Buzzcast

Buzzcast is a roundtable discussion about podcasting from the people at Buzzsprout. We'll cover current events and news, podcast strategy, tools we are using, and dip into the Customer Support mailbag to test our podcasting knowledge. If you want to stay up-to-date on what's working in podcasting, Buzzcast is the show for you.

https://buzzcast.buzzsprout.com/

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episode 57: Spotify Launches Open Access Monetization + Dynamic Content 2.0 [transcript]


In this episode, we discuss several new features that just rolled out in Buzzsprout, how to make the most of Podcast Movement 2021, and Jason from Supercast joins the show to dive into Spotify's new Open Access monetization feature.

Watch the video of this episode on our new Buzzcast YouTube channel!

Links from this episode:

  • Expanded Canva Integration
  • Dynamic Content Library and Stats
  • Podcast Movement 2021
  • Spotify's new Open Access Feature
  • Supercast


Alban's PM 2021 Guide:

Tuesday

  • 12:00pm - New Podcast Primer 

Wednesday

  • 9:00am - Edison Research with Tom Webster
  • 1:30pm - Alban Podcast Artwork talk
  • 1:30pm - Using Microphones to Shatter the Bamboo Ceiling
  • 5:00pm - She Podcasts networking event
  • 6-8pm - Buzzsprout Happy hour

Thursday

  • 10:30am - Podcast Taxonomy: Podcasting's Push to Standardize Credits
  • 2:45pm -  Podcast editing made simple
  • 4:00pm - Creating a Killer brand for your podcast

Friday

  • 2:45pm -  How podcast stats can help you improve


Review Buzzcast in Podchaser or Apple Podcasts to let us know what you think of the show.

Buzzsprout's Dynamic Content tool now allows you to save multiple clips in your Dynamic Content Library and track how many downloads each clip receives. Learn more on our New Features page.


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 2021-07-30  59m
 
 
00:00  Alban
Mark Cuban is speaking
00:00
and you're like whoa okay
00:03  Travis
Is he talking about
00:03
fireside is that we're gonna be
00:04
talking about
00:05  Alban
I pretty sure he's gonna
00:05
be talking about his podcasting
00:08
app that he launched called
00:08
fireside so there's a another
00:10
podcast host it does the same
00:10
thing as Buzzsprout called
00:13
fireside FM Yeah, it's kind of a
00:13
bummer. Don't Don't steal
00:16
someone's name do a little
00:16
market research here.
00:19  Travis
Hey, at least he didn't
00:19
call it Buzzsprout.
00:26
Today on Buzzcast, we're talking
00:26
about Spotify his answer to
00:29
Apple podcast subscriptions. We
00:29
have Jason the CEO of supercast.
00:32
On to talk about that, and some
00:32
really cool features that we
00:36
just rolled out into Buzzsprout.
00:36
But Alvin, let's go ahead and
00:39
start with the features. I
00:39
think, I think people are gonna
00:42
be pretty psyched about these.
00:44  Alban
Yeah, I mean, we got a
00:44
ton of them. Which one do you
00:46
want to start with?
00:47  Travis
Let's start with dynamic
00:47
content. No, no, no. Let's start
00:51
with expanded Canva integration.
00:54  Alban
You can tell the Travis
00:54
has been living in YouTube land
00:57
for the last few years when he's
00:57
like, later in the video, we're
01:00
going to have an interview. And
01:00
then we're going to tell you
01:03
some really cool features. I'm
01:03
gonna save the best feature for
01:06
last, like there's a total
01:06
YouTube gimmick.
01:09  Travis
Not a gimmick, it's a
01:09
reason to listen or watch the
01:13
whole episode.
01:14  Alban
Yeah, slash gimmick.
01:16  Travis
Very, very strategic,
01:16
very strategic gimmick, and also
01:20
done on the fly.
01:22  Alban
So expanded Canva
01:22
integration. We'll talk about
01:24
that first. Yeah, let's do that.
01:24
First. One of the ways we
01:27
develop software is that we
01:27
always try to take things in
01:29
steps. Sometimes you can think
01:29
you know, what everyone's gonna
01:34
love and what's useful and how
01:34
it's gonna work. And you can
01:38
spend years building it, and
01:38
then all of a sudden, you roll
01:42
it out, and people are like,
01:42
Okay, cool. Thanks. For
01:44
something else, you'll roll out
01:44
pretty easily. And they'll be
01:46
like, Oh, my gosh, that was
01:46
incredible. And you often are
01:50
not, it's hard to judge
01:50
sometimes which things are going
01:53
to be really useful and which
01:53
aren't. And so we are always
01:56
trying to take small steps. And
01:56
the things that resonate in are
01:59
helpful, we'll let's expand
01:59
those, and ones that don't get
02:03
as much traction. Or at least
02:03
they're not providing as much
02:06
value, we've don't go into those
02:06
more. So the Canva integration
02:11
we rolled out a few months ago,
02:11
actually got a ton of really
02:15
positive feedback. And that was
02:15
the ability to instead of
02:18
uploading artwork, he didn't
02:18
have any, you could just click a
02:21
button, create some canned
02:21
artwork inside of Buzzsprout.
02:25
And then that was added right
02:25
back in to your account. So you
02:28
could create good artwork for
02:28
your podcast. The new version is
02:34
two new places inside of
02:34
Buzzsprout that you need
02:36
artwork. And we could do the
02:36
same feature. So one is episode
02:41
artwork, which is just if you
02:41
want to have unique episode
02:45
artwork for each episode that is
02:45
available. And that shows up in
02:49
apps like overcast or podcasts,
02:49
a lot of podcast apps do it.
02:54
Unfortunately, Apple doesn't
02:54
support much in the way of
02:59
episode artwork. I don't know,
02:59
maybe someday they will. But for
03:03
most other apps, they do support
03:03
it. So it's a cool way for you
03:05
to click this button, make that
03:05
change. And then all of a
03:09
sudden, now it's showing up in a
03:09
lot of different podcast apps.
03:13
But the other place that's much
03:13
more valuable, and much more
03:17
exciting, I guess I should say,
03:17
is inside of the sound bites. So
03:24
the sound bites are those little
03:24
audio grams, you can share on
03:27
social media to get more people
03:27
into your podcast episodes and
03:31
have a little trailer for your
03:31
episodes. Now you can upload you
03:34
can create custom artwork with
03:34
Canva. And then that artwork is
03:38
there. And then he can pick what
03:38
orientation you want it to be
03:41
in, you can pick if you want to
03:41
have a little waveform going
03:45
over it. And we generate that
03:45
video for you. And boom, you've
03:50
got a really beautiful audio
03:50
Graham visual soundbite to share
03:54
on social media,
03:55  Travis
the biggest benefit for
03:55
people that are just like Okay,
03:59
why would I care about
03:59
customized episode artwork? How
04:02
are soundbites going to help me,
04:02
you know that you can't just
04:05
make a podcast and just expect
04:05
people to find it. Like you have
04:09
to put in the work to promote it
04:09
to tell people tell people about
04:13
it and give them reasons to
04:13
listen. And so if you have
04:15
guests coming on to your
04:15
podcast, and you're like, Hey,
04:18
why don't you share this with
04:18
the people that know about you,
04:20
and then you can tell them about
04:20
this awesome show you were on.
04:23
You can now use this Canva
04:23
integration to create episode
04:27
artwork, like with their picture
04:27
on it. So that'd be like, yeah,
04:30
I want to share a really cool
04:30
graphic with my face on it
04:32
talking about how awesome I am.
04:32
And so you can create that
04:35
inside of that integration. And
04:35
then say, hey, like, why don't
04:38
you just share a quick, juicy,
04:38
spicy clip from this podcast
04:42
interview with all your fans.
04:42
Here's a short video file of an
04:46
animated waveform doing just
04:46
that, that all now gets that you
04:50
can do that very easily inside
04:50
of Buzzsprout. So we're just
04:52
trying to streamline the process
04:52
of giving you the tools that you
04:55
need in order to effectively
04:55
effectively promote your show.
04:59
So you can get more listeners.
04:59
Which, you know, if you're doing
05:02
any kind of marketing promotion
05:02
tactics, that's the strategy.
05:05  Alban
Thinking back to a
05:05
interview I did a little while
05:07
ago with Kate Casey, she talked
05:07
a lot about how she actually
05:10
gets people to share those
05:10
clips. And it was really
05:14
interesting to me. One, she asks
05:14
people, can you send me your
05:19
favorite image of yourself?
05:19
Because every one of us has
05:24
these images of us that were old
05:24
profile photos at some point
05:27
that now kind of circulate on
05:27
the web. And you get kind of
05:30
tired of them. And maybe you
05:30
don't want to share that video,
05:33
that image anymore. Well, what
05:33
happens is somebody then uses
05:37
that as the image. And then
05:37
like, if people don't love that
05:41
picture of themselves, they're
05:41
not going to share it. So I
05:45
thought that was really, you
05:45
know, insightful for her to say,
05:48
you know, Hey, can you give me
05:48
your favorite image of yourself?
05:51
And then you're more likely to
05:51
get people to share it. And then
05:55
you need to drive home how
05:55
valuable the interview actually
05:59
was. Because I see this myself,
05:59
I record a podcast, three weeks,
06:05
a month later, they reach out
06:05
and they say, Hey, your episodes
06:08
live. And I don't really
06:08
remember what I said, I don't
06:12
know if I love the interview, if
06:12
I didn't, and I needed to either
06:16
listen to it to make sure how
06:16
much do I want to share this.
06:19
But if they send a little clip,
06:19
and it's actually a pretty good
06:23
point, and you're kind of like,
06:23
Oh, that was a good point. Nice.
06:27
And then the other host is kind
06:27
of talking you up? Well, now you
06:31
now you're excited to share it.
06:31
And so I've just noticed, that's
06:35
when people have at least kind
06:35
of convinced me to share
06:38
something and get me the most
06:38
excited to share it promote it,
06:42
is when they're putting that
06:42
clip together, they're
06:46
affirming, like it was really
06:46
good interview, and they
06:48
appreciate it, they thought this
06:48
clip stood out, and he listened
06:53
to it, you like it, it's really
06:53
likely people will share it. And
06:56
then if people don't share it,
06:56
then start tagging them and you
07:00
sharing it. Because maybe you
07:00
aren't going to get them to go
07:03
and jump into their social media
07:03
app and, you know, send it
07:08
themselves. But the opportunity
07:08
just to retweet or to share or a
07:13
comment, that's super easy for
07:13
people to do. And then you can
07:18
start to actually get some
07:18
engagement. So those are some
07:21
things to think about when
07:21
you're creating visual sound
07:24
bites. And luckily, we've
07:24
actually got a new blog post up
07:28
on it that went up a few days
07:28
ago. So we can link that in the
07:31
show notes.
07:32  Travis
Yeah, we'll definitely
07:32
link that in the show notes. And
07:34
the key to any of these
07:34
strategies, right. So unique
07:37
episode, artwork, sound bites,
07:37
is just getting into a good
07:40
rhythm with it, committed to it
07:40
for longer than one or two
07:43
episodes, see if it'll work. And
07:43
then just try to streamline it
07:47
as much as possible. So that's
07:47
what we tried to do, make it as
07:49
easy as possible for you to
07:49
create these assets to promote
07:52
your show, and to promote your
07:52
episodes. So give it a shot, try
07:56
it for a couple of months, see
07:56
if you can notice a difference
07:59
in the number of people
07:59
downloading your show and then
08:01
go from there. But the second
08:01
feature we want to talk about is
08:05
the new dynamic content library,
08:05
which much like the expanded
08:10
Canva integration is, you know,
08:10
the next step, the next
08:14
evolution of dynamic content,
08:14
which we rolled out earlier this
08:18
year. So why don't you just kind
08:18
of give us the roadmap of how we
08:20
got to where we are now. And
08:20
what's new,
08:23  Alban
you know, for a long
08:23
time, we experienced this
08:25
ourselves. And this is one of
08:25
the reasons why it's important
08:28
when you're developing software
08:28
to actually be using the
08:31
software that you develop. So
08:31
for this show, if we wanted to
08:35
add an announcement, it was
08:35
really easy to just add it into
08:38
the episode. The downside was,
08:38
well, we only got that in the
08:44
most recent episode. So for
08:44
example, we're going to podcast
08:49
movement in a few days after we
08:49
record this week from now will
08:52
be a podcast movement. And we
08:52
put a piece of dynamic content
08:57
in the front of all of our
08:57
episodes, will talk about it in
09:00
this particular episode. But if
09:00
someone listens to an episode,
09:04
that's maybe an interview, or is
09:04
from a month ago, they wouldn't
09:08
get that timely update. And if
09:08
you're doing ads, often you want
09:13
to sell the ads so that if
09:13
you're selling by CPM, by
09:19
actually I mean people listen,
09:19
you really want to be able to
09:22
fill that order quickly. What
09:22
you don't want to do is say hey,
09:27
here, I'll you know, 200 bucks,
09:27
and you'll be in this episode.
09:31
And then all of a sudden, that
09:31
episode blows up, but the ad is
09:34
baked in to the audio file and
09:34
all of a sudden, you can't get
09:38
any more money for that episode
09:38
doing really well. So that's
09:42
where dynamic content came in.
09:42
Now you can add pre roll post
09:46
roll audio files to every one of
09:46
your episodes. So I think we
09:52
have something like 60 I think
09:52
we have 69 episodes, and I was
09:57
able to just apply the dynamic
09:57
content you were able to
10:01
traverse Actually, I use the
10:01
audio files, you applied it back
10:05
to all of our episodes all at
10:05
once. And it's super easy. It
10:09
updates pretty quickly. next
10:09
iteration on that was dynamic
10:13
descriptions. Well, if you tell
10:13
everybody Hey, we're going to
10:17
podcast movement, hey, we just
10:17
launched a new feature, hey, I
10:19
launched a course, check out me
10:19
undies and use this promo code.
10:24
Any of those, you want to be
10:24
able to give people a link to
10:28
click on it to go actually check
10:28
out the thing you're talking
10:32
about? Well, if you add it to 69
10:32
episodes, well now what do you
10:36
do you have to go to every one
10:36
of your descriptions and add
10:39
that link. Will dynamic
10:39
descriptions allowed you to say,
10:43
every time you have this audio,
10:43
start the episode or end the
10:46
episode, drop this promo code
10:46
this little sentence into my
10:51
description so that people can
10:51
listen to it. Alright, so that
10:54
was the that was step two. That
10:54
is part two, part two of a
10:59
journey. Yeah, we'll see how
10:59
long this journey continues. And
11:03
step three, I think this one
11:03
probably, you know, we've been
11:06
hearing this and in thinking
11:06
about it, but one person who
11:09
really drove home, the need for
11:09
this was karianne, Reed Brown,
11:14
one of our friends and
11:14
Buzzsprout creators, she was
11:18
like, Oh, I love the dynamic
11:18
content feature, what I do is I
11:22
go check all of my episodes, I
11:22
check the stats for everyone,
11:29
then I upload the content. And
11:29
then I go back if three days
11:33
later, and I see where they're
11:33
all at. And so then I figure out
11:35
how many times that piece of
11:35
content had played. And she was
11:39
tracking to send like a
11:39
spreadsheet, that is a ton of
11:41
work. And if you're trying to
11:41
make sure you Only you know,
11:45
episodes, a ad reads in there
11:45
for 5000 plays or something, you
11:49
know, you're checking back every
11:49
few days so that you can take it
11:52
out at the right time to put in
11:52
the next one. So we knew we
11:55
needed a way to track how many
11:55
times that episode been played.
12:00
And then the other pieces, if
12:00
you're swapping things in and
12:03
out the way we'd done in the
12:03
past, you kind of had to upload
12:06
every time you upload the new
12:06
audio file the or stitching to
12:10
the front or the end. So now,
12:10
every audio file you ever use as
12:15
some little snippet of dynamic
12:15
content, we will save it, it's
12:20
gonna stay in your Buzzsprout
12:20
account. And we will just keep a
12:23
running tally of how many times
12:23
that's been played. So we
12:27
actually did this a few days
12:27
ago, we dropped this two pieces
12:32
of content in the podcast
12:32
movement 2021 promo and talking
12:37
about this dynamic content
12:37
library. What are we up to
12:41
Travis? How many plays
12:42  Travis
413 plays in like 25
12:42
hours or so
12:47  Alban
nice. That's pretty good.
12:47
I feel great about that. Yeah.
12:51
feel good about that. To me.
12:51
It's not like a new episode
12:54
dropped during that time either.
12:55  Travis
No, no, this is just our
12:55
existing back catalogue. So we
12:59
applied it to 66 of the
12:59
episodes. So not including like
13:03
the trailers and that kind of
13:03
stuff. And so right now we have
13:06
a one minute 22nd audio file,
13:06
telling people about podcast
13:10
movement coming up next week,
13:10
week after next one, and then
13:15
yeah, yeah. And then a post roll
13:15
talking about the dynamic
13:20
content library, what we're
13:20
looking at right now. And so
13:23
here, under your episodes, you
13:23
just go to dynamic content in
13:26
your tab, you scroll down, and
13:26
you can still add and remove
13:31
episodes that you want dynamic
13:31
content applied to, that's still
13:34
the same. And now you have your
13:34
whole library. So you, we can
13:38
upload as many audio files as we
13:38
want. You can apply them to your
13:43
episodes, take them off your
13:43
episodes as you want to. And
13:47
then it will track how many
13:47
times that particular piece of
13:50
content has been played. So
13:50
let's say that we wanted to take
13:53
these down and swap positions
13:53
and put dynamic content library
13:56
as the pre roll and choose
13:56
something else to talk about in
14:00
the post roll, then this Pm 2021
14:00
would stop at 413 dynamic
14:06
content library would keep
14:06
going. And then whenever the new
14:09
post roll is that we put in, we
14:09
start getting downloads. And so
14:12
you can very easily see that all
14:12
right here in your dynamic
14:15
content area. To prevent those
14:15
crazy Excel spreadsheets and
14:20
manual processes.
14:22  Alban
Just to be precise, I
14:22
want to jump in. It's not how
14:26
many times these have been
14:26
played. It's how many times have
14:27
been downloaded because people
14:27
can download your file people
14:31
often download your files and
14:31
may not actually listen to the
14:35
whole thing. So these have been
14:35
downloaded 413 times hopefully
14:39
have gotten that many plays. But
14:39
that's data that you'd really be
14:44
much better getting from a
14:44
Spotify or Apple podcasts
14:48
directly, rather than from
14:48
Buzzsprout since we are able to
14:52
actually see once the audit
14:52
files on the phone, we lose all
14:55
visibility and that's what it
14:55
should be. We shouldn't all be
14:58
tracking each other non stop.
14:58
across the world,
15:01  Travis
well, if you track your
15:01
Spotify stats, we're gonna make
15:03
you sound, make you feel really,
15:03
really great about yourself,
15:06
because the numbers that they
15:06
give you are based on like,
15:11
their own internal streaming
15:11
stats. And so they're, they're
15:14
typically much larger than what
15:14
you see in Buzzsprout. As far as
15:17
like, audio files downloaded.
15:19  Alban
Yeah, everybody has
15:19
slightly different ways of
15:22
determining a play. So I know
15:22
play inside of Spotify is
15:28
different than a stream and a
15:28
star. And so they've got their
15:32
own nomenclature, Apple has
15:32
theirs. And the real one that
15:37
you want to track is, you know,
15:37
how are my downloads doing? Are
15:42
they going up? Are they going
15:42
down by episode? Now, inside of
15:46
Apple podcasts, one that I think
15:46
is probably one of the best
15:49
stats is listeners, and engaged
15:49
listeners, how many individual
15:54
people actually listened to this
15:54
episode plays is you know how
15:59
many times they actually hit the
15:59
play button. So you get two
16:02
plays from the same person. But
16:02
that listener number is really
16:07
valuable. It's only a small sub
16:07
segment of your podcast place,
16:11
since you probably are getting a
16:11
lot of plays outside of apple.
16:15
But that one, your overall
16:15
download numbers, those are ones
16:20
that you should see trending up.
16:20
And that's really what you want
16:23
to see over time is those
16:23
trending up. And hopefully, your
16:26
numbers continue to grow as you
16:26
become a better podcaster. We
16:30
have one other small, it's not
16:30
small, it was a big project, but
16:36
it is small, and you know how
16:36
long it takes to describe it. So
16:40
Google has, really, I think it
16:40
was May started making site
16:45
speed, and core web vitals
16:45
really, really important for
16:49
ranking pages, at least quite a
16:49
bit more. And when we started
16:55
doing a lot of, you know,
16:55
research just on the SEO side of
16:58
things, and it started looking
16:58
more and more, more more
17:03
surprised, like Google was
17:03
really, really wanting,
17:06
especially on mobile sites to
17:06
load ultra fast. And, you know,
17:11
on a scale of zero to 100, that
17:11
you rank sites, I mean, you
17:16
could go to something like a
17:16
cnn.com, which has tons of ads
17:19
and trackers, a lot of stuff
17:19
going on. And they're getting
17:21
like a four out of 100. So,
17:21
look, I mean, they are stripped.
17:28
And as they shifted, that we saw
17:28
more and more Buzzsprout pages,
17:34
you know, falling out of like
17:34
the A plus category and starting
17:39
to get like C's, you know, are
17:39
down in the 60s. And so we did a
17:42
big project, where we said,
17:42
okay, we want to be in have the
17:46
very best web pages on the
17:46
internet. And so one guy from
17:51
the team really took this whole
17:51
project on himself for quite a
17:54
few weeks, Brian, and did an
17:54
incredible job. I think that a
17:59
lot of people don't realize how
17:59
much he did. But now, all pages
18:04
on desktop are like 99%, or nine
18:04
getting 99. on mobile, they're
18:12
regular, they're always up to
18:12
this 90. So like 92, which is
18:16
exceptionally exceptionally
18:16
high. When you look at how, you
18:20
know, all these other pages are
18:20
performing. So all that being
18:25
said, there's nothing to change
18:25
on your side, there's nothing
18:29
that you probably will see that
18:29
changed. Except if anyone's on a
18:34
phone, and they pull up your
18:34
Buzzsprout site, man, should it
18:37
be a lot faster. And if they're
18:37
on some 3g network, or they have
18:42
internet that's really flaky,
18:42
they should still get a great
18:45
experience so that they can
18:45
listen to your podcast. We don't
18:49
want people to have to wait, you
18:49
know, 30 seconds while cnn.com
18:55
loads and hope that they still
18:55
want to read this exciting
18:59
article. With a podcast, we just
18:59
want to make sure that you know
19:03
half a second that page is up is
19:03
looking great and they can
19:06
listen to your podcast.
19:08  Travis
So two new features, we
19:08
hope you get to take advantage
19:11
of being able to use Canva.
19:11
Everywhere you create artwork
19:14
inside of Buzzsprout,
19:14
essentially, and then the new
19:17
dynamic content library and
19:17
stats tracking, we'd love to
19:21
hear how you plan on using these
19:21
features. To help your show you
19:24
can leave a comment underneath
19:24
the YouTube video or just hop
19:27
over to our Facebook group and
19:27
chat with us there. We'd love it
19:30
either way. So when we were
19:30
showing you our dynamic content
19:36
library for Buzzcast. And if you
19:36
listened to the first part of
19:40
this episode, anytime close to
19:40
when it came out, you probably
19:43
heard Alvin talking about
19:43
podcast movement, which is
19:46
coming up in the beginning of
19:46
August in Nashville, Tennessee,
19:48
and Buzzsprout will be there. So
19:48
Albin walk us through podcast
19:53
movement, what we're going to be
19:53
doing and you know if someone is
19:57
showing up as a boss Route
19:57
podcaster, some extra stuff that
20:02
we're doing that they could take
20:02
advantage of as well. I mean,
20:04
podcasting
20:05  Alban
can feel a little lonely,
20:05
sometimes you're, you know, can
20:08
be a little one sided, you feel
20:08
like you're talking into a mic,
20:11
and you're really hoping people
20:11
are listening, and you may not
20:13
connect. And even if you're
20:13
connected with your audience,
20:15
your audience often don't know
20:15
what you're going through. And I
20:21
think that that situation of
20:21
like, maybe not knowing a lot of
20:24
other podcasters and being doing
20:24
a lot of this work on your own,
20:29
it can feel pretty isolating.
20:29
And it kind of lends itself to
20:33
this feeling of imposter
20:33
syndrome, you're not doing
20:35
enough. And it can, you know,
20:35
sometimes it's not the most fun.
20:41
That's why I love these podcasts
20:41
conferences. Because, you know,
20:47
it's, I could tell my wife what
20:47
it's like when I mount a
20:51
podcast, but, and she can
20:51
sympathize with, you know, some
20:55
of the struggles, but some of it
20:55
is like, how much do the weeds
20:59
do we want to get about my
20:59
editing, software breaking? And
21:03
she's like, Okay, I got it,
21:03
something very frustrating
21:05
happened with your audience,
21:05
your editing software. It when
21:09
you get some of these
21:09
conferences, it's so nice just
21:12
to connect with other
21:12
podcasters. And you're
21:15
constantly just saying, like,
21:15
Oh, yeah, me too. Oh, you're
21:19
really, you're doing really
21:19
well, your podcast. And you also
21:23
don't love the sound of your
21:23
voice sometimes. That's really
21:27
affirming to hear, oh, you have
21:27
the same mic, and you realize
21:31
there's a lot of plosives Oh,
21:31
that's how you fixed it.
21:33
Awesome. I love hearing that.
21:33
And you're just building
21:36
community. With a lot of
21:36
conferences, I always love going
21:41
because conferences are bringing
21:41
a lot of like minded people
21:44
together, who are all dealing
21:44
with similar issues, then you're
21:47
getting a lot of excellent talks
21:47
where people are really going
21:50
deep into the content that he
21:50
really enjoy. And or, you know,
21:55
learning about. And then you get
21:55
to go to a bunch of parties, and
22:00
you get to go see the exhibitor
22:00
Hall and check out new mics and
22:04
new software and kind of meet
22:04
people behind the products you
22:08
use. It's incredible. And
22:08
podcast movement is the was the
22:13
first podcasting conference.
22:13
It's still the largest in the
22:16
world. They do an incredible
22:16
job. And I've gone every year
22:21
since 2015. So I love it. And
22:21
I'm really excited to go this
22:26
year. Do we have some time,
22:26
Travis that give you some of the
22:28
talks that I'm going to?
22:30  Travis
Yes, for sure. Because I
22:30
know, especially when you go to
22:33
a conference, the scale of
22:33
podcast movement, you just look
22:36
at the schedule, and you're
22:36
like, Okay, there's like 50
22:40
million things I could do. But
22:40
what should I do? Like what's
22:44
the most beneficial thing for me
22:44
to do? So beyond just the ones
22:47
that immediately jump out of
22:47
people? What are the topics that
22:50
you're really interested in,
22:50
that you're either going to or
22:53
actually contributing to because
22:53
you're doing several sessions
22:56
during podcast movement?
22:57  Alban
Yeah, I mean, everybody
22:57
knows the headliners. Like you
23:01
scroll through and you see
23:01
Charlemagne the God from The
23:04
Breakfast Club is speaking you
23:04
see Mark Cuban is speaking and
23:09
you're like whoa, okay, those
23:09
are talking about fireside is
23:12
that what he's gonna be talking
23:12
about? I pretty sure he's gonna
23:14
be talking about his podcasting
23:14
app that he launched called
23:17
fireside. It helps if if you're
23:17
already exceptionally famous
23:23
that you launch a new podcasting
23:23
endeavor. And then every then
23:26
the largest conference in the
23:26
world is gonna say, hey, do you
23:31
do you want to come and speak
23:31
and tell everyone about it? And
23:33
you're like, Oh, sweet is the
23:33
marketing that I was hoping
23:36
would happen?
23:37  Travis
Well, we're also
23:37
laughing because there was
23:39
already a company in the
23:39
podcasting space called
23:42
fireside. Yes. So when that came
23:42
out, that was like a whole that
23:47
was a whole thing.
23:48  Alban
Yeah. I mean, so there is
23:48
a another podcast hosted as the
23:51
same thing as Buzzsprout. Dan
23:51
Benjamin started at called
23:54
fireside.fm. And now Mark Cuban
23:54
is launching a podcast app kind
23:59
of like, from what I can tell it
23:59
looks like a clubhouse that also
24:04
creates an audio file, that's
24:04
called fireside. And that's more
24:09
of like, this fireside chat is
24:09
kind of I think what they're
24:13
going for. We'll see. It'll be
24:13
interesting to learn more about
24:17
what you know, they're building
24:17
but yeah, it's kind of a bummer.
24:20
Don't Don't steal someone's
24:20
name. Do a little market
24:22
research here. Hey, listen to
24:22
the name of Buzzsprout you know,
24:25
that I appreciate.
24:29  Travis
So, yeah, other than the
24:29
headliners, what are the talks
24:31
that you're paying attention to?
24:32  Alban
Okay, so on Tuesday,
24:32
before it officially starts. I
24:35
am leading along with Jordan
24:35
Blair, Carey and Reed brown and
24:41
crystal prophet. The four of us
24:41
are leading a two hour session
24:44
from noon to two on Tuesday
24:44
called the new podcast primer.
24:48
And the whole idea is, you show
24:48
up to this conference early, you
24:53
may not know anything about
24:53
podcasting, you may feel totally
24:56
intimidated. There's all this
24:56
jargon and stuff. We are
25:00
literally taking you through the
25:00
entire process from, here's why
25:04
podcasts are, like different and
25:04
good. All the way to now we've
25:11
launched your show, and here's
25:11
your marketing tips like
25:13
everything in between editing
25:13
and recording and equipment. And
25:19
you're picking the name of your
25:19
podcast. All that's included. So
25:22
that's a two hour session on
25:22
Tuesday, Wednesday. 9am, I'm
25:26
probably going to sneak out of
25:26
the exhibitor Hall and go see
25:29
Tom Webster speak, Edison
25:29
research that does all the
25:34
polling exit polling data for US
25:34
presidential elections. I mean,
25:38
they do real polling. They also
25:38
do really interesting industry,
25:43
data around audio, and
25:43
podcasting, and radio. And Tom
25:49
always has these like, really
25:49
interesting insights. So last
25:51
time I heard him speak, he was
25:51
talking about how so many people
25:55
are now listening to podcasts on
25:55
YouTube. And it was just
25:59
incredible to see how many, how
25:59
much of this, you know, the The
26:02
world is actually using YouTube
26:02
to consume podcast content. So
26:07
I'll definitely be doing that at
26:07
130 to 215. On Wednesday, I'm
26:11
giving a talk on podcast
26:11
artwork, and just going through
26:15
tons of examples. How do you
26:15
decide what's in your artwork?
26:18
What colors do you pick? What
26:18
fonts, pair well with each
26:22
other, all the things you should
26:22
be considering why you should
26:27
use Comic Sans together. I
26:27
might, I might.
26:34
might recommend you not use it.
26:34
But I also was able to speak
26:37
with some of the team at Apple
26:37
about what they look for when
26:41
they're featuring podcasts in
26:41
new and noteworthy. And so I'm
26:45
really excited to share all of
26:45
that. So that people when they
26:49
thinking about podcast artwork,
26:49
they're also thinking about the
26:53
promotion aspect as well,
26:53
because it's not just a little
26:56
artistic piece on the side. This
26:56
is a critical part of your
27:00
podcast branding. This was not
27:00
intentional. Sara Lee Kane, who
27:03
everybody probably knows from
27:03
our YouTube channel, she is
27:07
doing a really cool talk about
27:07
it's called using microphones to
27:12
shatter the bamboo ceiling, how
27:12
hearing Asian voices can flip
27:15
the narrative around being
27:15
Asian. And it's a lot about
27:18
stereotypes, especially for
27:18
Asian women. And so it's a small
27:22
panel, Sarah and two other women
27:22
I believe are speaking about
27:26
their experiences as Asian women
27:26
in podcasting and kind of the
27:31
stereotypes they're facing. I
27:31
really wish I could go to this,
27:35
it's a bummer that they're going
27:35
to be opposite each other 5pm
27:39
there's that day, there's a
27:39
sheep podcast networking event
27:42
at six to eight, there's
27:42
Buzzsprout happy hour. So
27:46
anybody who's on Buzzsprout We
27:46
would love to meet you come by,
27:50
we'll have beer and wine and you
27:50
can have a couple drinks before
27:53
you go to dinner. It would just
27:53
be a great time to meet Thursday
27:58
1030 in the morning, the podcast
27:58
taxonomy project. So in
28:04
podcasting, there's a lot of
28:04
people just kind of coming up
28:07
with their own titles. They're
28:07
like, I'm the founder of this
28:10
podcast. I'm the host, I'm the
28:10
audio editor. I'm the producer
28:14
on the show runner. And there's
28:14
all these names. And I know they
28:18
get a little bit confusing for
28:18
people because what one person
28:22
considers the showrunner
28:22
position is different than
28:26
somebody else might call that
28:26
the producer. The Apple, the
28:30
podcast taxonomy project is
28:30
trying to standardize all those
28:33
credits. So that things like pod
28:33
chaser can actually make it
28:39
clear like what work people were
28:39
doing on each show. So a lot of
28:43
our friends on gogo, who's on
28:43
the Buzzsprout team, is she's
28:47
going to be on that panel. Ariel
28:47
Nissen block one of our friends
28:51
at squad cast, she will be
28:51
there. Cole from pod chaser will
28:56
be on that panel. So lots of
28:56
people we know 245 that day
29:00
podcasting editing Made Simple,
29:00
Carrie and Reed brown will be
29:04
leading that I love Carrie and
29:04
she's just really, really good
29:09
at editing and she also uses
29:09
audacity primarily. And I love
29:14
that she's going to be showing
29:14
how a pro level editor can use a
29:20
basic free tool like audacity to
29:20
get a really great podcast four
29:25
to 445 on Thursday, creating a
29:25
killer brand for your podcast.
29:30
So if you're a brand, you're
29:30
making a branded show for like a
29:34
business. Fatimah Zaidi is going
29:34
to show you how to make a
29:39
branded podcast like Buzzcast is
29:39
for Buzzsprout. If you've got a
29:44
brand, go to that talk. She's
29:44
probably one of the premier
29:48
experts on this in podcasting.
29:48
And I think there's going to be
29:53
a lot of really good information
29:53
and then wrap up the conference
29:57
the next day on Friday. One that
29:57
stands out To me, because he's
30:01
my boss, to 45 to 330. Tom Rossi
30:01
co founder Buzzsprout is talking
30:08
about how podcast stats can help
30:08
you improve your show. So Tom
30:14
does a really good job of taking
30:14
an honest assessment of podcast
30:20
stats. He's not overhyping, and
30:20
he's going okay. Here's the
30:25
trends we're seeing. If you're
30:25
seeing this in your podcast,
30:28
when do you know you're
30:28
succeeding? When do you know
30:31
that maybe it's time to shut
30:31
down the podcast? Where do you
30:35
want to invest your marketing
30:35
resources? How do you know if
30:40
your podcast is something worth
30:40
continuing to invest in? So he
30:45
does a lot of really good, you
30:45
know, exercises to help you
30:49
really consider what are what is
30:49
success to you and your podcast,
30:54
and how you can see that from
30:54
the numbers. So I've heard Tom,
30:59
Tom has given this talk locally
30:59
in Jacksonville before. So I
31:04
will excited to hear him give it
31:04
at podcast movement. So all
31:08
those I think are going to be
31:08
ones that I'm going to try to go
31:11
to. And I'd love to see a lot of
31:11
you there.
31:14  Travis
Yeah. And we'll leave
31:14
all those all that information
31:17
that Alban just went through in
31:17
the show notes. So if you want
31:19
to reference it, screenshot it,
31:19
whatever, for when you shop at
31:22
podcast movement, that'll be
31:22
there. Now. The to it between
31:26
the two of us, we've gone to
31:26
many, many conferences, and
31:29
there are certainly some best
31:29
practices for how to take
31:32
advantage of them and really get
31:32
the most out of them. Are there
31:35
any tips that you have that you
31:35
can think through? That would
31:39
really be helpful, especially if
31:39
someone is brand new to podcast
31:43
conferences? And maybe this is
31:43
their very first one?
31:45  Alban
Yeah, I mean, conferences
31:45
in general are, you know, a
31:48
combination of a few things.
31:48
It's one, you're going to hear
31:53
talks to learn. But you're also
31:53
going to connect with other
31:57
industry professionals, you're
31:57
also going to make friends who
32:03
share something in common with
32:03
you. And then you're also just
32:07
going to try to have a little
32:07
bit of fun, a lot of people, you
32:10
know, between work and family,
32:10
and endless pandemics, like you
32:16
can just, it could be tough to
32:16
go and just have some time to
32:19
yourself just to like, relax and
32:19
have fun with people. So
32:23
conferences do allow you to do
32:23
that, because you're probably
32:26
traveling to Nashville. And you
32:26
know, you're going to be able to
32:31
spend some, like uninterrupted
32:31
time just enjoying yourself. You
32:35
want to just kind of go back and
32:35
forth with some advice, Travis?
32:37  Travis
Sure. Yeah. So I can I
32:37
can kick things off. I think the
32:40
first thing that I would think
32:40
about is, if you talk about
32:44
anything related to podcasting,
32:44
on your podcast, I plan on
32:48
bringing some recording gear
32:48
with you. So you can do like
32:51
some on the ground boots on the
32:51
ground kind of episodes, because
32:55
you're gonna have so many people
32:55
there that love talking about
32:58
podcasting, and also love
32:58
talking into a microphone.
33:01
That's why they're in a podcast
33:01
conference. Yeah. And so
33:04
definitely go prepared, go
33:04
prepared to potentially find
33:07
people that you can include in
33:07
your podcast, maybe not making a
33:09
plan to say like, I will record
33:09
five episodes where I have
33:12
failed, like, don't go into it
33:12
with that mindset, but just kind
33:16
of show up with what you would
33:16
need to create an episode or to
33:18
record something or an
33:18
interview. If the situation
33:22
presents itself.
33:23  Alban
I think the other one for
33:23
me is being able to connect with
33:27
people who you probably know,
33:27
but you know, have or maybe you
33:31
follow each other on the
33:31
internet. But there's something
33:34
different about meeting people
33:34
in person. So every podcast
33:37
movement I've gone to, I have
33:37
made a friend that I have liked
33:42
now still keep in contact with.
33:42
And they're almost always people
33:46
who have been in the podcasting
33:46
industry. first podcast movement
33:49
I ever went to, I met my friend,
33:49
Reggie and like, I feel like now
33:55
we are like, long, like friends
33:55
that we just keep in touch all
33:59
the time. But like literally
33:59
every single conference I've
34:01
gone to, I've thought about it,
34:01
there's at least one person who
34:04
stands out that, you know, we
34:04
still keep in contact with. And
34:09
so you know, someone we've had
34:09
opportunities to work with. And
34:13
it's often just like, I'm at the
34:13
conference, and I look up and I
34:16
go, I think that's Evo Tara
34:16
walking by and I'm like, Hey,
34:19
are you you do your Evo Terry,
34:19
you do podcast pontifications.
34:23
And then we chat for a while.
34:23
And then we get to work with
34:26
each other in future. I met
34:26
Carrie in at a conference. And
34:31
now we've done tons of different
34:31
Buzzsprout content together.
34:34
We're doing a talk together this
34:34
time. It's just a blast. So
34:38
definitely try to go and
34:38
network. I'll jump into another
34:41
one. Travis. Also don't feel
34:41
like you have to go to all these
34:44
events, these conferences. I
34:44
mean, sorry, all these talks.
34:47
Like I just gave you a whole
34:47
list of talks. Don't feel like
34:51
you need to spend all your time
34:51
in a talk. If you walk out of a
34:53
talk and you're like wow, that
34:53
was really good stuff. And
34:57
you're kind of breaking it down
34:57
with someone who you said Next
35:00
to and you're kind of connecting
35:00
with them, don't feel the need
35:02
to be like I gotta run. There's
35:02
another talk coming up. You
35:06
know, there's, there's tons of
35:06
good stuff on YouTube and blogs,
35:11
and also at conferences, the
35:11
thing that those YouTubes and
35:16
blogs don't have are people,
35:16
real life, people who want to
35:19
talk to you about podcasting. So
35:19
if you are connected with
35:23
someone feel the freedom to say,
35:23
Hey, I actually want to continue
35:26
this conversation. I don't need
35:26
to feel guilty that I didn't go
35:30
to every single talk.
35:32  Travis
Yeah, I think that's
35:32
great. podcast movement really
35:34
is a phenomenal podcasting
35:34
conference, if you're gonna be
35:36
there, make sure you stop by the
35:36
booth, make sure you say hi, a
35:39
bunch of the Buzzsprout team
35:39
will be there. And we would love
35:41
to see you there as well. So
35:41
this week, Spotify made some big
35:48
waves in the podcasting industry
35:48
by opening up their new open
35:53
access feature, which allows
35:53
other publishers and third party
35:57
apps to integrate premium
35:57
private content into Spotify.
36:02
And so places like super cast,
36:02
if you use platforms like that,
36:06
to allow your listeners to
36:06
support you financially, and
36:11
then either give them behind the
36:11
scenes content, or add free
36:13
content and exchange, now, they
36:13
can actually get access to that
36:16
within Spotify. So to break all
36:16
this down what it means and how
36:19
you can utilize it. To help your
36:19
show, we actually invited Jason,
36:24
who is the CEO of supercast, to
36:24
come on and join us here for
36:27
Buzzcast. So Jason, thank you so
36:27
much for taking the time to join
36:30
us today. Pleasure to be here,
36:30
Travis, thanks for inviting me
36:33
on.
36:34
So for anyone who's listening
36:34
that isn't familiar with super
36:38
cast, how would you describe
36:38
super cast what you do and how
36:42
you partner with creators?
36:43  Jason
Sure, so super cast is a
36:43
membership platform that has
36:48
been built primarily for
36:48
podcasters. So what we do is we
36:55
make it really easy for creators
36:55
podcasters to come and set up a
36:59
paid monthly membership for your
36:59
listeners to subscribe to. And
37:05
so you know, it's an end to end
37:05
platform that we provide from
37:10
setting up your landing page
37:10
that you know, when listener
37:13
listening to your podcast clicks
37:13
the link in the show notes, you
37:17
know comes comes through to
37:17
through to you know being out to
37:21
set up your your plans, what you
37:21
offer in your monthly
37:24
membership, how much you want to
37:24
price it for, you know,
37:26
typically we see five to $15 per
37:26
month through to obviously,
37:32
helping you take payment via
37:32
Apple Pay Google pay or credit
37:36
card through to then the unique
37:36
private feeds that are paying
37:40
subscriber can add to their
37:40
podcast player of choice with
37:44
just a couple of tips. So
37:44
ultimately, what we do is we've
37:49
set up you know, all of the
37:49
technology that's required just
37:51
to make it as seamless as
37:51
possible for your listeners to
37:54
transition as easily as possible
37:54
from being a free podcast
37:58
listener to being a paid monthly
37:58
supporter. And in return, they
38:05
get, you know, a series of
38:05
benefits for exclusive content
38:08
on a unique private feed.
38:11  Travis
Right. And that's that's
38:11
the rub. That's always been the
38:13
friction point for listener
38:13
supported podcast, because it's
38:17
a model that's been around since
38:17
National Public Radio really
38:21
pioneered decades ago. Right
38:21
that you have people that listen
38:24
to your podcast, they want to
38:24
hear more of it. And so if
38:27
they're super fans, they want to
38:27
help you pay for it to keep it
38:30
going. Right. And but the
38:30
friction point has always been
38:33
well, how do you actually manage
38:33
that relationship, that
38:37
financial relationship so that
38:37
they get what they need out of
38:40
it to make it feel like it's
38:40
worth it to them. And then for
38:43
you, you're not having to like
38:43
manually code together like
38:46
payment forms and payment
38:46
processors and schedulers and
38:50
private feed creation and all
38:50
that kind of stuff. And, and I
38:54
know a big pain point, has
38:54
typically been figuring out how
38:59
do we actually deliver these
38:59
private podcast feeds to people.
39:02
So for you, when you started
39:02
working with Spotify, getting
39:07
into this open access feature,
39:07
because you were one of the
39:09
first companies to really jump
39:09
on it and say, This is really
39:12
going to help our creators and
39:12
it's going to help their
39:14
listeners. What was really
39:14
exciting about it to you like
39:17
why did you feel like this is a
39:17
really good next step for
39:20
helping creators be financially
39:20
supported for the art that
39:23
they're creating?
39:24  Jason
Yeah, so for us, you
39:24
know, our whole philosophy is
39:29
very much, you know, doing the
39:29
right thing by creators and, you
39:36
know, really being creative
39:36
centric about, you know, the
39:38
solution that we offer. And in
39:38
turn, often what that means is
39:41
really starting with the
39:41
listener because ultimately what
39:44
serves the listeners the best is
39:44
you know, what creators want and
39:48
is the fuel that really allows
39:48
them to build you know, really
39:51
strong relationships and
39:51
financial relationships, as well
39:55
as content relationships with
39:55
the premium version of their
39:58
audience. From a philosophical
39:58
point of view, you know, like
40:02
the the approach that we've
40:02
always taken with supercast is
40:06
to allow creators to really go
40:06
to where the listeners already
40:09
are. And so what that means is
40:09
that, you know, if they've
40:13
discovered your free podcast on
40:13
Apple podcasts, we want to make
40:17
it as easy as possible for them
40:17
to add the premium version of
40:19
that podcast back into Apple
40:19
podcasts, you know, so it's
40:22
like, you know, your browser,
40:22
you've already made your choice,
40:25
you know, as to what browser you
40:25
use to browse the web. Same
40:28
thing with podcast, listening,
40:28
and audio listening, in general,
40:32
you know, we don't want to have
40:32
to force users to download a
40:35
special app or change podcast
40:35
player, to be able to listen to
40:39
the premium version of your of
40:39
your audio, that's just, you
40:42
know, friction, unnecessary
40:42
friction, that, you know, kind
40:45
of ultimately means that people
40:45
don't have an enjoyable
40:48
experience. So, so broadly, you
40:48
know, like, that's the way we've
40:52
approached things right from the
40:52
beginning, is to really embrace
40:55
the open ecosystem. And, you
40:55
know, build on top of that
41:00
technology that there already
41:00
allows people to pick and
41:02
choose, you know, the tool and
41:02
the listening player that, you
41:06
know, they, you know, that they
41:06
prefer to use. The exception to
41:11
that has been Spotify up until
41:11
now, the exception to that has
41:16
been Spotify. And that, yes, you
41:16
know, you can absolutely listen
41:19
to music and podcasts now on
41:19
Spotify. But from a private
41:27
podcast point of view, they've
41:27
been a closed ecosystem, in that
41:31
you, you cannot add a show by
41:31
URL in the same way that you
41:35
can, with Apple podcasts, or
41:35
overcast or pocket casts, or
41:39
Castro, or any other, you know,
41:39
kind of open ecosystem player,
41:43
you haven't been able to kind of
41:43
add your own show by URL, which,
41:47
you know, is a departure from
41:47
the way everyone, every other
41:49
player supports private
41:49
podcasting. And means that if
41:54
you use you, as a creator, if
41:54
you offer a premium podcast to
41:59
your paying subscribers, they
41:59
unfortunately, can't add it to
42:03
Spotify. And so that's been, you
42:03
know, quite frankly, you know,
42:09
disappointing to Spotify
42:09
listeners today. But as a result
42:12
of, you know, the recent
42:12
announcement and Spotify opening
42:16
up, you know, their their open
42:16
access platform, it now means
42:20
that we can add in Spotify as a
42:20
choice, which we're extremely
42:25
excited about, you know, one
42:25
because, you know, we're kind of
42:27
like, working with them to test
42:27
out this new technology, they're
42:30
doing it in a slightly different
42:30
way from RSS, using a technology
42:33
called OAuth, where you
42:33
basically have to log in with
42:37
your Spotify account to add the
42:37
premium show into your your
42:41
Spotify app. But what it means
42:41
is that now all of those Spotify
42:47
listeners that previously would
42:47
have to change podcast play, can
42:50
now of course, add that show
42:50
into into Spotify, and get, you
42:55
know, the same seamless
42:55
experience as everybody else.
42:57  Travis
So that's great. Spotify
42:57
is now opening it up, starting
43:01
to play nice in the sandbox with
43:01
everyone else that's creating
43:04
software and tools for
43:04
podcasters. Right? So in your,
43:08
from your perspective, what's in
43:08
it for Spotify? Like, why would
43:11
Spotify now decide, you know,
43:11
what, we really should start
43:15
utilizing these other tools,
43:15
these other innovations that
43:17
people are working on, to make
43:17
the podcast listening experience
43:20
better, and to potentially get
43:20
people to like us more than they
43:23
have in the past?
43:26  Jason
Yeah, it's a great
43:26
question. You know, if you think
43:28
back to where Spotify has come
43:28
from, they started out, you
43:31
know, purely as a music app, you
43:31
know, as a way for you to
43:35
essentially, you know, have the
43:35
entire of the world's music
43:39
catalog, you know, in your
43:39
pocket and available where, you
43:42
know, you don't have to think
43:42
about, you know, like, which
43:45
albums don't want to buy, which
43:45
tracks to want to buy, you know,
43:47
like, it's literally just all
43:47
there for you to stream, you
43:50
know, on a on demand basis. And,
43:50
of course, you know, over the
43:53
past couple of years, they've
43:53
had a big push into podcasting.
43:59
And, you know, they've done it,
43:59
you know, their way, you know,
44:01
they have kind of like, come up
44:01
with a way that, you know, like,
44:04
fits, you know, their way of
44:04
doing things as well as you
44:07
know, their strategic objectives
44:07
and values. But ultimately, you
44:12
know, what they want to be is
44:12
the platform where people listen
44:15
to all kinds of audio, you know,
44:15
they just want to be you know,
44:19
that the first thing people
44:19
think about when they think
44:22
about, you know, like listening
44:22
something, whether it be music
44:24
or podcasts. And so, you know,
44:24
from their perspective, or my
44:29
read on their perspective, is
44:29
that if they can do that with
44:33
podcasting, but then there is
44:33
this friction that they are
44:37
creating for themselves when a
44:37
listener wants to upgrade to a
44:40
premium experience, and then has
44:40
to change their podcast player
44:44
to be able to listen to the
44:44
premium version of podcast,
44:46
you're advancing your mission on
44:46
one hand, but then for the very
44:50
most engaged listeners, you
44:50
know, like you're breaking the
44:53
experience that they're hearing
44:53
all of these calls to sign up as
44:56
a premium subscriber and then
44:56
ultimately, you know, having to
44:59
leave your platform To be able
44:59
to participate in those, you
45:01
know, I think they realized
45:01
that, you know, that was just
45:05
going to be, you know, kind of
45:05
like showing listeners the door.
45:08
And so this is a strategically
45:08
smart move on their behalf. You
45:13
know, they, essentially, by by
45:13
creating this technology,
45:18
they're, you know, kind of re
45:18
rejoining somewhat, you know,
45:22
kind of the the open approach
45:22
that, you know, everybody else's
45:25
taken. And, you know, I think I
45:25
think it's a smart move on their
45:29
behalf, just to make sure that
45:29
their listeners, you know, at
45:33
least have the similar
45:33
experience to to everybody else.
45:36  Travis
Yeah, I mean, there was
45:36
definitely a season where
45:39
everyone was trying to be the,
45:39
the, the Netflix of podcasts.
45:43
And that was a term that thrown
45:43
around a lot like luminary, the
45:45
Netflix of podcasts, and I don't
45:45
even know anyone that has
45:48
luminary subscription, you know,
45:48
and then Spotify is like, we're
45:52
gonna be the go to place for
45:52
we're gonna win podcasting, or
45:55
going to YouTube or podcasts.
45:55
And an over time, as these these
46:01
kind of new entrants into the
46:01
game realized, oh, there's
46:03
actually an entrenched listener
46:03
behavior here that we're trying
46:07
to break for our own interests,
46:07
it didn't really work the way
46:11
that they thought it would. And
46:11
so it's nice to see Spotify kind
46:13
of softening up to that initial
46:13
stance of, we're just going to
46:16
keep everything closed,
46:16
internal. And we're just going
46:20
to kind of own it front to back
46:20
to now saying, you know what,
46:23
maybe it's better for us to play
46:23
the content game, start signing
46:27
these exclusive deals, getting
46:27
creators to come over, and
46:29
really focusing on serving
46:29
creators. So I'm super excited
46:33
to hear news like this, Spotify
46:33
is starting to reach out to
46:36
creators. Now, I know a lot of
46:36
people will see this press
46:40
release to hear about it. And
46:40
they'll say, huh, that's
46:42
curious. Didn't Apple just talk
46:42
about premium subscriptions,
46:46
like a few weeks ago? And so as
46:46
someone who is not on the inside
46:51
at all of these conversations,
46:51
how long has this interaction?
46:55
Have you guys been working with
46:55
Spotify? Kind of paving the way
46:58
for this open access feature?
46:58
Does it predate that Apple
47:02
announcement? Or it was like it
47:02
had been something that you've
47:05
been working on for a while? Or
47:05
is it relatively recent?
47:07  Jason
It was more recent, you
47:07
know, just going off what's
47:12
available on the public? You
47:12
know, obviously, Apple made
47:16
their announcement, you know,
47:16
that they were, you know,
47:18
launching Apple podcast
47:18
subscriptions, and then
47:21
launching an air quotes. That's
47:21
right. That's right. It took a
47:24
while to get out there, but it's
47:24
right. And then Spotify, you
47:30
know, like, came came second
47:30
with, you know, like, their
47:32
announcement. So they had the
47:32
advantage of being able to
47:34
obviously, look at what Apple
47:34
had done. And then, you know,
47:38
like, decide to propose
47:38
something slightly differently.
47:43
slightly different. An attempt
47:43
to, to create is ultimately, you
47:47
know, like, they came out with
47:47
some, you know, subscription
47:50
offerings, and, you know, this,
47:50
this open access platform, which
47:54
is quite a different approach
47:54
to, of course, what Apple is, is
47:59
coming out with, I think,
47:59
ultimately, we're now kind of
48:03
embroiled in this, this kind of
48:03
platform war where, you know,
48:06
creators have the luxury of
48:06
choice, but ultimately, you
48:10
know, each of those platforms
48:10
has their own vested interests.
48:13
Apple wants you to use apple,
48:13
Vargas, Spotify, once you use,
48:16
you know, Spotify as podcast
48:16
player. And so it's, you know,
48:19
just kind of like this, this
48:19
trade off of, you know, kind of
48:23
like trying to out compete each
48:23
other. But what I would say, you
48:27
know, about, you know, both of
48:27
those platforms, and their
48:29
subscription offerings is that
48:29
you just have to think about,
48:32
you know, from, from your point
48:32
of view, your own selfish point
48:35
of view as a creator, you know,
48:35
what are the catches, you know,
48:38
when I sign up to any particular
48:38
programs, and particularly
48:42
subscription programs with these
48:42
big platforms? Because, in most
48:49
cases, and certainly, you know,
48:49
what we've seen with Apple
48:51
subscriptions, and Spotify
48:51
subscriptions, is that it works
48:55
a little bit like Apple's App
48:55
Store, you know, of course, this
48:59
has been all over the news
48:59
recently, you know, and one, you
49:02
know, it's, it's, you know, it's
49:02
a pretty high fee, you know, 30%
49:05
of your, you know, your revenue
49:05
that you have to pay out to
49:10
Apple, but then secondly, you
49:10
know, you just have no control
49:13
and no relationship with your
49:13
audience. And that is a big, big
49:17
catch that, you know, it's
49:17
looking like both we know,
49:20
apple, you know, certainly, you
49:20
know, doesn't want to give you
49:24
access to you know, who was a
49:24
paying subscriber, or how to
49:27
contact them. And, you know,
49:27
we're pretty sure Spotify
49:31
subscription program will, will
49:31
probably be, you know, the same,
49:34
that's a separate to the open
49:34
access platform that we're
49:36
talking about today. But, you
49:36
know, that is the catch with,
49:40
you know, some of those platform
49:40
offerings as opposed to
49:42
something like supercast where
49:42
we're all about, you know, the
49:47
creator and again, empowering
49:47
the creator to be able to build
49:49
a membership, how they like and
49:49
to be in charge of both the
49:53
billing relationship and the the
49:53
ability to contact their
49:56
subscribers, send them
49:56
newsletters, like whatever you
49:59
want, you know, if you have
49:59
Ultimately, if you reach a point
50:01
where you don't even want to use
50:01
supercast anymore, that's
50:03
totally fine. It's your stripe
50:03
account. And, you know, you can
50:07
export those email addresses and
50:07
those relationships at any time,
50:12  Travis
right? Well, that's an
50:12
important detail, right? That if
50:15
you say, Okay, I'm going to go
50:15
in on Apple premium content, or
50:18
the Spotify subscription
50:18
content? Well, it's like, Okay,
50:21
well, then only a fraction of
50:21
your listeners can actually
50:24
support you, within those
50:24
programs, they're taking a cut
50:27
out of that, you know, on the
50:27
relationship with your listener.
50:30
And if you use, you know, up
50:30
until this point, if you wanted
50:34
to use Spotify for any kind of
50:34
premium content, you can only
50:37
really monetize the US, right,
50:37
like, a lot of the international
50:40
markets were out of touch, like,
50:40
they just didn't have the
50:43
ability to set that kind of
50:43
financials up, which is
50:47
something that Apple was very,
50:47
very proud of being able to say,
50:50
you can collect payments from
50:50
everywhere, that we have an app
50:52
store supercast, you can collect
50:52
payments from anywhere on the
50:56
planet, even Antarctica, it
50:56
wouldn't matter. Right, right.
50:59  Jason
So that's a really,
50:59
really important point, you
51:01
know, like, and you think about,
51:01
you know, even the biggest, you
51:03
know, Apple podcasts, obviously,
51:03
they have, depending on whose
51:06
stats you believe, you know,
51:06
like, they have 60%, you know,
51:09
of most people's audience. And
51:09
so if you go and launch a
51:13
subscription program on Apple
51:13
podcasts, and then you start,
51:16
you know, kind of broadcasting
51:16
that on your public feed, and
51:20
saying, Hey, you know, like,
51:20
we've got this premium
51:21
subscriber experience, you know,
51:21
it's $5 a month, click, you
51:25
know, and, you know, like, sign
51:25
up for it. Now, really, it's
51:30
only the people that are
51:30
listening to you on Apple
51:31
podcasts that will see that
51:31
button, you know, that have the
51:35
ability to do that everybody
51:35
else is going to be wondering
51:38
what you're talking about.
51:38
Because, you know, they're on
51:41
Android, or, you know, they're
51:41
using pocket casts, or, or
51:45
Castro, and they just don't have
51:45
that option to subscribe. And
51:50
it's even worse, if you're on
51:50
Android, because you don't can't
51:52
even download Apple podcasts,
51:52
you know, like, even if you, you
51:55
know, we're prepared to go to
51:55
the end of the earth, you know,
51:57
to, to make this happen. And so
51:57
that's, you know, of course, the
52:01
advantage at Subic assets, you
52:01
know, like, by building our
52:04
technology on the open
52:04
ecosystem, we give you the
52:07
widest possible reach for to
52:07
offer something to your entire
52:12
subscription base, our whole
52:12
philosophy is that, you know, we
52:14
succeed when our creators
52:14
succeed, you know, So
52:17
ultimately, we earn a flat fee,
52:17
15 cents per month, you know,
52:20
per paying subscriber. So, you
52:20
know, as, as people pay you, you
52:27
know, on a monthly basis, you
52:27
know, like, that's how supercast
52:30
ends as money. So our whole
52:30
vested interest is to
52:34
essentially build, you know,
52:34
better and better tools for you
52:37
to be able to offer more and
52:37
more value to your Premium
52:40
subscribers. So it starts with
52:40
the audio feed. You know, it
52:43
starts with being able to
52:43
personalize that experience,
52:45
and, you know, like, offer a
52:45
welcome message, or, you know,
52:49
even drip, you know, kind of new
52:49
episodes, or special episodes
52:54
Three days later, five days
52:54
later, 10 days later. But then
52:58
we also have features like
52:58
ama's, an Ask me anything
53:02
platform that just starts to
53:02
turn podcasting, from being your
53:06
kind of mostly one way traffic
53:06
to now, you know, being a two
53:12
way dialogue. And so what that
53:12
looks like is, if, if you're a
53:17
premium member of a podcast that
53:17
offers ama and supercast, you
53:23
get access to a platform where
53:23
you can look over questions that
53:27
have been previously asked to
53:27
the show hosts, you can upvote
53:32
those questions. Or you can
53:32
submit your own question, you
53:35
know, something that you know,
53:35
like you want them to take a
53:38
little time to answer. And then
53:38
as a creator, once a week, once
53:43
a month, however often you want
53:43
to do it, you can look over the
53:46
most popular questions and then
53:46
record a specific ama episode
53:50
that goes out to your Premium
53:50
subscribers. So you might answer
53:53
the five of the top questions.
53:53
When you upload it to supercast
53:56
you can timestamp where those
53:56
answers actually appear. And
53:59
then everybody that's followed
53:59
or uploaded, a question
54:03
automatically gets notified and
54:03
can play right from from that
54:06
timestamp. So it's things like
54:06
that, that just, you know, add
54:10
more value to your paying
54:10
subscribers gives them more
54:14
access, but also makes it easier
54:14
for you as a content creator to
54:19
create some premium content, you
54:19
know, like, it's, it's not, you
54:22
know, you don't have to come up
54:22
with you know, like, double the
54:25
number of episodes, you know,
54:25
and kind of like, you know, just
54:28
kind of drive the hamster wheel
54:28
a little harder. We're always
54:32
coming up with ideas for tools
54:32
that we can create that just
54:36
just make it easy for you to
54:36
create that premium experience
54:39
without too much additional
54:39
overhead.
54:40  Travis
So I know whenever we
54:40
get into monetization
54:42
strategies, people always live
54:42
examples. They always have case
54:45
studies. So are there any
54:45
podcasters that you can talk
54:47
about on butts here on Buzzcast?
54:47
And, and talk about what they're
54:51
doing and who they are and the
54:51
kind of revenue they're able to
54:54
generate from creating these
54:54
premium podcast experiences?
54:57  Jason
Yeah, sure. We were
54:57
really You know, I kind of have
55:00
the whole gambit when it comes
55:00
to kinds of podcasters that we
55:04
have on supercars ranging from
55:04
big independent podcasters, like
55:08
Peter, a Tia, or Rhonda Patrick,
55:08
and the health and longevity
55:12
space, Shane Parrish, and you
55:12
know, kind of mental models, or
55:18
a breaking points with crystal
55:18
and saga, who just launched in
55:21
June, actually, you know, a
55:21
really popular three times a
55:25
week political podcast through
55:25
to, you know, entire networks
55:29
like Canada, and, you know, they
55:29
have all six shows on supercast,
55:32
and are able to sell those six
55:32
shows as a bundled subscription.
55:36
And even, you know, bigger
55:36
studios like Studio 71. And so,
55:40
you know, they're offering a
55:40
range of different things that
55:42
are all, you know, specific to
55:42
their shows. But, you know,
55:48
crystal and saga, as I just
55:48
mentioned, breaking points,
55:51
tremendous success, you know,
55:51
like they just had captured
55:54
this, this lightened support
55:54
that they had, from what was
55:58
previously a YouTube only show,
55:58
they took a YouTube only show,
56:02
they went independent, created a
56:02
new YouTube and podcast
56:06
companion podcast called
56:06
breaking points, launched it in
56:09
June 7, and they got 10,000
56:09
paying members within two days,
56:14
within two days paying, you
56:14
know, anywhere from $10 a month
56:18
to 15 $100 for a lifetime
56:18
membership. But if you have, you
56:22
know, even 200 members paying $5
56:22
a month, that's an additional
56:26
$12,000 per year. So, it really
56:26
works for podcasts of all shapes
56:30
and sizes. And there's a lot of,
56:30
you know, niche podcasts that
56:34
can easily get 200 members, you
56:34
know, support them. And again,
56:38
you know, like, if you just do
56:38
the math on your own downloads
56:39
per episode, if you were able to
56:39
get 5%, you know, like, where
56:43
does that fall out in terms of
56:43
being against that, that, you
56:46
know, kind of like that 200
56:46
member mark, and we see, you
56:50
know, meditation podcasts,
56:50
podcasts about, you know, mafia,
56:54
true, true stories, podcasts for
56:54
electricians, you know, there's
56:58
just the whole kind of mid tail
56:58
and long tail of podcasting,
57:02
that is able to also tap into
57:02
subscription, because you know,
57:07
the tighter engagement you have
57:07
with the audience, the more
57:10
likely it is that, you know,
57:10
they'll want to establish a
57:12
direct connection with you.
57:13  Travis
Fantastic. Well, if you
57:13
want to learn more about super
57:16
cast, and see if it's a good fit
57:16
for you, and being able to
57:19
generate revenue from your show,
57:19
and connect with your audience
57:22
and get a super cast calm. To
57:22
learn all about that, we'll
57:24
leave a link in the show notes.
57:24
Jason, thank you so much for
57:27
your time, and for joining us
57:27
for Buzzcast this week. Awesome.
57:30
Great to chat. Well, we hope you
57:30
enjoyed that. Sit down with
57:34
Jason from Super cast that was
57:34
super enlightening. And we're
57:37
really excited to see how you
57:37
guys use the new features inside
57:40
of Buzzsprout, the dynamic
57:40
content tools that we just
57:44
rolled out those upgrades and
57:44
the cam integrations, let us
57:47
know how you plan on using that
57:47
by going to the YouTube video.
57:49
If you're listening to that
57:49
podcast and leaving a comment or
57:52
if you're here right now
57:52
watching it, go ahead and leave
57:54
a comment below. We would love
57:54
to hear how you want to use
57:56
those features. And if you have
57:56
not yet make sure to subscribe
57:59
to the Buzzcast YouTube channel.
57:59
We would love to have you over
58:01
there and connect with you and
58:01
interact with you. That would be
58:03
phenomenal. Well that's it for
58:03
today. Thanks for listening. And
58:07
as always keep podcasting