Five things we learnt about podcasting from Taylor Swift’s New Heights appearance
Unless you’ve been living under a rock, you’ve probably seen or heard the hype around Taylor Swift’s debut appearance on the New Heights podcast, hosted by her American footballer boyfriend, Travis Kelce, and his brother, Jason Kelce.
Whether you’re a Taylor lover or hater, or even indifferent, it’s been impossible to avoid the latest news that’s got Swifties marking October 3rd in their calendars. After a teaser came on Instagram from the New Heights page, fans were eagerly awaiting the release of the latest episode to check out every possible easter egg in the newest album cover.
It won’t surprise anyone to learn that we were particularly invested in this update from Taylor, not as Swifties (although, maybe a little bit), but as podcast producers. So what are the key takeaways for the podcasting industry?
1. The power of intimacy
As the world’s biggest recording artist, any exclusives from Taylor Swift are highly sought after, whether it’s related to her career or her personal life. Everyone wants the big scoop, and media professionals are prepared to spend big to break the news.
Despite this, Taylor revealed her new album cover and release date, not through a press release or her own social channels, but on her boyfriend’s podcast. Now, make no mistake, this isn’t some spontaneous act of sticking a middle finger up to the traditional PR routes, but it feels like it is. Whether it’s accurate or not, it feels like the queen of pop cut out the middle man so she could communicate directly to her fans. It feels intimate and personal, especially after she has been pretty guarded and private in recent years.
That sense of intimacy is something so embedded in the nature of podcasts and can be incredibly powerful. Being a fan of a podcast can feel like you’re part of an exclusive club. The host talks directly to you, providing the soundtrack for your day in a way that other media formats just aren’t able to achieve.
The candid nature of some of these podcasts, such as Alex Cooper’s Call Her Daddy and Dax Shepard’s Armchair Expert has lent itself to surprising and headline-worthy moments. From Prince Harry’s vulnerable conversations about growing up in the royal family, to Hailey Bieber settling the argument about whether she ‘stole’ Justin Bieber from Selena Gomez.
By using this format to release the details of her latest album, Taylor Swift has shown how this personal touch and intimate messaging can reach millions of people while still maintaining an exclusive vibe.
2. Media strategy is shifting
Traditionally, announcements like this would come through mediums like press releases, social media posts, and talk show spots. Things are changing, though, and Taylor isn’t the only one getting in on the podcast hype.
Podcasts have become a go-to platform for some of the biggest names to promote their upcoming projects. With podcast guests including the likes of Brad Pitt, Bill Gates and even Donald Trump, while personalities such as Oprah Winfrey, Jonathan Van Ness and Meghan Markle step into the role of host. Such recognisable voices appearing as guests and hosts has helped to legitimise podcasting as a media format that can be used by businesses, celebrities and artists to reach their audience.
The fact that the announcement of The Life of a Showgirl wasn’t a spontaneous decision, but a carefully orchestrated move by team Swift just goes to show that podcasts are now another part of a good marketing strategy. We’ve known for years that podcasting isn’t just for true crime fanatics and sports fans, but it looks like the rest of the world is catching up.
3. Nostalgia is a marketing tool
For all of us millennials out there, we’re living through a resurgence of some of the trends we never thought we’d have to see again - low-rise jeans, we’re looking at you. But amongst the fashion fads that have us questioning our side partings, we’re also seeing a comeback in 90s-style tech. From the disposable camera to the humble flip-phone, Gen Z seems to be eager for the nostalgic simplicity that comes with retro tech.
While podcasting is still a relatively new type of media, the format is reminiscent of radio in its heyday. The simplicity of radio is evident in podcasting, while the technology of 2025 has enabled it to compete with other media, including TV, social media and streaming.
Listeners are able to make the connections with podcast hosts in the same way they once did with the most recognisable voices in radio. Now, however, they have the added element of social media and video podcast formats to strengthen that connection.
We’ve seen how effective nostalgia can be in marketing strategies with the likes of Cadbury bringing back retro packaging and Hellmann’s recruiting Meg Ryan and Billy Crystal to recreate the iconic diner scene from When Harry Met Sally. So with that in mind, using nostalgic media methods seems like a natural step.
The beauty of using podcasting as a marketing tool is that it appeals to such a broad spectrum of audiences. For listeners born before the millennium, you can tap into that nostalgic format that reminds us of simpler days when our biggest worry was managing to record our new favourite song off the radio before the host chimed in. For the listeners who wouldn’t know a cassette tape from a VHS, podcasts provide a format that fits in with their lives, whether they want to listen on the go or sit back and relax while watching video content.
4. The mutual benefits for hosts and guests
This move from Taylor Swift has been huge and it’s massive for both Taylor and the New Heights podcast. An album announcement is always going to be a massive moment for Swifties, but Taylor has somehow outdone herself this time. This viral moment has sparked wild amounts of interest, not just from Swifties counting down the days until the album release, but from every media outlet, dissecting every element of the announcement.
On the flip side, the New Heights podcast has had more attention than ever before, surpassing the number of YouTube views of the previously most popular episode in less than 12 hours. Of course, without a world exclusive from the biggest name in pop every episode, it would be unlikely to see those numbers being recreated on a regular basis. However, we predict that the podcast will see a big boost in listeners and subscribers as a direct result of the episode. It will be fascinating to watch how they take advantage of this opportunity to grow their audience and how they keep up the momentum.
We expect to also see a boost for the industry in general as podcasting enters the fray alongside huge publications, TV and social media, all vying for the big scoops from well-known names.
5. Podcasts can be life-changing
While we’ve been fascinated by the events of the past week surrounding Taylor Swift and her appearance on the New Heights podcast, her history with the show predates her relationship with host Travis Kelce. In fact, the podcast may very well be the reason for their 2-year romance.
In case you’re not one of the 18 million (and counting) who tuned in, you might not know the role the show played in the pair getting together. Travis told the story of how he tried to meet Taylor backstage with a Swiftie-inspired bracelet containing his phone number after seeing her Eras tour show at Arrowhead Stadium, where he plays for the Kansas City Chiefs. After being turned away by security, Kelce recounted the story on his podcast which made its way to Taylor herself. Being charmed by his efforts and probably all six feet five inches of him, she had her people talk to his people and the rest is history.
It’s truly a love story for the modern eras.
Now, we’re not expecting podcasting to be quite so life-altering for everyone as it has been for this loved up pair, but it just goes to show how powerful these conversations can be when the right people are listening.
Getting your podcast in front of the right people can certainly be a challenge, especially when you’re just starting out, but when you have great audio production and podcast strategy, you can make the most of every opportunity.
That’s where we come in. Whether you already have a podcast or not, we can help you with everything from conception to launch and beyond. We might not be able to guarantee that your podcast will help you to bag a popstar girlfriend or boyfriend of your own, but our podcast strategy services can assist in expanding your audience, while our audio production can ensure you have a show that keeps listeners coming back for more.
Got a vision but keep hitting a blank space? Book a chat with Producer Buckers to help you achieve your wildest (podcasting) dreams.
Written by Katie Swann & Producer Buckers (Annabelle Buckland)