These are the blogs and podcasts I am linking up in my blogroll to start off with.

Adam Curry’s Daily Source Code
Could I consider myself a podcaster or even a diligent student of podcasting if I didn’t link to Adam Curry? I don’t think so. His tagline says it all: “There are no secrets. Only information you do not yet have.” He has it. I need it.

Podcasting Academy
The book we are reading The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast, is put out by the Podcasting Academy. Just tons of endless information of podcasting—legal, professional, financial—a must have in any podcaster’s repertoire.

Podcasting Underground: Podcasting Tips for Podcasters
More great information put out by Jason Van Orden going back to 2005.

The Blue Room Seattle
The Blue Room Seattle is a show produced by artists and musicians. A world of creativity from a perspective that the mass media could never provide.

WinelibraryTV
The one that started it all for me. Gary Vaynerchuk’s daily wine video blog. I am a Vayniak and proud of it. My screen name is syrahhhhhhhhh (that’s 9 h’s). Here’s me and Gary.

syrahhhhhhhhh and Gary at Taste Washington April 5, 2008


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I was pleased to see a profile on Wine LIbrary in The Business Podcasting Book (BPB) (p.48-49). I found winelibrarytv.com about 4 months ago and have become an avid subscriber ever since. In fact, this video podcast is what really got me hooked on podcasting. The host, Gary Vaynerchuk, is “out to change the wine world, whether they like it or not,” and he does so by tearing at the walls of prestige and inclusiveness that “old wine” has created. Gary is a real person who shows his emotions and his heart every episode with single camera, uncut episodes. Sometimes he is on fire and “brings The Thunder” when he gets excited about a wine he is tasting and sometimes he is just in a down mood. No matter, if you watch long enough the most amazing thing happens. You feel a part of his family and visa versa. He talks about not trusting his palate (his “pal”) or anyone’s, only your own. He refreshes constantly on the value of family and connecting with people and uses wine as the catalyst to connection.

The show is a component to his business, of course, and he is the first to admit (and has done so) that he saw social media as fresh terrain from which to sow seeds and reap profits. However, I also think he would agree with me when I hypothesize that the show has taken on a life of its own and has moved beyond buying and selling. He has created a community and is now beholden to that community.

Case in point: Taste Washington, the annual wine event held in Seattle on April 5-6, featured Vaynerchuk in a seminar where he taped one of his shows in front of the seminar audience. I was in attendance and it was standing room only. Later that evening there was an event held at Seattle Wine Storage attended by Vanerchuk, Mott, his one man production team, and Matt, his personal assistant. Several well known wine makers, and may I say savvy ones for understanding the power of brand association, along with well over 100 “Vayniaks” as the community calls itself. Each person brought wine and food. There were over 100 bottles of very high quality and expensive Washington wines essentially donated to the community, by the community, to be tasted. Gary circulated around the room for hours and made real connections with everyone, proving he is more than just hype, he is legitimate.

This may be the toughest part of podcasting for corporations; how to be real. An audience can sniff out insincerity a mile away. And, it’s a good lesson for those of us going into podcasting. Be real. Be passionate. Talk about what you love. If you do and you happen to have something to sell, the brand story you are creating by being true will convert into dollars.

Gary serves as a lightening rod for this community built around good wine, good conversation and new friends. Imagine he does this nation wide. It shouldn’t surprise anyone when he informed us that a recent show had over 90,000 views.

This is the power of podcasting. And the power of community in building brand in our modern times.

Indicative of both The Business Podcasting Book (BPB) and Tricks of the Podcating Masters (TPM), the two books we’re reading this quarter in COM 597, we started off exploring the “history” of podcasting. This is conceptually tough for those of us outside the new media landscape to understand. “Normal” people ask how can something that the paint has barely dried on have a history? The deepest history of podcasting goes back to the early 2000s and the official line in the sand of modern podcasting is attributed to Winer, Searls, and Curry in late 2004 and early 2005. This is only thee years ago!

As Greg Cangialosi writes in BPB, podcasting is becoming part of the corporate tool kit for marketing and branding. His figure 1.1 shows how ad revenues will increase from $80M to $300M in just the four year span from 2006 to 2010. In new media years, this constitutes a millennium. He also points out that many companies are already on board with podcasting (35% of Fortune 500, Fig 3.2) and using it effectively for internal communications (Southwest), for brand building and brand extension (WinelibraryTV), and for training and education (Duke University).

Like all things in a capitalist society that start from the ground up, nobody really pays any attention until the big boys get on board and take it mainstream. Cangialosi dedicates the third chapter of BPB to The Emergence of Corporate Podcasting. The chapter begins by reassuring non-technical corporate geeks that podcasting isn’t just a fad, but will in fact be imperative to any successful business marketing and brand model going forward. The authors of TPM, Walch and Lafferty, wax nostalgically about “the good old days” of podcasting before June 2005, when Apple’s iTunes got involved. They plead on deaf ears, “It would be great if Apple would decide to focus on a little more on the independent podcasters again, the ones who grew podcasting as a grassroots movement.”

The point of either authors is that podcasting has gone through its youthful experimental phase and has already graduated to respectability. This is no way slams the door in our faces if we want to pick up the mic and start podcasting. That’s the beauty of social media, obviously; it can’t be monopolized. But it does raise the bar very quickly on production values and content richness. Chapter 10 in TPM makes this point very clear. We may want to get our voice out there but nobody is going to listen to it if it, pardon the phrase, sucks.