Podcasting has exploded in popularity in recent years, and few shows have experienced success quite like “My Favorite Murder” (MFM). Hosted by Karen Kilgariff and Georgia Hardstark, this true crime podcast has grown from a niche show into a cultural phenomenon with millions of downloads, live shows, a thriving community, and a formidable business model.
In this blog post, we’ll dive deep into how “My Favorite Murder” grew into a podcast empire, analyzing its early beginnings, the strategies that fueled its growth, the monetization tactics they implemented, and the role their passionate fan base played in their success.
1. The Beginnings: How “My Favorite Murder” Started
Every podcast empire has humble beginnings, and “My Favorite Murder” is no different. The show debuted in January 2016 when Karen Kilgariff, a comedian and TV writer, and Georgia Hardstark, a cooking show host, bonded over their mutual obsession with true crime stories. They found themselves sharing their favorite murder cases with each other, and soon, they realized they could turn these conversations into a podcast.
The Spark of an Idea
Kilgariff and Hardstark were both involved in the entertainment industry, but neither had experience in podcasting. What they did have was a unique angle: combining the chilling tales of true crime with dark humor and honest, unscripted conversations. They called their fans “Murderinos,” a term that has since become synonymous with the podcast.
Initial Challenges
Like most beginner podcasters, Karen and Georgia faced challenges. They lacked a significant budget, professional podcasting equipment, and, most importantly, a fanbase. However, they made up for this by delivering compelling content, investing time into their research, and utilizing their existing social media presence.
The Early Format
The podcast’s format was simple: each host would share a story about their “favorite” murder, interspersed with personal anecdotes and comedic takes on the macabre. The unscripted, conversational style instantly resonated with listeners, differentiating it from more serious true crime podcasts. This unique approach set them on the path to success.
2. Content Strategy: Why True Crime Works
The true crime genre has long fascinated audiences across media, but it has especially thrived in the podcasting world. Why? Because it taps into a deep-seated human interest in understanding the darker aspects of life and society. “My Favorite Murder” capitalized on this trend in several key ways.
True Crime’s Unrelenting Popularity
True crime podcasts offer a mix of mystery, suspense, and human drama that keeps listeners coming back for more. The genre’s popularity has only grown with time, particularly because of high-profile crime cases being covered by mainstream media and the rise of true crime documentaries on platforms like Netflix.
How “My Favorite Murder” Stands Out
“My Favorite Murder” sets itself apart by:
- Blending Humor with Tragedy: While true crime is inherently dark, the hosts use humor and candor to make the grim subject matter more accessible.
- Interactive Content: The podcast frequently features listener-submitted stories called “Hometown Murders”, which keeps the audience engaged and invested.
- Broad Appeal: The mix of both well-known and obscure cases appeals to a wide range of listeners, from casual fans to true crime aficionados.
3. Audience Engagement: Creating a Murderino Community
One of the most important reasons behind “My Favorite Murder’s” success is its engaged and devoted fanbase, the Murderinos. Rather than merely creating content for their audience, Karen and Georgia fostered a deep, two-way connection with their listeners.
Building a Fanbase from the Ground Up
The podcast’s early growth was fueled by word of mouth and social media, particularly platforms like Twitter and Instagram. The hosts regularly interact with their listeners online, answering questions, sharing fan art, and even involving them in live shows.
Creating a Safe Space
The fan community is often described as a safe space where listeners can share their thoughts on both true crime cases and personal experiences. The hosts have also been transparent about their own mental health struggles, further deepening the emotional connection with their audience.
Fan Contributions
The fan-driven “Hometown Murders” segment became a fan favorite, offering listeners the opportunity to contribute their own true crime stories. This not only makes the podcast more interactive but also strengthens the bond between the creators and their community.
Social Media and Fan Groups
- Facebook Groups: Murderinos started creating Facebook groups to discuss episodes, and these groups now number in the hundreds, with some boasting tens of thousands of members.
- Fan-Created Content: Fans often create and share memes, artwork, and parodies based on episodes, increasing the podcast’s reach organically.
4. Leveraging Humor and Authenticity
Authenticity has been key to “My Favorite Murder’s” rise to the top. While discussing grisly crimes, Karen and Georgia remain unapologetically themselves, injecting humor and honesty into their storytelling.
Why Humor Works
True crime is often seen as a solemn genre, but Karen’s and Georgia’s humor gives the podcast a lighter tone, making the subject matter easier to digest. Their unscripted banter makes listeners feel like they’re part of a casual conversation among friends, fostering a strong sense of connection.
Relatability and Vulnerability
Both hosts have openly discussed personal topics such as mental health struggles, therapy, and anxiety, which has resonated deeply with their audience. This transparency has made them relatable and approachable, qualities that are often hard to achieve in the world of podcasting.
Catchphrases and Inside Jokes
The podcast has developed several catchphrases like “Stay Sexy, Don’t Get Murdered” (SSDG), which fans have embraced and often repeat. These phrases have become part of the show’s unique identity and are even featured on merchandise.
5. Expanding the Podcast Empire: From Live Shows to Merchandise
“My Favorite Murder” didn’t remain just a podcast for long. The hosts quickly realized the potential of branching out into other areas, leveraging their audience to grow a true crime empire.
Live Shows
The podcast went on its first live tour in 2017, performing sold-out shows in major cities around the world. The live shows have become a key part of their business model, providing an additional revenue stream and a way to connect with fans in person.
- Tour Locations: From the U.S. to Australia, the duo has performed live shows across continents.
- Live Show Format: The format of the live shows closely mirrors the podcast episodes, with Karen and Georgia sharing new murder stories live on stage, often adding local context depending on the city they’re performing in.
Merchandise
Karen and Georgia were quick to recognize the value of creating merchandise for their fanbase. They’ve released a range of products, from t-shirts to stickers and mugs, all featuring popular podcast catchphrases.
The Book: “Stay Sexy & Don’t Get Murdered”
In 2019, Karen and Georgia published their memoir, “Stay Sexy & Don’t Get Murdered: The Definitive How-To Guide.” The book became a New York Times Bestseller, further solidifying their status as media personalities and expanding their reach beyond the podcast world.
Expanding into Other Media
- Television and Film: There have been talks about adapting certain episodes or even the brand into a TV show or film, potentially tapping into new media markets.
- Podcast Network: In 2019, Karen and Georgia co-founded the Exactly Right Podcast Network, expanding their empire by bringing other podcasts under their wing.
6. Monetization Strategies: How They Made Money
A major part of their success has been their ability to effectively monetize “My Favorite Murder.” While many podcasts struggle to find reliable revenue streams, Karen and Georgia implemented several strategies to capitalize on their success.
Sponsorships and Advertisements
One of the primary revenue sources for the podcast is through advertising and sponsorships. Their huge listener base makes them an attractive option for brands looking to reach a highly engaged audience.
- Dynamic Ads: As the podcast grew, the hosts started incorporating dynamic ads, which allowed them to tailor advertisements to specific regions or listener demographics.
- Partnerships: Brands from various industries, including mental health services, beauty products, and audio platforms, have collaborated with the podcast, attracted by the authenticity and trust the hosts have built with their audience.
Subscription-Based Content
In addition to free episodes, the podcast offers exclusive bonus content through platforms like Patreon. This subscription model has proven highly effective in providing extra value to die-hard fans while generating a steady revenue stream.
Live Shows
As mentioned earlier, live shows are a key revenue generator for “My Favorite Murder.” These events not only bring in ticket sales but also create opportunities to sell exclusive merchandise directly to fans.
Merchandise
Merchandising has been one of the podcast’s most successful ventures. By selling branded apparel and products, they’ve turned catchphrases and episode themes into marketable items. The Exactly Right Podcast Store offers a wide variety of merchandise that fans can’t get enough of.
Book Sales
Their memoir added another revenue stream, with its best-selling status giving the duo even more exposure and credibility in the entertainment industry.
7. Lessons Learned from “My Favorite Murder’s” Success
Karen Kilgariff and Georgia Hardstark’s journey with “My Favorite Murder” provides valuable insights into what makes a podcast successful. Here are some of the lessons content creators and entrepreneurs can take away from their success:
1. Authenticity is Key
One of the main reasons “My Favorite Murder” resonated with so many listeners is because of the authenticity of its hosts. They weren’t afraid to share their flaws, experiences, and opinions, making them relatable and trustworthy.
2. Niche Content Can Go Mainstream
True crime was considered a niche genre, but “My Favorite Murder” proved that with the right angle, niche content can attract a mainstream audience. By blending humor and crime, Karen and Georgia expanded the genre’s appeal.
3. Community Engagement is Crucial
Building a community was instrumental to their growth. By actively engaging with their fans through social media, live shows, and listener contributions, they created a strong, loyal fanbase that helped spread the word.
4. Diversification is Important
By diversifying their revenue streams—from live shows to merchandise, Patreon, and book sales—they ensured that they weren’t reliant on just one source of income. This allowed them to build a more sustainable business.
5. Consistency is Essential
Since their debut in 2016, Karen and Georgia have been consistently releasing episodes, engaging with their fanbase, and growing their brand. This consistency has kept their listeners coming back week after week.
8. Key Takeaways
- Unique Format: “My Favorite Murder” stood out by mixing dark humor with true crime, a genre typically treated with solemnity.
- Community Building: Their loyal fanbase, the Murderinos, played a huge role in promoting the podcast organically.
- Monetization Success: From ads to merchandise and live shows, “My Favorite Murder” effectively diversified its income streams.
- Authenticity and Humor: The hosts’ humor and candidness resonated deeply with listeners, making them relatable and endearing.
- Expansion: Karen and Georgia turned their podcast into a full-blown empire, complete with a podcast network, a memoir, and successful live tours.
Conclusion
“My Favorite Murder” is more than just a podcast; it’s a blueprint for success in the podcasting industry. With a mix of unique content, community engagement, authenticity, and effective monetization strategies, Karen Kilgariff and Georgia Hardstark have built an empire that goes far beyond the world of true crime. Their journey serves as inspiration for podcasters and content creators looking to carve out their own space in the digital world.
