EP. 1 - DIGITAL DYNAMICS: PERSONAL AND CORPORATE BRANDING IN THE PODCASTING REALM
A TEXTUAL ANALYSIS
TIES TO RELEVANT RESEARCH AND DATA FINDINGS
"Digital Dynamics: Personal and Corporate Branding in the Podcasting Realm" is the first episode of my podcast in which I discuss the development of professional and personal branding in the online space with reference to Cody Ko, Noel Miller, and Alex Cooper, among others. My research is in line with the conclusions of the paper "Perceived brand value and brand co-creation attitudes through eWOM: a typology of co-creator digital users" (Díaz Soloaga, Carcelén García, & Díaz-Bustamante Ventisca, 2023), which draws parallels to scientific discoveries. The research (Díaz Soloaga, Carcelén García, & Díaz-Bustamante Ventisca, 2023) shows that many people are positive about electronic word-of-mouth (eWOM) and co-creation processes. This supports my personal observations that users are willing to recommend good brands and share their shopping experiences.
This episode continues the previous one's discussion of podcasters' views toward brand co-creation by delving into the ever-changing nature of podcasters' interactions with their listeners. Similar to how the study classifies consumers, my analysis of digital trailblazers like TMG Studios' Noel Miller and Cody Ko and The Unwell Network's Alex Cooper demonstrates how they take diverse methods to personal branding in the podcasting industry. The creators have matured in tandem with their fanbases, embracing new interests and trends as they've come and gone. This is in line with what the study found about different kinds of co-creators, which reflects the different levels of openness to engaging in brand co-creation. According to Díaz Soloaga, Carcelén García, and Díaz-Bustamante Ventisca (2023), the mutually beneficial connection between personal branding and audience engagement in the digital era is highlighted by the interdependence of podcasters' strategies for growth and the changing attitudes of their listeners.
The episode's examination of digital personal and corporate branding is in line with the findings of Black and Veloutsou (2017), which emphasize the influence of personal narratives on how brands are perceived. Podcasters like Alex Cooper's Unwell Network and TMG Studios' Cody Ko and Noel Miller foster an online community where listeners can share recommendations with one another, reflecting the study's categorization of consumers into "anti-cocreators," "indifferent/passive co-creators," and "active co-creators" (Black & Veloutsou, 2017). The podcast's focus on the interdependent nature of personal branding and brand perception in the digital era is further supported by the study findings, which show how audience attitudes toward co-creation impact the perceived value of brands (Anonymous, 2022).
Expanding on these ideas, the study by Black and Veloutsou (2017) explores the numerical data linked to co-creation attitudes as they pertain to eWOM, offering a detailed analysis of customer-brand interactions. In the episode, we talk about digital trailblazers who are either all in for personal branding or completely against it. This ties in with the study's typology of co-creator digital users, especially how it identifies "anti-cocreators" who are opposed to the collaboration method. An expanded examination of the ways in which individual and business branding tactics interact in the dynamic digital sphere is made possible by the research, which adds weight to the podcast's storyline by providing data on the varied perspectives of online shoppers (Black & Veloutsou, 2017).
CREATOR CONTEXT
"Who are Cody Ko, Noel Miller, and Alex Cooper? How do they fit into all of this?"
To fully convey the significance of these figures, and how their careers tie into my overall thesis, I felt it would only be right to provide some background information. In a saturated digital age where information is abundant, I've learned that being thorough and providing context is essential to ensure comprehensive understanding and a well-rounded perspective.
Click one of the creators discussed in this episode to learn more about who they are & what they do!
(TMG Studios)
(Unwell Network)
CODY KO & NOEL MILLER
VINE FAME
Cody Ko and Noel Miller originally rose to fame on the now-discontinued social platform Vine, captivating audiences with their witty and comedic short-form videos. The duo quickly amassed a substantial following due to their humor and seamless collaboration.
SUCCESS ON YOUTUBE
Transitioning to YouTube, Cody Ko and Noel Miller continued their comedic journey, creating engaging content such as reaction videos, commentary on internet trends, and original sketches. Their respective channels, "Cody Ko" and "Noel Miller Live," became popular hubs for their growing fanbase, although they frequently put out collaborative content.
TMG PODCAST
Recognizing the appeal of long-form content, Cody Ko and Noel Miller launched the "Tiny Meat Gang (TMG) Podcast," where they engaged in candid conversations and humorous banter. The podcast's success not only solidified their status as influential online creators, but also cultivated a dedicated and expansive audience.
MUSIC VENTURES
In 2018, Cody Ko and Noel Miller ventured into music, creating satirical and catchy tracks that resonated with their audience. Surprisingly, their endeavors in the music industry proved highly successful, earning them substantial recognition within and beyond their existing fanbase. Their success eventually led to them signing a record deal with Arista Records, showcasing their ability to seamlessly transition between comedic content and the music industry with the steadfast support of their audience.
CODY KO'S DJ CAREER
Cody Ko expanded his creative horizons into the music realm a second time, embarking on a solo DJing career, in addition to his other endeavors. His DJ sets showcase a different facet of his talent beyond comedy, resonating with fans in new and exciting ways. He has successfully been able to leverage his pre-existing fame and audience to grow and thrive as an artist in his own right.
NOEL'S STAND-UP CAREER
TMG STUDIOS
Noel Miller took his comedic abilities to the live stage, venturing into stand-up comedy. His performances in front of live audiences marked a significant step in his career evolution, demonstrating versatility beyond the digital realm. He frequently acknowledged that many of his tour dates sold out because of his loyal audience, and used the opportunity to introduce much of his base to the art of stand-up, which has been a long-time passion of his.
(click the image to learn more!)
Building on their individual successes, Cody Ko and Noel Miller co-founded TMG Studios, a production company aimed at amplifying their creative endeavors and others. TMG Studios serves as a central hub for various projects, reflecting their journey from internet sensations to versatile entertainers in the broader entertainment industry. Since its founding, they have been able to leverage their pre-existing brand to enlist other creators to join their podcast network with new, niche shows of their own. Using their revenue to invest in building professional studios, they cemented themselves as a strong creative entity in the digital realm. TMG Studios now boasts 7 active podcasts within their network, which has allowed them to grow their audience even further and expand their influence on the digital realm.
Alex Cooper
ORIGINS OF CALL HER DADDY
Alex Cooper gained widespread recognition as one of the co-hosts of the popular "Call Her Daddy" podcast, originally hosted by Barstool Sports. The show, known for its candid discussions about relationships and modern dating, quickly garnered a massive female-oritented audience. Her contributions to this podcast and Barstool Sports catapulted Cooper into the realm of internet fame. Her unfiltered approach to previously stigmatized topics resonated with a broad audience, contributing to the podcast's success.
SOLO PODCAST CAREER
After a period of co-hosting, Alex Cooper took the helm as the solo host of "Call Her Daddy" and continued to create engaging content. During this transition, she negotiated with Barstool Sports, which resulted in her maintaining creative control over the show. This move allowed her to further shape her personal brand and strengthen her connection with her dedicated fanbase.
HISTORIC SPOTIFY DEAL
In a groundbreaking move, Alex Cooper signed a historic deal with Spotify to co-produce "Call Her Daddy" and host the show exclusively on their streaming platform. This agreement not only highlighted her podcast's immense popularity but also showcased the power of personal branding in the digital age. Cooper's ability to connect with listeners and cultivate a loyal audience based on her conversations alone played a pivotal role in securing this significant partnership. The deal Cooper signed with Spotify spans just three years and is worth more than $60 million.
THE UNWELL NETWORK
(click the image to learn more!)