The objective of Artist Friendly is to create a trusted, thoughtful space where today’s most influential voices can share the experiences that shaped them, the obstacles they’ve overcome, and the creative breakthroughs that define their careers. Hosted by Joel Madden, the show has evolved into a flagship destination for honest, human conversations that go far beyond traditional interviews or press-driven storylines.
Our mission is to highlight artists across music, film, television, fashion, sports, and digital culture, giving them a place to speak openly about their craft, their growth, and the moments that audiences rarely hear about. Each episode invites listeners into a one-on-one conversation that feels personal and unguarded, revealing the full person behind the public persona.
As the show expanded this year, we embraced a broader definition of “artist,” reflecting our belief that creativity lives across mediums and communities. Whether the guest is a global icon or an emerging voice, Artist Friendly remains committed to authenticity, connection, and meaningful storytelling.
Ultimately, our objective is to deepen the bond between audiences and the creators they love, offering a space where artists can be truly seen, and where listeners can find inspiration in the journeys that brought them here.
Plan of Action:
From day one, our strategy was to create a show that felt intentional, intimate, and distinct from traditional interview formats. We built a studio from scratch out of a small Veeps back office and transformed it into a full production space with an elevated set, lighting design, and multi-camera workflow — all within seven months. Instead of chasing headlines, we designed Artist Friendly to feel like a real conversation: honest, safe, transparent, and centered on the human experience behind each guest. Our goal was to build a show artists trust and audiences return to.
Execution:
To drive discovery, we leaned into strategic micro-content across Instagram, TikTok, YouTube, and Spotify. Each clip was selected to inspire, spark conversation, and deepen connection. Lil Wayne’s clip reflecting on knowing he’d be a great rapper at a young age surpassed 2.4 million views on Instagram Reels, becoming one of our earliest breakout moments.
One of our most shared clips to date features Zac Brown opening up about fatherhood and cherishing the moments he gets with his kids — a deeply emotional moment that has generated over 3 million views across platforms, accompanied by thousands of comments from parents sharing their own experiences.
As momentum grew, we expanded to YouTube, where episodes continue to drive strong watch-time, subscriber growth, and a rapidly scaling viewer community. We also celebrated our milestone 100th episode with Cameron Diaz, driving significant cross-platform engagement and solidifying Artist Friendly as a premier destination for meaningful long-form conversations.
This year marked the strongest period of growth in the history of Artist Friendly. Our overall podcast listenership increased by more than 50 percent year over year. We reached the number one position on Spotify’s Music Podcast Chart and remain consistently in the Top 20. On Apple Podcasts, we have held a steady position in the Top 30. We were also honored to receive the award for Podcast of the Year at the inaugural Astra Podcast Awards, validating the impact of the show within the industry.
Social engagement reached record highs across all platforms. On Instagram alone, our clips generated more than 22 million total views, with multiple videos surpassing one million views individually. TikTok, YouTube Shorts, and Reels collectively contributed millions more, driven by emotional storytelling, inspiring moments, and highly shareable conversations. These clips continue to resonate with fans who engage deeply through comments, shares, and personal stories.
Our expansion onto YouTube has resulted in strong watch-time performance and growing subscriber numbers, while Veeps viewership continues to climb week over week. The show has successfully broadened beyond music, welcoming actors, creatives, and cultural figures, reflecting our belief that artistry lives across many mediums.
The most meaningful results come directly from listener feedback. We receive ongoing messages, comments, and emails from people who share how the show has inspired them or given them perspective during critical moments in their lives. Joel’s mission has always been to give listeners tools, encouragement, and a sense of connection. The response from our audience shows that we are achieving that mission with every episode we release.
