Chapter 1: What led to the rise of creators in Hollywood?
Ten years ago, it felt like influencers were the laughingstock of the entertainment industry. Yet, in 2025, we have creators launching full-blown TV shows, getting Grammy-nominated as Best New Artist, hosting the Met Gala, going on stand-up comedy world tours. Heck, even this past week, the Golden Globes themselves had a Best Podcasting category.
Chapter 2: How has traditional media changed in response to creators?
for the first time ever. The entertainment industry is shifting, and people are starting to notice. Shows like Call Her Daddy or Joe Rogan have nearly 20 times the average viewership of primetime CNN, so they've attracted full-blown presidential candidates. Traditional media is changing. People are hungry for authenticity and people they can actually connect to.
The days of having to fight for some approval of a random studio executive are gone, and the gatekeepers have the least amount of power they have ever had. We're in a world where anyone with an idea can build their own show. But how do they actually do it? What did these creators do to make it to Hollywood so differently from everyone else to get there?
Chapter 3: Why are actors increasingly starting their own podcasts?
Well, that is exactly the question we set out to solve here today. And who better to ask than an expert in the space, Jordan Newman, head in content partnerships at Spotify, who oversees all of the amazing Spotify exclusive shows and have just spent years in the space. Jordan, I'm so excited to have you. Welcome to Nicky at Night. Thanks so much for having me.
Chapter 4: What is the business landscape of podcasting today?
Excited to be here. First, I'm very interested in your take about this, because I think also this year has been probably one of the most explosive years of creators getting through. And I think what's fascinating is there are more ways to do it than ever, which is something I'm really interested to talk to you about. But before that, what does your team do at Spotify?
When is something coming to your desk?
Chapter 5: How can creators successfully develop their own intellectual property?
Yeah, sure.
So my team really looks after our relationship with all of the creators and publishers and networks that are distributing podcasts and video content on Spotify.
So really working hand in hand with a whole wide range of partners to help them find success on Spotify, whatever that might mean to them, whether it's growing their audience, monetizing their content, using our tools and features, really finding ways to invest in our ecosystem on Spotify. So I have a team that works with creators of all shapes and sizes to really help them find success.
Chapter 6: What does the future hold for the creator economy?
that's awesome and i think like specifically that is something i'll talk about a lot um is this idea of like ip development in the hands of the creative being the first time ever that has ever really happened you know like when you think about like no actor owns the movie that they're in no a lot of artists don't own their masters or things like that and through like episodic
content on the internet is the first time we're seeing creative control in the hands of the people in the thing yeah honestly for the first time ever um so one is like very cool that your team is entirely like yeah listen it's a super exciting time to be a creator i think um
you can get a lot of momentum and traction and own your audience in a way that previously has been very challenging for creative folks. So there's also challenges it presents. I think being a creator and having to you know, be responsible for growing your audience and monetizing your audience and not having sort of the same support structure can certainly pose a challenge.
But definitely one of the upsides is being able to really own the relationship you have with creators for sure.
Yeah. And I think what's interesting too is like prior to this year, we have seen people break through to entertainment just in a very, different way. Like the great examples to me were like a Quinta Brunson and an Issa Rae, right?
Where people who like started on early YouTube in the 2010s, when YouTube was still a new platform, then had to like completely stop creating content to like write an entire screenplay pitch it to seven studios.
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Chapter 7: What are some challenges and opportunities for podcast advertising?
And then, you know, like eventually an ABC picks up a, a show for like a Quinta. And that has kind of completely flipped when you think about this sort of like new wave of talent, right? Like people I think of are like Benny drama and Hannah burner, Emma Chamberlain for a great example, like something we're seeing with the entire business model of entertainment has changed.
Chapter 8: How are creators predicted to shape the media landscape?
Like before you used to have to have an idea, pitch the idea and, it gets approved. And then they're like, we're going to spend money to market it and build an audience. Whereas now, you build the audience yourself first. And then you're like, okay, this is what people like about me. How can I expand this thing? Is that the future of podcasting? You know what I mean? Or just creation as a whole?
Is it everyone starting their own thing in this small scale?
Yeah. I don't look at it as a zero-sum game. I think there's always going to be shows on on different networks or streaming services that are fronted by like really creative people who rise to the top. And I think that's fantastic. But that said, I do think what's really unique about podcasts and this format in general is that
you can really find a way to break through and build an audience, even if you're not the most famous person in the room. And what's cool about it is if you look at the top podcasts, definitely some of them are fronted by big celebrities, but most of them aren't. Most of them are people who
before doing the podcast either weren't famous at all or were like maybe in the industry, but not like at the very top of the industry. Right. But they found a way to either create really unique content or to resonate with their audience in a way that is is really incredible.
And I think one of the common ingredients for success for podcast is that the audience has this parasocial relationship with the host. Totally. And And I think that's something very unique to the podcast format versus like traditional media.
And so if you're a podcast host, you have a relationship with your audience that I think is actually different from the relationship you would have if you were an actor in a TV show or even like a director or whatever. So I think that's another piece of it. It's both the ability to create that audience and create that content and get in front of people.
But I think the underlying relationship you're forming with the audience is also quite distinct.
And I think it boils down to companionship. Like, that is really the most interesting thing to me about podcasting is it is the only medium people consume while they're doing something else. Like, it is so ā I'll get comments on this show. Totally. I listen while I'm at the gym. 100%. I'm on my car ride home from work. I'm eating a meal while doing that. And I think that that actually ā
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