YouTube announced the launch of their very first podcast “The Upload: The Rise of the Creator Economy”. Partnering up with National Public Media, YouTube offers a look behind the scenes of the so-called “Creators Economy”, a term to describe the growing numbers of creators who monetize their on-platform effort.
“We wanted to showcase the magic of the creator economy in an entirely new way, by taking people behind the scenes to learn what goes into the businesses of the creators whose videos they watch every day.”– YouTube
This podcast is another way for YouTube to support creators in becoming businesses, which therefore keeps them posting on YouTube regularly. The 5-part-series will be hosted by Britanny Luse, an award-winning journalist, and co-host of For Colored Nerds podcast. In an introduction video, Luse asks her potential future audience: “How much do you really know about how YouTube works? Like how do creators go from uploading a video to running an actual business? What does it take to go from recording in your living room to scaling, hiring a team, and turning your passion into a full-time career?” She will discuss all these questions with her guests, including popular YouTubers like Lilly Singh, Caleb Marshall (The Fitness Marshall), Emmy Cho (emmymade), Leah Bolden (See Jane Drill), the Lau Family (Made with Lau), and rap artist DDG (DDG).
New episodes of “The Upload: The Rise of the Creator Economy” will be released every Wednesday, starting on September 22nd. The podcast is available on YouTube, Spotify, Apple Music, Google Podcasts, and more.
Because of YouTube’s pioneering role and enormous influence on other digital media businesses, its’ first podcast is a piece of interesting news. As I want to work in a media company someday, it might be interesting to get some background information on how this giant media business works and how creators can be successful in it.
YouTube’s first podcast is also a reaction to the growing significance of music streaming. In the last year, YouTube reported that YouTube Music itself has more than 77 million subscribers and that music video streaming is at an all-time high. The success of this new audio-offer might influence whether YouTube will dive deeper into the podcast business.