Things Brands Should Know About Charlamagne tha God's Podcast Network

Charlamagne tha God debuted The Black Effect Podcast Network in September 2020, dedicated to Black listeners and voices in Black culture, with audio network iHeartMedia. And while the audience growth since then has been solid, the network's founder wants brands to recognize the platform is not only for Black audiences. "We keep having these conversations about equity, but these corporations have to look at us as equal as well … we shouldn't be niche anymore," said radio talk show host Charlamagne tha God on Tuesday, during a fireside chat with BEPN's production and creative development president Dollie S. Bishop, at MAGNA's second annual Equity Upfront. In October 2021, a year after iHeartMedia and Charlamagne tha God debuted the network, it grew to include over 29 shows, like 85 South Show, All the Smoke and Black Tech Green Money. BEPN has had nearly 147 million downloads, and more than 4 million listeners are tuning in monthly, according to Forbes. How Companies Like iHeartMedia Capitalize on Growing Female Podcast Listenership Setting the podcast standard During the conversation, Charlamagne suggested brands stop looking at the audience as Black consumers, but rather as people. He added that he wants advertisers to see Black Effect as a podcast standard, and not just as a Black standard for the medium. Black people are not monolithic.—Charlamagne tha God, founder, Black Effect Podcast Network Numbers show podcast advertising leads to positive brand metrics for Black audiences. Brand trust, consideration and purchase intent all increase to over 80% in each category for the 2,500 Black Americans surveyed when advertising with a Black-host podcast show, according to a 2021 Edison Research Black Listener Report. Charlamagne makes it clear that BEPN's content is not exclusive to the Black audience. "Black people are not monolithic," he said. He noted that the marketplace for podcast networks catered toward Black people was dry, which is why the founder is including podcasts that already exist, he told Bishop. Per Edison, half of the respondents said it is important to them to listen to shows with Black hosts, and more than half wanted shows that include Black stories or perspectives. Showcasing more personality Another perk of podcasting is the ability to showcase more of his personality than on radio, Charlamagne told Bishop. "People like to hear people talking, they like to hear people having conversations, they like to hear people talking about things they're thinking about," said Charlamagne. The host said the downfall of radio personalities started when the Portable People Meter, a radio exposure measurement developed by Arbitron (now Nielsen Audio), was first introduced to the industry. "Podcasts took what radio suppressed over the last 15 years and magnified it times a 100… that's why the podcast business is successful," the founder added.

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What Charlamagne tha God Wants Brands to Know About His Podcast Network

The founder wants advertisers to view the network beyond niche budgets

Meseret Ambachew

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Meseret Ambachew