In light of recent developments, many in the media community have expressed outrage over the Golden Globes’ newly introduced Best Podcast category, with some denouncing it as a mere money-making scheme by Penske Media rather than a step forward.
It’s not just a handful of people reacting; the entire industry is watching closely.
Penske Media owns several notable outlets, including Variety, The Hollywood Reporter, and Deadline—originally founded by the late Nikki Finke.
When the Globes shared news of this new podcasting category, it was revealed that the top 25 eligible shows would be chosen by an external firm, Luminate. However, it raised eyebrows when insiders found out Luminate is also owned by Penske.
With Luminate now announcing a list of potential nominees, the Penske-related industry seems keen on recruiting various podcasts to push for substantial prize opportunities. Campaigns could potentially reach into six figures.
A source previously remarked, “This whole situation with Penske is out of hand,” pointing to the overlap with Luminate and reiterating, “It’s Penske!”
Meanwhile, other news outlets, including Ankler and the LA Times, are also seeking funding to compete for nominations.
Potential nominees are required to pay $500 for consideration by October 31st. The Golden Globes have been under Penske’s ownership since 2023, after the acquisition from the Hollywood Foreign Press Association through Dick Clark Productions.
In what seems to mirror traditional campaigning for films and TV, the podcasts are now anticipated to run costly promotions for nomination bids, as highlighted in a pitch from Variety.
For a fee of $5,000, nominees can submit their projects onto the Golden Globes’ screening platform, as reported by Ankler.
Notables eligible for nominations include Hollywood figures like Dax Shepard, and shows such as “SmartLess,” hosted by Jason Bateman, Sean Hayes, and Will Arnett.
Interestingly, a report mentioned that podcasts outside the top 25 are also being offered promotional packages, indicating that this podcast category could simply be a revenue generator. “It’s all about the money,” one podcaster said.
Some podcasts appear to be opting out of the process. For instance, a representative for Theo Von stated that while he appreciates being recognized, he prefers not to engage with the Globes.
There’s speculation surrounding potential nominees such as conservative commentators who may not fit the typical Hollywood mold, raising questions about audience reception.
Sources suggest that shows like “The Ben Shapiro Show” might be gearing up for campaigns, though specifics were not disclosed.
A number of popular podcasts, including “New Heights,” hosted by Travis and Jason Kelce, seem to have been overlooked, which could have implications for their celebrity connections.
While this addition of a podcast category could usher in fresh opportunities and revenue streams for the Golden Globes, some insiders remain skeptical. Concerns linger about whether conservative podcasts will be acknowledged in a predominantly liberal industry.
Days before the release of Luminate’s top 25 list, there were significant omissions of well-liked shows, such as “Call Her Daddy” and “Armchair Expert.” Yet, these were later included after industry feedback highlighted the gaps.
Some media figures have called the entire situation an “uncovering scandal,” with skepticism toward the motives behind the new category.
As for Luminate’s eligibility metrics, they’re determined using data from platforms like Apple and Spotify, and while they are a Penske entity, the company emphasizes that they operate independently from Penske’s editorial influences.
