New listeners of the podcast Keep It! might not know about the origin of this expression and its effect on pop culture. Ira Madison III started using it around 2016 on Twitter. He wanted to express his annoyance with something and his lack of patience for it. Was a celebrity performative about supporting marginalized people? They can keep it. Is HBO making a show about the Confederacy? Keep it. Since Madison has a strong following on Twitter, it was only a short time until that saying caught on. Taking that concept into a weekly podcast was the next step. Keep It! is part of the Crooked Media family of podcasts.

The premise of Keep It! makes a lot of sense. What happens in Hollywood affects the political landscape and vice versa. Madison recognizes that the two feed off each other. After all, the #MeToo movement exploded thanks to actresses talking about Harvey Weinstein. Media consumption influences people's worldviews and opinions. It is not some frivolous pastime, and the podcast acknowledges that. Still, the podcast does use humor and sarcasm to discuss important topics.

The Keep It! podcast has another regular host besides Madison. Louis Virtel is a notable comedy TV writer and performer. He's written for Jimmy Kimmel Live, the Oscars, and the Emmys. Madison is a former critic for The Daily Beast, Variety, GQ Magazine, and more. Their combined expert pop culture knowledge helps the podcast hosts dissect current events.

Keep It! often features comedians, journalists, or anyone connected to activism as guests. As proud members and allies of the LGBTQ+ community, the podcast hosts also discuss topics from this angle. They also have icons like Patti LuPone and Jenifer Lewis to join in on the laughter. New episodes drop each week.