May 23, 2025 • 33 mins
This was to be a fun live episode, but sadly, the audio recording of that failed to be usable. Bah!
Lucky we got other audio as well. So, in this episode, we go round the show talking with people, and chat with Max Cutler, the founder of PAVE Studios.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
It's Friday, May, the 23rd 2025.
Speaker 2 (00:06):
This is the Pod News Weekly.
Speaker 3 (00:08):
Review live at the Podcast Show in London with
James Cridland and Sam Sethi.
Speaker 1 (00:16):
Hello, we're the audience.
Yes, we're live at the PodcastShow, except that audio
recording didn't actually workproperly, skipped every 30
seconds, weirdly, so it'scompletely useless.
So there we are.
So instead you've got me, butdon't worry, coming up, we've
got Max Cutler from Pave Studiosand I wander around the show
(00:37):
floor and we find out what thepodcast show was all about.
This podcast is sponsored byBuzzsprout, with the tools,
support and community to ensureyou keep podcasting, start
podcasting, keep podcasting withbuzzsproutcom.
Now, outside the podcast showin London, was a beautiful,
beautiful, big yellow bus and itbelongs to Pave Studios, run by
(00:58):
Max Cutler.
He used to run Parcast, whichgot bought by Spotify, and I was
curious to catch up with himand learn more about Pave
Studios.
So in a noisy coffee shopyesterday, I started by asking
him what is Pave Studios?
Speaker 4 (01:13):
The idea behind Pave is pretty simple.
I think that over the last fewyears, the convergence of
formats is really happeningwhether it's audio, whether it's
video, whether it's books and Ifelt like there was a need for
an independent studio that wasfocused on the digital sort of
narrative to come and launch,that owns ip, that works with
creators to expand theirbusinesses, that honestly
operates in between audio andvideo, and so we will still
(01:35):
invest in audio only content,but we're definitely thinking
about video and how that, howthat sort of interacts with each
other.
Um, you know, at pay we don'tsay podcast, we say shows,
because we care about attention,um, and I don't, you know,
personally care if you'rewatching on youtube or if you're
listening on apple, um, or ifyou're consuming on tiktok or
instagram.
I just think, for us, we wantto build community and fandom
and really help creators expandtheir businesses, because, you
(01:58):
know, the thesis is creatorshopefully get a huge audience
and launch a show and they wantto do more, um, but they need
the right partners to do more,and we don't want to be a
transaction relationship.
We don't do ad sales.
We are very much focused onowning, controlling ip and
expanding the business for themand books as well.
I, I think as well too yeah, um,we've noticed in the last few
(02:19):
years, as I'm sure you have andothers, that more and more
podcasters are launching booksand becoming new york time by
selling authors and quiteliterally selling millions of
books.
When I was at Spotify, wenoticed that trend as well,
which is probably why Spotifyhas audiobooks now, and so for
us, if a creator comes to us andwants to expand their business
into publishing, we want to makesure we could offer that to
(02:40):
them.
Speaker 1 (02:41):
And so how long has Pave Studios been?
Speaker 4 (02:43):
going now Just about a year, so I think we launched
publicly about a year ago and westarted shows coming out about
10 months or so ago.
Speaker 1 (02:52):
One of the things that I've noticed that you have
brought over from Parcast is theway that you name your shows.
There's a whole article on thepod news website about the way
that podcast used to name uhshows and I think the the the
excellent example was a showthat a that you had over there
called, which was all aboutserial killers.
(03:13):
That you called serial killersum, is this a?
Is this a?
You know?
Is this a max cutler?
Um, uh, you know secret, secretsauce to name shows so that
they work.
I don't know if it's a secretsauce.
Speaker 4 (03:28):
I'd say maybe it's the as straightforward as
possible.
What I think a lot about is ifI was searching for a show, what
would I type in, Whether it'son Spotify, whether it's on
YouTube or Apple?
What am I searching for In thatcase?
For podcasts?
If you're searching for serialkillers, odds are you may search
for serial killers or a TedBundy or someone like that, and
(03:48):
so you know.
Seo is so important.
It's going to become more andmore important, and so that was
Paracast At Spot, I mean at Pave.
Now we're definitely sometimesmore clever with our names, but
at the same time, we want to betrue, to like what we know works
, and there's definitely a hackfor SEO.
Speaker 1 (04:03):
Yeah, the same time we want to be true to like what
we know works, and there'sdefinitely a hack for seo.
Yeah, yeah, and.
And in terms of um, in terms ofpave, what you've done is
you've um put different showsinto different sort of sub, sub
brands, haven't you?
Speaker 4 (04:16):
yeah.
So when I think about, you know, just to go back to parkas, I
look at pave and pave is reallyabout will be about four or five
podcasts, right.
And the way I think about it isis when we were taking a step
back and thinking like, what doI want to do next?
And I knew I wanted to dopodcasting because I love it.
I know I love digital media andI challenge myself every day to
think about if I could build amodern day Paramount, right,
(04:38):
what does that studio look like?
And I think for us it was clearthat owning ip is really
important, but also buildbuilding brands that matter.
What is rm tv?
What does that look like?
And I think, in a world with anabundance of amazing content
which there is now, um, how doyou stand out, how do you launch
a show and be found?
And so, for us, instead ofhaving a science show next to a
comedy show, next to a historyshow, we've developed two brands
(05:00):
so far crime house, which, asyou can imagine, is crime
content, um, and in that youknow we have the best in class,
hopefully, creators and storiesand voices, and cross crime that
we could then cross promote,and because we have more control
over the stories, like it feels, more authentic, I think, than
maybe some of these othernetworks, um.
And then we want to show openmind, which are curiosity,
learning and sort of well, youknow, while this adjacent brand,
(05:22):
um, which is a similar approachto that as well, and there'll
be more brands launching in thenear future- there's a lot of
talk here at the podcast showabout live events and, um, I
think, uh, the um, the rest ispolitics has just announced
another tour.
Speaker 1 (05:36):
They managed to sell out the o2 arena, which is a
massive, massive place, and it'stwo people talking about
politics.
What where do you stand in thewhole live events side?
Is that something that you'realready doing?
Speaker 4 (05:50):
well, well, first off , you know, goal hanger, the
business they built, it's thebest business in podcasting, I
think, um, and I think it'samazing what they're doing and I
really jack and tony and thatteam over there it's just really
impressive.
Um, in terms of events, it'sincredibly important.
Um, you know, I think thatthere's obviously a scale which
they're doing out which is greatbecause you're building
community and fandom and you'remaking money.
(06:11):
And then there's this alsoother reality of a lot of
podcasts that are doing um 20city tours, 30 city tours that
are selling out, you know, 100person venues to 500 000 person
venues.
Some will make money that butyou really do it for fandom and
community, which is why webelieve in it so much.
I think if you ask anypodcaster that has done a live
tour, they would say, wow, itwas really burnt out a lot,
(06:33):
maybe made a little bit of money, but my podcast grew massively
and I think it grows massivelybecause of the community you're
building, and so for us to offerthat to our creators is very
important.
Speaker 1 (06:42):
That's really interesting.
So it's a community thing morethan really you know
money-making thing from yourpoint of view.
Speaker 4 (06:50):
For most people right , obviously, if you reach a
certain scale you're going tomake money, but for us, we think
about it as community building.
I mean, what a better way.
It is a surreal thing when youlaunch a show and you have a
million downloads.
That's a lot of people, right.
But it's just like you sort ofsee the numbers go up but you
don't really think about it.
And then you see in personthere's something special about
(07:11):
that.
Even being here at the Londonpodcast show it's like it's
really special.
The energy you see in there.
It's just been reallyenergizing, I think, for myself
and the Pave team.
Speaker 1 (07:23):
So you have a bright PAVE studios, yellow, uh double
decker bus, uh, outside, uh, youcannot miss it.
Uh, it's definitely making a a,a statement, and I think it's
got drinks inside, and I've yetto work out what what the drinks
are, um, so I will go and beinvestigating that.
Why?
Why here?
Why at the London podcast Show?
(07:43):
Why have you traveled all thisway?
Speaker 4 (07:46):
Well, I think that number one, this is the biggest
conference in podcasting.
It's the place you need to beat if you're in podcasting or
have a business in podcasting.
I think we're just doingsomething really different and
the brand around Pave isdifferent.
It feels bold, it feels yellow,it stands out and I think, if
you look around the space rightnow, this goes to again like why
pay?
Why now?
And it really, when we thinkabout all the companies, there's
(08:07):
amazing companies that areselling ads and everyone's like
man, you know, that's like whywould we launch a company to do
that when there's amazingcompanies doing that?
I'd argue that's people sayit's a safer business model.
I think it's a lot harderbecause I have to compete with
amazing companies doing that,and so for us to actually be
thinking about creators andinvesting in creators and owning
the ip and operating the ip andbeing more of a traditional
studio, I think there's lesscompetition now than there was
(08:29):
in 2016 when we launched podcastand I think, like, for us, we
just want to tell that storybecause I think sometimes it is
confusing what is real, whatisn't real and do you see there
being opportunity in the ukmarket?
Speaker 1 (08:40):
um, for, uh, finding new talent, finding new shows,
uh, is that, is that somethingelse that you're looking for?
Speaker 4 (08:47):
Big time.
I think that you know.
Today I did a panel with JamieLang, who's huge over here and,
by the way, a wonderful person.
Really enjoyed our chat.
I think the UK is one of thesemarkets that we see that's just
growing and the only thingthat's lagging is monetization
here.
And so, again, if you want totake a long-term view and bet on
a market, um, I think the uk isa great market to bet on.
I think there's also a lot ofability to move audiences from
(09:09):
the uk to the us, and so for us,as we think about global
expansion for pave, uk makes alot of sense for us, as well as
australia, actually, andthinking about you know english
speaking first, but we arefocused on the us market today,
given where we are yeah, and andin terms, and in terms of the
London, in terms of the UKindustry, you say that it could
(09:32):
do with a bit more help in termsof monetization, which is
certainly something that we'vebeen covering in the past as
well.
Speaker 1 (09:37):
What does the UK industry need to do in order to
be making as much money perlistener as the US industry does
?
Speaker 4 (09:48):
That's a great question.
I think there needs to be theability to tap into bigger
brands versus direct response atthe end of the day, and I think
that when you have a smallermarket in general, bigger
dollars come from brands.
And I think they need to figurethat out because direct
response is obviously bigger inthe us.
But if you have a uk audienceand you're a direct response
(10:11):
advertiser, that's permanent inthe us, like you're not going to
advertise as much.
It's really about brands andactivations and also you have to
run a 360 business.
I mean, I'll go back togoldhanger.
They're doing live events,they're doing subscriptions,
they're doing ad monetizationlike that is the prime way to
make you know, to maximizerevenue over here and um.
Speaker 1 (10:28):
One final question uh , we've seen lemonada media,
which has been uh bought by podx um and you know, and they are
obviously now part of a muchlarger organization across the
world doing various things ispave studios.
You know you've already sold avery successful um podcasts
company, um is paves.
(10:50):
Is pave studios going to be umgoing it alone or do you see the
benefit in working togetherwith larger organizations in the
future?
Speaker 4 (10:59):
and we're focused on just scaling our business right
now.
Um, you know, I don't believein trying to build a business to
sell it or for a strategicacquisition.
I'm so lucky that I soldparkhouse, you know, for a big
amount of money.
I had no investors in it.
Um, and I gotta do what I loveand work with creators every day
, um, and so my feeling is, thistime around, it's like I gotta
(11:20):
just truly create and work withcreators, um, and it feels like
every day is different, and so Idon't know why I'd ever want to
build a company to sell.
I think if you're doing that,you're not creating real value.
Speaker 1 (11:30):
It's been really good to meet you.
Thank you so much for your time.
I appreciate it.
Speaker 4 (11:34):
Likewise, I really appreciate it, thank you.
Speaker 1 (11:36):
The excellent Max Cutler from Pave Studios.
Very good to meet up with himand to learn more.
Lots of people were here at thepodcast show in London and
earlier.
I walked around the eventfinding out who people were and
why they were here.
Speaker 6 (11:53):
I am LP Lizzie Pollock, chief Communications
Brand Officer at ACOS.
I almost forgot for a minute.
Speaker 1 (11:59):
Yes, well, there's a thing Podcast show London.
Why are you here?
Are you here talking aboutthings?
What are you talking about?
Speaker 6 (12:06):
James, I'm here because it's 10 minutes from my
house.
No, I'm joking, I do actuallylive 10 minutes away.
No, acast is here in a big way.
We are sponsoring the SpeakerLounge, turning it into the
ACAST Arms once again about 15panels.
I'm talking a bit later todaywith Brittany from BetterHelp.
We're doing an AMA.
Ask Me Anything and I willaccept questions on Watford
Football Club as well aspodcasting.
(12:26):
Oh, and then tomorrow we've gota few more going on as well.
But yeah, I just love this timeof year.
It's like Christmas.
Speaker 1 (12:32):
Yeah, it's brilliant.
What do you think of the?
It's year four, isn't it ofthis event?
Speaker 6 (12:41):
I mean just the way that the big brands are showing
up bigger and bigger, justseeing how the activations get
bigger, the program gets bigger,even the stars get bigger.
I mean you and I are here andthat was a hard thing for them
to secure, but no, I just loveseeing how it's growing.
And also I do feel proud thatso many, everyone from around
the industry is coming to myhometown.
It does make me feel proud, tobe honest.
Speaker 1 (12:58):
Thanks so much.
It's always nice to see you,you too.
Speaker 2 (13:01):
Hello guys, I am Geoffrey Fossier.
I'm the Chief Marketing Officerat Audion, which is a digital
audio specialist.
We are here today to supportthe launch of a new innovative
product here at Audion, which isAudion Pathway a new way to
monetize podcasts and a new wayto bring some new opportunities
(13:24):
when you are a podcaster.
Speaker 1 (13:26):
And so what do you think of the show so far?
Is it your first time here?
Speaker 2 (13:29):
On my side it's the first time, but it's the third
year for Odeon here at this fair, Huge feeling.
It's really interesting to seeYuki people, but also to see a
lot of US podcasters, US basedcompanies and bringing a lot of
new opportunities for us here.
Speaker 7 (13:51):
My name is Nick Williams.
I work for a company calledBlack Cat Acoustics.
We are the distributor for theStudio Bricks sound isolation
booths.
Speaker 1 (14:00):
And that's what you're here to talk about today,
I guess.
Speaker 7 (14:04):
Yes, we've been supporting the podcast show from
the first event actually, sowe've been here the last four
years.
Speaker 1 (14:11):
I have to say, if we are standing here in a very loud
conference, I'm thinking youhave sound isolation booths.
Shall, we go inside, let's goin, let's go in, let's go in,
let's see if it gets a littlebit quieter.
Oh, that's marvellous, isn't it?
Speaker 7 (14:29):
Oh it is, it's bliss.
Speaker 1 (14:31):
So you're showing these to all of the podcasters
who are here.
Speaker 7 (14:36):
Yes, that's it.
We do booths from single-personbooths up to nine meters by
five meters.
So it's a scalable product,customizable, but this is the
kind of smallest booth that werecommend for a two person setup
, perfect for podcasting, forvoice over acting.
The larger booths are great forvideo podcasting as well, so we
(14:59):
have a very flexible productthat can serve a lot of uses and
what sort of podcasters end upend up buying these?
are they the, the large podcastpublishing companies or yes,
well, we have everything reallyfrom from from people that are
setting up smaller studios orjust starting out, and and large
companies such as global mediathat record all of their
(15:22):
podcasts in our booths.
So, like I said, it'scompletely scalable.
So it really depends how youwant to go.
Do you want a small booth forone or two people or do you want
something big that you can dovideo and proper recording in?
Speaker 1 (15:37):
And what do you think of the show so far?
Speaker 7 (15:40):
It's very busy.
It's always busy from the off.
This show um stays busy all theway through till till the end
of tomorrow.
Um, as I said, we've beensupporting it from day one and
it has changed from a quietlysort of bedroom industry in the
first year to to being veryprofessional and it's got all of
the big corporate customershere.
(16:01):
So it's it's it's somethingevery podcaster should be,
should be coming to, I thinknick, thanks so much thank you.
Speaker 8 (16:09):
So we are Music Radio Creative and my name is
Isabella Russell and we are apodcast creative agency where we
edit podcasts for creators andbusinesses and we also make all
the funky podcast intros, outrosand creative jingles to make it
fun now, and it's a great placefor us to connect with our
(16:37):
existing clients but also findnew clients who are looking to
take the pain away from theediting and just have somebody
do it for them and you have,you've got, you've got goodies
and sweets and candy on your wedo.
So, you see, we tempt people inmultiple ways.
So first of all we have a geargiveaway.
So at 2 pm at our stand,anybody who enters our
(16:57):
competition and comes here at 2pm can win a podcasting
microphone.
So we have one to give today,another one tomorrow, but then
you also get to spin the Wheelof Fortune, and that's the wheel
that keeps on giving.
So we've got like really niceaudio goodies and sweets and all
sorts of really cool stuff togive away.
Speaker 1 (17:15):
Very cool, and how's the show been for you so far?
Speaker 8 (17:18):
It's busy.
It's definitely busy.
It's great.
Yeah, nice to have good,meaningful conversations with
creators.
And, yeah, continue theconversation about podcasting
Indeed.
Speaker 1 (17:28):
It's really good to see you.
Speaker 8 (17:29):
Cheers Nice to see you too, cheers.
Speaker 5 (17:32):
My name is Sean Howard.
I'm the founder of Flight Path,where we do predictive
analytics for podcasting andYouTube.
And why are you here?
Because London is amazing andthis is the best show on the
planet, and it's just fun.
When I come to these things,all I do is meet people and
normally that's just me in theSounds Profitable room, which I
love, for three days straight.
So now I'm actually seeingpeople mingling, connecting.
Speaker 1 (17:56):
I don't know, and you've been making a ton of
announcements recently, signingup with all kinds of people at
Flightpath.
Speaker 5 (18:04):
Yeah, we've brought on a lot of great clients.
We just signed Podcast One,which is great for us.
A lot of other amazing clientscoming on board, yay Network, a
bunch of others, and we justannounced YouTube.
We're doing a prediction onYouTube now.
Speaker 1 (18:16):
Very cool, and how's the show for you so far?
Speaker 5 (18:19):
This is my favorite show on the planet.
I can't, I can't.
It's there's.
Have you gone up?
There's the little balconieswith the little boots.
You feel like you're insomeone's living room, it's just
.
It's been great Just meetingpeople, and people are calm,
relaxed, which is nice.
Pretty good to see you Same.
Speaker 3 (18:45):
Hello, I'm Sandy Waugh.
I am head of podcasting at CitySt George's University, so I
run the master's degree inpodcasting, which we're still
really proud to say is the onlyone in the world that takes the
industry so seriously that it'sdevoted an entire degree to it.
Speaker 1 (18:55):
And why are you here at the show?
Speaker 3 (18:56):
It's a couple of different reasons.
One is to try and find morestudents.
One is just for visibility thatwe now take the degree so
seriously that you know it's athing, but also just to connect
with industry, one of the thingsthat we found fantastic,
actually, over this show, inparticular for the last few
years.
It's a wonderful way to connectto people who can give our
students work experience, whocan bring us knowledge and
(19:20):
expertise and bring in guestspeakers.
So it's been very useful to us.
Speaker 1 (19:24):
And what do you think of the show so far?
Speaker 3 (19:26):
We're tucked away in a little corner, so we're hoping
people are going to find usgradually as the day progresses.
I spent most of the first houror so looking at people's backs
next to the Audio UK stage, butit does feel I mean, the queue
was immense trying to get inthis year, so it does feel like
it's got some momentum, which isexciting.
Speaker 9 (19:43):
Always great to see you.
Speaker 3 (19:44):
Pleasure.
Speaker 9 (19:46):
David Priva, head of podcasts at Sassy Plus.
So I'm Lee Alaston, thecommercial director for Radio
News Hub, which is the sistercompany of Sassy Plus and why
are you here at the show, likeeverybody else, looking for
business, looking to meetcreators, talking to brands,
finding out what everybody elseis doing, which is really
interesting.
And what is Sassy Plus?
(20:06):
Sassy Plus is a productioncompany.
We're 80 plus people based inLondon, elstree offices in the
States as well, and we're allabout video production, branded
content and podcasts, whichwe're very big in the Dr Hillary
Show we've launched today.
Legends of News with DermotMurnaghan, former ITN newsreader
(20:26):
, sky Newsreader, which is veryexciting, homefront with Russell
Quirk and many other podcastsas well.
Speaker 1 (20:32):
And how are you finding the show so far?
Speaker 10 (20:34):
I absolutely love the show.
This is a must-attend diaryevent for me.
Lots of visitors, it's the bestpodcast event that there is and
it's great to meet othercreators and publishers and
people that are in the industryso we can share experiences and
knowledge and also make newcontacts.
Speaker 11 (20:51):
I am Danny Brown.
I'm head of podcast to supportand experience at Captivate.
I've come over from Canada,mate.
I usually go to the NorthAmerican events Not doing that
this year, so come over to theUK and meet the team.
Speaker 1 (21:02):
Very nice.
What's Captivate talking about?
Speaker 11 (21:05):
Captivate are talking about our platform,
what's coming up in the autumn.
So we've got our campaignmanagement tool along with
programmatic and stuff.
So lots of exciting stuffcoming out in the next three
months or so.
Very nice.
Is it your first time at thisshow?
It is, mate.
Yeah, what do you think?
I like it.
It's very different.
You know the podcast movement.
It's a very different vibe, abit more relaxed, it seems.
(21:27):
More users as well, more actualpodcasters as opposed to just
the business stuff.
So I like it so far.
Well, more actual podcasters asopposed to just the business
stuff.
Do I like it so far?
Really good?
Speaker 12 (21:34):
to see you.
Speaker 11 (21:34):
Yeah, you too mate.
Speaker 12 (21:35):
I'm Martin Liss.
I do a lot of things audio.
I'm here as a co-founder andgeneral manager of a company
called Podcast 360.
We're a production andconsulting company for podcasts,
believe it or not, in themostly German speaking ecosystem
.
Speaker 1 (21:51):
Why are you here?
What do you hope to get fromthe show?
Speaker 12 (21:53):
German-speaking ecosystem.
Why are you here?
What do you hope to get fromthe show?
Mostly inspiration.
I like the show a lot becausethere's so much going on and so
many things going on that Ididn't even think about.
I wouldn't necessarily meetclients or do business here.
It's just a two-day playgroundof inspiration and maybe
learning something new.
Speaker 1 (22:13):
And how are you finding it so far?
Speaker 12 (22:15):
It's great.
I mean we're only in the middleof day one, but I like the buzz
, I like the creativity.
Coming from Germany, which isclassically a very stern and
rather problem-focused ecosystem, this is great because it's
colorful and it's lively andit's creative and it's a lot of
fun, and I've seen a fewsessions where I thought, yeah,
(22:36):
this is good, this is inspiring.
I feel at ease in this medium.
I'm happy to do podcasts andnot other stuff.
Really good to see you.
Thank you, very good to see you, james.
Speaker 13 (22:47):
Hey, I'm Brian Moffitt.
I am Chief Operating Officer inNational Public Media, which is
NPR's sales subsidiary, andalso I head the network growth
team there, which runs the plussubscription business and a few
other things.
And what are you doing here?
I am here to meet with otherfolks in the podcasting industry
, talk with vendors, hear what'sgoing on, learn, share all
those things.
How's it going for you?
(23:08):
It's a great show.
Number one the venue is awesome.
Everybody is all in one place.
You can't walk 10 feet withoutbumping into somebody that you
want to talk to, and it justseems like a lot of the
conversations are on point withwhat's happening in the industry
today and where it's going, whyare you here more?
Speaker 1 (23:26):
Because obviously NPR is a US thing.
But I guess you selladvertising here as well, don't
you?
Speaker 13 (23:33):
Not that much.
Our international audienceisn't that huge it's about 17%
but National Public Media did abranded podcast for Arm, the UK
chip manufacturer, and so we'rehere with them talking about the
work that we did and thesuccess that they had with that,
as well as just kind of lookingat the market and seeing what's
going on outside of the US.
Speaker 1 (23:51):
It's really good to see you.
Speaker 13 (23:53):
Good to see you.
Speaker 14 (23:53):
I'm Julie and co-host of you Keep Me Sane
podcast.
Speaker 15 (23:57):
And I'm Eileen and I'm the co-host of you Keep Me
Sane podcast also.
Speaker 1 (24:02):
So why are you here at the podcast show?
You're in a beautiful stand.
It's very pink.
Why are you here?
Speaker 14 (24:11):
Well, we're here because we're quite new to
podcasting.
Six months we've been going andwe felt like this was a way to
learn a lot meet people, getbrand exposure, all of that
stuff, yeah because it's notsomething that I would expect a
podcast to be here.
Speaker 1 (24:26):
What's your aim for the event?
Speaker 15 (24:29):
It's really about visibility for us, because we're
not celebrities as you know.
About visibility for us becausewe're not celebrities as you
know, and um, we thought atleast we'll stand out and we we
could be a visitor like everyoneelse.
But we didn't want to be likeeveryone else and we're actually
getting meeting a lot of peopleas a result.
Speaker 1 (24:45):
Really helpful how have you, how have you found the
event so far, alison?
Speaker 15 (24:48):
oh, it's great there's so vibrant, so many
fabulous people.
It's really been worthwhile forus so far.
Speaker 1 (24:55):
Which is very good.
What are you hoping to get outof this, out of the
conversations that you're having?
Speaker 14 (25:02):
Probably some contacts, collaborations,
exposure, like learning.
We have learned so muchactually, which is probably a
huge part, yeah.
Speaker 1 (25:12):
It's really good to meet you both.
Thank you for your time todaythank you.
Speaker 16 (25:16):
Thank you, thanks so much uh I am ollie man and I'm
a veteran podcaster.
I've been doing it since 2007,can you believe, since you were
in diapers I was podcasting in2005, so uh since I was in
diapers yes, yes, you lose thatone um, so why are you here?
uh, basically for the social, uhlike happenstance of bumping
(25:36):
into people that I once workedwith or knew I I tried in
previous years to go to sessionsand I realized that it's just
people plugging their own stuffand you can't really hear what's
going on.
Much better, just walk aroundand bump into people if you know
enough people to, as a sort ofstarter pack, and you can bump
into people and then they canintroduce you to other people
and then you get free alcohol aswell.
So that's what I've been usingmy podcast show ticket for for
(25:57):
the last few years now, and itusually works out pretty well
and you have been, uh, you'vebeen podcasting, as you say,
since 2007, so a relativenewcomer, uh, in comparison to
me.
Speaker 1 (26:06):
No, no, no, um, but why, why would we know you, you,
uh, you did, uh, answer me thisright I did yes.
Speaker 16 (26:13):
So that was the hit AnswerMeThisPodcastcom, which is
my show with Helen Zaltzman,which ran from 2007 until, I
think, 2021, in various formsweekly, then fortnightly, then
monthly.
It's a Q&A show.
We answer the audience'squestions with, hopefully,
amusing answers.
It's like any questions, butwith not gags.
(26:33):
And then in 2021, we retired itbecause we got to our 400th
episode and it felt like it wasinteresting.
At that point.
It felt like podcasting had gotto a stage where to do
something interesting, youneeded a team of 40 people and
to be, you know, sold to the newyork times.
And then what happened, I guess,is like, over the last four
years, we realized that actually, no, there's a huge crowd of
(26:56):
people that have just come intopodcasting, that are quite happy
to hear two people chatting,and some of those shows actually
aren't very good, and we sortof thought we kind of mastered
two people chatting 15 years ago.
Why don't we just do that again?
So, yes, we brought it backrecently, um, which has been
really exciting because it's acompletely different, uh,
audience that we're kind ofaimed at in a way, because A
we're trying to make the showrelevant to people who have
(27:17):
never heard of us and don't knowwho we are.
So it's not just a sort of cultclassic thing but actually has
relevance in the world of Idon't know, shag, married,
annoyed and that sort of thing.
But also, secondly, talking toour core audience has changed
because of things like Patreon.
We can now actually monetizethe positive feelings that
people had about us, whereasthat used to be something that
(27:38):
was just a nice-to-have wecouldn't really do anything with
.
Speaker 1 (27:40):
So Answer Me this Is Back, which is great.
Are you doing it with anybodybig like Acast or whatever?
Speaker 16 (27:47):
Yeah, the show's on Audi, which is a smaller ad
network in the UK.
We chose them because they'renice people.
There's two of them that workin an office and we know them
both.
We can pick up the phone tothem and we trust that when we
say we don't want to take thatparticular category of
advertising because we don'twant to support guns or whatever
it is, that they'll beunderstanding and helpful with
(28:07):
that.
Um, but yes, like I say, thebig change really is the Patreon
.
I mean, within I think threedays of us announcing that we
were coming back, we had 750paid new subscribers on Patreon,
which is just like a reallynice case study in give
something people they reallylike 15 years for free, take it
away and then so you can have itback.
So that's been really lovely.
(28:29):
But what's been interesting isand we were just chatting about
this off Mike James is we madethe announcement that we were
coming back in January knowingthat that would only be big news
for the people that used tofollow us back in the day.
But that was a large audience.
10 years ago we used to getaround 160,000 downloads a show.
I know that stats have changedand probably by modern standards
.
Let's say half of that isaccurate by the kind of
(28:50):
reporting you have these days.
But we're kind of currentlyattracting about half that again
.
So you kind of think, okay, sothere's probably about 40,000
people that like the show, wouldlike to hear it and don't know
we're back yet how do you getthat message out if you're not
part of Global or the BBC or theGuardian?
You don't have a marketingbudget and you'd think the
answer would be talking to yourfans on social, who never
(29:11):
stopped following you, but fanson social who never stopped
following you.
But actually, you know, we putfacebook videos, x videos,
instagram, whatever, and thereaction was really positive.
Like I say, big sign up onpatreon.
But we're realizing as we postnew photos and content, that
every time, every week, there'speople saying, oh, I didn't
realize you were back.
And you sort of think, well, ifthat content you know, the show
you love, that you followed foryears is back, isn't content
(29:32):
that is being pushed by thesocial networks to the fans of
your show?
What are they pushing instead?
Um, and it's, that's been alittle bit dispiriting.
So we've had to try and do theold-fashioned stuff.
Uh, adam buxton gave us a shoutout on his show a few weeks ago
because we kind of figured ouraudience are probably still
listening to him.
Um, miranda sawyer wrote apiece with us in the observer,
kind of like.
Uh, of like, the punks ofpodcasting are back, kind of
(29:54):
vibe.
So that's all really nice, butit's amazing how much harder it
is to cut through these dayswhen every celebrity has a
podcast, even if you're doingsomething that has an audience
that would love to know thatit's there.
Speaker 1 (30:05):
If only you'd have sent a press release to editor
at podnewsnet.
Speaker 16 (30:09):
Yeah, I know, I'm sorry, I didn't actually
genuinely did I spoke maybe.
Speaker 1 (30:20):
I thought, oh, you'd spot it and that would be cooler
, but you didn't.
Oh, yes, ollie, it's great tosee you again.
Yeah, I love to see james.
Thank you the excellent ollieman.
Uh, finishing that um set ofpeople from the podcast show
over the last couple of days, asyou can tell from my voice, yes
, it's all conferenced out but,uh, very good to see loads of
interesting people.
Now there are lots of differentways to get in touch with us.
You can use fan mail by usingthe link in our show notes,
super comments on True Fans orboosts everywhere else, or email
(30:42):
and we share all of the moneythat we make between Sam and
myself, some boosts coming in.
There was something from Silason Linux.
He was there at the recordingand he was terrified as soon as
I put a microphone underneathhis face to read out his message
.
But that was nice.
Seth here saying great idea touse podcasters as voiceovers for
(31:07):
ads.
That's related to ACAST'stalent voiced ads that we had on
the show last week Acast'stalent voiced ads that we had on
the show last week.
I was on Canada.
I was from Canada a couple ofweeks ago and Bruce the ugly
quacking duck quite likes thatSent us a row of ducks 2,222
sats.
You both still sound good.
Great job 73.
(31:27):
Well, that was because we useClean Feed, and in the audience
yesterday for the live versionof this show was the man from
Clean Feed himself who probablywould like us to say that we
should have recorded the wholething on Clean Feed anyway, and
then it wouldn't have failed.
But still, there we are.
And finally, lyceum, sending me1,111 sats.
(31:49):
That's a bag of Richards, andhe says congratulations on the
award.
Yes, because I ended up pickingup an award at the podcast show
, which was nice.
Thank you to our Noteworthy19as well all of our power
supporters, including Elias, ournewest one, who went to the
podcast show, and we both sawhim.
So that was excellent.
(32:09):
And in terms of my week, it'sbeen a fun week, full of travel,
and you might tell that I am inBritish knackered.
So there we are.
That's how my week has been.
Sam has had an excellent week.
He tells me some exciting newsabout the true fans, that may be
(32:32):
becoming a podcast host veryshortly, and lots of other
things to come.
Next week we're going to bedelving into the mystery of
secure RSS, or L402.
That's going to be a thrill andan excitement.
That's why we have chapters.
But that's it for this week.
Podcast stories from the eventand, by the way, apple spoke
(32:53):
here and a lot of other peoplespoke here too.
Podcast news from the event atthe Pod News daily newsletter,
podnewsnet.
For you to go there.
Don't forget to support ourshow, either streaming sats or
press that button If you've gota funding button in your app to
go to weeklypodnewsnet to be along-term supporter of us.
(33:14):
That would be very kind of you.
And our music is from TMStudios, our voiceover, sheila D
.
Our audio recorded using CleanFeed, normally Not today or
yesterday.
We edit with Hindenburg andwe're hosted and sponsored by
Buzzsprout.
Start podcasting, keeppodcasting.
It's Friday, May, the 23rd 2025.
Speaker 2 (00:06):
This is the Pod News Weekly.
Speaker 3 (00:08):
Review live at the Podcast Show in London with
James Cridland and Sam Sethi.
Speaker 1 (00:16):
Hello, we're the audience.
Yes, we're live at the PodcastShow, except that audio
recording didn't actually workproperly, skipped every 30
seconds, weirdly, so it'scompletely useless.
So there we are.
So instead you've got me, butdon't worry, coming up, we've
got Max Cutler from Pave Studiosand I wander around the show
(00:37):
floor and we find out what thepodcast show was all about.
This podcast is sponsored byBuzzsprout, with the tools,
support and community to ensureyou keep podcasting, start
podcasting, keep podcasting withbuzzsproutcom.
Now, outside the podcast showin London, was a beautiful,
beautiful, big yellow bus and itbelongs to Pave Studios, run by
(00:58):
Max Cutler.
He used to run Parcast, whichgot bought by Spotify, and I was
curious to catch up with himand learn more about Pave
Studios.
So in a noisy coffee shopyesterday, I started by asking
him what is Pave Studios?
Speaker 4 (01:13):
The idea behind Pave is pretty simple.
I think that over the last fewyears, the convergence of
formats is really happeningwhether it's audio, whether it's
video, whether it's books and Ifelt like there was a need for
an independent studio that wasfocused on the digital sort of
narrative to come and launch,that owns ip, that works with
creators to expand theirbusinesses, that honestly
operates in between audio andvideo, and so we will still
(01:35):
invest in audio only content,but we're definitely thinking
about video and how that, howthat sort of interacts with each
other.
Um, you know, at pay we don'tsay podcast, we say shows,
because we care about attention,um, and I don't, you know,
personally care if you'rewatching on youtube or if you're
listening on apple, um, or ifyou're consuming on tiktok or
instagram.
I just think, for us, we wantto build community and fandom
and really help creators expandtheir businesses, because, you
(01:58):
know, the thesis is creatorshopefully get a huge audience
and launch a show and they wantto do more, um, but they need
the right partners to do more,and we don't want to be a
transaction relationship.
We don't do ad sales.
We are very much focused onowning, controlling ip and
expanding the business for themand books as well.
I, I think as well too yeah, um,we've noticed in the last few
(02:19):
years, as I'm sure you have andothers, that more and more
podcasters are launching booksand becoming new york time by
selling authors and quiteliterally selling millions of
books.
When I was at Spotify, wenoticed that trend as well,
which is probably why Spotifyhas audiobooks now, and so for
us, if a creator comes to us andwants to expand their business
into publishing, we want to makesure we could offer that to
(02:40):
them.
Speaker 1 (02:41):
And so how long has Pave Studios been?
Speaker 4 (02:43):
going now Just about a year, so I think we launched
publicly about a year ago and westarted shows coming out about
10 months or so ago.
Speaker 1 (02:52):
One of the things that I've noticed that you have
brought over from Parcast is theway that you name your shows.
There's a whole article on thepod news website about the way
that podcast used to name uhshows and I think the the the
excellent example was a showthat a that you had over there
called, which was all aboutserial killers.
(03:13):
That you called serial killersum, is this a?
Is this a?
You know?
Is this a max cutler?
Um, uh, you know secret, secretsauce to name shows so that
they work.
I don't know if it's a secretsauce.
Speaker 4 (03:28):
I'd say maybe it's the as straightforward as
possible.
What I think a lot about is ifI was searching for a show, what
would I type in, Whether it'son Spotify, whether it's on
YouTube or Apple?
What am I searching for In thatcase?
For podcasts?
If you're searching for serialkillers, odds are you may search
for serial killers or a TedBundy or someone like that, and
(03:48):
so you know.
Seo is so important.
It's going to become more andmore important, and so that was
Paracast At Spot, I mean at Pave.
Now we're definitely sometimesmore clever with our names, but
at the same time, we want to betrue, to like what we know works
, and there's definitely a hackfor SEO.
Speaker 1 (04:03):
Yeah, the same time we want to be true to like what
we know works, and there'sdefinitely a hack for seo.
Yeah, yeah, and.
And in terms of um, in terms ofpave, what you've done is
you've um put different showsinto different sort of sub, sub
brands, haven't you?
Speaker 4 (04:16):
yeah.
So when I think about, you know, just to go back to parkas, I
look at pave and pave is reallyabout will be about four or five
podcasts, right.
And the way I think about it isis when we were taking a step
back and thinking like, what doI want to do next?
And I knew I wanted to dopodcasting because I love it.
I know I love digital media andI challenge myself every day to
think about if I could build amodern day Paramount, right,
(04:38):
what does that studio look like?
And I think for us it was clearthat owning ip is really
important, but also buildbuilding brands that matter.
What is rm tv?
What does that look like?
And I think, in a world with anabundance of amazing content
which there is now, um, how doyou stand out, how do you launch
a show and be found?
And so, for us, instead ofhaving a science show next to a
comedy show, next to a historyshow, we've developed two brands
(05:00):
so far crime house, which, asyou can imagine, is crime
content, um, and in that youknow we have the best in class,
hopefully, creators and storiesand voices, and cross crime that
we could then cross promote,and because we have more control
over the stories, like it feels, more authentic, I think, than
maybe some of these othernetworks, um.
And then we want to show openmind, which are curiosity,
learning and sort of well, youknow, while this adjacent brand,
(05:22):
um, which is a similar approachto that as well, and there'll
be more brands launching in thenear future- there's a lot of
talk here at the podcast showabout live events and, um, I
think, uh, the um, the rest ispolitics has just announced
another tour.
Speaker 1 (05:36):
They managed to sell out the o2 arena, which is a
massive, massive place, and it'stwo people talking about
politics.
What where do you stand in thewhole live events side?
Is that something that you'realready doing?
Speaker 4 (05:50):
well, well, first off , you know, goal hanger, the
business they built, it's thebest business in podcasting, I
think, um, and I think it'samazing what they're doing and I
really jack and tony and thatteam over there it's just really
impressive.
Um, in terms of events, it'sincredibly important.
Um, you know, I think thatthere's obviously a scale which
they're doing out which is greatbecause you're building
community and fandom and you'remaking money.
(06:11):
And then there's this alsoother reality of a lot of
podcasts that are doing um 20city tours, 30 city tours that
are selling out, you know, 100person venues to 500 000 person
venues.
Some will make money that butyou really do it for fandom and
community, which is why webelieve in it so much.
I think if you ask anypodcaster that has done a live
tour, they would say, wow, itwas really burnt out a lot,
(06:33):
maybe made a little bit of money, but my podcast grew massively
and I think it grows massivelybecause of the community you're
building, and so for us to offerthat to our creators is very
important.
Speaker 1 (06:42):
That's really interesting.
So it's a community thing morethan really you know
money-making thing from yourpoint of view.
Speaker 4 (06:50):
For most people right , obviously, if you reach a
certain scale you're going tomake money, but for us, we think
about it as community building.
I mean, what a better way.
It is a surreal thing when youlaunch a show and you have a
million downloads.
That's a lot of people, right.
But it's just like you sort ofsee the numbers go up but you
don't really think about it.
And then you see in personthere's something special about
(07:11):
that.
Even being here at the Londonpodcast show it's like it's
really special.
The energy you see in there.
It's just been reallyenergizing, I think, for myself
and the Pave team.
Speaker 1 (07:23):
So you have a bright PAVE studios, yellow, uh double
decker bus, uh, outside, uh, youcannot miss it.
Uh, it's definitely making a a,a statement, and I think it's
got drinks inside, and I've yetto work out what what the drinks
are, um, so I will go and beinvestigating that.
Why?
Why here?
Why at the London podcast Show?
(07:43):
Why have you traveled all thisway?
Speaker 4 (07:46):
Well, I think that number one, this is the biggest
conference in podcasting.
It's the place you need to beat if you're in podcasting or
have a business in podcasting.
I think we're just doingsomething really different and
the brand around Pave isdifferent.
It feels bold, it feels yellow,it stands out and I think, if
you look around the space rightnow, this goes to again like why
pay?
Why now?
And it really, when we thinkabout all the companies, there's
(08:07):
amazing companies that areselling ads and everyone's like
man, you know, that's like whywould we launch a company to do
that when there's amazingcompanies doing that?
I'd argue that's people sayit's a safer business model.
I think it's a lot harderbecause I have to compete with
amazing companies doing that,and so for us to actually be
thinking about creators andinvesting in creators and owning
the ip and operating the ip andbeing more of a traditional
studio, I think there's lesscompetition now than there was
(08:29):
in 2016 when we launched podcastand I think, like, for us, we
just want to tell that storybecause I think sometimes it is
confusing what is real, whatisn't real and do you see there
being opportunity in the ukmarket?
Speaker 1 (08:40):
um, for, uh, finding new talent, finding new shows,
uh, is that, is that somethingelse that you're looking for?
Speaker 4 (08:47):
Big time.
I think that you know.
Today I did a panel with JamieLang, who's huge over here and,
by the way, a wonderful person.
Really enjoyed our chat.
I think the UK is one of thesemarkets that we see that's just
growing and the only thingthat's lagging is monetization
here.
And so, again, if you want totake a long-term view and bet on
a market, um, I think the uk isa great market to bet on.
I think there's also a lot ofability to move audiences from
(09:09):
the uk to the us, and so for us,as we think about global
expansion for pave, uk makes alot of sense for us, as well as
australia, actually, andthinking about you know english
speaking first, but we arefocused on the us market today,
given where we are yeah, and andin terms, and in terms of the
London, in terms of the UKindustry, you say that it could
(09:32):
do with a bit more help in termsof monetization, which is
certainly something that we'vebeen covering in the past as
well.
Speaker 1 (09:37):
What does the UK industry need to do in order to
be making as much money perlistener as the US industry does
?
Speaker 4 (09:48):
That's a great question.
I think there needs to be theability to tap into bigger
brands versus direct response atthe end of the day, and I think
that when you have a smallermarket in general, bigger
dollars come from brands.
And I think they need to figurethat out because direct
response is obviously bigger inthe us.
But if you have a uk audienceand you're a direct response
(10:11):
advertiser, that's permanent inthe us, like you're not going to
advertise as much.
It's really about brands andactivations and also you have to
run a 360 business.
I mean, I'll go back togoldhanger.
They're doing live events,they're doing subscriptions,
they're doing ad monetizationlike that is the prime way to
make you know, to maximizerevenue over here and um.
Speaker 1 (10:28):
One final question uh , we've seen lemonada media,
which has been uh bought by podx um and you know, and they are
obviously now part of a muchlarger organization across the
world doing various things ispave studios.
You know you've already sold avery successful um podcasts
company, um is paves.
(10:50):
Is pave studios going to be umgoing it alone or do you see the
benefit in working togetherwith larger organizations in the
future?
Speaker 4 (10:59):
and we're focused on just scaling our business right
now.
Um, you know, I don't believein trying to build a business to
sell it or for a strategicacquisition.
I'm so lucky that I soldparkhouse, you know, for a big
amount of money.
I had no investors in it.
Um, and I gotta do what I loveand work with creators every day
, um, and so my feeling is, thistime around, it's like I gotta
(11:20):
just truly create and work withcreators, um, and it feels like
every day is different, and so Idon't know why I'd ever want to
build a company to sell.
I think if you're doing that,you're not creating real value.
Speaker 1 (11:30):
It's been really good to meet you.
Thank you so much for your time.
I appreciate it.
Speaker 4 (11:34):
Likewise, I really appreciate it, thank you.
Speaker 1 (11:36):
The excellent Max Cutler from Pave Studios.
Very good to meet up with himand to learn more.
Lots of people were here at thepodcast show in London and
earlier.
I walked around the eventfinding out who people were and
why they were here.
Speaker 6 (11:53):
I am LP Lizzie Pollock, chief Communications
Brand Officer at ACOS.
I almost forgot for a minute.
Speaker 1 (11:59):
Yes, well, there's a thing Podcast show London.
Why are you here?
Are you here talking aboutthings?
What are you talking about?
Speaker 6 (12:06):
James, I'm here because it's 10 minutes from my
house.
No, I'm joking, I do actuallylive 10 minutes away.
No, acast is here in a big way.
We are sponsoring the SpeakerLounge, turning it into the
ACAST Arms once again about 15panels.
I'm talking a bit later todaywith Brittany from BetterHelp.
We're doing an AMA.
Ask Me Anything and I willaccept questions on Watford
Football Club as well aspodcasting.
(12:26):
Oh, and then tomorrow we've gota few more going on as well.
But yeah, I just love this timeof year.
It's like Christmas.
Speaker 1 (12:32):
Yeah, it's brilliant.
What do you think of the?
It's year four, isn't it ofthis event?
Speaker 6 (12:41):
I mean just the way that the big brands are showing
up bigger and bigger, justseeing how the activations get
bigger, the program gets bigger,even the stars get bigger.
I mean you and I are here andthat was a hard thing for them
to secure, but no, I just loveseeing how it's growing.
And also I do feel proud thatso many, everyone from around
the industry is coming to myhometown.
It does make me feel proud, tobe honest.
Speaker 1 (12:58):
Thanks so much.
It's always nice to see you,you too.
Speaker 2 (13:01):
Hello guys, I am Geoffrey Fossier.
I'm the Chief Marketing Officerat Audion, which is a digital
audio specialist.
We are here today to supportthe launch of a new innovative
product here at Audion, which isAudion Pathway a new way to
monetize podcasts and a new wayto bring some new opportunities
(13:24):
when you are a podcaster.
Speaker 1 (13:26):
And so what do you think of the show so far?
Is it your first time here?
Speaker 2 (13:29):
On my side it's the first time, but it's the third
year for Odeon here at this fair, Huge feeling.
It's really interesting to seeYuki people, but also to see a
lot of US podcasters, US basedcompanies and bringing a lot of
new opportunities for us here.
Speaker 7 (13:51):
My name is Nick Williams.
I work for a company calledBlack Cat Acoustics.
We are the distributor for theStudio Bricks sound isolation
booths.
Speaker 1 (14:00):
And that's what you're here to talk about today,
I guess.
Speaker 7 (14:04):
Yes, we've been supporting the podcast show from
the first event actually, sowe've been here the last four
years.
Speaker 1 (14:11):
I have to say, if we are standing here in a very loud
conference, I'm thinking youhave sound isolation booths.
Shall, we go inside, let's goin, let's go in, let's go in,
let's see if it gets a littlebit quieter.
Oh, that's marvellous, isn't it?
Speaker 7 (14:29):
Oh it is, it's bliss.
Speaker 1 (14:31):
So you're showing these to all of the podcasters
who are here.
Speaker 7 (14:36):
Yes, that's it.
We do booths from single-personbooths up to nine meters by
five meters.
So it's a scalable product,customizable, but this is the
kind of smallest booth that werecommend for a two person setup
, perfect for podcasting, forvoice over acting.
The larger booths are great forvideo podcasting as well, so we
(14:59):
have a very flexible productthat can serve a lot of uses and
what sort of podcasters end upend up buying these?
are they the, the large podcastpublishing companies or yes,
well, we have everything reallyfrom from from people that are
setting up smaller studios orjust starting out, and and large
companies such as global mediathat record all of their
(15:22):
podcasts in our booths.
So, like I said, it'scompletely scalable.
So it really depends how youwant to go.
Do you want a small booth forone or two people or do you want
something big that you can dovideo and proper recording in?
Speaker 1 (15:37):
And what do you think of the show so far?
Speaker 7 (15:40):
It's very busy.
It's always busy from the off.
This show um stays busy all theway through till till the end
of tomorrow.
Um, as I said, we've beensupporting it from day one and
it has changed from a quietlysort of bedroom industry in the
first year to to being veryprofessional and it's got all of
the big corporate customershere.
(16:01):
So it's it's it's somethingevery podcaster should be,
should be coming to, I thinknick, thanks so much thank you.
Speaker 8 (16:09):
So we are Music Radio Creative and my name is
Isabella Russell and we are apodcast creative agency where we
edit podcasts for creators andbusinesses and we also make all
the funky podcast intros, outrosand creative jingles to make it
fun now, and it's a great placefor us to connect with our
(16:37):
existing clients but also findnew clients who are looking to
take the pain away from theediting and just have somebody
do it for them and you have,you've got, you've got goodies
and sweets and candy on your wedo.
So, you see, we tempt people inmultiple ways.
So first of all we have a geargiveaway.
So at 2 pm at our stand,anybody who enters our
(16:57):
competition and comes here at 2pm can win a podcasting
microphone.
So we have one to give today,another one tomorrow, but then
you also get to spin the Wheelof Fortune, and that's the wheel
that keeps on giving.
So we've got like really niceaudio goodies and sweets and all
sorts of really cool stuff togive away.
Speaker 1 (17:15):
Very cool, and how's the show been for you so far?
Speaker 8 (17:18):
It's busy.
It's definitely busy.
It's great.
Yeah, nice to have good,meaningful conversations with
creators.
And, yeah, continue theconversation about podcasting
Indeed.
Speaker 1 (17:28):
It's really good to see you.
Speaker 8 (17:29):
Cheers Nice to see you too, cheers.
Speaker 5 (17:32):
My name is Sean Howard.
I'm the founder of Flight Path,where we do predictive
analytics for podcasting andYouTube.
And why are you here?
Because London is amazing andthis is the best show on the
planet, and it's just fun.
When I come to these things,all I do is meet people and
normally that's just me in theSounds Profitable room, which I
love, for three days straight.
So now I'm actually seeingpeople mingling, connecting.
Speaker 1 (17:56):
I don't know, and you've been making a ton of
announcements recently, signingup with all kinds of people at
Flightpath.
Speaker 5 (18:04):
Yeah, we've brought on a lot of great clients.
We just signed Podcast One,which is great for us.
A lot of other amazing clientscoming on board, yay Network, a
bunch of others, and we justannounced YouTube.
We're doing a prediction onYouTube now.
Speaker 1 (18:16):
Very cool, and how's the show for you so far?
Speaker 5 (18:19):
This is my favorite show on the planet.
I can't, I can't.
It's there's.
Have you gone up?
There's the little balconieswith the little boots.
You feel like you're insomeone's living room, it's just
.
It's been great Just meetingpeople, and people are calm,
relaxed, which is nice.
Pretty good to see you Same.
Speaker 3 (18:45):
Hello, I'm Sandy Waugh.
I am head of podcasting at CitySt George's University, so I
run the master's degree inpodcasting, which we're still
really proud to say is the onlyone in the world that takes the
industry so seriously that it'sdevoted an entire degree to it.
Speaker 1 (18:55):
And why are you here at the show?
Speaker 3 (18:56):
It's a couple of different reasons.
One is to try and find morestudents.
One is just for visibility thatwe now take the degree so
seriously that you know it's athing, but also just to connect
with industry, one of the thingsthat we found fantastic,
actually, over this show, inparticular for the last few
years.
It's a wonderful way to connectto people who can give our
students work experience, whocan bring us knowledge and
(19:20):
expertise and bring in guestspeakers.
So it's been very useful to us.
Speaker 1 (19:24):
And what do you think of the show so far?
Speaker 3 (19:26):
We're tucked away in a little corner, so we're hoping
people are going to find usgradually as the day progresses.
I spent most of the first houror so looking at people's backs
next to the Audio UK stage, butit does feel I mean, the queue
was immense trying to get inthis year, so it does feel like
it's got some momentum, which isexciting.
Speaker 9 (19:43):
Always great to see you.
Speaker 3 (19:44):
Pleasure.
Speaker 9 (19:46):
David Priva, head of podcasts at Sassy Plus.
So I'm Lee Alaston, thecommercial director for Radio
News Hub, which is the sistercompany of Sassy Plus and why
are you here at the show, likeeverybody else, looking for
business, looking to meetcreators, talking to brands,
finding out what everybody elseis doing, which is really
interesting.
And what is Sassy Plus?
(20:06):
Sassy Plus is a productioncompany.
We're 80 plus people based inLondon, elstree offices in the
States as well, and we're allabout video production, branded
content and podcasts, whichwe're very big in the Dr Hillary
Show we've launched today.
Legends of News with DermotMurnaghan, former ITN newsreader
(20:26):
, sky Newsreader, which is veryexciting, homefront with Russell
Quirk and many other podcastsas well.
Speaker 1 (20:32):
And how are you finding the show so far?
Speaker 10 (20:34):
I absolutely love the show.
This is a must-attend diaryevent for me.
Lots of visitors, it's the bestpodcast event that there is and
it's great to meet othercreators and publishers and
people that are in the industryso we can share experiences and
knowledge and also make newcontacts.
Speaker 11 (20:51):
I am Danny Brown.
I'm head of podcast to supportand experience at Captivate.
I've come over from Canada,mate.
I usually go to the NorthAmerican events Not doing that
this year, so come over to theUK and meet the team.
Speaker 1 (21:02):
Very nice.
What's Captivate talking about?
Speaker 11 (21:05):
Captivate are talking about our platform,
what's coming up in the autumn.
So we've got our campaignmanagement tool along with
programmatic and stuff.
So lots of exciting stuffcoming out in the next three
months or so.
Very nice.
Is it your first time at thisshow?
It is, mate.
Yeah, what do you think?
I like it.
It's very different.
You know the podcast movement.
It's a very different vibe, abit more relaxed, it seems.
(21:27):
More users as well, more actualpodcasters as opposed to just
the business stuff.
So I like it so far.
Well, more actual podcasters asopposed to just the business
stuff.
Do I like it so far?
Really good?
Speaker 12 (21:34):
to see you.
Speaker 11 (21:34):
Yeah, you too mate.
Speaker 12 (21:35):
I'm Martin Liss.
I do a lot of things audio.
I'm here as a co-founder andgeneral manager of a company
called Podcast 360.
We're a production andconsulting company for podcasts,
believe it or not, in themostly German speaking ecosystem
.
Speaker 1 (21:51):
Why are you here?
What do you hope to get fromthe show?
Speaker 12 (21:53):
German-speaking ecosystem.
Why are you here?
What do you hope to get fromthe show?
Mostly inspiration.
I like the show a lot becausethere's so much going on and so
many things going on that Ididn't even think about.
I wouldn't necessarily meetclients or do business here.
It's just a two-day playgroundof inspiration and maybe
learning something new.
Speaker 1 (22:13):
And how are you finding it so far?
Speaker 12 (22:15):
It's great.
I mean we're only in the middleof day one, but I like the buzz
, I like the creativity.
Coming from Germany, which isclassically a very stern and
rather problem-focused ecosystem, this is great because it's
colorful and it's lively andit's creative and it's a lot of
fun, and I've seen a fewsessions where I thought, yeah,
(22:36):
this is good, this is inspiring.
I feel at ease in this medium.
I'm happy to do podcasts andnot other stuff.
Really good to see you.
Thank you, very good to see you, james.
Speaker 13 (22:47):
Hey, I'm Brian Moffitt.
I am Chief Operating Officer inNational Public Media, which is
NPR's sales subsidiary, andalso I head the network growth
team there, which runs the plussubscription business and a few
other things.
And what are you doing here?
I am here to meet with otherfolks in the podcasting industry
, talk with vendors, hear what'sgoing on, learn, share all
those things.
How's it going for you?
(23:08):
It's a great show.
Number one the venue is awesome.
Everybody is all in one place.
You can't walk 10 feet withoutbumping into somebody that you
want to talk to, and it justseems like a lot of the
conversations are on point withwhat's happening in the industry
today and where it's going, whyare you here more?
Speaker 1 (23:26):
Because obviously NPR is a US thing.
But I guess you selladvertising here as well, don't
you?
Speaker 13 (23:33):
Not that much.
Our international audienceisn't that huge it's about 17%
but National Public Media did abranded podcast for Arm, the UK
chip manufacturer, and so we'rehere with them talking about the
work that we did and thesuccess that they had with that,
as well as just kind of lookingat the market and seeing what's
going on outside of the US.
Speaker 1 (23:51):
It's really good to see you.
Speaker 13 (23:53):
Good to see you.
Speaker 14 (23:53):
I'm Julie and co-host of you Keep Me Sane
podcast.
Speaker 15 (23:57):
And I'm Eileen and I'm the co-host of you Keep Me
Sane podcast also.
Speaker 1 (24:02):
So why are you here at the podcast show?
You're in a beautiful stand.
It's very pink.
Why are you here?
Speaker 14 (24:11):
Well, we're here because we're quite new to
podcasting.
Six months we've been going andwe felt like this was a way to
learn a lot meet people, getbrand exposure, all of that
stuff, yeah because it's notsomething that I would expect a
podcast to be here.
Speaker 1 (24:26):
What's your aim for the event?
Speaker 15 (24:29):
It's really about visibility for us, because we're
not celebrities as you know.
About visibility for us becausewe're not celebrities as you
know, and um, we thought atleast we'll stand out and we we
could be a visitor like everyoneelse.
But we didn't want to be likeeveryone else and we're actually
getting meeting a lot of peopleas a result.
Speaker 1 (24:45):
Really helpful how have you, how have you found the
event so far, alison?
Speaker 15 (24:48):
oh, it's great there's so vibrant, so many
fabulous people.
It's really been worthwhile forus so far.
Speaker 1 (24:55):
Which is very good.
What are you hoping to get outof this, out of the
conversations that you're having?
Speaker 14 (25:02):
Probably some contacts, collaborations,
exposure, like learning.
We have learned so muchactually, which is probably a
huge part, yeah.
Speaker 1 (25:12):
It's really good to meet you both.
Thank you for your time todaythank you.
Speaker 16 (25:16):
Thank you, thanks so much uh I am ollie man and I'm
a veteran podcaster.
I've been doing it since 2007,can you believe, since you were
in diapers I was podcasting in2005, so uh since I was in
diapers yes, yes, you lose thatone um, so why are you here?
uh, basically for the social, uhlike happenstance of bumping
(25:36):
into people that I once workedwith or knew I I tried in
previous years to go to sessionsand I realized that it's just
people plugging their own stuffand you can't really hear what's
going on.
Much better, just walk aroundand bump into people if you know
enough people to, as a sort ofstarter pack, and you can bump
into people and then they canintroduce you to other people
and then you get free alcohol aswell.
So that's what I've been usingmy podcast show ticket for for
(25:57):
the last few years now, and itusually works out pretty well
and you have been, uh, you'vebeen podcasting, as you say,
since 2007, so a relativenewcomer, uh, in comparison to
me.
Speaker 1 (26:06):
No, no, no, um, but why, why would we know you, you,
uh, you did, uh, answer me thisright I did yes.
Speaker 16 (26:13):
So that was the hit AnswerMeThisPodcastcom, which is
my show with Helen Zaltzman,which ran from 2007 until, I
think, 2021, in various formsweekly, then fortnightly, then
monthly.
It's a Q&A show.
We answer the audience'squestions with, hopefully,
amusing answers.
It's like any questions, butwith not gags.
(26:33):
And then in 2021, we retired itbecause we got to our 400th
episode and it felt like it wasinteresting.
At that point.
It felt like podcasting had gotto a stage where to do
something interesting, youneeded a team of 40 people and
to be, you know, sold to the newyork times.
And then what happened, I guess,is like, over the last four
years, we realized that actually, no, there's a huge crowd of
(26:56):
people that have just come intopodcasting, that are quite happy
to hear two people chatting,and some of those shows actually
aren't very good, and we sortof thought we kind of mastered
two people chatting 15 years ago.
Why don't we just do that again?
So, yes, we brought it backrecently, um, which has been
really exciting because it's acompletely different, uh,
audience that we're kind ofaimed at in a way, because A
we're trying to make the showrelevant to people who have
(27:17):
never heard of us and don't knowwho we are.
So it's not just a sort of cultclassic thing but actually has
relevance in the world of Idon't know, shag, married,
annoyed and that sort of thing.
But also, secondly, talking toour core audience has changed
because of things like Patreon.
We can now actually monetizethe positive feelings that
people had about us, whereasthat used to be something that
(27:38):
was just a nice-to-have wecouldn't really do anything with
.
Speaker 1 (27:40):
So Answer Me this Is Back, which is great.
Are you doing it with anybodybig like Acast or whatever?
Speaker 16 (27:47):
Yeah, the show's on Audi, which is a smaller ad
network in the UK.
We chose them because they'renice people.
There's two of them that workin an office and we know them
both.
We can pick up the phone tothem and we trust that when we
say we don't want to take thatparticular category of
advertising because we don'twant to support guns or whatever
it is, that they'll beunderstanding and helpful with
(28:07):
that.
Um, but yes, like I say, thebig change really is the Patreon
.
I mean, within I think threedays of us announcing that we
were coming back, we had 750paid new subscribers on Patreon,
which is just like a reallynice case study in give
something people they reallylike 15 years for free, take it
away and then so you can have itback.
So that's been really lovely.
(28:29):
But what's been interesting isand we were just chatting about
this off Mike James is we madethe announcement that we were
coming back in January knowingthat that would only be big news
for the people that used tofollow us back in the day.
But that was a large audience.
10 years ago we used to getaround 160,000 downloads a show.
I know that stats have changedand probably by modern standards
.
Let's say half of that isaccurate by the kind of
(28:50):
reporting you have these days.
But we're kind of currentlyattracting about half that again
.
So you kind of think, okay, sothere's probably about 40,000
people that like the show, wouldlike to hear it and don't know
we're back yet how do you getthat message out if you're not
part of Global or the BBC or theGuardian?
You don't have a marketingbudget and you'd think the
answer would be talking to yourfans on social, who never
(29:11):
stopped following you, but fanson social who never stopped
following you.
But actually, you know, we putfacebook videos, x videos,
instagram, whatever, and thereaction was really positive.
Like I say, big sign up onpatreon.
But we're realizing as we postnew photos and content, that
every time, every week, there'speople saying, oh, I didn't
realize you were back.
And you sort of think, well, ifthat content you know, the show
you love, that you followed foryears is back, isn't content
(29:32):
that is being pushed by thesocial networks to the fans of
your show?
What are they pushing instead?
Um, and it's, that's been alittle bit dispiriting.
So we've had to try and do theold-fashioned stuff.
Uh, adam buxton gave us a shoutout on his show a few weeks ago
because we kind of figured ouraudience are probably still
listening to him.
Um, miranda sawyer wrote apiece with us in the observer,
kind of like.
Uh, of like, the punks ofpodcasting are back, kind of
(29:54):
vibe.
So that's all really nice, butit's amazing how much harder it
is to cut through these dayswhen every celebrity has a
podcast, even if you're doingsomething that has an audience
that would love to know thatit's there.
Speaker 1 (30:05):
If only you'd have sent a press release to editor
at podnewsnet.
Speaker 16 (30:09):
Yeah, I know, I'm sorry, I didn't actually
genuinely did I spoke maybe.
Speaker 1 (30:20):
I thought, oh, you'd spot it and that would be cooler
, but you didn't.
Oh, yes, ollie, it's great tosee you again.
Yeah, I love to see james.
Thank you the excellent ollieman.
Uh, finishing that um set ofpeople from the podcast show
over the last couple of days, asyou can tell from my voice, yes
, it's all conferenced out but,uh, very good to see loads of
interesting people.
Now there are lots of differentways to get in touch with us.
You can use fan mail by usingthe link in our show notes,
super comments on True Fans orboosts everywhere else, or email
(30:42):
and we share all of the moneythat we make between Sam and
myself, some boosts coming in.
There was something from Silason Linux.
He was there at the recordingand he was terrified as soon as
I put a microphone underneathhis face to read out his message
.
But that was nice.
Seth here saying great idea touse podcasters as voiceovers for
(31:07):
ads.
That's related to ACAST'stalent voiced ads that we had on
the show last week Acast'stalent voiced ads that we had on
the show last week.
I was on Canada.
I was from Canada a couple ofweeks ago and Bruce the ugly
quacking duck quite likes thatSent us a row of ducks 2,222
sats.
You both still sound good.
Great job 73.
(31:27):
Well, that was because we useClean Feed, and in the audience
yesterday for the live versionof this show was the man from
Clean Feed himself who probablywould like us to say that we
should have recorded the wholething on Clean Feed anyway, and
then it wouldn't have failed.
But still, there we are.
And finally, lyceum, sending me1,111 sats.
(31:49):
That's a bag of Richards, andhe says congratulations on the
award.
Yes, because I ended up pickingup an award at the podcast show
, which was nice.
Thank you to our Noteworthy19as well all of our power
supporters, including Elias, ournewest one, who went to the
podcast show, and we both sawhim.
So that was excellent.
(32:09):
And in terms of my week, it'sbeen a fun week, full of travel,
and you might tell that I am inBritish knackered.
So there we are.
That's how my week has been.
Sam has had an excellent week.
He tells me some exciting newsabout the true fans, that may be
(32:32):
becoming a podcast host veryshortly, and lots of other
things to come.
Next week we're going to bedelving into the mystery of
secure RSS, or L402.
That's going to be a thrill andan excitement.
That's why we have chapters.
But that's it for this week.
Podcast stories from the eventand, by the way, apple spoke
(32:53):
here and a lot of other peoplespoke here too.
Podcast news from the event atthe Pod News daily newsletter,
podnewsnet.
For you to go there.
Don't forget to support ourshow, either streaming sats or
press that button If you've gota funding button in your app to
go to weeklypodnewsnet to be along-term supporter of us.
(33:14):
That would be very kind of you.
And our music is from TMStudios, our voiceover, sheila D
.
Our audio recorded using CleanFeed, normally Not today or
yesterday.
We edit with Hindenburg andwe're hosted and sponsored by
Buzzsprout.
Start podcasting, keeppodcasting.
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