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IDKMYDE: From Audioblogs to Black Effect: 5 Years of Changing the Podcast Game · The Breakfast Club

• 0:01
  Speaker 1: What's really good?
• 0:02
  Speaker 2: Nord alls be down here with another episode, a bonus episode,
• 0:06
  Speaker 2: if you will.
• 0:07
  Speaker 1: Of I didn't know, maybe you didn't either.
• 0:10
  Speaker 2: And in September, under that Virgo umbrella, we were celebrating
• 0:14
  Speaker 2: the five year anniversary for a Black Effect podcast network.
• 0:18
  Speaker 2: And because this podcast is all things history, I said,
• 0:21
  Speaker 2: why not take a little deep dive into where black
• 0:24
  Speaker 2: podcasting has come from and possibly where it's even going. Now,
• 0:29
  Speaker 2: before we get into today's topic, of course, I have
• 0:31
  Speaker 2: to give you three of the most useless facts you'll
• 0:34
  Speaker 2: never need, never, not a day in life. Your first
• 0:37
  Speaker 2: useless fact, the very first MP three player came out
• 0:41
  Speaker 2: in nineteen ninety seven. Nineteen ninety seven was a good year.
• 0:45
  Speaker 2: That's when I graduated high school. It was also the
• 0:48
  Speaker 2: year we lost Biggie. A couple months before that, we
• 0:50
  Speaker 2: had lost Park. Yeah, in the fall of my senior year,
• 0:53
  Speaker 2: we lost Park. In the spring of my senior year,
• 0:56
  Speaker 2: we lost big Your second useless fact, you even know
• 1:00
  Speaker 2: where the word podcast comes from? I bet you don't.
• 1:03
  Speaker 2: It comes from iPod and broadcast podcast. And your third
• 1:11
  Speaker 2: useless facts, the very first internet radio show that was
• 1:15
  Speaker 2: in nineteen ninety three, long before Spotify, nineteen ninety three
• 1:20
  Speaker 2: was the eighth grade dance. I won the dance contest
• 1:23
  Speaker 2: doing the Steve Erkle dance because I wore thick glasses.
• 1:26
  Speaker 2: And you know what I think. Sharing that with y'all
• 1:28
  Speaker 2: just now just made me realize why Shalone danced with
• 1:32
  Speaker 2: Q that night and not me. Shalone knew I wanted
• 1:35
  Speaker 2: to dance for her. Those have been your three useless facts.
• 1:39
  Speaker 2: The very first MP three player came out at nineteen
• 1:42
  Speaker 2: ninety seven. The word podcast comes from iPod and broadcast,
• 1:46
  Speaker 2: and the first internet radio show was in nineteen ninety three.
• 1:50
  Speaker 2: Now my question for you is do you know how
• 1:53
  Speaker 2: podcasting started? Because I didn't.
• 1:56
  Speaker 1: I didn't know. I didn't know. I didn't know.
• 2:01
  Speaker 2: I didn't know.
• 2:04
  Speaker 1: I didn't know. I didn't know. I didn't know.
• 2:08
  Speaker 2: See, in the nineteen eighties, tech nerds was already making
• 2:11
  Speaker 2: audio blogs. Then in nineteen ninety three, Carl malamud He
• 2:15
  Speaker 2: was a computer scientist, a writer, a hustler, he launched
• 2:19
  Speaker 2: an internet talk radio show. He'd interview experts, upload the audio,
• 2:24
  Speaker 2: and listeners would get the files one at a time. Now,
• 2:26
  Speaker 2: what made it revolutionary was you could listen to it
• 2:29
  Speaker 2: whenever you want it, you could pause it, you could
• 2:31
  Speaker 2: rewind it, you could skip the computer Chronicles called it
• 2:35
  Speaker 2: a synchronous radio. That's radio on your schedule, not theirs. Now,
• 2:40
  Speaker 2: by the early two thousands, when Nelly was singing about
• 2:43
  Speaker 2: Pimp Juice and jay Z was making the blueprint, broadband
• 2:46
  Speaker 2: Internet and stuff like the iPod made podcasting accessible. Suddenly
• 2:51
  Speaker 2: audio on demand wasn't some nerdy experiment. It had completely
• 2:55
  Speaker 2: crossed over like flow ridder. Then Black Voices ended the
• 3:00
  Speaker 2: and when black creators into the space, podcasting became the culture.
• 3:04
  Speaker 2: Twenty ten, the Combat Jack Show that wasn't just a podcast.
• 3:08
  Speaker 2: It was a hip hop history class with first person stories.
• 3:11
  Speaker 2: Man the host Combat Jack, and every artist wanted to
• 3:15
  Speaker 2: be on The Combat Jack Show because he gave them
• 3:17
  Speaker 2: space to tell their stories unfiltered. Man, The Combat Jack
• 3:20
  Speaker 2: Show got a legacy that still stamped across the industry.
• 3:23
  Speaker 2: In twenty thirteen, the Read with Kid Fury and Krizzle,
• 3:27
  Speaker 2: it was like an unapologetic humor that they just turned
• 3:30
  Speaker 2: to community.
• 3:31
  Speaker 1: They wasn't just entertaining us.
• 3:33
  Speaker 2: It was sort of like a cultural therapy session for
• 3:35
  Speaker 2: all us millennials that was navigating life and race and identity.
• 3:39
  Speaker 2: At that time, the early black podcast they wasn't just shows,
• 3:43
  Speaker 2: they were archives, oral history, barbershops in your headphones.
• 3:48
  Speaker 1: Here's the challenge, though.
• 3:49
  Speaker 2: Podcasting was booming, but it was hard to organize Black
• 3:52
  Speaker 2: creators in the networks that could monetize at scale.
• 3:56
  Speaker 1: Folks, wasn't making no bank off it? You did.
• 3:58
  Speaker 2: But that changed by years ago when the boss Man
• 4:02
  Speaker 2: Charlemagne to God announced the Black Effect Podcast Network at
• 4:06
  Speaker 2: a partnership with Our Heart. That was the very first
• 4:09
  Speaker 2: large scale podcast network dedicated to amplifying Black.
• 4:13
  Speaker 1: Voices, us telling our stories. And it worked.
• 4:16
  Speaker 2: Forty plus shows signed on hundreds of millions of downloads.
• 4:21
  Speaker 2: I'm a part of that number, consistently high performing shows.
• 4:24
  Speaker 2: I'm talking drink champs, all the smoke decisions, decisions.
• 4:29
  Speaker 1: Trap nerds.
• 4:30
  Speaker 2: Oh, let me throw in I didn't know. Maybe you
• 4:33
  Speaker 2: didn't either, or we eat that first quarter. Now the
• 4:37
  Speaker 2: goal is to maintain them numbers. But that's a whole
• 4:39
  Speaker 2: other episode. Look, the Black Effects shifted podcasting from individual
• 4:43
  Speaker 2: hustles to an organized ecosystem. Before I got blessed with
• 4:47
  Speaker 2: the opportunity to be on the Black Effect Podcast Network,
• 4:50
  Speaker 2: I was just putting videos on Instagram, not monetizing a
• 4:53
  Speaker 2: damn thing. Now four years later, over ten million downloads
• 4:56
  Speaker 2: in and we booming. Baby, I'm talking about you. It's
• 5:00
  Speaker 2: me the Black Effect Podcast Network. In the five years
• 5:03
  Speaker 2: they've been kicking it, Haydne wracked up awards, accolades, and
• 5:06
  Speaker 2: of course recognizing totality by the industry. I just saw
• 5:10
  Speaker 2: an episode of The Breakfast Club where Nick Cannon was
• 5:13
  Speaker 2: on there and that Charlemagne was giving him his flowers.
• 5:15
  Speaker 2: Nick Cannon had to return it and give Charlemagne to
• 5:18
  Speaker 2: God his flowers because what he's doing with the Black
• 5:20
  Speaker 2: Effect Podcast Network has never been seen before. Now, some
• 5:25
  Speaker 2: people joke about they should raise the damn tariffs on
• 5:27
  Speaker 2: mics because everybody got one, and yes, I agree.
• 5:31
  Speaker 1: But here's the thing. Podcast that is still very young.
• 5:36
  Speaker 2: This is like the early eighties of hip hop in
• 5:38
  Speaker 2: podcast form. According to Edison Research, over one hundred million
• 5:43
  Speaker 2: Americans listening to podcasts monthly and ad revenue passed two
• 5:47
  Speaker 2: billion dollars in twenty twenty two. That scale, that's money
• 5:51
  Speaker 2: on the table, and for us, the Black creators, that
• 5:55
  Speaker 2: means more lanes, owning our ip of building generational platforms,
• 6:00
  Speaker 2: telling our stories our way. So as the Black Effect
• 6:03
  Speaker 2: Podcast Network celebrates five years. I want to salute the
• 6:06
  Speaker 2: pioneers who paved the road and point out the opportunities
• 6:10
  Speaker 2: still ahead, because the future of black podcasting is not
• 6:13
  Speaker 2: just loud. It's permanent. Baby, and I didn't know. Maybe
• 6:18
  Speaker 2: you didn't either,