?? Trust, tunes, and chatty bots

Issue #325

The momentum of podcasts continues to grow - and I’m a little surprised - as I thought there were only so many hours in the day. Especially as ultra long-form podcasts are trending. And now we hear that podcasts as a medium are more trusted than newspapers, and way, way, more trusted than social media. Like we are seeing with musicians going platform direct, podcasts are creator direct to audience. C2A anyone? ?? It seems you don’t need a respected masthead as a stamp of quality after all. Just a good topic and a mic. Happy Thursday, Simon.

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Musicians tune out labels

More and more musicians are skipping the middleman and uploading their work directly to platforms without a record label. With Soundcloud, TikTok and YouTube at their fingertips, artists are taking charge of their music, rights, and revenue. This isn't just a rebellious phase; it's a significant shift in the music industry. By going solo, artists keep their creative freedom, connect directly with fans, and often find they can make a decent living without splitting profits with a label. Fans get more authentic content, and artists get to make their own calls. It's a win-win—unless you're a record executive watching this unfold.

Podcasts as the new trusted voice

Turns out podcasts have emerged as the most trusted form of media. According to a recent study, 85% of U.S. voters trust podcasts more than any other media. In an age of information overload, people are tuning into voices they feel they can trust. But here's the twist: when it comes to podcasts, quality beats quantity . Brands and advertisers are realising that a smaller, highly engaged audience is more valuable than a massive but indifferent one. They're investing in podcasts with loyal listeners who act on what they hear. So, if you're podcasting to a niche audience that's paying attention, you're sitting on a goldmine. It's not about how many ears you reach, but whose hearts you touch.

Meta's business chatbots want a word

While creators are building genuine connections, Meta is betting on AI to join the chat. They're letting businesses create ad-embedded chatbots that slide into DMs with a friendly "hello" and a promotional pitch. Businesses can now develop chatbots that answer questions and promote products in a conversational way. It's an interesting mix of automation and personalisation. But can a chatbot really replicate the authenticity audiences are seeking? As creators focus on trust and direct engagement, it'll be worth watching how these chatty bots fit into the landscape.

Cool Tools

This portable SSD is catching some attention among creators. It's compact, offers up to 2TB of storage, and allows for direct Apple ProRes recording. It also functions as a multi-use hub for photography gear. While it's not revolutionary, it does combine storage and connectivity in a single package, which could be handy for those working on location. As always, it's worth considering if this fits your specific workflow before investing.

Hot Tips

There's an interesting trend of creators using unconventional methods to achieve high-end looks. One filmmaker is recreating big-budget action scenes using RC toy cars and 1:16 miniature sets. By shooting practically without CGI, they're achieving impressive results on a smaller scale. If you have some old toys lying around, you might experiment with similar techniques in your own projects.

Viral Hits

Nutter Butter's recent TikTok campaign has been making waves online. It's an example of a brand trying to tap into viral trends, with mixed reactions from viewers. While it's garnered attention, it also raises questions about how brands should approach these platforms. The takeaway seems to be that originality and authenticity can resonate more than simply chasing trends. As always, what works for one brand might not work for another, so it's worth considering your own audience and values when planning social media content.

Stuff from us

It's not every day we get to delve into topics that shape the future, but that's exactly what happened when we covered the Lee Kuan Yew School of Public Policy's Festival of Ideas 2024 . We unpacked critical issues like water's role in a sustainable future , the ethical considerations of AI in governance, and the complexities of China's global presence . If these discussions pique your interest, check out our coverage—we think you'll find it as fascinating as we did.

Happy Thursday

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This week’s newsletter was written by Tim Colman and Simon Kearney , and edited by Andre Howson . Gifs produced by Ilka Tishia D. .