The ALIVE Podcast Network (TAP-N) is the first Black woman-owned podcast network. Founded by Angel N. Livas. ALIVE Podcast Network has proven to be a go-to resource for podcasts that are relevant to the Black community and grant Black content creators an unparalleled opportunity to monetize, and amplify their voice, all while maintaining ownership of their content.
A native of the Metro Detroit area, the media mogul was raised by two successful entrepreneurs, along with her two siblings. While Attending Howard University, Angel knew that she had a clear vision to disrupt the entertainment business. For over 20 years, Angel has used her expertise as an effective producer, executive producer, and director to oversee some of the nation’s favorite shows. Her behind-the-scenes experiences prompted her to bridge the gap between Black creatives and protecting their content by creating the ALIVE Podcast Network.
Angel sat for an interview to discuss the impact ALIVE is making for Black creators and her journey to why she started the network. This interview has been edited for clarity and brevity.
Finding A Way To Get Ahead
Internships can be a key tool for students entering the workforce post college. In 2022, 21.5 percent of college students completed an internship. 66.4 percent of interns will secure a full-time job and will potentially have a $15,000 higher salary than those who did not do an internship. These statistics suggest that a student looking to get an edge on their career and make more concrete career decisions will take on a paid or unpaid internship at some point in their collegiate career.
Early on Angel was well aware of the advantages of having internships throughout her college experience and took advantage of everything they had to offer.
Stephanie Tharpe: How did you ascend to such a high level in production at an early age?
Angel Livas: I attended Howard University. And from the beginning, I was very intentional about figuring out a path that would set me apart. I asked one of my professors, What can I do to be further along once I graduate? She told me to start interning ASAP. And that’s what I did. I started my first internship at WHUT an affiliate of PBS and WHUR 96.3 in Washington D.C. In my first year at 96.3, I was the intern of the year and got to over amazing events like Yard Fest. Those internships were how I laid the foundation to set the trajectory for my career. At the time, I didn’t Care if it was paid. I just wanted to be in a space where I could learn, grow, and show people I was eager to do whatever it took to set myself apart. Having those internships, and others are what allowed me to become a producer at an early age.
The Why
In a 2022 study done by the Pew Research Center, 46 percent of Black Americans are Podcast Listeners. Of all of the surveyed races, Black American listeners are more likely to tune into a podcast to learn something new. This same study states, that 57 percent of Black podcast listeners turn to podcasts about self-help and relationships while four in ten Hispanic podcast listeners and a quarter of White listeners choose these podcasts.
Following its foundational three pillars, ALIVE Podcast Network is capitalizing on the growing podcast landscape for Black listeners to create an inclusive space where our voices are heard.
Stephanie Tharpe: What made you decide to start your podcasting network?
Angel Livas: I spent about ten years of my career at AARP, where I was the head of radio. I ran our radio department, where we had eight nationally syndicated shows. I created Larry King’s radio show, a show for Jane Pauley in collaboration with the Today Show, and many others I was overseeing and was the creator behind. During that time, I remember thinking, why do we pay all this money for cable stations but only listen to about five channels? I went to a board meeting, and my boss asked how the question applies to radio. I believe people should be able to pick and choose what they want to listen to and only pay for that. They asked me what I thought about this new way of podcasting, and I told them I think this will be the new way people will have creative control over their content. Those conversations were roughly fifteen years ago.
When the opportunity came for me to work in podcasting to create a show, I jumped at that opportunity. That first opportunity was creating Under Construction by Tamar Braxton. Through that process, I saw the disparity that existed between content for Black creators versus white creators. There were disparities in how the Black creators were treated and how much money they made. After witnessing this from several shows, I knew I needed to do something because I knew better. When Larry King left CNN, I started his show from scratch, negotiated the deal and everything. So when you’re in those situations, and you know how other people are being compensated and their voices are being amplified. You’re not going to sit back and let your people be taken advantage of! I knew that I had to do something.
Stephanie Tharpe: Why do you think larger companies don’t have an understanding of the type of content Black podcast listeners want?
Angel Livas: There’s a level of control that happens when these major organizations are in the fold. Even Black podcast networks are owned by larger organizations like iHeart and Spotify. There is a certain level of control that those networks must give up. This is why I say ALIVE is truly a Black owned Podcast network. We are the only one with proprietary technology that is owned by a Black woman.
I intentionally invested in having an app built from the ground up for iOS and Android. I want it to create a space where our content creators have a place where they can feel like their content and their voice matter. I don’t care if you have five listeners or five hundred thousand. Even when you have small numbers, you may have an impact unlike any other show. This is why I don’t have restrictions when it comes to listeners.
Creating Equity and Retaining IP
Stephanie Tharpe: What is the monetization strategy for podcast hosts on ALIVE?
Angel Livas: It’s $4.99 to subscribe to the platform. We split the profits with the hosts 50/50. When you subscribe, the money automatically divides up and goes to the host. They can see when they have a new subscriber immediately. So it’s not like the money is funneled to us, then we cut checks. The model we’re mimicking is like a public radio model of being listener-supported. But, instead of doing quarterly funding rounds, we are allowing listeners to contribute to their show of choice, while still giving them access to the entire network.
Stephanie Tharpe: What determines the type of content that is available on ALIVE?
Angel Livas: Alive was created with three pillars of content in mind: inspirational, innovative, and informative. As long as the content falls within one of those three buckets, we accept it. The inspirational component is key for me because I am such a spiritual person. I like pouring truth into people and giving them what is oftentimes pulled out of them. The other pillar is innovation. This is the time when innovation needs to be put in the forefront. I want ALIVE to be an informational platform of innovative content. There are many different industries that people want to learn about like crypto and biotech, but don’t necessarily have the opportunity or feel that they can fully understand the information. We want to bridge the gap in that space as well. For the most part, ALIVE’s goal is to be enriching on many levels.
Stephanie Tharpe: What makes a great Podcast?
Angel Livas: The three things that I think make a great podcast are consistency, authenticity, and production quality. If you don’t have those three things, the listener isn’t going to stay.
Stephanie Tharpe: Why is retaining ownership for Black creators so important? What is ALIVE doing to aid in this effort?
Angel Livas: There were three things about ALIVE that we set out to do. Our goal is to amplify black voices, help them earn revenue through monetization, and ensure that they maintain their intellectual IP. I understand the power of ownership. I want to empower our community as much as I can. I don’t want to take advantage of it. I’m essentially creating a space where I am, whether directly or indirectly, teaching our people that you want to make sure that you own whatever you create because there’s power in that ownership. If at any point, you’re like, hey, I want to leave alive, and I want to do something else. You can take your content with you. I want to help you build it, I want to help you make something amazing and fabulous. I want you to own something that you can be proud of. I want to help teach people that even your IP is something that you can pass on to your kids.
When you give away your ownership, you walk away with nothing. And a lot of times Black creators will go and I mean, this is for television, movies, and podcasting. They’ll go to these platforms and networks with all of these amazing ideas and they will steal their content! There are so many things that we don’t know nor are we taught about this industry when trying to protect your intellectual property. With a live, we’re very intentional with creating contracts with any host that signs with our platform that protects them. Our contract outlines what’s expected from ALIVE and the host. Our contract clearly states this is your content and you maintain ownership, always.
Looking To The Future
Stephanie Tharpe: What does the future of ALIVE look like?
Angel Livas: I want ALIVE to be a household name and for the platform to be like the BET from the seventies and eighties. It’s the place where everybody wants to go. That’s where people were tuned in for content that was relevant to the black community. I want that for ALIVE over the next three years. There are certain features that I had built into the app, where you can grab a clip and share it on your social media to take podcasts out of the silos I created. There’s a chat feature, so if a host is having a conversation, they can say, “Hey, we’re going to continue this conversation and the chat on Friday at one o’clock.” It’s bringing that intimacy to another level, where you’re actually able to engage with the host. As opposed to just being able to listen.
I also want to create live events that bring the listeners and the hosts together also, as a nice introduction for those who aren’t familiar with the content. Ultimately the goal is definitely to expand the brand to just be a household name and be the go-to platform for Black content.
To learn more about ALIVE Podcast network or how you can become a host visit the website. You can also download the Tap-N app on IOS and Android
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