The popular Norwegian influencer Linnéa Myhre is a former blogger with a huge passion for the 1990/2000s and Britney Spears. People love her funny and ironic tone of voice. That’s why VGTV decided to build a content universe around her, which turned out to be a great success.
In the Give Me All the Details podcast, host Myhre takes a deep dive into Norway’s juiciest celebrity scandals. Are you curious about what happened when two Norwegian glamour models lied about having sex with Robbie Williams? Do you want to hear all the details about famous football player John Arne Riise’s texting scandal, in which the footballer sent the same flirty text message to a dozen of the country’s hottest “it” girls?
If the answer is yes, this podcast is for you. Give Me All the Details analyses celebrity stories with an intriguing true crime style. The show differs from other entertainment podcasts through the use of a well-produced soundscape, a snappy tone of voice, and a clear visual profile. Each episode consists of Myhre’s narration, archive material, music, sound effects, and a little bit of role play.
The format fits Myhre perfectly: She’s critical, but with warmth and care at the core. She also adds a necessary touch of humor and comic irony.
From the start, it was important for us to create a distinct visual profile connected to the podcast. The visual profile is clearly inspired by the 1990 2000s, including the iconic text message font of old-school Nokia cell phones, glitter, and Britney Spears references.
Many people are quick to think that podcasts are solely audio, but listeners often discover them through other media platforms. Therefore, we created an Instagram profile early on in the process, where we promoted the podcast using relevant archive images and video clips.
This became an important platform for us to communicate with listeners and receive feedback and suggestions for future episodes. In less than 24 hours, the follower base grew from zero to 10,000.
Give Me All the Details quickly established itself on top of the podcast lists, with 60,000 downloads per week. The majority of listeners are in the target audience traditional media have trouble reaching — young women between the ages of 18 and 24. The episodes are timeless, which means catalogue listening is still growing. You can discover the podcast in five years, and it will still be just as exciting and entertaining.
The podcast was a huge success for us, and we were eager to explore possible spin-offs connected to the show. Our first add-on was a trendy coffee table book, including hundreds of iconic pictures, text messages from relevant celebrities, illustrations, and, most importantly, all the podcast scripts in their original form with (almost) no censorship. This way the readers get all the juicy details that had to be removed from the podcast because of length or ethical concerns.
We designed the book like a Google Document, since Google Drive was the platform Myhre originally used when writing the scripts. On the side bar of each side in the book, you can read all the original comments from Myhre herself, her producer, and her bosses at VGTV. These comments are both funny and intriguing. On some of the pages, the four of them quarrel over trifling matters, and they certainly give readers a true behind-the-scenes feeling of how the podcast was produced.
Immediately after the book was released it skyrocketed to the top of the bestseller list.
This fall we are expanding the content universe connected to Give Me All the Details yet again. In November, we are launching a TV concept called “When We Ruled the Internet,” a concept closely tied to the podcast and the book. Myhre, who was originally a blogger, invites six other bloggers to a beautiful castle to give the viewers all the details about the glory days of blogging. The cast opens up about money, regrets, the ups and downs in their careers and celebrity lives, and, most importantly, what they actually think about each other.
There will also be twists and challenges forcing the bloggers out of their comfort zones. Each episode is dedicated to one blogger. In the end, Myhre honours them for their contribution to the Internet.
One of the main criteria for success for VGTV is the skill to develop content universes. Our next add-on in the Give Me All the Details universe is most likely to be a live show. We are also dreaming about making a board game.
Give Me All the Details represents something new and different in the Norwegian media market, establishing VGTV’s position as a distributor of innovative content designed to target Millennials.