I’ve now had back, to back, to back conversations this week that have me feeling compelled to share.
So let’s get into it…
Most people in my professional orbit know me as the Head of Content & Programming for a streaming media company.
We run an interactive music service, a podcast network, and a livestream video platform — a small but mighty shop that’s been in the game since the early 2000s.
Outside of that role, I’ve spent years as an advisor helping other media companies grow and retain audience.
But the unexpected joy for me lately has been my Red Threads newsletter, and the relationships that have sprung from it.
What began as a “journal-meets-therapy” project has turned into something deeper: a way to help independent artists, leaders, and founders embrace a media-first mindset to advance their work.
From musicians and podcasters, to teachers, small-business owners, and non-profits — the through-line is always the same:
They all benefit enormously from thinking, and operating, like a media company.
If you’re wondering what that might look like in your own work —drop me a note.
I’m happy to talk it through with you.
This post is my attempt to distill the most common conversation I’m having with leaders, builders, and creators every week into something useful for you.
Away we go…
This Is Media Now
Let’s start with a truth some still haven’t fully embraced: every business is in the media business.
The old playbook of simply burning advertising dollars to ring the cash register is gone. The new one runs on The Big 3.
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- YouTube is the new TV.
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- Podcasts are the new radio.
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- Newsletters are the new print.
If you’re building a business, a brand (personal or otherwise), or a body of work that you want to last, understanding this isn’t optional.
Unmistakable Dominance
YouTube — 2.7 billion monthly users. It now commands more TV screen time than ANY streaming service.
Podcasts — Nearly half a billion listeners globally; the average listener tunes in to eight shows per week. 42% of Americans listen to podcasts monthly (up from 9% in 2008).
Newsletters — Readership up 50% since 2020; Substack hosts 35 million+ active subscriptions, and email still delivers the highest ROI in marketing (23% of all online orders can be attributed to email marketing).
These aren’t just channels.
They’re relationships-at-scale machines, where you earn the know, like, and trust that make brand building, and monetization possible.
Everything else is either a distraction or a bridge that leads people here.
What This Means for You
If you’re serious about building something that lasts, here’s what the data — and your customer’s expectations — demand.
1️⃣ You Must Pick 1 of the Big 3
If you’re a solo founder, artist, or small team, you can’t master every channel, and trying to be everywhere ensures you’ll make an impact nowhere.
Choose a primary pillar where you’ll invest 80% of your creative energy. And play to your strengths!
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- Are you a visual storyteller?
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- A voice people lean into?
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- A writer who loves depth?
Pick one. Build your foundation there.
You can’t master them all, but you can master one.
2️⃣ Your Pillar Needs a Megaphone
Here’s a key distinction:
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- Social Media (Instagram, LinkedIn, Threads, etc.) and video platforms (YouTube, TikTok) are discovery engines.
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- Podcasts and newsletters are destinations.
Sure, “social” platforms have a place, just like advertising, but this is sharecropping. And the landlords tweak the rent-algorithm all the time.
Newsletters and podcasts are owned spaces. They’re where you build connection, reputation, and earned attention, (aka real assets.)
Everything else you do should either feed or funnel into one of them.
So yes, you need a discovery megaphone.
That could be short-form video on TikTok or Instagram, short posts on Threads, or strategic conversations on LinkedIn.
But the job of your megaphone is singular: drive new audience to your pillar.
3️⃣ Fear of Video is Holding You Back
This is where most builders I talk to get uncomfortable.
Every week I talk to brilliant creators and thinkers who avoid video at all costs.
They tell me:
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- “Short-form video is brain rot.”
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- “Video watchers don’t read.”
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- “YouTube is for kids”
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- “I’m not good on camera, can’t edit, don’t know the tech, don’t have a studio…”
Here’s the reframe: Your ideas matter more than your production quality.
Audiences care about the value you deliver, not your lighting setup. (And let’s be honest, these skills have never been easier to learn and/or outsource.)
Video is the dominant format of our time, and the biggest creators and companies have a video-first strategy for a reason.
Seeing the Map is One Thing
Knowing your next move is another.
Because now the questions start:
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- Which pillar is right for me?
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- How do I design a system that actually works?
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- Where do I even start with text, images, audio, video?
Most creators I meet aren’t missing talent, they’re missing practical, entry-level steps to get started.
They have great ideas but no operating system for turning those ideas into consistent, audience-building media assets.
If this sparks something and you’re wondering what a media-first approach could look like for you, I’d love to help you map it out.
I read every message.
3 Other Ways I Can Help
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- Get 1:1 Support from Me: Need a partner to help shape what’s next for your project or team? Let’s talk.
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- Audit Your Podcast: Get pro-level eyes on your podcast without hiring a full-time producer.
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- Speaking Engagements & Workshops: Looking for a speaker for your next live (or virtual) event? Or someone to lead your next strategic workshop? Drop me a note.
The people who embrace this media-first mindset are the ones who win.
Because at the end of the day, every business is a media business.
I hope this helps.
~ Jaime
