The Town with Matthew Belloni: How to Get an Emmy Nomination (...for Matt??) Release Date: June 12, 2025

In this engaging episode of The Town with Matthew Belloni, host Matt Belloni delves into the intricate world of Emmy nominations with special guest Debra Birnbaum, editor-in-chief of Gold Derby and an awards season expert. Balancing insightful analysis with Matt's trademark humor, the conversation offers listeners a behind-the-scenes look at the Emmy voting process, the strategies involved in award campaigning, and even Matt's playful attempt to secure a nomination for himself.

1. Introduction and Episode Correction

The episode kicks off with Matt Belloni addressing a correction from a previous episode:

“I mixed up my Frenchman. Apologies.” (00:00)

He clarifies that CAA is owned by the Pinault family, not the Arnaults, setting a tone of meticulous attention to detail.

2. The Emmy Voting Landscape

Matt transitions into the main topic by highlighting the pervasive influence of the Emmy voting period in Los Angeles:

“It is Thursday, June 12. Today is the start of the voting period for the Emmys...” (00:02)

He paints a vivid picture of billboards and press buzz as studios vie for the attention of the 26,000 Television Academy members. Matt underscores the significance of Emmys for both talent and platforms, noting how awards can elevate careers and distinguish streaming services in a crowded market.

3. Understanding the Emmy Voting Process

Bringing in Debra Birnbaum, Matt seeks to demystify the Emmy nomination process. Debra outlines the “four Cs” essential to an Emmy campaign:

“There are like four Cs... consumers, critics, campaigning, and competition.” (04:38)

Matt adds a fifth "C" related to awards media, emphasizing the role of blogs and pundit sites in shaping nominations:

“...the studios and networks support you and put on FYC events. Tell me how the voting works here.” (03:38)

4. The Mechanics of Campaigning for an Emmy

Debra delves deeper into the strategic elements of campaigning:

“You have to be seen as working for it. It isn’t a participation trophy.” (05:53)

She explains that successful campaigns require active participation, including interviews, events, and persistent visibility within the industry.

5. The Financial Aspect of Emmy Campaigns

The discussion shifts to the costs associated with Emmy campaigns:

“A small campaign can be in the couple hundred thousand dollars range... big campaigns, $2 to $5 million.” (12:16)

They explore various expenditures such as screenings, talent travel, and innovative advertising methods like placing ads on pizza boxes or coffee cups.

6. Matt’s Humorous Quest for an Emmy Nomination

Injecting humor into the conversation, Matt entertains the idea of campaigning for his own Emmy nomination for a cameo role:

“TV Academy voters, you can do the funniest thing possible this season and nominate me.” (04:38)

Debra playfully engages with Matt's proposal, discussing the feasibility and costs of such a nomination campaign. Quotes include:

“If a super fan of the Town One exists somewhere... $25 grand billboard.” (17:05)

7. Predictions and Emmy Countdown

As the episode progresses, Matt and Debra, along with producer Craig Horbeck, analyze Scott Feinberg's Emmy predictions for various categories. They debate potential nominees and the likelihood of certain shows breaking through amid fierce competition. Notable insights include:

• Best Drama Series: They discuss strong contenders like The Pit (HBO Max) and Severance (Apple TV), debating the inclusion of shows like Squid Game due to Netflix's influence.

  “I think Pitch is definitely the show to beat this season...” (26:43)

• Best Comedy Series: The conversation covers popular shows such as Shrinking (Apple TV) and What We Do in the Shadows (FX), questioning the impact of nostalgia on nominations.

  “It has stars. I think you can't argue with Tina.” (29:05)

• Limited or Anthology Series: They evaluate nominees like Adolescence (Netflix) and The Menendez Story (Netflix), considering the balance between star power and critical acclaim.

  “They're going to win. They're just gonna win...” (32:18)

8. Final Thoughts and Light-Hearted Banter

Wrapping up, Matt reiterates the playful nature of his Emmy campaign:

“Do not start a GoFundMe.” (25:02)

The episode concludes with a blend of humor and anticipation for the upcoming nomination announcements on July 15th, leaving listeners both entertained and informed about the Emmy race.

Notable Quotes:

• Matt Belloni:
  “It is Thursday, June 12. Today is the start of the voting period for the Emmys...” (00:02)
  “TV Academy voters, you can do the funniest thing possible this season and nominate me.” (04:38)
  “Do not start a GoFundMe.” (25:02)

• Debra Birnbaum:
  “There are like four Cs... consumers, critics, campaigning, and competition.” (04:38)
  “You have to be seen as working for it. It isn’t a participation trophy.” (05:53)
  “A small campaign can be in the couple hundred thousand dollars range...” (12:16)

• Craig Horbeck:
  “Mostly right. I totally agree with him about the Pit and Severance.” (26:43)
  “Nobody wants us getting in. There’s too much buzz about it.” (29:27)
  “I think Paradise gets in.” (27:17)

This episode not only sheds light on the competitive and costly nature of Emmy campaigning but also showcases Matt Belloni's unique ability to blend industry insights with self-deprecating humor. Whether you're an industry insider or an avid Emmy follower, Matt's playful exploration offers both laughs and valuable takeaways on the pursuit of television's most coveted awards.