What, Like It’s Hard? is the digital initiative and podcast that celebrates and explores the academic study of popular music. Conferences can be expensive to attend, especially for students, so this platform allows for a digital space to be created for students to discuss and share their research topics and interests while building a digital network of like-minded people. The podcast opens with a keynote series from professors in different faculties, from different universities around the world. The podcast is available for streaming over Spotify, ApplePodcasts, Anchor, or wherever you listen to your podcasts!