need to find a new angle - whether that’s the content you discuss, or (more likely) the way you discuss it.
A continually growing form, particularly among Gen-Zers, it doesn’t seem like podcasts will be going anywhere soon. Plus, thanks to opportunities for advertising revenue, there’s also a massive incentive for podcasters to keep expanding their shows and their audiences alike. Creating a sense of intimacy between creator and listener, providing depth on your favourite topics, and generating a sense of comfort in audiences’ lives, podcasts ultimately seem like they are (or, at least, they should be) a force for good. So, we’re excited to watch as they continue to grow. And, if you fancy supporting some of your local creators, there’s plenty out there (or in this very magazine) for you to check out.
You can listen to REDRUM on Spotify or Apple Podcasts
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