By Kristen Bingle
Podcasts are the new creators of culture in 2020.
Feeding off communication – one of our most basic needs as humans – podcasts are actually revolutionising the way we relate to each other in this digital age. Leading conversations, impacting opinions, telling the most sought after stories and influencing the world around us – creating culture.
The current RSS of the podcast was actually created back in 2003 – before even Facebook or Twitter – but the platform was overshadowed by the explosion of YouTube and Facebook, where the focus was more on visual content. Fast forward 17 years later, and 7.1 million people in the UK now tune in to podcasts on a weekly basis and over half of people surveyed by Ofcom, began listening to podcasts within the past 2 years. Back in 2018, podcast critic Hannah Verdier said that ‘this is the year podcasts have gone mainstream,’ and this couldn’t be more true in 2020.
It’s obvious that we still have a major appetite for content consumption. The thing about podcasts is that they give us our daily dose of content without seriously interfering with other parts of our lives. No-one has time to sit through a video, but with a podcast – which tends to range between 40 minutes and 1 hour – you can listen anytime, any place. In other words, it’s easier to get away with listening to a podcast at work than a full blown YouTube video.
So let’s get down to the nitty gritty, how are podcasts actually influencing culture in the UK in 2020?
Different voices, different perspectives
People want their voices to be heard, and podcasts seem to be the way to do that in 2020. Compared to videos, podcasts are relatively easy and cheap to make and they’re far more accessible which means that anyone can put their voice out there if they want to. This accessibility allows marginalised groups to have a voice within the vast media landscape and podcasts seem to be especially popular amongst young people of colour in the UK – some of the most successful British podcasts are fronted by young people of colour. Slowly but surely the British media as a whole – thanks to both videos and podcasts – is becoming more representative of the diversity in the UK.
Many people also see podcasts as a refreshing alternative to the mainstream British media in general and they are free from censorship – for the moment at least. Creators have complete control over their content and so can put out alternative perspectives and opinions; socially accepted norms and opinions can be challenged and perspectives are broadened.
Cultural conversation
Often when listening to podcasts we find ourselves literally speaking out loud as if part of the conversation. There is something about podcasts that make them both intimate and communal. Conversation is so essential to the human experience and podcasts give us that. A lot of podcasts take on a more natural, conversational format and it makes the listener feel a part of the experience.
Podcasts comment on topics that are relevant and either add on to ongoing discussions or speak on things that then become a cultural conversation. Some shorter form podcasts also expand upon specific and relevant topics or incidents.
Brands know what’s up
‘It’s now seen as essential to a brand to have a podcast as well as a website.’ – Hannah Verdier
Back in the day, we would look to major brands for what was currently ‘trendy.’ Although this is still mostly true, over the past couple of years, brands have been enlisting the help of social media, influencers and now podcasts to stay culturally relevant. Pretty Little Thing and JD have recognised the influence of podcasts and have gone on to curate their own – Behind Closed Doors and In the Duffle bag – which often feature taste-makers and celebrities.
The NME awards – an award show known for its cultural disruption and support for innovation – have introduced ‘best podcast’ as a category this year. George the Poet’s Have you heard George’s Podcast? picked up the award for its stunning narration and candid storytelling.
Podcasters have gained celebrity status.
Hosts of popular and cult podcasts are reaching celebrity status amongst fans and within pop culture. Tolani Shoneye, Milena Sanchez and Audrey Indome, who front one of The Receipts Podcast, are a good example. These 3 women have catapulted to celebrity status with magazine covers, multiple awards, a radio show and 5 sold out live shows. Even celebrities are delving into the world of podcasting. Singer Jessie Ware has her Table Manners podcast, model Adwoa Aboah hosts The Gurls Talk Podcast and presenter Fearne Cotton created The Happy Place.
It’s where we go for the tea
So many people see podcasts as news outlets as well. People will flock to their favourite podcasts for the lowdown, gossip and that all important tea. A lot of people find out major news from podcasts first.
Creativity can flourish
New cultural trends can only be set if people and their work are given the right space to grow and flourish. Right now that’s what podcasts offer. With no set formula, most podcasters have the freedom to create what they want. Podcasters are experimenting with formats, voicing and style to find what works and works well.
Creators aren’t limited, they can explore creativity and there are some really interesting podcasts out there right now, pushing the boundaries of story-telling and conversation.
At one point, the podcast genre was so niche. But now, there’s literally a podcast out there for anything. With so many available, and many more being released on a weekly/monthly basis, almost anyone can find something they enjoy listening to whether it’s purely conversational, educational or comical.
#nofilter
With no limitations on creativity or censorship, podcasts are truly spaces where anything can be discussed. There is a sense of freedom that creators have. No topic is off limits and the space can be used to address sensitive issues, let off steam or discuss taboo subjects.
We couldn’t talk about podcasts for this long and not give you our pick of the top British podcasts. So here it is, the top UK-curated podcasts you need to be streaming right now – in no particular order
- Rice at home
- Have you heard George’s podcast?
- Say Your Mind
- Made in Chafford
- The Half Cast podcast
- The Receipts Podcast
- Three Shots of Tequila
- Podcastfortheculture
- SnapsFlatsPodcast
- The Outspoken Podcast