Jon Dean: The Modern Creator

What was the catalyst for launching All Out? Was there a moment you realised you wanted to start a gay podcast?

I’d spent 10 years working with brands and LGBTQ media companies, always behind the camera interviewing subjects and producing the content piece. I always enjoyed interviewing the guests, but as an ex-drama kid and someone who wanted to create host-led documentaries, I knew I wanted to be on screen somehow. There was a particular moment on a job with Attitude Magazine in Palm Springs, where I interviewed deaf actor/producer Nyle DiMarco (with his interpreter Grey Van Pelt) and thought this sort of conversation would make an amazing podcast. I had always loved podcasts and listened to them regularly, but felt there wasn’t one for gay men that discusses health, sex, relationships and conducts celebrity interviews in a more grounded and investigative way. I thought I had the equipment, had a few contacts, so should give it a go. Still waiting for Nyle to be a guest on the show though.

How has your experience running a video production company for 10 years helped with launching and creating an online channel?

I can’t say enough how much work “one-man-banding” is when it comes to digital production. Fortunately now we have so much educational content available to us in terms of learning how to use cameras, edit, light scenes, set-up podcast mics etc. And most of the equipment is pretty affordable and brilliant quality - so people now can actually create, all by themselves, top grade looking stuff. Having started as a videographer, who then moved into bigger-scale video production with my company gimme, I’ve had to figure out how to do most production elements on set. I wouldn’t say I’m a master of any, but after 10 years I can confidently say I’m able to map out how a content shoot works in terms of equipment, crew, the shooting and post. When I started my own online channel it has helped massively that I already own all the equipment, have a decent contact list of crew, understand the edit process, and can light and produce something that looks of a certain quality that it can go up against the industry big dogs and stand out. The show looked crap when I first started, but that’s when I didn’t know if anyone would watch it. Once it got a bit of traction, I then knew pretty quickly I had to invest and continue to elevate the visuals. 

How do you manage all the various production elements, as well as hosting, primarily by yourself?

I would describe myself as someone who has a pretty bad work life balance. I also find it difficult to trust someone else with the edit - a sort of unhealthy ‘if you want something done right you need to do it yourself’ mentality. Also, hiring people costs money, and creating podcasts or YouTube content doesn’t really bring in the big bucks unless you’re in the top 10 global shows. So how do I manage it? I’m not really managing it at the moment, I find myself working and getting edit time in wherever I can: awkwardly on an airplane seat with your Mac screen half closed, to the back of taxis with hard drive wires hanging out of every socket - every digital creator will know the pain of a million hard drives.

What advice would you give to another creator that wanted to start an online channel or podcast?

You absolutely do not need to own the right gear or have the right space to get going. You just need the confidence to put yourself out there online, have a really clear offering and point of view, and just start. Be incredibly clear about who you want your audience to be, the algorithm will do the rest.

Who is your ultimate dream All Out guest?

I said this in a 100 guest reflection episode I did recently with actor Ben Aldridge. My ultimate dream All Out project would be an ‘at home with Britney Spears’. I love Britney Spears and find myself regularly watching old interviews of her on YouTube. I find her life fascinating and like many of us a bit sad. She had such spirit and you can really see that shift in her more recent interviews. I’d love, as a gay man whose life she has touched (alongside an entire generation of gay people), to sit down at home with Britney and get a glimpse into her life post conservatorship. I feel like if any channel had the chance to meet Britney as she is today and hear more of her story, it should be a gay one.

How did it feel to celebrate with so many past guests and friends of the show at The Standard on September 30th?

I was totally overwhelmed. Even weeks leading up to the night. I’ve not thrown a birthday party before, and have no clue how people manage to throw big expensive weddings. Thankfully The Standard’s team were absolutely brilliant and Sweeties was the ideal venue, with its oversized glitter ball and amazing views. It was so lovely seeing so many previous guests, and enabling the guests to meet each other and form connections. I’m a big believer in gay people helping and platforming each other, so that was a real win for me. 

As you celebrate 100 episodes, 100+ guests and more than 100K YouTube subscribers at Sweeties, what does success look like for the next 100 episodes?

Success looks like building a team who can help me produce the show so I can do a little less one-man-banding. I’ll always want to oversee the content and be hands on in terms of production. But having myself spread over everything in this way is gonna lead to burnout. Having a team of collaborators I work with regularly, from the editing to the social content will help massively and make All Out feel like a greater entity. Working across everything can get quite lonely too - any freelancer or content creator will tell you that working alone can get difficult. It’s essential to have people you regularly work alongside and club together with - and of course other people to celebrate the wins.