interview by JANA LETONJA

At just 23, Josh Richards has cemented himself as a Gen Z powerhouse at the intersection of entertainment, business, and culture. With a digital footprint of over 42 million followers, he’s best known as the co-host of Barstool Sports’ BFFs Podcast alongside Brianna Chickenfry, delivering unfiltered commentary and pop culture insight to millions of listeners each week. But Josh is more than a creator, he’s an entrepreneur and investor, co-founding CrossCheck Studios with Mark Wahlberg’s Unrealistic Ideas, launching the venture fund Animal Capital, and developing the sharp, satirical sketch comedy ‘Read the Room’. Featured on Forbes’ Top Creators list, 30 Under 30, and Variety’s “Power of Young Hollywood,” Josh is redefining what it means to be a multi-hyphenate in the digital age.

full look VALENTINO

BFFs has become a pop culture staple. What do you think makes its unfiltered style resonate so strongly with your audience?

Honestly, I think it’s because we don’t try too hard. The show feels like you’re literally sitting on FaceTime with your friends, gossiping about whatever’s trending. We don’t overthink it, we don’t sanitize it. People can smell fake a mile away. It’s unfiltered in a way that actually feels normal in a world where most content is hyper-polished.

How do you and Brianna keep the show feeling fresh when the internet moves at lightning speed?

We live on the internet, so the show moves as fast as we do. Brianna will send me some crazy clip at 2AM, and next day it’s in the rundown. Plus, our audience is like our unofficial producers. The comments are always telling us what’s funny, what’s tired, what’s next. If you actually listen to your community, you’ll never run out of content.

As someone who both shapes and reacts to culture, how do you decide what’s worth talking about on BFFs?

Rule of thumb. If people are texting it in their group chats, it’s BFFs-worthy. It doesn’t matter if it’s A-list drama or some wild TikTok. If it’s in the culture bloodstream, we’ll cover it.

How do you balance being in front of the camera with running a production company?

It’s like two different muscles. Being on camera is in-the-moment, high energy. Running CrossCheck is long-term strategy. I love both, but the balance comes from building the right team. I can’t be in every meeting, so we’ve set it up where I can dip in with ideas and vision, then zoom out and keep creating.

‘Read the Room’ spoofs creator burnout, TikTok trends, and old-school entertainment. What was the inspiration behind it?

It came from living it. Every creator I know hits that burnout wall, and at the same time, Hollywood still doesn’t fully get internet culture. ‘Read the Room’ is us poking fun at that tension. If you can’t laugh at how weird this industry is, you won’t survive it.

You’re also behind Animal Capital, a $15M creator-led venture fund. What’s your approach when deciding which brands to back?

Simple, does it actually make sense for Gen Z? If it feels like a company built by people in boardrooms about us, hard pass. If it’s solving a problem we actually have, and it feels culture-first, then it’s interesting. We also think a lot about if creators can accelerate this. If yes, then it’s in our lane.

suit, shirt and tie PAUL SMITH
boots JIMMY CHOO
belt stylist’s own

How do you see Gen Z’s role in reshaping traditional media over the next few years?

We already are. Gen Z doesn’t wait for gatekeepers, we just make stuff, post it, and build an audience. Traditional media is finally realizing they can’t just ignore that. The next wave is more creator-owned studios, more deals that actually give young talent equity, and formats that feel internet-native but big enough for mainstream.

What’s the biggest misconception people have about creators at your level?

That it’s just “luck” or “easy.” People see a 30-second TikTok and think that’s the whole job. They don’t see the 15-hour days, the brand deals, the business moves, the nonstop pressure. It’s a real career and if you don’t treat it like one, it won’t last.

You’ve moved from viral TikTok videos into building a media empire. What’s been your most pivotal career decision so far?

Saying yes to BFFs. That shifted me from “TikTok guy” to someone people saw as part of the bigger conversation. It opened doors into podcasting, TV, business, and it gave me a platform beyond dancing in front of a ring light.

full look DOLCE & GABBANA

You’ve built brands, shows, and companies. If you had one week with no meetings, no shoots, and no phone, how would you spend it?

Wake up late, play some hockey, chill with my friends, maybe take a trip somewhere with zero service. Honestly, just being offline. I love what I do, but disconnecting is the only way to recharge and actually come back sharper.

full look DIESEL
glasses GENTLE MONSTER

TEAM CREDITS:

talent JOSH RICHARDS
photography ALEX G. HARPER
creative director RYAN LUCCA
styling EMILY DIDDLE
hair and makeup PATRICIA MORALES
producer NITE RIOT
production EARLY MORNING RIOT
editor TIMOTEJ LETONJA
interview JANA LETONJA

IN CONVERSATION WITH JOSH RICHARDS

IN CONVERSATION WITH EMILY OSMENT