The Dark Truth About Podcasting Nobody Wants To Talk About — Les Alfred
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Eight years. A chart-topping podcast. A deal with one of the biggest podcast networks in America. And Les Alfred still asks herself what it was all for. Her words: "I've worked so hard and I've sacrificed so much and it didn't get me what I thought it would." She expected more money and a bigger platform by now. When Chika asked if being a Black woman had anything to do with it, she answered in one word: "Probably." Les started Balanced Black Girl in 2018 while still working a corporate job, recording in her bedroom in Seattle. It grew into a chart-topping, NAACP Image Award-nominated show, signed with Dear Media in 2023, and was rebranded last year as She's So Lucky. In this episode we get into the Monday thought that turned into a Dear Media offer by Thursday, why she calls naming her brand after balance a mistake, the $2,500 check that made her an angel investor, the three wishes her mom kept from first grade, the most expensive lesson she's learned, and what to look for in year three when the work is working but the money isn't moving. Become a Member of The Room (Afropolitan Private Membership) Join our private community for deeper insights and exclusive content: https://www.patreon.com/c/Afropolitanpodcast EPISODE SPONSORS Zobo Money — Zobo is a money transfer app built for Africans in the diaspora. It lets you send money from the US, UK, and Europe to countries like Nigeria, Cameroon, Ghana, and more. https://www.zobo.money/afropolitan BONUS OFFER: Use code AFROPOLITAN and get a $10 bonus when you sign up, complete your KYC, and send $50 or more to Africa. Hisa — Hisa is an all-investments platform that lets you invest in Nigerian stocks, US stocks and ETFs from one app. https://invite.hisa.co/7fkf/AFROPOLITAN BONUS OFFER: Use code AFROPOLITAN and get your first two trades commission-free. CONVO BY AFROPOLITAN Book 1:1 calls with Africa's boldest thinkers: https://convo.vip/ WHERE TO FIND LES ALFRED Instagram: https://www.instagram.com/lesalfred SHE'S SO LUCKY Instagram: https://www.instagram.com/shessoluckypod YouTube: https://www.youtube.com/@shessoluckypod TikTok: https://www.tiktok.com/@shessoluckypod Newsletter: https://shessolucky.kit.com/bestcase AFROPOLITAN Twitter/X: https://x.com/afropolitan Instagram: https://www.instagram.com/afropolitanpodcast Newsletter: https://www.afropolitan.io/newsletter Patreon: https://www.patreon.com/c/Afropolitanpodcast TIMESTAMPS 0:00 "What was it all for?" 2:12 Before we start 2:28 The biggest myth about building a podcast business 3:23 How she lets guests actually talk 4:56 The only good reason to start a podcast 6:03 Why asking your audience for money feels awkward 7:59 When does a Black woman podcaster get the big deal? 9:17 Every way a podcast makes money 10:50 Why she fought video for years 12:58 How she grew an audio-only show 14:40 How she uses AI 15:05 A Monday thought, a Thursday email from Dear Media 16:36 What joining a network changed 17:25 Behind the scenes with Chika and Eche 18:05 The Room: Afropolitan's private membership 18:56 Sponsor: Zobo Money 19:41 Sponsor: Hisa 20:48 Growing up Black in America, explained for Africans 23:54 Her Nigerian best friend 25:07 The 2008 crash that ended her journalism dream 26:17 Falling asleep at a corporate finance job 27:16 The wellness blog she started at 24 28:29 Why old-school journalists struggle with new media 31:09 From Balanced Black Girl to She's So Lucky 33:08 How her audience took the rebrand 34:20 How to create your own luck 35:28 Reinventing at 50: Amy DuBois Barnett's story 37:35 What Oprah taught her at Cannes Lions 39:53 Her quieter season 40:19 "It didn't get me what I thought it would" 41:41 Does being a Black woman have anything to do with it? 43:03 "Grifters are winning" 44:05 The three wishes her mom kept from first grade 45:41 Grading herself on the five types of wealth 47:53 How a broke social media manager got into angel investing 52:22 Her first angel check was $2,500 53:15 What an SPV is and how to get into one 55:21 "My mistake was naming it balance" 56:39 Year three and the money isn't moving 57:15 Signs your podcast is actually working 58:16 The most expensive lesson she's learned 58:58 Media personality vs content creator 1:01:11 Rapid fire 1:02:42 "Money has to move" 1:03:01 Is a Birkin an investment? 1:03:32 The side of her the internet never sees 1:05:30 "People only relate to losers" 1:07:41 Who should be in this chair next 1:08:46 The pitches she ignores 1:10:20 Her dream guest
