The Audience of the Magic – with AX Mina and Dorothy R Santos
Who’s the Audience of Magic? How has it evolved over the past few years? Where is it going next? 🪄
From TikTok tarot readings to “manifesting crypto gains”, we explore how audiences are engaging with magic to reassert individual agency, reinterpret identity, and regain some level of control over systems trying to define them. In this episode, Fran has a magical conversation with hosts of the Five and Nine podcast, cultural strategist A.X. Mina and writer, artist and media scholar Dorothy R. Santos PhD. Fran, AX and Dorothy dissect AI-generated audience personas to ask what happens when machine learning tries to map belief. Throughout, they reflect on the rise of mystical frameworks not as escape, but as resistance: a response to overexposure, over-simulation, and a growing desire to feel agency again. Whether it’s tarot as feedback loop, divination as dialogue, or witchcraft as subculture, magic is increasingly where audiences go to find meaning beyond the algorithm.
The Audiences Podcast is the audience discovery show. We talk to guests who build audiences for a living. And as we discuss what it takes to build an audience, we explore new emerging audiences in fashion, tech, media and many other industries. Subscribe to never miss an episode. Subscribe to never miss an episode.
You can access The Audiences Podcast on
If you want to hear about the latest Audiences Podcast releases, and stay up to date with our latest insights, simply fill out the form below.
