(AURN News) — Entrepreneur and podcast host David Shands says the path to building a successful media platform is more accessible than ever but requires consistency, clarity and authenticity.
Shands, who founded one of the country’s leading entrepreneurship podcasts, is now launching the Podcast Summit, an event designed to help Black creators navigate a rapidly changing media landscape.
He said the idea for the summit came after attending major podcast conferences where he saw a lack of representation and practical guidance tailored to Black creators.
“We need a little more energy. We need practical steps. We’re not talking fluff, right?” he said.
“So I was like, you know what? This market is wide open, and we want to teach not only just how to podcast, turn on a microphone, we do teach that stuff, but how do you use this medium to build your business and build your brand,” Shands told AURN News.
The summit has grown quickly since its launch, expanding from 750 attendees in its first year to a projected 2,500 in 2026, reflecting growing demand for independent media education.
Shands said the current media environment has lowered traditional barriers, allowing creators to build audiences without needing approval from established institutions.
“If you wanted to be on the radio, somebody would have to decide that you’re good enough to be the one person in the radio in your city that has the voice and personality to get your voice heard. Or if you wanted to get a message out, someone in some corporation would have to say you can be on TV and give you that permission. Now, we can go to Best Buy, get a camera, a microphone, and get our voices heard and start to build our brand,” he said.
He emphasized that success in content creation begins with identifying a clear audience and consistently delivering value.
“First and foremost, you need to identify who you’re talking to, who’s the audience, and make a decision to talk to them every single week. Every episode needs to give the same audience a different message,” Shands said.
At the same time, Shands warned that many aspiring creators struggle because they try to imitate others instead of embracing their own strengths.
“Struggling creators try to be what they’re not. They try to be what they see instead of being who they are. Because I think they don’t trust that who they are is good enough,” he said.
He also pointed to shifting trends in digital media, saying audiences are moving away from purely image-driven content and toward creators who offer meaningful information.
“If you are attractive, your following goes through the roof. Well, people want information now. People want to hear someone who resonates deeply with them. So we’re just in a space right now where it’s very important to have something to say,” he said.
Shands also said ownership is becoming increasingly important as platforms evolve and control over distribution becomes a growing concern.
“If your voice gets too powerful, and we’ve seen it in history, if your voice gets too powerful, it must be muted. Now the sophisticated way is we don’t have to assassinate you. We just have to shadow ban you or control the algorithm,” he said.
Despite those challenges, he said the opportunity for Black creators remains significant, especially for those willing to use available tools and stay consistent.
The Podcast Summit is scheduled for July 2 and 3 in Atlanta and will focus on teaching creators how to build brands, grow audiences and use emerging technology to scale their platforms. Attendees can receive a 30% discount by using the promo code AURN at registration.
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