Podcast creators share top tips for growing your audience

At the Opening Ceremony of The Gotham + Variety Audio Honors, presented by Wondery, the leading podcast creators discussed their top tips for building an audience, and how the entertainment industry can best work to highlight underrepresented voices.

The event took place on Friday, October 14, on the second floor of New York City in midtown Manhattan. The ten podcast award winners for their innovations in audio storytelling have been chosen by a panel of industry professionals headed by Brittany Luce, new host of “She Was A Minute” on NPR. diverse Executive Editor Brent Lang hosted the session and provided opening remarks alongside Gotham CEO Jeffrey Sharp.

The winning shows, hosts and episodes are:

  • “Bag Ladiez” (Cinthia Estephanie Pimentel and Rafaela Uribe) – “Octavia was right…”
  • “Marijuanera: A Podcast for Potheads” (Mala Muñoz) – “Soliloquy for Sad Girls”
  • “Deceived” (Nikki Agrawal) – “The Legend of the Pink City”
  • “Susto” (Ayden Castellanos) – “MS-13’s Satanic History”
  • “Teenager Therapy” (Gael Aitor) – “Self-Deprecating Humor/How to Love Yourself”
  • “Girls’ Tales” (Rebecca Cunningham and Georgina Escobar) – “Reflections from Georgina Escobar”
  • “TransLash” (Oliver-Ash Kleine, lead editor and producer) – “Trans Mothers Day”
  • “Outside” (Sarah Daily) – “Inside Child”
  • Teleway 411 (Casper Cendre) – “Taylor Hearn”
  • “Eleventh” (Sai ​​Seon) – “Saturn Returns”

In a panel discussion, the podcasters discussed their tips for up-and-coming creators regarding audience growth.

“Get on Twitter, darling, and follow every journalist you can find,” said Mala Muñoz of Marijuanera: A Podcast for Potheads. “Every post you read, respect and go to for arts, culture and entertainment news… Check it out. What are they writing about? Who are they writing? Make sure the people you want to see your work have no choice but to see your work.”

Cinthia Estephanie Pimentel added that building a community with other podcasts allowed “Bag Ladiez” to gain more exposure and “crowd engagement” with other shows.

In terms of monetizing their shows, honorees encouraged targeting sponsors who are relevant to each show’s niche audience category. Gael Aitor, host of Teenager Therapy, said he started sending out a cold email to potential sponsors until sponsors eventually started coming to the show. He also recommended podcast monetization program Anchor and said Teenager Therapy is making a great deal of money by uploading podcast videos to Snapchat. Other honorees said that a portion of their revenue stream comes from platforms like Patreon.

On the obstacles to the audio industry, and how Hollywood can do a better job of championing diverse creators, Sae Sion called for more incubation programs like “The 11th” from Pineapple Street Studios. Freelance Sion produced a work of fiction for The Eleventh called The Return of Saturn.

The honorees also gathered around the idea of ​​upholding their intellectual property.

“One of the first things I always think of is, ‘Where do I put my IP? “With any partnership or contract, this is the first question I ask and the last one I ask because I don’t know what will change during that conversation,” Susto host Aidan Castellanos said. “We can transform this industry from one creator-led platform to another.”

Explaining this point, Sarah Daley of Out There added, “Creative listeners follow, listeners trust creators and will continue their journeys with them…I think we’re at the beginning of figuring out what a podcast could be. It could be three minutes; it could be. It could be three hours; it could be fictional or real… There are a lot of things this medium can do.”

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