This podcasting duo built an empire through the power of authenticity. Know more about them here!

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This podcasting duo built an empire through the power of authenticity. Know more about them here!

Podcasting has grown massively in the past few years as audiences across the globe have fully embraced this content type known for being highly shareable and relatable.

According to Deloitte, global ad revenue for podcasts is expected to reach roughly USD 5 billion in 2026, representing a 20% year-over-year increase.

With podcasting surging in popularity, Deloitte forecasts that the number of podcasts will continue to rise in years to come.

Said another way, the podcasting space has become a  lucrative endeavor  and a viable career path for many, including athletes.

To understand just how viable podcasting is, we need to take a look at the career of the “Marvels” who have made waves in this space over the past few years.

Their names?

Matt Barnes  and  Stephen Jackson!

Barnes and Jackson are former professional  National Basketball Association (NBA)  players whose combined playing career spanned multiple seasons.

Barnes played for multiple NBA teams such as the  Los Angeles Lakers,  Sacramento Kings, and  Golden State Warriors. Meanwhile, Jackson played for the  San Antonio Spurs, Golden State Warriors, and  Los Angeles Clippers.

Barnes and Jackson, at different points in their retirement, worked at media organizations like  ESPN  as sports analysts.

The duo never dreamed of entering the podcasting space after their retirement. However, their experience working for mainstream media planted the seeds for that career turn.

Around 2019, Barnes started to consider podcasting and he conveyed this to Jackson. The two had a close relationship since they played for Golden State at one point in their careers.

In the same year, the duo launched the  “All The Smoke”  podcast, partnering with  Showtime Sports  and eventually, with  iHeartMedia  in 2020.

The podcast quickly gained traction following its inception because it gave fans an unfiltered glimpse into the lives, experiences, and thoughts of professional athletes. These were aspects that weren’t covered in mainstream media back then.

It also helped that Barnes and Jackson were able to land big names early on in their podcast. Former NBA players like Dwyane Wade and Kobe Bryant, current ones like Jaylen Brown and Kevin Durant, and sports personalities like Stephen A. Smith drew eyeballs and built up hype.

It’s been seven years since  “All The Smoke”  went on air. Until now, the podcast consistently racks up thousands of views across  YouTube,  Spotify, and  Apple Podcasts.

The popularity of the podcast has even led to the massive growth of the sports storytelling niche.

This has even led to the creation of the  All The Smoke Productions, a production company founded in 2024 and serves as the owner of  “All The Smoke”  (Showtime Sports, the original owner shut down in 2024).

The production company also features a number of sports podcasts under its umbrella.

This success story offers multiple lessons for marketers, professionals, and even business leaders.

For one, it reveals the importance of  authenticity  in this day and age.

The only way to build a lasting and durable presence on the Internet is through authenticity. Barnes and Jackson endeared themselves to audiences through the authentic voices and views they featured in their podcast.

Every episode racked up thousands of views because viewers were greeted with unfiltered thoughts and perspectives.

Another important lesson is the significance of  brand extension .

While  “All The Smoke”  was primarily associated with NBA players, Barnes and Jackson made efforts to expand their roster of guests. Throughout the years, they’ve interviewed athletes from different sports like Cam Newton from the  NFL, media and sports executives like Howard White, Hollywood celebrities like Ben Affleck, and even prominent public figures like Michelle Obama.

Lastly, one important lesson has to do with  leveraging the power of partnerships .

Barnes and Jackson have become synonymous with  “All The Smoke”  to the point that it’s hard to associate the podcast with just one of them.

This cohesiveness was made possible by the close bond shared by the two. Their complementary personalities are one of the big things that made the podcast enjoyable to watch for viewers.

It’s unsurprising to know why Barnes and Jackson are so successful given the lessons their story has shown.

… and you know what?

The lessons their story has imparted are things you can apply to your career as well!

Whether you’re a marketer, an independent professional, or a leader, the story of these “Marvels” offer valuable insights on how you can level up your career and personal life!

Hope you’ve found this week’s topic interesting and helpful.

Stay tuned for next Monday’s Marketing Marvels!

There’s something magnetic about watching someone defy expectations—not with loud declarations or ego, but with undeniable energy.

Learn more about  Coco Gauff  in next week’s article!