Podcasts We Listened To – July 2020

One of the things I’d like to do with this blog is highlight podcasts I’m listening to as examples of what does or doesn’t work in podcasting. I am adapting this from my personal blog, and the focus here will be a little bit more on the format, the production techniques, etc. As I did the review for this month, I was reminded of how open the podcast format is, and how many different approaches are available. For each podcast I share the links to the show and classify them by type of podcast, though that’s mostly illustrative and not meant as a hard and fast definition.

Feist – Pleasure Studies

Type of podcast: Essay/Storytelling

Links: Spotify and Apple

Pleasure Studies Artwork

Feist is a great performer, full of charm and willing to take risks. I saw her at two separate concerts in college, once with Broken Social Scene and once solo, and they are among my fondest music memories.

I came across Pleasure Studies in one of Apple’s podcast app promo carousels, scanned the titles, saw they echoed the titles on her album, and thought ‘oh, cool! Not so far from what we’re doing on our podcast, going through an album track by track.’

Listening to the podcast subscribed me, then, because it’s nothing like that. Instead, the show takes a theme from a given Feist song, mostly off her last album, Pleasure, and then presents 3-4 interweaving personal stories, as spoken by guests. Feist’s voice only appears in the introduction and conclusion.

The format is in between an essayistic approach and storytelling. The production is high quality both in terms of the sound and in terms of the cutting from one story to another. The content hits hard as well. Young Up is about people ignoring their age, and is among the lighter episodes I’ve listened to so far (I’m six episodes through), and introduces us to the grindmother. “I’m Not Running Away” was about facing challenges whether related to fear, immigration status, or gender. “Lost Dreams” is pretty self explanatory and, in its way, brutal.

The format is like stage monologues, it feels like the theater. One imagines Feist strolling on, saying her piece, and then walking off, leaving each of the speakers in a different part on the stage, with the spotlight shining on them in alternating fashion. It’s not light listening or entertaining in the way a good conversational podcast is, but it’s fascinating and thought provoking. The show is also very concise, with each episode coming in under 30 minutes.

Strong Songs – by Kirk Hamilton

Type: Deep Dive

Links: Apple | Spotify | Google Play | Stitcher

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Since I’m co-hosting a music podcast, and will do more of it, I’ve been looking to see what else is out there. My co-host Mike Taylor turned me on to Strong Songs. I’ve listened to two episodes so far – host Kirk Hamilton’s breakdown of Sufjan Stevens’s “Chicago”, and then his episode on Jeff Buckley’s “Last Goodbye”.

They’re really good.

Kirk does a few things especially well. He conveys excitement for the music. The deep dive format is a great one for him to share that excitement. He cares a lot for these songs (and I presume, the others he’s unlocked), which makes it easy for the listener to get excited. I was already big fans of these songs, and I will eventually pick out an episode about a song I don’t know well to see if this can bridge the gap for me.
Kirk also teaches the listener about the music, and in a way that requires little or no musical knowledge but also doesn’t dumb things down. I believe he made reference to being a music teacher, and he comes across as the smart band teacher who can relate to you and help you go beyond the notes to a better understanding. 

Lastly, he really makes sure the music is incorporated into the episode, so you can listen and appreciate the music while also getting his commentary. The production is really sharp – sometimes the music lingers in the background, other times he talks over it or adds his own musical accompaniment to accentuate certain points, and he gives enough of a taste without

The discussions take a little bit of wind-up to get past, but once beyond that his breakdowns are really enjoyable. I can quibble on a couple things because it’s fun to do so – how do you talk about Stevens’s lyrics and not mention his religiosity; and the strings on Last Goodbye have a South Asian element to them, what is that? But those are all in the realm of things to talk about, not musts.

Boomtown – by Texas Monthly and Imperative Entertainment

Type: Documentary/Reporting

Links: Spotify | Apple

One of my other obsessions is finding podcasts about places. Something that can convey what it’s like to be from a place, to live in a place, what makes it tick and hum, what makes it special or different, worth seeing or worth knowing about.

I started listening to Boomtown without necessarily looking for that – I thought it might be a good story about the oil sector. And it is. But what I think makes it more worth hanging onto is the personal perspective Christian Wallace, the host, brings to it. He’s from West Texas, he’s worked on an oil rig (pronounced oll rig, apparently the accent out there), and he cares about the industry even as he’s aware of the problems with oil and fracking.

Documentary podcasts are the hardest to pull off, and not only did he and his team pull this off, they did it in a different way. This wasn’t a serial story, with one narrative that brings things to a boil. Instead, the podcast goes into different corners of the oil patch – how tough it is to work there, how dangerous it is, what the sex economy surrounding an oil camp looks like, what the economics look like, and so on.

The production is really solid, integrating music and ambient sounds into the discussions, and the set up for the interviews and narrative was good. It felt a little lo-fi in a deliberate way, Wallace’s interviews were transparent and natural. And then when slipping in an interview episode with Bethany McLean, he adapted to the different format with a great deal of deference for his guest – and Bethany is an expert in the area. The one thing I would note is that the ads came on without any warning, and without any change in Wallace’s voice, which was a little startling. But it’s a minor thing and I got used to it.

The podcast was released over the winter, right before oil collapsed once and then again amidst the covid-19 issues. So the timing for talking about a boom was ironic, though the show is laced with both the downside of a boom and the inevitability that every boom begets the next bust.

But the economics were the less interesting part of this to me, since I spend more time in that part of the internet anyway. Learning about the issues in West Texas and hearing from people, that was what stuck with me from this show.

Servant of Pod with Nick Quah

Type: Interview

Links: Apple | Spotify | Stitcher

Nicholas Quah has been writing the Hot Pod newsletter, a podcast industry write-up, for a while, and I’ve been reading it for a year or two, all told. He is immersed in podcasting, and I’ve learned a lot reading him, including some good recommendations – Welcome to LA is another great place-centered podcast, e.g.

His new podcast, Servant of Pod, builds on the newsletter format. He interviews podcast people of all sorts – people who make podcast music, leading hosts, industry types – and they’re just good conversations. One thing interesting to me is that the theme music and the way he goes in and out of ads reminds me more of public radio than podcasting, though usually by the end of his interviews things have loosened up and fallen into the podcast flow.

There Goes The Neighborhood Miami

Type: Reporting/Documentary

Links: Spotify | Apple

One more place podcast. I found this when digging through the listings on Apple, I think. It’s a three-part series – again, an example of a slightly different format – and I wish it was longer. A few different hosts – Kai Wright, Nadege Green, and Christopher Johnson – take us through Liberty City and Little Haiti. The angle is on how gentrification and pushing around minorities has gone in different directions, with the interstate displacing one population and now the irony that these neighborhoods are on the high ground, and thus more attractive as Miami sinks into the ocean. The show does a great job bringing different voices to the story, and though it’s only three episodes it covers a lot of ground.

I don’t know why certain cities attract me – New Orleans, Detroit, Memphis in the US e.g., – and others haven’t grabbed my eye, including Miami. But hearing more about the history of the place has reminded me that there’s a lot more to the city than South Beach. Some post pandemic day, I’ll have to visit.

Land of The Giants

Type: Reporting/Documentary

Links: Apple Podcasts | Spotify | Stitcher

And we end up in the business world, with Vox Media’s Land of the Giants. I have been listening to season 2, which covers Netflix’s rise and current position. Peter Kafka and Rani Molla got a lot of great interviews with Netflix execs, industry experts, and directors, and they frame the story well. The consumer voice is missing, but I’m not sure how you would represent that here.

What I like most about the series is that it has fun with the narrative, and doesn’t treat it as overly dour, titans of the industry sort of stuff. Business reporting is sometimes overly serious, exalting towards its subjects, or else scathing. This show praises Netflix where need be, but also points out where they got lucky and has fun with the story. This is about entertainment and media, and there’s a lot of fortune and sliding doors that has come into effect.

So far in listening I’ve learned about the company’s rise, been impressed with their focus and their fortune, and enjoyed the narration meanwhile.

What Types Of Podcasts Are There?

Think about the word podcast. What associations come to mind? What sort of words or sounds are playing in your head?

It might be a familiar voice, talking week after week to a new guest. Or it might be two voices, the same two each week, going back and forth about the news or sports or whatever else. Or it could be one person talking you through current events or history, or their own lives. Or…well, there are a ton of different formats for a podcast, as with any media or art form.

‘Podcast’ by definition is just a means for sounds to get to people’s devices. Broadcasting goes out via an antenna, and podcasting goes out via our phones, and iPods before then, hence the name. It’s most common for podcasts to be distributed via RSS feeds that plug into podcast apps like Apple Podcasts, Spotify, PocketCasts, Google Play, Stitcher, or others.

Apple Podcasts on the App Store
Source: Apple – the ubiquitous sign of podcasting

Which is to say that what a podcast can be varies widely. In the mid ’00s, a music website I wrote for released a monthly podcast which was essentially a mixtape that people could download as an mp3. Spotify playlists and similar have replaced that format, but plenty of other podcast formats have blossomed.

If you want to start a podcast, you need to know what the common formats for a podcast are. The medium is still new and open to experimentation, but it’s worth knowing what the existing standards are so you can set out on the path. Here are seven of the most common podcast formats, including examples of successful podcasts in each area and personal examples I was involved with during my time at Seeking Alpha:

The Conversational Podcast

I’d put my money on this being the most familiar podcast to most listeners. In it, two or more hosts talk each episode about a given theme or topic. Their charisma and chemistry is what catches the listeners’ attention. Having two people going back and forth allows room for hosts to complement (and compliment) one another, and to shed more light on their views and on who they are than a solo podcast would. That, along with the intimacy that comes from podcasting, allows the listeners to feel like they’re hanging out with friends.

One of the first podcasts I listened to regularly was Men in Blazers, which focuses on soccer around the world though especially in England. But the soccer is sort of a sideshow. The two hosts – Roger Bennett and Michael Davies – will often take 10-15 minutes just to get to their recap of the week that was in the English Premier League, and they will digress over and over again. Because of their chemistry and how they work listener input into their shows, though, it totally works and their profile has skyrocketed over the past 6 or so years.

Men in Blazers podcast: USMNT meltdown & NWSL final - ProSoccerTalk | NBC  Sports
Men in Blazers deep in conversation. Source: NBCSports

Another example of this is the podcast Call Your Girlfriend, a podcast “for long distance besties everywhere.” The show is explicitly built around the idea of two friends – Aminatou Sow and Ann Friedman – talking, which then allows other people into both their friendship and into the broader topic of friendship. As Friedman said in a recent article, when they launched the podcast, “we would just call each other and talk.”

In my time at Seeking Alpha, we launched two podcasts that I’d place in the conversational category – Behind the Idea and The Razor’s Edge, the latter of which is now a Shortman Studios podcast. While the content itself is very important, the dynamic between the hosts was a key component of listeners’ feedback, and by exploring investing ideas as a duo, we were able to get further into them than we would have otherwise.

Interview Podcasts

Following on conversational podcasts in popularity are interview podcasts. This may be the format you are thinking of for your own podcast. It lends itself to the networking benefits we talked about here, and it’s a great way to explore a topic by bringing on other practitioners or experts as guests. A host can focus on a given theme over a series of episodes, while still keeping it fresh with the new guests.

For example, Guy Raz hosts the popular How I Built This series, where he interviews entrepreneurs, business people, and other builders about their back story. Stay in the NPR universe and we can of course cite Terry Gross’s Fresh Air, which while being a radio show provides a great template for interview podcasts (and has influenced many of them).

It’s worth pointing out here that these categories are not mutually exclusive, and indeed interview podcasts work when they drift towards the conversational, when they are back and forths rather than just one person talking. To cite another obvious example, the Joe Rogan Experience uses interviews as a starting point, but they are very conversational interviews.

At Seeking Alpha we had three interview oriented podcasts – The Cannabis Investing Podcast, Let’s Talk ETFs, and Marketplace Roundtable Podcast – as well as one that straddles the line between interview and conversational, Alpha Trader. Interviewing guests, especially remotely, brings some variables into the process for good – they can increase your audience, bring new insights, and introduce you to new people – and for bad – less control over recording quality, need to spend more time booking them. But they are all manageable.

News Podcasts

News podcasts are fairly straightforward to understand, and are similar to their radio antecedents. The point of the podcast – often daily though they can also be weekly – is to deliver information rather than share a discussion. It’s no surprise that the most popular news podcasts come from major publications – the New York Times’ The Daily is the most obvious example. Bloomberg has converted a ton of its radio shows into podcasts, and the Wall Street Journal, the Washington Post, Vox, and other major outlets have gotten into the daily podcast game.

These are also good examples to point out that again, the news podcasts can have range. The Daily features interviews with other NYT reporters as well as some reporting on specific episodes. Kara Swisher and Scott Galloway have a conversational podcast about the news, Pivot, that only comes out twice a week but also falls into this category. At Seeking Alpha, we had Wall Street Breakfast, a 7-days a week podcast, with the company recently turning the Saturday edition into a conversational one – that podcast has over 1M downloads a month, as the daily habit is really easy to build.

The news podcast would seem least relevant to individuals looking to start their own podcast, but it’s worth keeping in mind for a couple quick reasons: using news topics as a peg to explore your passions is a way to join wider conversations; and if you really care about a field, reporting or sharing the news on a regular basis is a way to establish yourself as a source of information, even if you’re just aggregating to start. This of course works better the less crowded your field is.

Essay Podcasts (or, less controlled, Rants)

Conversational and interview podcasts by definition are a two or more person affair. News podcasts can either be one person reading the news or something more dynamic.

Essay podcasts are more explicitly focused on one person’s perspective. They may work in guests, or even quasi-regular co-hosts. But the podcast is defined by the host’s starting point and usually their voice.

To draw on a last Seeking Alpha example, we had a podcast called SA for FAs, that focused on the needs of financial advisors. It is hosted by my former colleague Gil Weinreich, and the standard episodes are 5-7 minute pieces that he writes and records, giving his take on key themes in the financial advisor space. It is very polished and clean, and the focused approach makes sure to not waste the listener’s time.

In researching this category a little bit, I came across Bill Burr’s podcast, which many people like for its rambling nature. I can believe that he pulls it off well, but I also point it out for a note of caution. The Essay podcast can veer into a rant, and while this podcast format may be the easiest to do, it’s among the harder to do well. If you want to explore podcasting and starting with your own essays is your approach, you’ll want to think about how to focus that so that it hooks listeners, or how to open up the approach to incorporate other people.

Reporting or Documentary Podcasts

The last three categories have some overlap to them as well. I’d argue they display the best of podcasting’s strengths, but are also the hardest to pull off.

Start off with a deeply reported podcast, or as Apple categorizes them, documentary podcasts. These are podcasts that feature a host or two but also a multitude of voices to give primary insight on a given story.

Some of my favorite podcasts from the last year or so have been in this genre. It can be a shorter series like the 3-parter from The Stakes on Miami’s gentrification, or a longer one like Pineapple Street Studios/Crooked Media/Spotify’s Wind of Change. Slow Burn is of course great. I’m currently listening to Boomtown by Texas Monthly and Imperative Entertainment and really enjoying it.

To be frank, you’re probably not interested in making this sort of podcast if you’re reading this blog post. This is not where beginners would go, I mean. But, there’s a lot to learn from the story-telling, the pacing, and the ways that these shows keep the listener hooked and listening for more.

Story Telling Podcasts

I mentioned story telling above, and good story telling is part of just about any podcast format, one way or another. But some podcasts are explicitly devoted to telling a story. They could be the popular true crime podcast formats, or oral histories like the 30 for 30 series, or fiction podcasts, with Welcome to Night Vale being the most popular.

Again, I would expect this to be less of interest to readers of this blog. But the audio format gives stories an added dimension, and podcasts as a field are more open to newcomers than traditional publishing industries, at least as far as I can tell. And perhaps of more relevance, these story telling podcasts can offer a lot of insight on how to convey your story, even if it is more focused on your business, hobby, or passion.

Deep Dive Podcasts

I broke out a last category to cover podcasts that are deeply researched, but that are still generally from one or two hosts. They can be conversational in approach or essayistic. They may or may not tell a story, and the reporting that happens is more off mic.

On the lighter end of this is something like the Ringer’s Rewatchables podcasts, which are really conversational podcasts, but do a deep dive into a given movie or show week after week. You Must Remember This is a weightier version of this, with Karina Longworth diving into lost stories of Hollywood. The show features guests, but it’s mostly her telling the stories and sharing her research. You’re Wrong About features two hosts – Sarah Marshall and Mike Hobbes – diving into specific historical events. Hardcore History sees Dan Carlin going at length – this could slot into the essay/rant podcast format as well – about history.

What I like about this format is that the podcasts are tailored to people who share the host’s/hosts’ passion, or at least who are curious about it. The oral format is perfect for getting into this passion. And weirdly enough, this is more ‘accessible’ if you’re looking into diving into a topic, since you can decide how far you want to go in your research and in what you want to share.

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These categories are not all inclusive by any means. And as I mentioned above, they’re not rigid or mutually exclusive – many great podcasts bounce between two, three, or even more categories listed above. In presenting them to you, I wanted to share a few formats that will help you think through what you might want to do with your podcast.

At Shortman Studios, we’ve had experience working with the first four formats, and are looking into the other formats as well. Of our current podcasts, The Razor’s Edge is a conversational podcast that features some interviews, while A Positive Jam will be a conversational deep dive podcast.

If you’re interested in working with us on your own podcast in any of these formats, you can get in touch here. And if you think there are categories I’ve missed, feel free to comment below or contact us above, I’m sure there’s more that could be touched upon. I hope, for those of you newer to this world, this post will help you narrow down your focus and give you a better understanding of what podcasts sound like, so you can figure out how you want to deliver your podcast.