Erik Torenberg on the Evolution of Media

This week on Upstream, the tables are turned, and Erik is sitting in the guest seat. We're airing an episode from Greg Isenberg's podcast Where It Happens. Greg and Erik discuss B2B creators, how to find profitable niches, how to monetize media businesses, and more. Upstream is sponsored by Shopify: shopify.com/torenberg for a $1/month trial period.
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We're hiring across the board at Turpentine and for Erik's personal team on other projects he's incubating. He's hiring a Chief of Staff, EA, Head of Special Projects, Investment Associate, and more. For a list of JDs, check out: eriktorenberg.com.
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SPONSOR: Shopify - shopify.com/torenberg for a $1/month trial period
Shopify is the global commerce platform that helps you sell at every stage of your business. Shopify powers 10% of all ecommerce in the US. And Shopify's the global force behind Allbirds, Rothy's, and Brooklinen, and 1,000,000s of other entrepreneurs across 175 countries. From their all-in-one ecommerce platform, to their in-person POS system - wherever and whatever you're selling, Shopify's got you covered. With free Shopify Magic, sell more with less effort by whipping up captivating content that converts - from blog posts to product descriptions using AI. Sign up for $1/month trial period: shopify.com/torenberg.
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LINKS
Greg's newsletter: www.gregisenberg.com/
Greg's KZbin channel: / @gregisenberg
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X / TWITTER:
@gregisenberg (Greg)
@eriktorenberg (Erik)
@upstream__pod
@turpentinemedia
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TIMESTAMPS:
(00:00) Intro
(01:29) The rise of the B2B creators
(04:05) Are podcasts worth investing in?
(09:15) How to spot a profitable niche
(11:32) Podcast acquisitions and partnerships
(15:30) Sponsor | Shopify
(18:39) Why media businesses are undermonetized
(29:04) Producers are going to overtake Creators
(39:06) Is there enough room for B2B creators?
(44:50) Businesses that are too good for Venture Capital
(52:30) Steal Erik’s free start up ideas
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Upstream is a production from Turpentine
Producer: Sam Kaufman
Editor: Michelle Poreh
For guest or sponsorship inquiries please contact [e-mail]
Music license:
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[@musicfortv]

This was a great look behind the curtain at what you’re building. Really smart. I’ve been enjoying the pod since the start, thanks!

[@mostlynotworking4112]

Podcasting is the easy entry way because it is conversation. Then that can be reformed into different media types. Like how Perell talks about writing from conversation. It’s the richest interaction to draw from

[@mostlynotworking4112]

Greg is everywhere! This. Dickie and Cole for ship30. Next Khe Hy and Nick Milo

[@johnsmasterplan]

Eric, after listening to this it would seem our goals and objectives align quite well. Hope we can have an opportunity to chat someday. Godspeed 👍

[@johnsmasterplan]

For context I am building Jonosha Network and Foundrrs 😊

[@duvaughn5543]

OK Eric, I got to stop you at 7:53 and comment: I love your products. I listen to your programs, almost religiously, but I am a Spotify user, and you do not upload video to Spotify. This needs to be amended. I agree with everything you have to say about the value video brings to the realm, and hearing you say all of this now makes me wonder why you haven’t integrated video into the full stack? Come on dude let’s go.

[@duvaughn5543]

Talk about friction, I’m listening to Spotify rn while I drive and pulled over so that I could open KZbin on my phone, find the video, and make this comment… blah blah blah blah.

[@UpstreamwithErikTorenberg]

You bring up such a great point - and a major pain point for us. Gonna take you behind the scenes with us in explanation -- We actually use Megaphone to host all of Turpentine's podcasts and it has advanced functionality required for our network. Incidentally it is owned by Spotify! But Spotify has notenabled video podcast uploads for any megaphone users. Spotify thus far has only enabled video podcasts from podcasters who use spotify for podcasters (formerly anchor) but the technology is super simplistic, and doesn't offer any of the tools we need for our broader network. Its a painful tradeoff -- hopefully resolving soon. Megaphone has told us video uploads is on the roadmap in which case we'll adopt ASAP.