What You Should Know About The Black Podcasting Awards

 Podcasting is, by its very nature, decentralized, often anarchic, largely niche-driven, and, get prepared because I'm going to use the S word, segregated. 

 

Various ethnic, racial, religious, lifestyle, hobby, fan, and political groups co-exist by building their own fortresses of solitude. For example, there is an excellent video podcast called Paranormal Brew, which invites listeners into this universe of believers in the paranormal. This video podcast is wildly popular and thrives in its insular world of paranormal believers. These believers thrive in their own space, with little concern for non-believers in the supernatural. It's that proverbial safe space.

 

This is how podcasting has evolved, even with the large podcast networks attempting industry domination over the independent podcasters.

Podcasting has evolved into a medium where diverse groups can flourish. There is a thriving Latino, Hispanic, Latinx podcast landscape. For example, Sonoro is a Latino-led, minority-owned media company that "creates premium, original IP that Hispanic consumers trust. " It's a company with 60 million downloads per month. 

 

There is a thriving LGBTQ podcast community. Queer podcasts is an aggregator for hundreds of LGBTQ shows. In March 2023, podcast giant IHeart iHeartMedia launched Outspoken, a new podcast network distributed by "that amplifies, elevates and reflects the diversity, richness and humanity of the voices throughout the LGBTQ+ community."

 There are entire podcast networks for true-crime, horror, sci-fi fans, wine enthusiasts, and even coin collectors. The point is that these niche podcasts survive and sometimes thrive with a smaller, more loyal audience. Hence, the DNA of podcasting. 

 

There is also a thriving Black podcasting infrastructure for both creators and listeners. Some of the most influential Black podcast networks include the Black Effect Podcast Network, which is a partnership between Charlamagne and iHeartRadio. The network's goal is to "bring together the most talented and trusted voices in Black culture for critical conversations on social justice, pop culture, and more. We’ve curated influential Black voices and tastemakers and will continue to do so as we expand to include not only voices you know, but voices you should."

Chris Colbert, CEO of DCP Entertainment says, "We share stories you won't find anywhere else. Giving a platform to People of Color, Women and LGBTQ+ communities, as well as highlighting stories around mental health, disability and overcoming adversity, DCP presents stories that we can all relate to."

 

Colbert identifies an ongoing issue: "Even though studies time and time again show that Black consumers are the leaders in digital purchasing and digital media consumption, we don’t get equal opportunities to bring in revenue. One of our goals was, and continues to be, showing major companies that it is beneficial to their financial bottom line to invest in Black creators who are speaking to the Black community."

 

Black hosts and creators such as Audie Cornish, Kevin Blackistone, Bomani Jones, Jemele Hill, Sam Sanders, Bridget Todd, and others are influential in mainstream podcasting.

 

In 2023, African Americans represented an estimated 13.7% of the total U.S. population.

 

"Black podcasts only represent one-half of one percent of all active podcasts," states Demetrius Bagley, Executive Director of the Black Podcasting Awards. "That's a problem."

Demetrius Bagley attended Carelton College in Minnesota, where he gained media experience as the manager of the school's radio station. Demetrius is a documentary filmmaker, with experience in fundraising, social media, branding, and has lived and worked in Phoenix, San Francisco, and New York City.

 

"Black people are big supporters of podcasting," explains Demetrius.  "According to the Infinite Dial survey, 45% of Black Americans in the U.S. age 12+ have listened to podcasts in the last month, and 28% have listened in the past week."

 

Demetrius then tells us that, according to Infinite Dial, the top ten podcasts among Black listeners include familiar shows to all audiences like Joe Rogan, Crime Junkie, and The Daily. It also includes shows -- The Breakfast Club, Drink Champs, The Joe Budden podcast, and the Steve Harvey Morning Show -- focused on Black audiences.

 Demetrius points out that The Black Podcast Listener Report revealed that 63% of adult Black monthly podcast listeners say that it is very or somewhat important that podcasts include Black stories and perspectives. Fifty percent of adult Black monthly podcast listeners say that it is very or somewhat important that podcasts have Black hosts.

According to  a new report from Nielsen, Connecting with Black America, more Black listeners - 73% of them - remember the brands they hear advertised on podcasts. That’s higher than the overall population (70%).

 

Here's where the Black Podcasting Awards (BPA) come in. In the five years the awards have been in existence, there have been 350 nominees, 36 award categories, 126 winners, and 76 volunteer judges.
BPA also has a vibrant Substack newsletter, and a  free newsletter --BPAwards Opportunities shares info about award programs, grants, and speaking gigs for podcasters. Subscribe and receive it on Saturday mornings at apply.blackpodawards.com and, for journalists, All Hear. 

 

The Black Podcasting Awards are the ultimate grass roots organization. It started from a tweet in February 2020: "f** it, let's start our own black podcasting awards. Nobody sees us til it benefits them, so hell w/ them!"-Tracy Clayton @brokeymcpoverty

The people involved in the awards include Georgie-Ann Getton, the initial co-founder and first Executive Director, Chanel Campbell is a brand identity expert at Chanel Design and shares her knowledge in creating the visual story of the awards. Lance John is the Ceremony Director & Co-Founder, and Ashley Perkins is a content creator and host of Perky Perspectives, is Nominations Director & Co-Founder.

Demetrius Bagley, the executive director, is an award-winning documentary movie producer, nationally recognized events producer, and an accomplished fundraiser + crowdfunder.

Demetrius produced the Stars on Fire, Black Astrologers Today, as well as Astrology Brooklyn podcasts. He also published astrology columns for VIBE Magazine.

 

Demetrius Bailey has been an excellent steward for the Awards. In our interview, he came across as thoughtful, creative, business-savvy, and a man not satisified with the status quo. 

The 2024 awards ceremony was hosted by Medium Popcorn’s Justin Brown, with Joseph Mambu announcing, and Gifted Sounds Network producing the show. The entire ceremony is available for viewing on BPAwards’ YouTube channel, featuring performances by the TIYI and Veana Marie.

 There were 32 awards handed out to 19 standout podcasts and three leading podcasters. Public Radio Exchange (PRX) emerged as the day’s biggest winner with eight awards: two for Moral Repair: A Black Exploration of Tech, three for its poignant Second Sunday, and three for the memoir-history podcast What’s Ray Saying? (Ear Worthy will be reviewing this excellent podcast in February.)

One area of concern for Demetrius is that "Black podcasts by well-known Black celebrities are sometimes reticent to apply for the awards because they don't want to lose to lesser-known shows."

For example, former NFL athlete Shannon Sharpe fell short with his widely-discussed Club Shay Shay, and Oprah was notably absent from the winners’ list, missing out on Best Culture Podcast, Best Limited Series Podcast, and Best Solo Host.

"We are indeed a meritocracy," says Demetrius. "Our judges evaluate on merit, not name recognition. Kudos to Oprah's team for submitting a nomination and supporting our process.We need more people to step up."

Winners receive physical trophies along with exciting prizes from sponsors including Afros & Audio and Black Podcasters Association.

In 2024, creator / host Whitney Knox Lee won for Best Business Award for her podcast Impostrix.  Whitney describes the podcast this way: "Impostrix Podcast validates working people of color who feel like an imposter in their workspaces or who navigate racial toxicity in their career. We are a healing and learning space that encourages creativity, resilience, confidence, and pride."

Whitney spoke about her award to Ear Worthy, noting that, "Being recognized at the Best Business Podcast really cemented for me the value of Impostrix.  I am so pleased and grateful that others truly find that our conversations add to who they are in their career. BPA staff and volunteers are deeply dedicated to uplifting top tier shows, and I am honored the Impostrix Podcast is considered one of those shows."

Whitney volunteered as a judge in 2023 and insists, "it is WORK. They have stringent criteria and really listen to the show itself as opposed to looking who the creator is."

To illustrate that great minds think alike, Whitney and Impostrix also won the 2024 Ear Worthy Independent Podcast Awards for Best Education podcast. It's no surprise that Impostrix is now part of the Alive Podcast Network. 

What does Demetrius Bagley think can help the Black Podcasting Awards improve and gain greater visibility?

"We need more sponsors," Demetrius explains. "Sponsorship rates are low compared to other awards organizations, and it's a great way to support Black creators and Black podcasting."

Demetrius also hopes that award applications continue to grow.

"Our application fees are low by design so that there should be no barrier to applying for the award," Demetrius explains.

"We've changed and improved the judging process and looking forward to a great year for Black podcasting in general and for the awards," explains Demetrius.

After speaking to Demetrius Bagley about his role as Executive Director of the Black Podcasting Awards and learning more about the awards, Ear Worthy will be placing on sharper focus on Black independent podcasts in 2025 and beyond, and highlighting the Black Podcasting Awards.