The next big creators will be experts

When I started hosting a podcast this year, I assumed the guests whose message would travel furthest would be the ones with the biggest followings. That’s how I’d been taught to think about talent for 20 years, since the MySpace days, but it turned out to be the other way round. One clip of the Irish Nigerian author Emma Dabiri, explaining with care how the language of race was invented, passed a million views on its own. Another of the most shared conversations was with Clare Rewcastle Brown, a...