Podcast and videocast audiences have recently been treated to a bevy of new media content courtesy of Democratic Party royalty. In the wake of Donald Trump’s successful pre-election tour of podcasters and YouTubers, it seems a paradigm shift has occurred, changing how those of the political realm seek to disperse their message. While Trump remains the undisputed king of the whistlestop tour, big names like Gavin Newsom and Michelle Obama have decided this new domain is the marketplace to pitch their wares.
Michelle O Media – Ready or Not?
The former first lady and her brother, Craig Robinson, began the IMO podcast to much fanfare. The first two episodes were released last week and have suffered what could be described as a “failure to launch.” While 250,000 views for an inaugural episode might be a huge deal to some, for the lady who many believe could have beaten Donald Trump in both the 2020 and 2024 elections, it’s a far cry from “successful.”
In fact, the second episode saw a drop of more than 50% in both viewership and “likes” – not a prestigious start. And it’s worth keeping in mind that a significant portion of those views came from people whose sole intent was to mock. The Daily Wire’s Matt Walsh highlighted the podcast in his show and fully endorsed the idea of reading the comment section, which was staggeringly negative.
But it was not just the right-wing “manosphere” that determined Mrs. Obama’s new media venture was a touch on the mundane side. The Financial Times had this to say:
“The opening episode finds the pair talking about their humble beginnings in the South Side of Chicago, what they admired about their parents and congratulating themselves for being siblings who are also best friends. Delightful for them, I’m sure, but listeners may struggle to muster an interest in the exact layout of their childhood bedrooms, or how their parents taught them to be punctual, or how they loved the smell of the cleaning fluid their mother used to mop the floors — the same cleaning fluid that is sponsoring this podcast, it turns out.”
The damning review ends with “dreary and in denial.” Not a good start. Yet the real internet backlash appears reserved for the California governor’s efforts.
Newsom in the Lion’s Den
While Newsom scores points for choosing guests who live on the opposite side of the ideological spectrum, his semi-agreeable stance on largely conservative issues might have his most ardent supporters wondering if they backed a political chameleon.
Earning more than 750K views on his inaugural episode with Turning Point USA founder Charlie Kirk, it appears the majority of his viewers were there to observe a conservative voice hold Newsom’s feet to the fire rather than to hear how two minds can find common ground in an increasingly divided country. The next two episodes combined failed to reach the giddy height of the first.
The Steve Bannon episode pulled just 250K, and the Michael Savage edition a mere 50K. Newsom may be able to bump up those numbers by pulling in his guests’ native audiences for the spectacle, but based on the 90% negative comments directed at the governor, it seems highly unlikely that they will stick around as new fans of the conciliatory Californian politician.
As The Daily Signal recently noted, “News outlets quickly covered Newsom’s alleged shift, painting him as a moderate defying his party.” That might be the overall motive: He’s searching for middle-ground voters for a potential 2028 run.
The Bernie Boondoggle
Sen. Bernie Sanders (I-VT) has already trod this particular path, and his trailblazing ways appear to have inoculated potential viewers. In March 2024, the independent senator launched his vehicle, simply called Bernie, describing its purpose thusly:
“I created this podcast to hold in-depth conversations about topics not usually covered by the mainstream media, including oligarchy, the class divide, corporate consolidation of the media, the healthcare crisis, the growing labor movement, the military-industrial complex, the failed bipartisan foreign policy consensus and more.”
A high-minded goal, to be sure, but was the timing a little suspect? Starting when the 2024 election was just getting started and abruptly ending after ten episodes, one might be forgiven for thinking the whole plot was to push the ideas and ideals of the Democratic Socialists of America – and, indeed, guests such as Reps. Ilhan Omar (D-MN) and Alexandria Ocasio-Cortez (D-NY) buoyed this supposition.
Failing to break even 8,000 views per episode on YouTube suggests that the public was wise to the scheme from the start.
Colonel Sanders’ Secret Recipe
So, what is the secret sauce that has apparently been skipped in these Democratic taste tests? It could probably be broken down into one part authenticity and two parts purpose.
Newsom’s podcast is as blatant a front as one could imagine for his future political hopes. He is utilizing it as a tool for personal ambition, which does not entice listeners. Why, after all, would they want to be used by a savvy operator with no real reward for their precious time and attention?
As for Michelle Obama’s ode to herself, she has already provided ample personal information in her memoir Becoming. One might assume that this exposition provided all the background the average reader might require – or that her best material has already been presented.
These vehicles are basically vanity projects that do not possess the singular element that makes podcasters like Joe Rogan so popular: an open spirit of curiosity. The listener is not invited along on an exploration but instead led by the nose to the points Newsom or Obama want you to notice. The subscriber already knows what’s coming and that it will frame the host in a positive light no matter what the subject.
As long as politicos think they can astroturf podcasts, they will continue to disappoint. Tricks and leverage can carry you only so far, and until a figure on the left is ready to be honestly challenged in a truly open forum, expect more short-lived and unsuccessful adventures into the weird and wonderful world of the new media.
