Joe Rogan and the Power of Authenticity

In a world where everyone is trying to be something they're not, it's refreshing to see someone like Joe Rogan who is unapologetically himself. Joe Rogan is a perfect example of how sticking to your guns and staying true to yourself can pay off in the long run.?

For those unfamiliar with him, Joe Rogan is a stand-up comedian, mixed martial arts color commentator, businessman, podcast host, and marijuana (and psychedelic) advocate. He's also the man behind one of the most popular podcasts in the world, The Joe Rogan Experience.?

The Joe Rogan Experience draws in over 190 million downloads per month and has featured some of the biggest names in entertainment, including Elon Musk, Jamie Foxx, and Tony Hawk. But it wasn't always this way. In the early days of his career, Rogan was known for being abrasive and controversial. In fact, he was even fired from his job as a commentator on Ultimate Fighting Championship (UFC) because he refused to tone down his act.

Joe Rogan has one of the most popular podcasts in the world. His podcast The Joe Rogan Experience regularly ranks in the Top 10 on iTunes and is downloaded millions of times each month. In September of 2020, Joe Rogan announced that he had signed an exclusive $100 million dollar contract (insider colleagues say it is actually quite a bit more btw) with Spotify.?So, what made Spotify so attractive to Rogan? And why did they choose to stick with him despite the backlash they received??

While many welcomed the news, others raised concerns about Rogan's inflammatory comments on a variety of topics. These critics called for a boycott of Spotify, and some even went so far as to cancel their subscriptions. This was at the height of pandemic lockdowns which led to civil unrest. We all remember where our country was at the time and there was a lot of rage. In my opinion, Rogan is extremely misunderstood as he is always weighed against “soundbites” in the news and from friends who sometimes feel uneasy. Rogan’s podcasts are at least 3 hours each and he’s created around 12,000 of them. The “real” Joe Rogan is not attainable in a soundbite and never will be. He’s imperfect. He’s trying. He’s growing with his audience and will never hold onto an idea if there’s a better one that comes along.?

Daniel Ek, the CEO of Spotify, made a decision (likely unpopular at the time) to not censor Rogan nor to “cancel” or remove him from Spotify. Ek explained that there are many artists on Spotify whose stories allude to the allure of the drug trade, prostitution, violence, etc. and he won’t be in the business of silencing his artists. I like that. There’s been a wave of folks who feel that someone like Rogan needs to be “stopped” because he will infiltrate the brains of X person. But why? It feels like Nancy Reagan’s assault on hip hop or a fear of the fact that our country is in such deep shit that we all are sheep looking to be led. If it were to be Rogan leading (which he doesn’t advocate for nor do I) then I’d really want most people to listen to his longform content as it’s meant to be consumed to really see that this human is trying to figure it all out as he’s going. He isn’t claiming to know anything and has everlasting curiosity.

Rogan's success is due in part to the fact that he's been able to build a direct connection with his audience. He does this by being open and honest about his thoughts and experiences, and by giving his listeners a behind-the-scenes look at what goes into making his show. This level of transparency is something that younger generations crave, and it's something that traditional entertainment brands have been slow to provide. It seemed that Rogan was also getting worried (2016-ish) on the new level of scrutiny with creators on YouTube. Although YouTube is a brilliant platform for someone who is a pioneer and unafraid to be right (early) or wrong then it may not be the best place for JRE. So, Joe needed to move or evolve.?

Enter Spotify: In 2015, the company acquired The Echo Nest - a music intelligence company that provides song recommendations and powers many of the biggest music streaming platforms (including Pandora and iHeartRadio). Then, in 2017, they bought Gimlet Media - a leading podcasting network - for $230 million dollars. With these acquisitions, it was clear that Spotify was serious about dominating the digital audio landscape.?

Spotify, on the other hand, does not need traditional celebrities to be successful. In fact, the company has been moving away from signing celebrities in recent years and instead investing in podcasts that have a more niche audience. This strategy has paid off; according to Edison Research, Spotify is now the second most popular podcast platform behind only Apple Podcasts.?

Spotify is banking on the fact that Joe Rogan will help them tap into this burgeoning market. And so far, it seems to be paying off. Since the announcement of his move to Spotify, Rogan's podcast has been one of the most downloaded shows on the platform. In a world where everyone is trying to be something they're not, it's refreshing to see someone like Joe Rogan who is unapologetically himself.

Rogan is a breath of fresh air in the world of content creators. He's unafraid to speak his mind, and he creates content that is authentic to him. This is something that Gen Z and younger generations are looking for more than anything else. As traditional celebrities become increasingly out of touch with their audiences, figures like Joe Rogan are stepping up to fill the void. His combination of brutal honesty and unedited commentary has made him a force to be reckoned with in the world of content creation.?

?Rogan Aside (allowing myself for one semi-relevant tangent here) platforms like Twitch and YouTube might be relatively new, they're quickly becoming the top places to view content. I was on the phone with one of the biggest earlier today executives and we had a great conversation on use cases for keeping a TikTok celebrity relevant and able to make a long career. I mentioned Twitch and he asked me how is it not just for video games. I explained that I thought that too when Jeff Bezos first announced the purchase of Twitch years ago. Since then, I am watching the viewing habits of the younger generations and I’m already seeing the “drop-in” TV show/podcast where it feels more like a hang is what Gen Z and Get Alpha are looking for. Twitch is that spot. I mean, think about its origin story… Justin.TV where Justin would film his life 24/7. The same authenticity, relatability, and low production experience (which feels more authentic) is what is working for all younger audiences. We will see the next generation of stars not only on YouTube but also on Twitch.?

The rise of Joe Rogan and other new media celebrities represents a major shift in the way people consume content. As such, it's important for marketers to take note. If you're trying to reach a younger audience, you need to be where they are—and that's not on traditional television anymore.?

By the way, my favorite episodes are always with Duncan Trussell.