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How Can Podcasts Create 'Events?'

· By , from his I Hear Things newsletter · 4.5 minutes to read

I live right on the edge of Boston’s Theater District, and almost every morning I either walk or jog by the Wilbur Theater, where I snapped the photo above. For the last three months, that poster has been on the side of the Wilbur (along with another one for a long-past March date for “The Golden Girls Show - A Puppet Parody.”) I’m sad that April 1st has come and gone, and I didn’t get to see Night Vale or The Golden Girls or any other live event. What passes for sports and events for me these days is betting which one of our three elevators will get to our floor first. I’m currently down 25 large to our building’s bookie.

Podcast events are a lot of fun, and a great opportunity for what normally happens between the earbuds to be a genuinely shared experience. Last year I went to a live performance from the cast of The White Vault here in Boston, and it was wonderful to put faces to their (very talented) voices. But for shows like Welcome to Night Vale, or Crime Junkie, or even Wait Wait…Don’t Tell Me, events are a big part of their revenue stream, and that stream is likely to be little more than a slow trickle for the rest of the year.

Still, like I always say, when life hands you lemons, you make a Sidecar. I think this is a wonderful time for any podcast to consider how they can reach their audiences in new and compelling ways. Last night I had a quick phone chat with Norm Pattiz, the Executive Chairman of PodcastOne, and he filled me in on some of what they have planned with Adam Carolla, including a live virtual event this weekend featuring Off The Vine’s Kaitlyn Bristowe and a performance by John Rich (the Rich of Big & Rich.) They are calling the event a “Vodcast” (remember that term?) but the name aside, it strikes me that the current pause in in-person events is actually a tremendous opportunity for your podcast to “leave deeper footprints” with its audience.

Let’s face it—we are lousy with “virtual events.” And I don’t know about you, but I am hardly watching any of them. My life is Microsoft Teams and Zoom right now, and the thought of taking a break from Teams and Zoom to watch more Teams and Zoom is somewhere between cleaning my bathroom and giving myself a quarantine haircut on my list of “leisure” activities. The problem is that there is too much focus on the “virtual” and not enough on the “event.” We miss Events with a capital E. And I think every podcast is capable of creating one.

With that in mind, here are three things I thought about as I passed that Night Vale sign this morning for the hundredth time this year, surreptitiously lifting my mask to sneak a sip of my Dunkin’ Extrah Lahge:

1. Make it Special

In The Time Before, just doing your regular show before a live audience was enough of an “event” to be an Event, because your audience got to have a level of access that they typically never have. But now, I don’t think that is enough to really stand out in an environment where the only variety in our days is what virtual background we are using. Pull out all the stops. Bring back guests from your best episodes. Pull in the biggest star you can grab. Maybe have a performance from John Rich, I don’t know. But the point is, don’t treat it simply like a video version of your typical show. Treat it like it’s the last show you will ever do.

2. Make it Scarce

Don’t do this every week or even every quarter or it’s meaningless. In The Time Before, a touring show could do their same podcast in one city after another without alteration, thanks to the magic of geography. Today, that’s not going to fly. I have a lot of friends who are keynote speakers, and they are grappling with the same thing: if you basically give the same speech from city to city, but cities are now an artifact of The Time Before, can you really keep giving your same speech?

There are really two ways to go about this—time separation between events, or limit the audience. Some of the more delightful quarantine activities I’ve discovered are the online “dinner parties” being held by the cooking empire of Barbara Lynch, one of Boston’s most successful restaurateurs. You sign up for a 2-hour class with one of her chefs, pick up all the ingredients at the take out window of one of her restaurants, and then cook with just a handful of other online students to make the dinner in real time. Now, you don’t have to limit class size online, but they do—and it makes the event special (see above) precisely because it is scarce—only a handful of people can take part. This means my Zoom screen isn’t an existential Brady Bunch nightmare, AND the teaching staff is constantly calling me by name and asking to see how I am doing (more on that below).

Last week I made prune-stuffed homemade gnocchi with foie gras sauce. I am sorry, dear readers, but I am already very happily married.

3. Turn the chairs around.

My good friend Chris Brogan likes to say that the difference between an audience and a community is which direction the chairs are facing. With Barbara Lynch’s online “dinner parties,” the chairs have been turned to face each other, and the experience is richer for it. Your podcast (like all podcasts) is largely one-to-many affair, but a virtual, live event is a great opportunity for you to rethink that relationship entirely, break the “fourth wall,” and invite your audience in to co-create the experience.

In short, the current pause in events is a constraint, but innovation comes from constraints. Who knows—maybe your show will never be the same again?

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The above is adapted with permission from Tom Webster’s newsletter, I Hear Things. Subscribe here, and get the whole thing, free, every week.

Tom Webster is Senior Vice President at Edison Research, and is co-author of a number of widely cited studies including The Infinite Dial, The Podcast Consumer and The Podcast Consumer Tracker. He lives in Boston MA, USA.

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