Fed up with the male gatekeepers of the podcasting world, women are starting their own networks and shifting their strategies for success.
“Jagged Little Pill” is a bold musical for #MeToo times. Says Morissette: “I’ve had this experience ... and I’m not afraid of talking about it.”after their younger brothers died of drug overdoses. Their flagship show is “Last Day,” a scripted, first-person narrative hosted by Wittels-Wachs, whose late brother was “Parks and Recreation” writer-actor Harris Wittels. It’s a deeply personal look at the opioid crisis through the prism of a victim’s last day.
Lemonada, which also hosts an “empathy-building” show with Sinéad Burke and the parenting podcast “Good Kids,” was self-funded by Wittels-Wachs and Kramer. They listed all the expenses that come with such an operation: a large freelance team of producers, editors, social media and support; four full-time staff; a PR firm; marketing and branding support; accountants; attorneys; and a sizable digital and podcast ad budget to build audience.
At their launch party at Largo at the Coronet in September, the Lemonada founders were humorously brazen about asking for subscriptions. “When our brothers died, we were like: There’s no ... point in anything, so let’s just do it,” Kramer said.“It is empowering to have your world shaken, in a way,” Wittels-Wachs said. “Like, when your favorite person in the world drops dead, you do truly realize in that moment, ‘We are all gonna die. What the ... are we waiting for? Like, what’s at stake?’”
Added Kramer: “And if we want people to not die of opioid overdoses anymore, we need federal policymakers and state policymakers and city police to listen to our shows. So I really want people to not just download and subscribe because it’ll make us money if they do. I want people to hear our [stuff] because we think it’s actually gonna make their lives better.”
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