When Joe Rogan Became a “Religion” (And No One Cared)
Have you ever tried to go viral and totally flopped? Yeah, me too.
A while back, my team and I came up with what we thought was a brilliant, internet-breaking marketing stunt. The idea? Start a church. Not just any church, The Church of Joe Rogan.
Sounds ridiculous, right?
That was the whole point. In today’s world, certain people have transcended celebrity. They’re not just influencers or thought leaders, they've become belief systems. Joe Rogan. Elon Musk. Kim Kardashian. These aren’t just names. They’re ideologies. People don’t just follow them, they believe in them. They defend them like family. Worship them like gods.
So we thought, why not treat one of them like an actual deity? Let’s build a “church” around Joe Rogan and see what happens.Surely, it would break the internet.
The Surprising Power of Indifference
We expected outrage. Think pieces. Heated debates. Twitter storms. We got shrugs. Maybe a few chuckles. Some confusion. But mostly? Indifference.
That was a wake-up call.
In a world where people argue online over pineapple on pizza, how did a literal Church of Rogan fly under the radar? It made me realize that real and engaged attention is more fractured than ever. Even the wildest ideas can get lost in the scroll.
Maybe we’ve reached a tipping point. Maybe audiences are finally numb. Maybe people are tired of outrage for the sake of outrage. In a world filled with AI-generated content, 10-second TikToks, and constant dopamine hits, nothing really sticks anymore.
The Rise of Celebrity "Religions"
Even though my stunt didn’t land, it made me think deeper about where we are as a culture.
People don’t gather around traditional institutions anymore. Instead, they rally around personalities who embody values, aesthetics, or ideologies. Joe Rogan isn’t just a podcast host. He represents freedom of speech, masculinity, anti-establishment thinking. Whether you love him or hate him, he represents something.
This isn’t just about Joe. Elon Musk, Oprah, Kim Kardashian, they've all become symbols of something bigger than themselves. They’re not just brands; they’re belief systems. And social media has supercharged this phenomenon.
Going Viral in 2025 Is a Whole Different Game
Back in the day, controversy was the rocket fuel of the internet. Say something wild, and you’d go viral. But that playbook doesn’t work the same anymore.
Now, even controversy struggles to break through. Why? Because everything is controversial. Everyone is trying to be provocative. Audiences are overloaded, and unless you strike the perfect balance of timing, emotion, and relevance, you’re just noise.
That’s what the Church of Rogan taught me. It wasn’t just a failed stunt, it was a lesson in the evolving attention economy. Creativity alone isn’t enough. You need context. You need nuance. You need to know your audience better than they know themselves.
Here’s the kicker: even outrage doesn’t guarantee clicks. I believe we’re entering a post-outrage era where people crave nuance over noise. It’s not enough to be loud; you have to be meaningful.
The Age of Distraction: From Wearables to Cyber Trucks
And just when capturing attention seems nearly impossible, along comes Apple Vision Pro, Tesla Cybertruck, and a constant stream of technological marvels. These aren’t just products, they're cultural shifts.
Our battle for attention is getting fiercer. Wearable tech, immersive experiences, even our fridges streaming Netflix this is the landscape creators are working in.
In a world this distracted, how do you get people to stop scrolling and start caring?
The Cult of Personality and Polarization
We didn’t pick Joe Rogan at random. We picked him because he’s a mirror of our polarized world.
We don’t rally around political parties or institutions anymore, we rally around personalities. That’s who we trust. That’s who we believe. And that shapes everything from politics to pop culture to how we see ourselves.
Rogan is a symbol. Not just of podcasting, but of a worldview. And that’s what made the idea so compelling in the first place.
Humor and Honesty: The Ultimate Engagement Tools
Here’s the part I love the most: I’m not even mad it didn’t blow up.
Honestly? I think it’s hilarious. It reminds me how humbling and unpredictable this world can be.
And if we can’t laugh at ourselves when we try and fail, what are we even doing?
That kind of honesty pulling back the curtain, showing the mess, sharing the behind-the-scenes chaos that’s what people actually connect with. That’s what makes us human in a world full of polished perfection and AI-generated everything.
In an era where everything is polished, realness stands out.
What This All Means for Creators and Marketers
Do we give up? Nah. If anything, this makes me hungrier.
It reminds me to:
Focus on what connects, not just what clicks.
Understand identity, not just trends.
Be real. In a world of deepfakes and filters, authenticity is your unfair advantage.
And most of all, be willing to fail in public. Because that’s how we build trust. That’s how we build ourselves.
Final Thoughts: Sometimes You Have to Laugh at the Flop
Looking back, The Church of Joe Rogan didn’t get the clicks we hoped for, but it gave me clarity.
It taught me that virality isn’t just about bold ideas. It’s about timing, context, and understanding a culture drowning in distractions. It reminded me that humor, humility, and honesty will always cut through the noise because they’re human.
Maybe the next idea will catch fire. Maybe it won’t.
But either way, I’m going to keep creating, keep experimenting, and keep adapting.
Because that’s the real religion now.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.