SPOTLIGHT SERIES: BIPOC WOMEN IN PODCASTING
Recently, podcast production house Quill Inc. launched CoHost, a hosting and analytics platform. They also released a CoHost Podcaster Insights Survey.
I spoke with Fatima Zaidi, the Founder and CEO of Quill Inc., on being a BIPOC entrepreneur in podcasting and DEI in the space.
Shreya Sharma (SS): Why does podcasting need more representation?
Fatima Zaidi (FZ): With over 2.5 million shows, podcasting has transitioned to being a core part of the audio market. Audiences are eager to hear shows created and hosted by women, people of color, and the LGBTQ+ community. However, diversity isn't just about audience composition. At its core, this is an industry where anyone with a phone or recording software — including women, people of color, and the LGBTQ+ community — can create content. But still, diversity is lacking on the production side. Diversity does not only speak to gender, race, and sexual orientation but also culture, geography, and socioeconomic status. As a community, if we want to serve more people globally, we need to sound more like the people in those cities and create relatable content.
SS: Do you think the talk of diversity in podcasting is performative or even moving in that direction?
FZ: I’d say it still feels pretty performative, with many looking at it as a diversity quota or check box to fill. In particular, it feels like the same people and companies in the industry are constantly being profiled. When looking from a content perspective, diversity needs to be better represented within the scripting of shows as well as production. The best way to make an engaging podcast is to offer novel content that doesn’t sound like what is already reflected in today's existing shows. Audio content should take a more active role in encouraging diversity by offering more programming that reflects the wide range of interests that people have, as well as the collective diverse people that make up their audience.
SS: What are the measures and actions the podcasting industry needs to undertake to walk the talk of diversity, equity, and inclusion?
FZ: We’ve talked a lot this year about growing the market share, and the one smart way to introduce new people to podcasts is to create more audio content that doesn't sound like the current podcast landscape. Podcasters need to take an active role in showcasing diverse interests and leaders within their communities. Luckily, all signs point to podcasting moving in this direction, but there's still work to be done.
SS: What message would you like to share with young BIPOC women in the podcasting space?
FZ: My advice to all female-identifying entrepreneurs is to advocate for yourself because no one is going to do it for you. So often, women are afraid of being too promotional, opinionated, or assertive. Imposter syndrome is very real! At the end of the day, we are all CEOs of our own brand, so raise your hand, take the plunge, take credit for your ideas, and know that nobody else has more or less of a right to be doing exactly what you are.
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