The Australian youth‑focused media company Shameless Media has grown from a bedroom‑floor podcast to a major independent network — and it offers a strong blueprint for creators who want to scale without traditional backing.
Co‑founded in Melbourne by journalists Zara McDonald and Michelle Andrews in 2018, the company launched its flagship podcast “Shameless” as a “for smart people who love dumb stuff” pop‑culture show.
As of late 2025, Shameless Media’s podcasts have been downloaded over 130 million times and the company employs about 20 staff while remaining independent and profitable since 2019.
Key to their success: starting small with zero funding, leaning into authentic voice and community, rapid decision‑making and consistency rather than major upfront investment. The pair also emphasise maintaining boundaries, mental health, and flexible work culture.
For content‑creators and businesses, the lesson is clear: you don’t need VC money or a legacy media partner to build a meaningful audience. Instead, focus on niche, community‑driven content, iterate rapidly, stay relevant, and monetise through a mix of audience, social, brand partnerships and extensions (newsletters, events etc.).
Shameless Media demonstrates that scaling this way is viable — and potentially more sustainable.
