Welcome to The Audio Storyteller: tips and ideas for audio producers. Subscribe to get the full list of jobs, courses and other fun stuff straight to your inbox.
The first time I listened to Endless Thread, I didn’t realise it was a production from both WBUR and Reddit. I was just immersed in the story. For a long time I associated branded content with corny advertorials at the back of magazines. When it comes to audio though, branded means something very different. The top brands are putting out excellent podcasts: no hard sell, just slick production and compelling storytelling.
So what opportunities are there in branded podcasting for independent / freelance producers? Jonas Woost is director of strategy at Pacific Content, a leading podcast services company with clients include Facebook, Slack, Shopify and plenty more. He shares some insight on how we can work with brands, and forecasts a few trends for this year.
Why should independent producers work on branded podcasts?
Working with a brand is just another great way to tell impactful and entertaining stories and I think it’s very much complimentary to working with a network or studio. We really don’t think it’s an either/or situation and, depending on the story, there is room for both.
Are there many opportunities for freelance producers, for instance approaching smaller brands? How can they make these approaches?
Absolutely! A lot of smaller companies are not looking for a full agency to create a podcast but might only need help with editing. Or sometimes they just need help getting set up with the right equipment.
My advice for freelance producers: make the clients find you! Build a simple website and make sure your LinkedIn is updated. Make it known that you are open to working with brands - I know for a fact that many companies are looking for freelance producers right now.
How should producers choose which brands to partner with?
You want to make sure you find a company that is aligned with your values and that has the same passion for storytelling you have. Like with any collaboration, right from the beginning everyone has to have clear expectations on how you will work together. Healthy collaboration is absolutely key when creating a podcast for a brand.
What are some of the key elements companies are looking for when it comes to developing a branded podcast?
Most companies have very little experience in audio storytelling so it starts by helping with how to craft an engaging piece of audio. Another part is the distribution; many brands just haven’t done it before and are not sure how to get the podcast on the different platforms.
What are the main differences between branded and non-branded podcasting that producers should be aware of?
We wouldn’t approach a branded podcast any differently than a non-branded project in terms of storytelling. We try and find engaging stories that matter and that the world should hear. The main differences might be more practical ones: you want to make sure you build in plenty of time for approvals as sometimes companies need a little more time reviewing any scripts or audio.
What are some of the best branded podcasts out there, in your opinion?
Well, it’s hard for me not to mention some of the projects that we have produced, including Trailblazers with Walter Isaacson by Dell, Bring Back Bronco by Ford and Command Line Heros by Red Hat. A branded podcast not produced by us which I loved is Who We Are by Ben & Jerry’s.
What trends do you predict in branded podcasts for 2021?
There are two trends that we are actively investigating:
1. What is Clubhouse going to offer for brands? Are there opportunities to connect with new audiences? And I don’t think we have an answer yet!
2. How will short form podcasts change the way brands engage with audiences? We think that there is a great space for podcasts with episode lengths of less than five minutes, and are actively working on a couple of projects in that space.
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Workshops and courses
🥁 Writer, podcaster, and comedian Courtney Kocak is leading a six-week course teaching you how to start, sustain and monetise your podcast. You’ll get hands-on practice in recording, post-production, publishing, and marketing. It runs from 19 February to 26 March and costs $279. Register here.
🥁 Be Your Change is launching a new series of podcast training including Adobe Audition, Pro Tools and voice coaching. Five scholarships are available for women and non-binary folks. The workshop schedule is:
Feb 18 – How To Edit and Mix a Podcast w/ Adobe Audition w/ Rebecca Seidel
Feb 25 - How To Turn Your Voice Into A Powerful Ally with Emily Elmore
March 18 – How To Edit and Mix a Podcast w/ Pro Tools First, Pro Tools w/ Rebecca Seidel
What I’m listening to
🎧 Enjoyed Servant of Pod’s Nick Quah delving into the legacy of Serial, six years after the groundbreaking show came out.
🎧 The Barbican released an episode of its podcast Nothing Concrete dedicated to Soundhouse, the experimental, immersive listening project (I wrote about that here). In this ep the curators have a fascinating discussion about the work they chose and audio more generally. I was particularly interested in the chat about why we don’t typically re-listen to podcasts, as we might revisit books or films.
🎧 Binging Radiotopia’s transatlantic thriller Passenger List before the second season is released this spring - all the plane and airport sound is making me miss travelling a lot.