Why Aren’t There More Artist Podcasts? Dua Lipa, Jim Jones Jump Into the Ring

Dua Lipa artist podcast
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Dua Lipa artist podcast
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Photo Credit: iHeartRadio

Podcasts are a great way for musicians to connect with their audiences. Yet so few are doing it seriously. Now, two new artist podcasts are emerging from Dua Lipa and Jim Jones.

iHeartMedia and Dua Lipa have teamed up for the ‘Dua Lipa: At Your Service’ podcast, produced by Studio 2054 Productions. It’s a weekly interview-style podcast that airs on Friday, featuring a special guest with Dua Lipa. The first episode airs February 11 on iHeartRadio and everywhere else. The show hopes to tackle everything from fashion to music, literature, and activism.

Upcoming guests for the show include Elton John, Megan Thee Stallion, Russell Brand, Bowen Yang, South Korean rapper CL, author Lisa Taddeo, British Vogue editor-in-chief Edward Enninful, novelist Hanya Yanagihara, and Iraqi human rights activist Nadia Murad.

“In my line of work, I’ve been lucky enough to travel the world and meet some of the most inspiring and fascinating people around,” says Dua Lipa. “I’m excited to join forces with iHeart to share not only some of the amazing tips and lessons I’ve learned throughout my own journeys but also to have a platform to spotlight some of the experiences and challenges others around the globe encounter and overcome every day.”

Meanwhile, rapper Jim Jones is partnering with UnitedMasters for his Mining Diamonds podcast. The show features Jim Jones and co-hosts Nakia Booth and Gregory ‘Beef’ Jones and is aimed at Black entrepreneurs. Episodes tap into timely lessons about business and bring Black entrepreneurs from history out of obscurity.

“We co-developed this new series with Jim Jones, it’s all about Black founders and entrepreneurs, about their story, what they’ve built and what they’re doing,” says Jon Weidman, Vice President Content Strategy at UnitedMasters. “This is a great example of partnering with the artist community to bring new stories to the world, and it will be educational for artists as well.”

The podcast medium’s reach is especially diverse, compared to traditional radio. A 2021 Nielsen report found that non-white audiences are fueling podcast audience growth. 41% of U.S. podcast listeners identify as non-white. Among Black listeners, business podcasts are the most sought-after genre, behind music, health, and fitness. Podcast ad revenues are expected to reach $2 billion by 2023, according to that same report.

“Our whole approach is to ask the stupid questions from smart people because I’ve made mistakes in business, because of all these things I didn’t learn because I come from a Black community,” Gregory Beef Jones says.

“I was in my 40s without having learned key business strategies of how to manage money, or what to do with money and invest it.” Jones built the podcast out of his weekly captive audience on Clubhouse that attracted thousands of listeners. “We need more podcasts that are going to explain these [business] concepts to people and encourage people, especially Black people, to have ownership and understanding,” Jones says of the content.