Welcome to Podland Podland is
sponsored by Buzzsprout the easiest
way to host, promote and track
your Podcast email@example.com.
It's Thursday, January the 14th, 2021.
I'm James Cridland the editor
of pod news here in Australia.
Sethi the editor of Sam
Talks Technology here in the UK
and I'm Kevin Finn from Buzzsprout
and later I'll be talking about
I'm Pasco Hughes and I'll be on later
talking about our new Podcast advertising
platform and I'm Paula Rogo
and later we'll be talking
about the BBC world service
international Podcast competition.
Podland is a weekly podcast
where Sam and I delve deeper
into the week's podcasting news,
which I cover firstname.lastname@example.org.
Please get involved.
You can send us a voice message
to questions at Podland dot news,
or you can tweet us Podland news.
We'd love to hear from,
so this week we're going to be
talking about dynamic content first?
We want to loop back onto a story
we had in last week's Podland.
We had an interview with Rob Greenlee
about the Podcast Academy and some
of the announcements that were made,
James, what's been happening since?
At the Podcast Academy.
First, they announced three new members
of the board, Quinton Brahmbhatt,
who is the boss of Amazon podcasts.
And you always know when somebody is
big, when they are allowed to talk to
the press as contain is so great to see
him on the board of the Podcast Academy.
Also Amy S Choi, who does a podcast.
And does it, lots of other things
around the mash-up Americans, she's
a Korean American and DeRay McKesson,
who is a civil rights activist
and a host of pod save the people.
They've also announced the
new executive committee.
You remember that Rob said last week,
the committee gets reelected every
year, while they've elected Donald.
Albright from Tenderfoot TV as the
chairperson for 2021 spoke medias,
Alia tavakoli and his secretary.
And your groomsmen from NPR is treasurer.
She spoke to next radio
once, and she's very nice.
And Christy Mirabelle from Sony music
entertainment becomes vice chairperson.
And if it wasn't clear, Rob is
still obviously part of the bores,
just not the chairperson anymore.
Some big hits and names on there.
They announced when the Ambien.
So the MBS have been announced
for Saturday, March the 28th.
That's the big Podcast awards
ceremony that they're doing.
They start at eight o'clock, New
York, time to eight in the evening.
That's one in the morning for you,
but it's 10 in the morning for me.
And there'll be, if
anybody to watch as well,
I'm not staying up for the mug.
I'm not winning anything.
You might, I won't,
I would doubt that very seriously.
Now, first up James, first
story of the week club house.
Have you played with it
Have played with clubhouse?
All of the events that I want to take
part in there at three o'clock in the
morning for me talking about time zones.
I used clubhouse, I went on to one
of the rooms and there was a great.
Australia, actually, James.
So she was running a session, but all
she kept doing was saying, add, I'll be
tweeting about this on my Twitter account.
And I Put my hand up and I went into
the room and I said hang on a minute.
spaces when it comes out will actually
be a better option because you're then in
one platform, I said that I didn't think
clubhouse is a longterm viable option.
But given that I did
want to try something.
And this week, a friend of mine, Wayne,
who runs Podcast Asia, we decided that
it might be a good way for us to see
if we can record a clubhouse, room.
So we actually did it this week
and we've called it club casting.
But have a listen to
what me and Wayne did.
Hey, I'm joined here by Wayne,
the founder of pod Fest,
Aisha we're hearing clubhouse.
We are trying an experiment,
which is we're using our road.
Podcast the mixes to try and
record this conversation.
Why are we doing this way?
this is not just to
execute a proof of concept.
It's basically just to try
things out to experiment.
And if you never try something new,
you would never guess, or even know
exactly 100% that you will work out.
So why we're doing this?
I think it's because a day ago we
had a short conversation on clubhouse
instead of other apps like zoom,
or even like other live virtual
streaming platforms, like stream yard.
We chose club house because
we are already on it.
I think so far, we had great
experiences and stories to share
about our clubhouse experience.
So we thought why not?
Let's do a Podcast room together.
The goal of what I want to
achieve here today though, is to work
out whether it's possible to record a
clubhouse conversation, because if it is.
Then, what you've got is the
ability for Podcast and us to create
live podcasting with an audience.
And that I think is the key part of what
we're trying to achieve, because you
could use stream yard or zoom and just
have a conversation, but now you can
invite an audience to that conversation.
They can then join in if they
want to ask a question and there's
nothing because we can record it.
That stops us then.
Taking that recording, putting it onto our
bus sprout or wherever we want to put it
and pushing it out as a normal Podcast.
But I think club castings, we call it that
may be the way forward, because I think
that's, what's missing in podcasting.
Is that live interactivity of an audience.
One of a scent.
And I think that the
two terms that you just
costing the pot housing.
The first one is better podcasting.
I was on, on call in clubhouse and they
are talking about bringing back recording
to clubhouse officially as a feature.
So I experiment the other day
with just using my iPhone.
I set the iPhone recorder in the
background, the screen recorder,
and then I went into clubhouse and
they instantly to take to that,
I was recording a conversation.
They said it's against the
terms of service to record.
When the listener and also the
speaker doesn't know you're recording.
If you actually tell them that you're
recording and we're pretty lax about
it, because they said originally
that's what clubhouse was there to do.
It was going to be a Podcast recording
app, but they've decided to put
the recording part away, build an
audience, and then bring that in and
maybe a pro feature or bring that
in as a new feature going forward.
they allowed us in a very.
Open way if they actually promote it as
a feature or courses will be flocking
into a clubhouse for the very reason
that it's so easy to set things up,
it's like a, Oh, you needs an iPhone.
And all you need, you've done.
If you don't have an audience for
the amateurs that are beginners.
It's even easier to start.
So I think it's a thought Sam,
which is why we're
So a recording from plump house,
if clubhouse are listening, then my
colleague's name here is Donald Trump.
That's spelled T R U M P.
how did you record that then?
It's not fake news.
The way we did it was we got.
Our road Podcast of might mixes
and Wayne hardwired hairs to
his iPad and he used a pod mic.
Now that enabled him to be able to record
it locally to the Podcast and mixer.
And he captured both
sides of the conversation.
You'll hear in that recording
that Wayne's voice is very clear.
Mine wasn't a mine wasn't because I was
using a Bluetooth connection to my road.
Podcast to mine and sadly.
It was not crystal clear.
My pod, Mike didn't work there for, and
it was just going through my AirPods, but
the point was we could actually do it.
So I do think there is something
in this that I think podcasters
will find it quite attractive.
Not all Podcast need to be live and
have an audience, but some people
like that concept and the idea of
having an audience who can come
and listen to the live recording.
I think this is going
to be a game changer.
Maybe clubhouse, let it happen
at clubhouse have said that they
did have a feature for recording
in an early version of clubhouse.
But they've taken it out and
talking to them in a clubhouse
room, actually, they said they will
be bringing you that back soon.
So watch this space.
That, that, should be interesting.
Maybe they might both add
recording and also add an RSS feed.
And then you've basically got automatic
built in podcasting in there as well.
See where the club casting
takes off or Twitter spaces.
Do you know quickly when Twitter
spaces might be available?
You've got a window of opportunity.
I wonder if you're going
Yeah, you've got a window of opportunity.
If you have a toy phone, if you
have a real Android phone, of
course, then no clubhouse for you.
You're not in the club.
Something that works on both
though is Buzzsprout they
launched something didn't they?
Buzzsprout have launched
dynamic content, which they say
is a free way for everyone who
uses Buzzsprout to add content.
Either side of your Podcast.
I asked one of the
co-founders of Buzzsprout Kevin Finn.
What dynamic content was?
I think the simplest way to
talk about dynamic content is it's
the ability for you to add audio
content at the beginning, or end of
any podcast episode in your entire
catalog very quickly and easily.
So the use cases that we give for it is
there's the obvious one that comes to mind
right away is sponsorships or affiliate,
marketing opportunities, things like
that, but we've built the tools so that
you can use it for things well, beyond
that, like the ability to just give timely
messages to your audience, regardless
of where they jump into your podcast.
So we've have lots of podcasters.
Who've been podcasting for years
and have hundreds of episodes, but.
They might just be doing a,
a virtual event next week.
And they want to let everybody
know who listens to their podcast.
Whether you start with episode one, or
you start with episode 246, that they're
doing this virtual event next week
and they want to invite you to attend.
And so now with these tools that allows
you to record a short message and very
easily drop it into your entire catalog.
And then once that event has
happened, click another button and we.
Seamlessly, take it out of all your
So as soon as your sponsor stops
paying and moves on, then you can just
get rid of the sponsor credits from
all of the shows that you've done.
It's very interesting in the sponsorship
world, because it allows you to not only
sell sponsorships based on the volume
of downloads that your current episodes
are doing, but you can also look at
the volume for your entire podcast.
Maybe 80 or 90% of your downloads
every month come from the episodes that
you're releasing that month, but you've
got another 10 or 20% of downloads
that come from your back catalog.
And now you can include those
in the sponsorship as well, and
potentially get a higher fee.
Now you're deliberately calling
this dynamic content insertion,
not dynamic advertising, insertion.
What's the thinking there.
something different because
we're doing something different.
We're not doing targeting,
we're not doing tracking.
We're not doing audience
profiling or any of that stuff.
All we're doing is we're bringing
a very powerful and useful tool and
we're trying our best to make it
available to what we would call the
everyday Podcast or, and it's 98%
of the podcasting world, there are.
Top tier Podcast that have very
different needs and get millions and
millions of downloads every month.
That's not the audience that we
built this tool for the audience.
So we built this tool for, it could
be anybody who's just starting
a podcast to somebody who's
been podcasting for a long time.
You could be a professional
Podcast and use these tools.
But we thought there's a lot of value
in providing a dynamic content tool that
allows you to insert content in your
entire back catalog and make it very
easy for you to apply that same dynamic
content to new episodes that you upload
without having to be on a pro-level
plan or have to have a master's degree
in audio engineering tools or fiddle
with all these different settings.
So we wanted to make it.
Very simple to use, very easy for
anybody to jump in and apply dynamic
content to their entire back catalog,
regardless of whether it's just something
that they do as a hobby for one or two
hours a week, or it's something that
they do spend, 30 or 40 hours more
time doing, it could be a useful tool
And you mentioned it.
That you don't need to have an
expensive account for it.
What's the cost of using it?
included with all of our plans.
We do give everyone 90 days to figure
out if podcasting is right for them
without having to pay us a diamond.
And then if they do decide that podcasting
is fun, they want to continue with it.
Then you upgrade to one of our pay
plans, which start at $12 and go up
from there, depending on your needs.
All our plans are limited based on.
How much content you want
to upload every month.
So the $12 plan gives you three hours
and we have an $18 plan that gives
you six hours and up from there.
So it's very affordable.
And these dynamic content
tools are included with all of
those plans that no additional.
keep your Podcast
Do you have any examples of how
Buzzsprout Podcast is using it already?
A couple of examples,
come to mind.
One, they are planning on
using this because they're
gonna rebrand their Podcast.
They're going to change
the title of their podcast.
And they were trying to figure out how
they should let their audience know.
And so we suggested these dynamic
content tools are perfect for that
because they had hundreds of episodes
and now they want to change the name
and they didn't want everyone to
open up their podcast app one day.
And all of a sudden the podcasts
that they know and love isn't up
there, alphabetically listed anymore.
It's now moved to a different
place than their list.
So use the dynamic content tools
to go ahead and put a short message
at the beginning of all your
episodes very easily and quickly.
And let everyone know that, Hey, two
weeks from now, we're actually going
to change the name of this podcast.
So when you open up your app, we're
not here alphabetically anymore.
That was a use case.
That was just out of nowhere that
we're like, Oh, that's a fantastic use.
We didn't see that coming.
We also have a lot of people who
do affiliate marketing affiliate
marketing is a great way for podcasters
who are just starting out to take
more of the risk on their side.
Instead of trying to set up a sponsor
who the sponsor is taking the risk
with you, if you have a new show.
And so affiliate marketing is a fantastic
way for you to test different products
and figure out what is resonating
or aligning with your audience.
Whether it be a Casper mattress
or a, a piece of tech equipment,
you can go ahead and try that out
and you can try it in your entire
back catalog of episodes and see.
Oh, look, I sold a bunch of, mattresses,
but I didn't sell any tech gear,
so maybe I should look for more
affiliates in the mattress category.
What else can we expect
from Buzzsprout in 2021?
It's going to be a,
hopefully a changed year.
What have you got in the works?
Oh, we are just going to do our
best to continue to provide professional
level podcasting tools and make them
available to professional podcasters
everywhere and professionals alike.
But we feel like the underserved audience,
especially when it comes to advanced
podcasting tools, are all these people who
are jumping into the Podcast ecosystem and
loving the space and seeing all the great
opportunities it has, but saying, but
I don't want to spend a hundred dollars
or I don't want to spend $200 a month
to get access to these advanced tools.
One of the challenges that we've taken
on at post sprout is how can we provide
the best technology at a very affordable
and approach approachable price point.
And it's not just price.
It's also making the
interface super easy to use.
Like you shouldn't have to have
hours of training or, get on the
phone and walk through support.
All the support process and
everything that goes along with,
steep learning curve software.
And so that's where we're investing
heavily is the best technology that
we can provide people on making it
as simple and as affordable as well
Kevin, thanks so much for your time.
I appreciate it as always a pleasure.
I think adding that to all
episodes of your podcast, in fact,
with my own other podcasts that I'm
going to try, that I think is actually
a great way of trying to yeah.
I think it's a good
What else has been going on a
venture capitalist loop ventures floats
the idea that Apple should launch.
Podcast plus a set of exclusive
Podcast available to anyone with an
Apple one or Apple music subscription.
James, what's the story.
So this is a venture capitalist
company or venture capital company.
Who's busy giving Apple some hints for the
future because Apple obviously needs it.
And one of their ideas was that Apple
should do some premium podcasts because
somehow it'll help them fend off Spotify.
Not so sure about that.
But one thing that I did notice from
this is essentially that there's
no reason why Apple shouldn't be.
Charging for shows if Podcast
has want to charge for them.
At the moment we have a reliance on ad
revenue, Apple should allow podcasters
to set a price for their own shows.
If they want to, if that's something
that Podcast is, wants to end up doing,
I can't understand because
both Apple and Amazon have a
micropayment system built in Apple.
Obviously when you buy apps can
even do the 74 75 P or one pound.
Purchase a small apps.
They know how to do it.
Both ways, both taking money from
listeners and also distributing
money back to Podcast is because
they do it with app developers.
So I'm hoping that they would do this.
The one thing I would say though, is
if Apple did turn this on and you did
set a price, not, everyone's going
to be able to set a price and get an
audience because not everyone Podcast.
Has that size of audience, but there
are lots of people who do Podcast index
have an extension tag called lock.
I would really want to use that and hope
Apple was supported because there would
be no use Apple having done this, where
they've enabled payment for podcasting.
If you could then get it free on
Spotify or any other podcast, hosts
two links to the Apple directory.
Yeah, I think whenever you start
talking about money, as anchor has
found, then some people will try and
take advantage and to be fair, Spreaker
has also found that in the past as well.
There are only really three companies
that have the capability of.
Paying out tiny amounts of money or
relatively small amounts of money to
people Amazon, Apple, and Google who all
have, app stores and things like that.
There's certainly something there which
is actually going to be quite difficult
for anybody else to actually do this.
what Spotify would do if Apple turned
I guess Spotify can't really.
Charge per individual show.
So yes, it would be really interesting
to see what Spotify would end up
doing Spotify, reason of being
there is that currently they are
pulling people in with shows that
you can listen to on a free Spotify.
Account would Spotify put some
of the most successful shows
that they have behind a paywall?
I don't know, but at the moment,
the only paywall that they have
is a monthly nine 99 service.
So it would be interesting to see
how they would fight back then.
Wonder if they'd have to go
on an acquisition trail again?
One of my favorite companies
is called de script.
And it's how I edit my podcast,
the D script company this week
raise 30 million in funding.
So congratulations to Jay and to Andrew
Yeah, $30 million is
not bad in a funding round.
So de script recently have added a
video editing to their audio editing
service, and it's just editing as if it
was a word document, which is very cool.
And there's actually been quite a
few funding rounds announced recently,
backtracks announced 1.6 million.
They are a analytics and
And well done to Cole at pod chaser
for a $4 million funding round, which
they've just announced as well where
it should enable it to expand its
work, both enriching Podcast data,
but also doing some interesting things
in terms of putting advertisers in
contact with good Podcast is excellent.
The BBC this week
launched the BBC world service
international Podcast competition.
So the BBC world service is the
international radio station for the BBC.
So not very many people tune into
it in the UK about million actually.
But they do lots of things across the
world and they're particularly strong in.
And this is where the international
Podcast competition is for.
I got Paula Rogo one of the judges
for the competition and John Manel.
Who's the Podcast commissioning
editor for the BBC world service.
And I asked John about the competence.
something I've really
wants to do for a while now.
I wanted the BBC world service to have
a scheme that gave new talents, a unique
and important opportunity in podcasting.
And that's what this is all about.
We've got this up and running.
It's the BBC world service
international Podcast competition.
It's brand new in this first year.
You can enter if you're in Kenya,
Nigeria, and South Africa and
not already a professional.
In broadcast media or have a
credit on a commercial Podcast.
So if you're in one of those
three countries, and it has an
idea for a Podcast in English,
which will appeal to listeners in
Africa and throughout the world.
And in particular to women, then
get ready to write down the details
of how two ends up because the
prize is what I think is amazing.
We will team the winner up
with a BBC production unit.
You will get to make your Podcast
with their help learning from them.
And with all the support of the BBC
world service, it will be launched as
a BBC world service Podcast hopefully
sometime this year.
And why those three countries?
an exciting time for podcasting in
Africa, the BBC world service launched
the comb last year, our weekly podcast.
We're about to launch Africa daily,
which is going out Monday to Friday.
Those are the three countries
where we tend to have our
biggest Podcast downloads.
So one of the judges is Paula Rogo.
What are you looking for as a
judge for the BBC world service
international Podcast competition.
looking for as a judge, as
the BBC has set out a great list of
criteria that they're looking for.
From podcasters who are entering the
competition, including suitability
to work as a Podcast resonance for
international audiences and resonance
for women is just one of the criteria
that the BBC has for good reason,
because this will be a BBC production.
But for me also, as a judge, I'm also
looking for that uniqueness, that
magic, that one tends to feel when
something is working with a Podcast.
So it's an opportunity to also be
creative, try new things, try new ideas.
I think that's what the
BBC is also going for it.
Putting together a competition like this.
So go there with your creativity
and bring the magic into your,
You're no spring chicken to podcasting
either in Kenya or in Africa as a whole.
You're involved with a ton of different
things in terms of podcasting, aren't you?
I said I've never really committed
to seeing podcasting grow on the
continent because I really think
once it takes off, because it hasn't.
Fully taken off just yet, but once
it does, I think Africa will be
one of the places that you can't
miss when it comes to podcasting.
We are a continent of oral storytelling.
We tell stories to each other
verbally and radio is King here.
There's a reason to BBC world service
is a huge component in Africa.
And that's just because we.
Love audio storytelling.
And I think Podcast fit into
that really, really well.
So it's no surprise that
it's taking off here in
Yeah, I've done a few pieces of work for
the BBC world service in Ghana, and I'm
always amazed at how many people listen.
To the radio, how many
people enjoy great audio?
However it gets to them in Africa.
It's a fascinating thing, John, where
do people go to enter this company?
is the all important information.
Is Friday the 22nd of
January, 2021 at 1300 GMT.
It's easy to enter.
You just need to write a few words.
We asked for two minutes of audio as
well, but all the details of that,
the full terms and conditions and all
of that can be found on our website.
That's even an email address
if you have any questions.
So it's BBC world service.com/
That's BBC world service.
Dot com slash Podcast competition.
And you need to be 18 or over,
not a professional in Brooklyn
arts media, or have a credit on a
commercial Podcast and you need to
be in one of those three countries,
Kenya, Nigeria, and South Africa.
And I love that phrase that
Paula just used about magic.
That's what we're looking for.
It's difficult to define.
I think we just want to be surprised.
The only thing we aren't looking
for is a scripted comedy or drama.
But apart from that, it could be anything.
The lovely thing about being judges
for this is that Paula and I have, and
the others have no idea what to expect.
We have no idea what
people are going to come up with.
So you're starting with these
three countries for this year, but
you've deliberately not called it
the African international Podcast
competition or anything else.
Are you looking at expanding
this perhaps for next year?
mean, I'm really pleased.
We're doing this for Kenya, Nigeria,
and South Africa for this year.
Because it is a really exciting
time throughout Africa and in
those particular countries.
And that is, as I say, where we tend
to have our biggest downloads in Africa
for our BBC world service Podcast and
it's important to get the competition
established and to ensure we can manage
all the entries we expect to receive.
So it made sense to focus.
On three countries for year one,
but it was, I hope it's successful.
I hope we can invite
entries from other countries
in future years.
And Paula, just one last question for you.
It's Africa, Podcast day on the 12th
of February, which is very exciting.
There's the Africa pod Fest
happening then as well.
The Africa Podcast day is this annual
celebration of African Podcast.
This will be the second year that is
happening and Africa Podcast, we'll
be putting together a virtual event.
We, our first year was supposed
to be in 2020, but COVID sadly
had us canceling the event.
So we're putting together
something a little smaller that
will be taking place on Africa.
And you can go get details on that
Africa Podcast festival dot com and
it's really a chance to celebrate
what's going on here on the continent.
I think 2020 was a huge
year for African Podcast.
I think COVID had a big part to do with
that, and we just get to come together,
celebrate each other, acknowledge each
other, and really put forth what could
be a great year for podcasting on the
Paula and John, thank you so much.
Thanks for having us.
In other news Todd Cochrane of get new
central stay released is 1500th episode.
Yeah, it is amazing 1,500 episodes,
Todd of course, CEO of blueberry, which
has a big podcasting host and yep.
One of the things that he said to me when
I was reporting, this is how important
it is that actually, he's the CEO of a
big Podcast and company is one of the
big old guard Podcast in companies.
And he says that the only way to stay
abreast of what's happening in the
Podcast world and actually really
understand the struggles that Podcast
has have in terms of building a show
in terms of keeping up a ties as happy.
The only way to really.
Stay abreast of that is to actually
make shows to actually Podcast.
And I just thought it was worthy
of note that he's a CEO of a big
Podcast company who is podcasting.
And there are surprisingly a lot
of CEOs managing directors of
large Podcast companies out there
who don't Podcast and who don't
use their tools every single day.
And maybe that's something that
they're missing a trick with.
Looping the story back to Rob Greenlee
Todd and Rob do a podcast as well
together, which I find it amazing that
he has time to do 1,500 podcasts and also
do other podcasts which has been doing
yeah, it's a two
hour Podcast twice a week.
So have a knows how they have
the time to end up doing that.
But the one thing I love about the
new media show is while there are two
things, firstly, Todd is incredibly
indiscreet and talks about things.
He says, Oh, I can, can
possibly talk about this.
And then says something that's completely.
under NDAs and things like that.
he's very good at doing
all of that sort of stuff.
And the other thing is hearing
the trains from Rob Greenlees
house, which you can also hear.
you should check the new media show out.
It's well worth the listen.
Now, we started off talking
about Twitter spaces and that was
basically a Aqua hire of the team from.
Breaker Leah Culver and her team,
but it turns out we thought breaker
was then gonna obviously be subsumed
into Twitter or just closed down.
It turns out it's not James.
So breaker, they announced
that breaker was going to close
tomorrow actually, but the app
has been acquired instead by a
different company called maple media.
And I find maple media fascinating.
They're a publisher based in
Los Angeles in California.
And they already own player FM, which
used to be run by a nice man called
Michael, who was an ex Googler and a Kiwi.
They also own a Podcast
app called Podcast.
And now the guns be
owning breaker as well.
So it seems to be where the good Podcast
apps go so that somebody is still
is loving them and caring for them.
So it's quite interesting seeing
maple media getting hold of
another one, as we record, there's
a breaking news story about.
Pocket casts, which apparently
is going to be sold.
So it's currently owned by a
bunch of folk, including NPR and
PRX, and a little bit of the BBC.
And apparently they've basically
said, nah, it's got no future with us.
We'd like you to go away
and sell it to please.
So one wonders whether maple media has
yet another Podcast app that they may
pull into their, a stable as well.
Good luck to maple media now.
One last story that we wanted to leave
you with in last week's pod news, there
was a story by James talking about
a company called add delicious.fm.
So I thought I'd reach out to them.
They're based in Bristol and we
thought we'd have a conversation about
what is that delicious FM and how
can they help Podcast is the idea of
adolescence was that we'd have
a flexible solution for professional
Podcast is whether it's quite a few,
one size fits all type solutions.
We wanted to bring a tailor-made.
Solution for Podcast as you
have audiences around the world.
So we focus on communication.
We focus on our relationships with sales
agencies around the world, and really the
idea is just a tailor-made solution for
And how did you two guys meet?
and Pasco, we're based in a lovely
little city in the UK called Bristol,
and it's very creative and it was
quite a serendipitous meeting.
We met over a cup of coffee.
We both run Podcast companies,
production houses, and we got talking
and eventually the relationship.
Progressed to a stage where we were
sharing an office and naturally in
these situations you get talking.
And because our productions where
our businesses, where our means to
make money, naturally, a lot of the
conversations went towards the best,
the most efficient way to make money.
And in that way at delicious
became a seed of an idea.
we'd start talking about,
could we do this ourselves?
Obviously, there are companies
out there that do it.
They've helped grow the pie, so to speak,
but we just wanted an agency to be much
more of a flexible, more transparent
option for us to make money in podcasting.
But we don't always want a contract that
ties all of our content into one platform.
We don't always want something that
provides programmatic, but not host reds.
We don't always want a platform that
we have to upload to their server
and they have control of the global
network and means to selling around
the globe in different territories,
especially in the us where a big
percentage of our listeners occur.
And so we started talking about this
idea of white labeling and meeting the
demands of professional podcasters that
want different things that don't tie
them down into long-term contracts.
That give them the ability
to use other agencies.
We want to be a Podcast first
selling agency, which gives them
the best opportunity possible
to make money out of podcasting.
Because in my experience, Podcast
has got to this stage where.
The industry has matured and there
needs to be the best possible
chance for Podcast is to make
businesses out of their content.
Unless you're a big production company
or you're a big media house, or you
have a massive marketing budget.
It's just really difficult
to make money in podcasting.
And if you have a contract that ties
into something that doesn't give you
the best deal in terms of percentages
for sales, or doesn't allow you to
leave the contract, because another
options come up, then are we really
giving producers the best chance?
So we saw this opportunity where
we were creating something that's
quite new to the space we have.
Different types of relationships
with different types of producers.
And we started on this journey probably
at the end of last summer and the traction
and the progress has been quite incredible
because truth be told when we're
talking to other producers about this.
They're as excited about it, as
we were thinking about it in the
Now if I'm a Podcast, how
do I get involved with you?
What's the process?
Do I have to have, I have to have
10,000 listeners like a cost demand?
W w what's the process?
get in touch and we can, we will
chat to anyone and everyone.
Ultimately we have different tiers,
which enable us to work with different
size companies and individuals.
Based on the type of show they have.
And we'll always just try and offer
transparent feedback really, in terms
of the bar, we, one thing we do is
international podcasts who have sales
companies in their own country, but
are not monetizing their UK or EU
listens we can offer to just often
that segment of their audience, but
equally people can join us in a more.
Exclusive manner in which we can
have, can look after all elements
of their advertising out, giving
them a host read solutions, as
well as spot had some programmatic.
When it comes to numbers, we are at the
moment working with more premium loads,
the scale Podcast, but certainly with
our verticals, if the show works well
within one of our verticals we sell they
were more than happy to chat or help
them find the best solution for them.
Now look, how do advertisers
get involved as well with you?
So many of them do email
directly, but also we are plugged
in with agencies across Britain,
but also we work very closely with
a lot of American Podcast agencies.
And so it's a mixture of agencies
working with us as well as
brands contacting us directly.
And we also plugged into
programmatic as well.
in the last few months we've
made a couple of key hires on is Craig
Eastwood, who has come from radio
works, who has a very experienced
background in audio, digital sales.
And also we've just hired Donna Meechie.
Who he basically was part
of the core team of audio.
And so in terms of podcasting
and digital sales, he's got a lot
of experience and context there.
He also had a very senior role that
mixed cloud recently, and I call
them key hires because they have the
connections already in the digital space.
They have these relationships
where they understand the medium.
They understand what works
well for advertisers and they
have those relationships.
And also they're great at explaining
that to advertisers and potential brands,
Pascal, and myself, where producers,
we understand the production side.
connection that Podcast is.
Can have with an audience.
It's another skill to then have that
conversation with brands and understand
how valuable podcasting is to brands.
Because as well as anyone, Sam this kind
of intimate relationship that listeners
have with the person on Mike and you need
a special skillset to actually talk to
brands and understand that there's a
pipeline and there's planning and there's.
And so those guys are key to
manage that for our delicious
And good luck with adolescence
now, can you please tell us
where we can find you on the web?
Certainly the best way probably
is to go to our website, which
is adolescence.fm abolitionists.
For those who might be unfamiliar with
that word is a D E L I C I O U s.fm.
Otherwise you can reach out
to me and Pascal on LinkedIn.
We'll be more than happy to say hi.
I pronounce them a delicious when I
was doing the pod news podcast last week.
That just goes to show,
never listened to me.
So Sam, what's coming up in
Podland for you this month.
Had an interview with a guy called
Adrian Fitzpatrick, who was the
founder and CEO of re incubate.
They have a new software app called
camo and camo turns your iPhone into a
high definition video camera for use on
zoom stream yard, or any other videos.
It's about 40 pounds.
I've been using it.
Turn your camera into something that
makes you look half decent, as opposed
to the seven 20 P camera on your
very high end, very expensive Mac.
And the other interview I
had was with a guy called Dr.
Matt Borum and this is a fun app.
I've got a company called audible reality.
And what you can do is take your
Spotify tracks and you can remix them.
They're called vibes, and then
you can share your vibe with
friends so you can take famous
tracks and you can remix them.
Now, if you want to hear any of
that, you can catch them on Sam.
And I spoke with Ron bait long
from pod metrics, which is a
new company in the Philippines.
They're working on new ideas
for ways Podcast can earn
revenue in Southeast Asia.
And I'm hoping to get him to speak
at radio days, Asia, which has taken
a bit of my time at the moment.
It's a big radio and Podcast
conference some great speakers there.
They've got some cheap tickets
available, still radio days.
asia.com is where to go for that.
And that's it for this week.
If you've enjoyed your trip to Podland,
don't make it your last, you can subscribe
on all the major Podcast players or
visit our website at Podland dot news.
this episode, thank you.
Please tell your friends
by sharing Sonia socials.
We'd love to have your comments about
any of the stories on this week's show.
Send a voice comment to
questions at Podland dot news.
We'll send a tweet to
at Podland news.
And if you want daily news,
you should get pod news.
Or you can ask your smart speaker to
play the news from pod news, podcasting
news and pod news is where you'll
find the links for all the stories
we've mentioned this week as well.
Music is from ignite jingles.
Pro for most of the audio you heard today.
And I edited Podland on
Hindenburg journalist pro
because I'm very old fashioned.
Sam edited his interview on
script and use it and we're hosted
and sponsored by Buzzsprout.
We'll see you in Podland next week.