Golden Globes just became a pay-to-play PR machine for far-right podcasters: report

Far-right podcasters are being handed an opportunity to gain whatever credibility a Golden Globe award carries with it via a five-figure package designed to go straight to the selected voters, comprised of journalists representing over 76 nations.

According to a report from Oliver Darcy’s "Status," Penske Media Corporation founder Jay Penske has given the go-ahead for “Best Podcast” award at the next Globe ceremony, with his company announcing 25 podcasts eligible to be considered.

With Penske owning not just the awards but also Variety, Rolling Stone, Women's Wear Daily, Deadline Hollywood, Billboard and The Hollywood Reporter, the Status report notes, “a pitch deck” has been “sent to at least some of the shows eligible for the awards,” explaining they are “selling marketing packages—costing upwards of $75,000—that allow podcasters to promote their programs directly to Globes voters who will determine the winner.”

According to the report, those eligible to win include popular podcasters like Joe Rogan, Bill Simmons, and Alex Cooper’s “Call Her Daddy,” but also Megyn Kelly, who was fired by MSNBC over blackface comments, conspiracist Candace Owens and Tucker Carlson, whose controversial broadcasts on Fox News led to his popular late-night show being canceled.

Noting the Globe nominees have always engaged in “For Your Consideration” advertising to lobby for votes, Darcy added, “What’s different now is that Penske doesn’t just control the publications covering the campaigns, he owns the awards show itself. In other words, the same corporate entity now both sets the stage and writes the glowing coverage.”

The report adds, “But what makes this iteration especially galling is who Penske is willing to sell it to. According to the deck Status obtained, the $75,000 package includes a 'Variety Creative Impact Award'and a feature story across Variety’s magazine, website, and social channels. It also comes with an onstage award presentation at a PMC event and a 'custom 15-minute Variety-moderated conversation,' which is later posted across Variety’s Facebook and Instagram pages.”

Pointing out that there are less expensive five-figure packages being offered, Darcy suggested, “In other words, someone like Carlson or Owens can pay tens of thousands of dollars to be feted by Variety, handed a trophy, and lavished with glowing coverage and social promotion from one of the industry’s most influential and renowned publications.”

“The potential for a ‘paid sponsorship’ disclosure might technically separate the advertisements from the outlet’s traditional editorial, but the effect is the same: PMC is offering far-right influencers who thrive on outrage a glossy stage and an endorsement of legitimacy,” he pointed out.

You can read more here (subscription required).