Ira Glass in Conversation with Mark Olsen at SXSW 2016

"We are making what we think we would like to hear on the radio and what would amuse us. Nobody ever talks about the golden rule when it comes to media. I feel like it's super important – golden rule – don't make anything that you yourself wouldn't consume. That's the basics." – Ira Glass on the creation of 'This American Life'

Watch American radio personality Ira Glass in conversation with Los Angeles Times writer Mark Olsen as they explore public radio, independent film, storytelling, the rise of podcasts and more at SXSW 2016.

Ira Glass is the creator, host and executive producer of the award-winning public radio show This American Life. During this conversation, Glass talks about the creation and evolution of This American Life over the past 20 years on air, as well as podcasts, live shows, and the cunning nature of good business. Moving into podcasts, Glass dives into the importance of producing sharable content, reaching a new global audience, and the huge success of spin-off program Serial. Glass also talks about producing Mike Birbiglia’s new film Don’t Think Twice, which premiered at this year's SXSW Film Festival, and his role in the process of developing, producing and co-writing Birbiglia’s first film Sleepwalk with Me. The session concludes with an audience Q&A and a dash of magic – watch to find out.

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Photo by Amanda Stronza