Matt Belloni brings 'The Town' to YouTube
Mar 11, 2026 [[read-time]] minute read
Matt Belloni, an entertainment lawyer and former editor at The Hollywood Reporter, is a founding partner at Puck, where he writes the “What I’m Hearing” newsletter, a must-read for those interested in the inner workings of Hollywood.
His podcast, The Town with Matt Belloni, produced by The Ringer and Spotify, recently expanded from audio to video on YouTube, as well as Spotify. “The Town” welcomes the biggest names in show business (including some recognizable YouTubers) to unpack, discuss, and debate the latest industry news with a lot of help from Matt’s unique perspective as a plugged-in journalist.
We caught up with him recently…
You started with the newsletter, then you launched your podcast, 'The Town,' and only recently began experimenting with video. Why now?
Matthew Belloni: I didn't want to be the last one on the bandwagon! We found this amazing audience on audio and people would always ask, “When's The Town going to be on video?” So, it was really a matter of time, honestly. The question is - why didn't we do it sooner - and I think that it was a combination of things.
I was a little wary of the change to video and worried about the format. I also wasn’t sure if our guests would be interested in doing video. We have a lot of executives, analysts and people that aren’t as comfortable doing video as celebrities. But so far, everyone gets it and they've been comfortable doing it. We haven't had anyone pass, so that's good.
Besides your guests’ comfort level, you mention worrying about the video format. What concerns did you have, and how did you overcome them?
Matt: Well, I'm certainly not a fan of my own face, but it was really a question of whether I would be able to maintain the style of interview that I do in a video format.
We do the show entirely remotely, and I like that it puts a little distance between me and the person I'm interviewing. I feel more comfortable pushing a little harder and not taking the first answer if someone is not giving me the answer that I think that they could give me.
I was worried that the video format might change that style of interview, but it really hasn't changed. If anything, it allows people to see the back-and-forth rather than just listen. It was just a matter of updating our production for video to make it feel the same as it was on audio.
As you’ve expanded across multiple platforms, how are you thinking about reaching your audience in new ways?
Matt: I'm very cognizant about making the podcast different from my newsletter. They have a lot of overlap in audience, but they are distinct products and I never want to simply repurpose something for a podcast or a newsletter that I'm doing in the other format.
Someone who listens to the podcast would still get a lot of value out of reading the newsletter, and that's by design. A lot of the reporting, analytical thinking and writing that I do for the newsletter informs the conversations that I have on the podcast, the kinds of guests that I want to interview and the subject matter that we're talking about.
Ahead of launching your channel, did you connect with any other colleagues, journalists, or creators who are already on YouTube? Any advice that you're already incorporating?
Matt: I talk to Bill Simmons and others at The Ringer a lot, because they produce the show and they are much more experienced with video than I am. They gave me tips and my producer Craig [Horlbeck] works on other shows that are already on video. He's been a a great guide for all the little things.
When I first started, I was way too close to the camera, my microphone was not ideal, and the lighting - you know, just little things that you see but make a big difference. We also have a whole camera setup with a teleprompter, lighting and all these other things that I never had before.
You often cover the challenges facing the media industry, and you're also an example of someone who created their own path. What opportunities exist today for independent journalists who are building direct relationships with their audience?
Matt: I mean it's kind of a gold rush time right now where there's tons of opportunities for journalists who have created brands for themselves and created a following.
And you don't have to have that big of a following. You just have to have a dedicated audience that cares about what you do and ideally is willing to pay for it. And then you can go from there.
For aspiring journalists reading this — who might one day be the Matt Belloni of gaming, fashion, or tech — what is your best advice on how to start building their authority today?
Matt: I always tell journalists that if you can get some expertise in some other area before you become a journalist, that's very helpful. The age of the general interest reporter journalist I think is kind of over. It seems like the market for media is rewarding specialization. And if you can become an authority on something, then you're going to be much better off.
