We Hope Our Stance is Clear:
There can never be too many podcasts.
Dear Bellos,
The Bello Collective was launched in a very different podcast universe. It was 2016: public media ruled, indies were fewer and farther between, and it was a rare and exciting event to find oneself in a conversation with a fellow podcast fanatic. The world of podcasts felt bounded, consumable, like one could, possibly, listen to every well-produced narrative nonfiction podcast and live to tell the tale.
In 2022, everything is different. Over the past five and a half years, Bello has charted the industry’s development through its coverage, criticism, and recommendations. We’ve seen an explosion of podcast apps both large and small; a boom and bust of independent media companies; the merging and converging and devouring of multinational corporations; and the thrilling surge of events, networks, collectives, and collaborations. It’s been a pleasure and a privilege to cover it all.
We got into this work because we wanted to turn a critical ear on a medium that we love — to ponder, analyze, and curate. And we’ve done that, publishing 150 newsletters, recommending thousands of podcasts, elevating zero-budget solo projects alongside the high profile hits, and bringing you thoughtful, critical takes on messy genre definitions, the future of investigative journalism, and so much more.
We can’t speak for our writers, but as editors we’re facing a challenge that will feel familiar to so many independent creators: our emotional reserves are tapped. For the last two years, we pushed forward as the world raged because it felt important to document and process the moment we are in. But now, we’re taking a step back and signing off…for now.
Bello was the catalyst for our careers in audio, and starting as critics shaped our journeys in profound ways. We listen to everything, no matter the genre, size, or publication date, and so we have amassed an intensely comprehensive knowledge of the podcast ecosystem. We’ve balanced that need for breadth with a commitment to depth. We embed ourselves in our niches, interrogate trends, and give very few free passes.
We’ve danced across the divide between critic and creator, which is not always an easy place to be. But we like to think that our dual perspectives have made us both more discerning creators, and more astute and compassionate critics.
While we’re stepping back for now, we’re neither abandoning criticism nor questioning its value. We believe that podcast criticism makes audio better for everyone. Criticism holds a mirror up to creators, and it gives listeners a new, deeper perspective. Creators and industry professionals cannot be solely responsible for commenting on the state of the industry or on the landscape of shows. We need a diverse cadre of critics who can speak honestly and insightfully on what we’re hearing.
We also need people — real people with human ears — to look beyond the flashy names and network affiliations to find the work that is worth spending time with. Because while you may run out of shows on your discover page, you will never run out of amazing podcasts. The trouble, still, is finding the one you need right now. And so, we remain steadfast in our belief that there is a place for personal recommendations in an algorithmic world.
As we look back at Bello’s comprehensive reporting, we hope that it has provided value to you, no matter your place in the industry.
If you are a maker, we hope we’ve helped you hone your ear, exposed you to new types of shows and voices, encouraged you to experiment, and offered you a window into the fast-evolving industry. And most of all, we hope we’ve encouraged you to look past audience metrics and revenue, and focus instead on artistry, expression, and joy — because these are the things that really matter.
If you are a listener, we hope we have given you a deeper appreciation for the craft and skill that goes into making your favorite shows, and inspired you to explore the immense diversity of style and voice that populates your listening app. And we hope we gave you a podcast for every type of moment: company for errand runs, a gem to share with your co-workers or your mom, an escape for the days when you just can’t take it, and a comfort for the ones when you need to settle deeper into yourself.
And if you are someone with a tiny little seed of an idea that you think just might be a podcast, we hope we gave you a safe space to nurture your vision and the tools to make it a reality. It’s become somewhat of a joke to discourage people from starting podcasts, but we hope our stance is clear: if you want to make a podcast, then do it. There can never be too many.
We may not be in your inbox, but you’re always in our ears. Thank you for reading and listening with us.
Ashley + Galen
