Wake Up: The Truth About Awards and Pay-to-Win Culture
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Chapter 1: The Illusion of Awards
It's no secret that the internet is rife with deception.
Last month, the British Podcast Awards took place, and we did not come home with a trophy. While that’s perfectly acceptable, the results were dominated by podcasts from Audible Originals, BBC, and Wondery. Interestingly, these same companies were the event’s top three sponsors. Out of the 62 judges, five were affiliated with the BBC and three with Amazon. This doesn’t seem like an awards ceremony; rather, it appears to be a business that rewards those who can afford it.
The "People's Choice" award, for which we received a nomination, is tucked away at the bottom of the results page. Is it just a coincidence that there’s no financial backing for a people's choice award? I have my doubts.
This scenario is prevalent across numerous awards, charts, and bestseller lists globally. You can pay to secure a spot on those coveted lists.
Section 1.1: The Myth of Best-Selling Books
Books are often touted as the ultimate meritocracy. If you pen an outstanding book, your readers will spread the word, and if you cultivate a fanbase, you might sell hundreds of copies during your launch week, thereby earning a spot on major bestseller lists.
However, there's another route: you can write a substantial check to an agency that will purchase thousands of copies from various independent bookstores, instantly making you a bestseller—at least according to Forbes.
Subsection 1.1.1: Achieving Recognition
Section 1.2: The Forbes 30 Under 30 List
If you're aiming to be featured on Forbes' 30 Under 30 list, it’s possible to pay someone to facilitate that. Although Forbes maintains that direct payment for inclusion is impossible, hiring a marketing agency to navigate the right channels and enhance your application can significantly boost your chances.
Chapter 2: The Podcasting Landscape
In the past decade, achieving a top position on Apple Podcasts has been highly coveted. If your podcast breaks into the top 10, you can proudly declare that it launched into the upper echelons of whatever chart you wish to promote.
While creating a quality podcast and rallying reviews may get you there, it’s equally simple to throw money at the problem. A quick search reveals numerous services where you can buy fake reviews.
Section 2.1: The Power of Perception
How did certain individuals end up featured on Entrepreneur.com? They might have invested in that exposure. And how do they amass thousands of followers so quickly? Buying followers is a straightforward process.
In today’s digital age, almost every public metric can be purchased. It could be that the likes aren't even from bots; you can hire people to engage with your content directly.
Section 2.2: Opting Out of the Game
Not everyone on these lists has paid for their place, but knowing that competition exists on an uneven playing field can be disheartening. Thus, it may be wise to mentally opt out.
You might dream of being a #1 New York Times bestselling author, but if you land at #2, it can be disappointing—especially if someone with deep pockets has bought their way to the top.
Instead of feeling upset about those who appear more successful, focus on the work that resonates with those who appreciate it. They are the ones who truly care about your efforts, not the accolades you might or might not receive.
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