How Athletes Have Created the Next Generation of Media Companies | Boardroom x All the Smoke Productions
Nov 19, 2024
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Matt Barnes, a former NBA player and co-host of the award-winning podcast 'All the Smoke,' shares his journey from athlete to media mogul. He recalls how the show began with casual barbershop-style chats and evolved into a powerful platform. Barnes discusses the impact of athlete-driven narratives and the cultural shift regarding cannabis in sports. He delves into the challenges of navigating media deals, building partnerships, and the importance of authenticity in storytelling. His reflections emphasize patience and a long-term vision for success.
Matt Barnes and Stephen Jackson transformed athlete storytelling through their podcast 'All the Smoke' by creating candid, relatable conversations reminiscent of barbershop discussions.
The podcast's growth involved overcoming initial skepticism and navigating media partnerships, culminating in a successful collaboration with DraftKings for expanded production capabilities.
By openly discussing cannabis use in sports, the podcast shifted perceptions and fostered dialogue around mental health, stigma, and the athlete experience.
Deep dives
The Creation of 'All the Smoke'
The vision behind 'All the Smoke' originated when Matt Barnes transitioned from NBA player to media personality, focusing on creating an engaging platform for authentic discussions. His desire to address issues like the cannabis stigma within the league motivated him to advocate for current players who faced similar challenges. Initially hesitant about entering the media scene due to the traditional athlete-media dynamic, Barnes eventually embraced this new path, leading to the conception of the podcast. The show aims to emulate the candid conversations often held informally among friends, fostering an environment where guests can share their true selves.
Navigating the Media Landscape
Entering the podcasting world in its early stages, Barnes and co-host Stephen Jackson quickly recognized that merely having a platform did not guarantee success; genuine effort and quality content were essential. They were inspired by existing sports shows and podcasts, which spotlighted the importance of authenticity and relatable storytelling. Their unique approach involved discussions that resembled barbershop conversations, blending humor and sincerity. The duo's willingness to be real and unfiltered resonated with audiences, helping them gain traction in an increasingly crowded media space.
Business Growth and Partnerships
As 'All the Smoke' grew in popularity, Barnes faced the challenge of transforming the podcast into a sustainable business. He leveraged his experiences and relationships in the industry, recognizing the need for strategic partnerships and financial literacy. Initially operating under a limited deal with Showtime, they explored options to enhance their revenue streams through diverse platforms, including digital and audio deals. This foresight allowed them to pivot effectively and expand, ultimately leading to a partnership with DraftKings to further develop their production capabilities.
Changing Narratives Around Cannabis
The podcast has played a significant role in reshaping the narrative around cannabis use within professional sports, particularly in the NBA. Barnes, who has been open about his usage throughout his career, aimed to uplift the voices of current players facing scrutiny for the same habits. He emphasizes the importance of understanding the medicinal benefits of cannabis, advocating for changes in the league's approach to drug testing. This shift has sparked broader discussions about mental health, stigma, and the evolving relationship between athletes and substances traditionally viewed negatively.
Future Aspirations and Impact
Looking ahead, Barnes and Jackson are committed to utilizing their platform to foster meaningful conversation and influence within the sports media landscape. They aspire to continue diversifying their content offerings while maintaining the authenticity that resonates with their audience. The duo envisions a future where they expand their brand into other sports and cultural domains, establishing a production company that champions unique voices within the industry. By nurturing relationships and building on their existing success, 'All the Smoke' aims to solidify its status as a trusted source of insight and entertainment in sports media.
Join Rich Kleiman and NBA champion turned media mogul (and podcasting OG) Matt Barnes as they break down the business behind building the next generation of media companies.
Matt shares how he and co-host Stephen Jackson turned a simple idea into an award-winning podcast that transformed athlete storytelling and broke down barriers in sports media.
Highlights:
The Origin Story: How All The Smoke began with candid, barbershop-style conversations.
Challenges & Triumphs: Navigating media business deals and overcoming initial skepticism.
Cultural Impact: The show’s role in shifting perceptions on cannabis and athlete voices in media.
Partnerships & Growth: Insight into structuring deals with Showtime, iHeart, and their leap to self-sufficiency with DraftKings.
New Media vs. Old Media: The shift in athlete-driven content and what it means for the future.
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