In terms of scale, there are podcasts, then there is The Joe Rogan Experience. The difference is an order of magnitude. If The Joe Rogan Experience were a pop single, it would make Bryan Adams’s monolithic 16-week stint at Number One in 1991 look like “I’ll Be Back” by Arnee and The Terminators. The total pre-eminence of the JRE enrages and confuses the podcast industry, whose workers tend to be faithful representatives of the tote-bag class. As an article of faith, Rogan’s work is deemed to be at best crude, possibly a fluke, and certainly a sump for “disinformation”. Success leaves clues, but when it comes to the most popular show in the world, no one is dusting for fingerprints.
So the cognitive dissonance was palpable when the country’s first Rajars-style consumer survey of podcasts was published last week, offering the best snapshot yet of what Britain listens to. Much of the top 25 paints the UK as essentially and irredeemably twee. No Such Thing As A Fish — gadzooks trivia from high-end neckbeards. Off Menu: whimsical comfort-eating celeb fodder. The Therapy Crouch: Peter Crouch having a mind-numbingly pleasant chinwag with his missus. Shagged Married Annoyed: exactly what it says. The Rest Is Politics: a show built around the heartwarming premise that the last 20 years can be neatly scooped up and packed away.
But at the top of the charts were two shows that pointed towards something hiding in plain sight. A missing market: the market for men. Podcasts are a confessional booth medium, after all. Up and down the train carriage, no one knows what’s in anyone else’s earbuds. As economists would put it, they are an example of “revealed preference” as opposed to “stated preference”. What you actually want, rather than what you think you should want. And by their mass adoption of Rogan, it seems that what men want is the old tradition of the men’s magazine, continued by other means.
At the start of the 2010s, the last of that old world — the shining city on a hill of Arena, Select, Nuts, Jack, Loaded — finally fell away. We were told this was because there was a new lad in town. Softer, kinder, he could “do better”, if he avoided his inherent “toxicity”. He had the feeling of inevitability that all modern archetypes take on. Vice threw off its buccaneering spirit, and actively mocked its old ways. Even LadBible, once at the end of a scale that could genuinely be termed toxic, has reformed itself into the doughy shapes of the maaate cultural revolution.
The message of the new man was gynocentric: by 2013, the conversation among women had begun to guide what men’s interest media looked like. Men took note of this important new datapoint: they softened their image, nodded along. Then, as the podcast charts show, secretly went back to listening to bodybuilding tips, insane stories of shark attacks, reasons why the pyramids were built by aliens, how fugitive Nazis founded actual colonies in South America, what it’s like to kill a moose, and what Tim Dillon thinks of twerking children. In short, they went back to what men’s magazines had always been about. Not connecting with a sort of soft Jeremy Corbyn vibe. Not trying to figure out complex relationships.
If Rogan is the pure Gen-X vision of masculinity — basically every self-educated stoner at a 1999 house party, who has that old-school vision of hating both the military-industrial complex and political correctness — then the second-most listened to podcast in Britain is his Zoomer cognate. Steve Bartlett is a marketing entrepreneur who flipped his social-media agency into big money ($660 million at its apex valuation) by the age of 25. This earned him a chair on Dragon’s Den. Now, in his twilight years (30), Diary of a CEO is solidly wedged at the top of younger listeners’ (17-34) playlists, as the Edison Research survey confirms.
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