Big names equal big audiences, and advertisers are more likely to throw cash at a podcast with an A-lister attached, as opposed to a niche series on the delights of pens or chameleon ownership (yes, both of those exist). Photograph: Rob DeMartin/APįor podcasting networks looking to turn a profit, this all makes perfect sense.
Their all-new adventures in audio join more longstanding projects from the likes of David Tennant, Oprah, Jessie Ware, Chelsea Peretti, Kate Hudson, Snoop Dogg, Gwyneth Paltrow, Lena Dunham and many, many more.
Along with Barack and Bruce, recent converts to the audio cause include Louis Theroux, Jeremy Paxman, Bill Clinton, Katherine Ryan, Julie Andrews, Minnie Driver, Gary Kemp, Rob Brydon, Sophie Ellis-Bextor, Joss Stone, Paris Hilton, Rob Lowe, Jason Bateman, and the Duke and Duchess of Sussex. Right now, it is almost easier to count the actors, comedians, influencers, musicians, reality TV stars and retired politicians who do not have a podcast than those who do. As a result, the celebrity podcast has become the bindweed of the audio industry, hoovering up budgets, threatening to smother the competition and, in some cases, heralding a dispiriting drop in quality. While much of the entertainment industry has been devastated by the pandemic, podcasting has proved largely virus-proof, making it an attractive proposition to those who, a year earlier, might not have given it a second look. The celebrity series has been a growth area for some time, but the last 12 months have brought a surge in projects from famouses who have found themselves at a loose end over lockdown.
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