I have some bad news for sports fans: Taylor Swift isn’t going anywhere anytime soon. She will continue to appear on your television screen, in your social media feed, and now in the sports podcast space. Swift’s brand has officially entered the Kelce brothers’ New Heights podcast — and with download and viewership metrics expected to soar, it could soon become the most consumed podcast of all time.
Take a deep breath. It’s OK. Taylor herself is leaning into the idea that sports fans are weary of seeing SwiftieMania creep into their games.
Her New Heights appearance is the perfect example of celebrity-on-celebrity quid pro quo in the podcast space. But more importantly, it offers a lesson sports radio hosts and podcasters should note: sometimes you need to break out of your own bubble.
Taylor Swift is easily considered the biggest music celebrity to walk the Earth since Prince, Michael Jackson, and Madonna. She sells out stadiums all over the world, sets records on streaming music platforms, and achieves massive album sales in a time when people don’t buy albums anymore, instead preferring the cheap single. Her voice carries weight in politics, business, and culture.
What she has never done is appear for a long-form interview on a podcast.
Breaking Outside Your Norm
What better place to start than with her new “hubby-bubby” Travis Kelce and his brother Jason? Oh, you don’t think they’re headed that direction? Shame on you.
When it was announced that Taylor Swift would be appearing on the New Heights podcast, the internet was abuzz. One reel from the New Heights taped episode has drawn over 23 million views on X, 1.7 million on YouTube Shorts, and 7.3 million views on TikTok alone. That’s over 30 million views on social media in less than 48 hours.
The episode is being released on a Wednesday evening at 7 p.m. Eastern time. Much like an NFL schedule release, the podcast is being treated as must-see/listen/consume content. Every music radio, talk radio, and sports radio station in the country is talking about it. Every news channel and entertainment network is abuzz. Your Facebook feed is littered with people sharing the news of the episode dropping, all ramping up buzz for the appearance.
The main reason why is that Taylor Swift decided to try something new, something outside her comfort zone. She’s a guest on a podcast she would typically never consider appearing on. Of course, she’s dating (for now) Travis Kelce, which makes her appearance make sense. But would she have considered the podcast if they weren’t together?
The struggle for podcasts today is gaining new audiences. As podcasts trend toward video, the content is becoming less free discussion and more television show. It’s difficult to find an audience when everyone and their brother is attempting to do the same thing you’re attempting to do. What makes it harder is that the more celebrities join the pool, the less opportunity there is for you as a creator to earn revenue.
That’s why you have to think differently. Taylor Swift didn’t have to—but she did. Look at the results of the past three days.
We’re in a New Age of Reaching Audience
For podcasters, the old “find your niche and serve it” mantra isn’t enough anymore. Staying in your lane limits growth. To reach new audiences, you have to expand into new spaces.
We’ve seen this in sports already. The easy example is Stephen A. Smith, who has decided to branch into the political world and attempt to dominate it like he does with sports debate. He took the chance, bet on himself, and molded his skill set for debate into one that can provide a different voice in the political landscape.
Look at the results. He has grown a massive digital platform playing in both lanes. He’s appeared on FOX News, CNN, and Real Time with Bill Maher just this past weekend. He’s also going to be hosting his own political talk show on SiriusXM on top of his duties with ESPN.
That’s breaking outside your bubble.
You’ve also seen this with other sports personalities. Clay Travis was a rising star in the sports media landscape. He built OutKick as an alternative voice in the world of sports and sold it to FOX Sports. Today, he’s one of the leading voices in conservative talk radio and still dominates headlines in the sports media landscape.
It doesn’t always have to be a lean into politics for sports media/radio/podcast personalities. Pat McAfee went from playing in the NFL to hosting a sports talk program to calling WWE matches. He had no play-by-play experience, but he was a wrestling fan. He understood that playing in the world of WWE would bring in a new audience to his brand, while bringing his brand to the WWE.
Look at the results. WWE just signed a massive deal with ESPN, putting professional (yet scripted) wrestling into the sports conversation—and McAfee is a big reason for that.
Taylor Swift’s Appearance Shows Opportunity
So yes, sports media folks may roll their eyes at the tidal wave of attention one podcast appearance is getting. But Taylor Swift has earned it.
By breaking out of her bubble, she’s connecting with a new audience — including people who may not care for her music but could relate to her story. She’s also opening a door for fathers like me, with daughters who adore her, to find another way to connect.
What an opportunity.
Talent tends to play to their niche—their circle, their P1 if you will. Swift’s New Heights appearance should be a wake-up call: revisit your playbook, take risks, and leave space for something unexpected. Think differently, be bold, and break outside that bubble—ending this cruel summer with a new outlook on how to grow.
Look at what you made me do!
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
