The Opportunity: The music podcast space was saturated with promo-cycle interviews, short clips, and personality-driven content, but lacked a show built to explore the full arc of a creative life with depth, nuance, and real insight. Fans craved authenticity, and artists needed a trusted peer-driven platform where they could share the stories they couldn't tell anywhere else. Artist Friendly stepped directly into that gap and, in just two years, has become one of the most influential destinations for honest, long-form creative conversation.

The Solution: After 37 episodes as primarily audio, the evolution to add video to the interview series happened seamlessly through a relationship with Madden-founded, Live Nation-owned streaming platform Veeps. Today, Artist Friendly is produced by Veeps Studios, and it continues to redefine what artist conversations can be: a raw, trusted, artist-to-artist space that bridges generations and genres while forming real connections in a noisy media landscape. The result is a first-of-its-kind production model—a music streaming platform powering a podcast with broadcast-grade visuals and audio, designed to elevate artist storytelling far beyond traditional podcast formats. From Dwayne "The Rock" Johnson and Lil Wayne to Darius Rucker and Tori Kelly, Joel and his team have created a space where musicians, creators, and cultural figures open up about their craft, challenges, and personal stories in ways rarely seen in traditional press. People are able to listen to/watch Artist Friendly on streaming platform Veeps, Spotify, Apple Podcasts, and YouTube.