LOS ANGELES, Sept. 5, 2024
Hunter Biden‘s decision to collaborate with YouTuber Andrew Callaghan on a lengthy interview is a prime example of a broader trend: celebrities and public figures increasingly sharing their stories through niche creators, bypassing traditional media. This approach offers a more controlled environment to shape public perception and personal brands.
### Celebrities Seek New Platforms
Many prominent figures are opting for long-form interviews on podcasts and YouTube channels. Taylor Swift recently announced her new album on her boyfriend’s podcast, and actor Joaquin Phoenix engaged in a candid conversation with podcaster Theo Von. This shift signals a departure from what journalism professor Peter Mancusi calls “old formulas” in media interactions.
According to Pew Research data from 2024, 21% of Americans get their news from social media, with 37% of young adults (18-29) regularly following influencers for news. This highlights a growing audience comfortable receiving information outside mainstream channels.
### Reclaiming Narratives
Mancusi, an expert in crisis management, observes that this trend allows celebrities to avoid adversarial encounters often found with traditional media. For deeply private individuals like Phoenix, these less formal settings, such as his 90-minute chat with Von, can foster surprising rapport.
Actress Aubrey Plaza recently shared personal details about the loss of her husband, Jeff Baena, for the first time on “Good Hang with Amy Poehler.” Similarly, Hunter Biden’s over three-hour discussion with Callaghan covered his struggles with addiction and his views on figures like George Clooney. This interview aimed to “reclaim his agency and his name” after significant public scrutiny.
Biden was convicted on three federal felony gun charges in June 2024 and pleaded guilty to federal tax-related charges in September 2024. President Joe Biden issued a full pardon to his son in December 2024.
“These podcasts and phenomena like them provide a safe space for people like Hunter Biden and Joaquin Phoenix to say what they want to say in a less formal atmosphere — where you can really talk,” Mancusi stated.
Did you know? Comedian-hosted podcasts, known for their often unfiltered discussions, are a key driver of this trend, offering a space where societal norms around topics are less strictly enforced.
### The Rise of Conversational Media
Mancusi, who conducts media training, notes the media landscape is shifting towards more amiable conversations. “We’re now in a media environment that is more free-form, and more and more celebrities and public figures in particular seem to be reaping the benefits of that,” he explained.
He attributes this partly to the proliferation of podcasts hosted by comedians like Joe Rogan, Tim Dillon, and Andrew Schulz. “Stand-up comics spend their lives on the road saying sometimes outrageous things,” Mancusi said. “They’re used to lampooning both sides — they’re equal opportunity critics.” This familiarity with challenging conversations allows for more openness.
Mancusi suggested that the format of these interviews enables individuals like Hunter Biden and Joaquin Phoenix to be more candid about their emotions and experiences than they might be in a more traditional setting. He also pointed to former Vice President Kamala Harris’s decision to forgo Joe Rogan’s podcast as a potential misstep, attributing it to excessive consultation. “That’s what happens when you have too many consultants in the room,” he remarked.
