The Sundance of Audio

Hey honeys and hustlers,

If you don’t like spoilers, don’t read this article. I’m writing this as I wait to board my plane at LaGuardia in NYC, eating overpriced Skittles and hoping on everything I love that this won't be a bumpy flight. I came here to attend On Air Fest Brooklyn and I had a blast! So many podcast giants were under one roof for two whole days (when they weren’t braving the cold to grab lunch or a drink that is). I ran into some folks I’d only ever talked to online, met some new faces, and heard some incredible panels and live recordings. I like going to podcast festivals for a few reasons:

• To learn from the expertise of others

• To discover new shows and models for creator businesses

• To meet other podcasters, creators, and potential collaborators in a relatively informal setting (good food and crowded elevators help the conversation flow)

• To be in community with other people and support fellow creators

That all sounds very tiring to my introverted soul, and believe me, it is! But it’s always worth it to be in the spaces where ideas and laughter are shared. On Air Fest had a much different feel than podcast festivals I've been to previously. Resonate Podcast Festival, Afros & Audio, and BlkPodFest all felt curated for the indie makers. They centered knowledge sharing and had plenty of space in the schedule for activities that helped organically foster connections. This festival felt way more curated for professional and industry folks who were actively looking for pitches and collaborations. That's not a bad thing – the experience gave me some insights into how people at the '“top” of the podcast industry see things (spoiler: the vibes are a little bleak but the energy to inject positivity is definitely there!).

Day 1 of the festival kicked off with a panel covering the creators of “Serial” (small show, maybe you’ve heard of it?). Incredible insights were shared by everyone on the team, including the premise of the new season, which will feature stories from and about Guantanamo Bay. For those who aren’t aware, like me, the creators of “Serial” were working for “This American Life” when they created the first season, so they had a safety net that many of us don’t have when investing in and starting a new show. Ira Glass fully supported their new endeavor and still does to this day, so I can imagine how that gave them the confidence to create something unique and try something new in the audio space. In the same way that many successful ventures come from previous employees of startups, I believe many successful creative projects stem from people who will work or have worked for other creator businesses. My first of many theories about the future of the podcast industry is that we will see this trend explode as the media industry finds its footing. Creators don’t wait for perfect conditions, we make them.

In addition to incredible panels on topics like podcasting during an election year, there were some live podcast recordings spread out across the building. The one I wanted to witness most was packed before I could even get in the door, “Weight For It” hosted by Ronald Young Jr. He presented a profile on his show at Resonate Podcast Festival, so I know everyone in attendance was in for a treat. The “Sheroes” live recording with Norah Jones was also such a treat, and the Manhattan skyline as the backdrop didn’t hurt.

The live recording of “Design Matters” was an entertaining way to kick off day 2. David Remnick is full of stories and masterfully moves between serious and comedic moments. From stories about former NYC Mayor Bloomberg, Malcolm Gladwell (who received the Audio Vanguard Award later in the day), and Bob Dylan to introspective thoughts about his role as Editor at The New Yorker, he truly captured the nuance and gravity of media journalism at a high level.

Many of the hosts in the hot seat had one thing in common – they viscerally understood what they wanted their show to be and how they wanted it to be presented to their audience. Sure, we should be making things with our audience in mind. But the first audience we’ll ever have is ourselves. Are we making things we truly want to make? Or are we making things we think will “perform” well? Having a clear vision for what you want to create doesn’t automatically guarantee its success. However, not settling for mediocrity and leaving space to fail are great places to start.

Many solo podcasters question how they could make their show engaging on video, and I think Willa Paskin has the answer. Seeing “Decoder Ring” live was like seeing the blueprint for how to make solo shows engaging in person and on video. She had photos, audio segments, and musical transitions queued on her iPad, and while she was reading her script, you could see images on a screen and hear the supplementary audio segments. It didn’t “take me out of the moment” to see her reading, and I could tell she had a feel for the pacing of the story (probably because this episode was released last Wednesday). This live recording session provided space to imagine everything a podcast could be.

There were a lot of brand activations throughout the festival. Netflix Podcasts sponsored a bar and lounge where people could hang out, grab a bite, discover their shows, and get their photos taken in front of their signature red backdrop. Simplecast and Sirius XM, sister companies, sponsored breakfast for attendees. ESPN 30 for 30 had a room where they accepted pitches for podcasts and ESPN Films (how insanely awesome is that?!). It’s one thing to slap a logo on something and give money, it’s another to actively put in effort to have a presence at an event you’re sponsoring. For many of the brands I mentioned, this is the exact place where their target audience hangs out, and the exact people they want to be connected with.

There are some stark differences between top creators in the podcast industry and indie podcast creators (besides money and name recognition). People at the top recognize and celebrate the connection between film, audio, music, and writing. Meanwhile, indie podcasters are still arguing over whether a video podcast is a “real podcast” (grow up pls) and if they should add video to their audio podcast when they really don’t want to (hint: if you don’t like creating video, then don’t). “Be strict with the message but flexible with the medium,” is a quote that has never rang more true. There was almost no real mention of AI in podcasting. The takeaway? Make better human-centered shows. A belief I have that was confirmed during this podcast festival is that packaging an idea thoughtfully is more important than the idea itself.

My favorite moment was right before many of the festivities kicked off. I was sitting in the downstairs lobby of the Wythe and I saw someone put their podcast stickers on the coffee table. I asked if I could have one and we started chatting about her show. Indie podcaster to indie podcaster, she asked me - “how do you monetize your show?” I laughed and said, “That’s an interesting question.” We’ve had some success with grants, but ultimately, the monetary value Honey & Hustle brings to my business is opportunity. 

• The opportunity to create a branded show

• the opportunity to work with people who recognize guests from my show and see me as credible by association

• the opportunity to create something that fulfills me

She was also in the same boat. She gets her show funded by grants but has also landed the opportunity to work on creative projects for the City of Boston. The path to monetization looks different for everyone, and it’s okay if your first show isn’t a knockout success that fully funds everything else. The point of creating a podcast is to do something you enjoy, the rest will come.

Will you be attending On Air Fest LA or any other creator events this year? Respond to this email or comment below! You may run into some folks in this community (myself included!).

Keep creating what only you can create, in whatever form feels right to you. I'm rooting for you.

Please Hustle Responsibly,

🤙🏾✨

Here are a few ways you can support the Rootful team in creating the podcast episodes, videos, and articles we share each week.

Forwarded this message? Sign up here.

Have a question? Get direct creative or entrepreneurial advice from me. Ask a question here. 

Support the companies that support us. For a complete list of all affiliates, special offers, and discount codes click here.

Thank the team. I don’t do this alone. Send your love to the Rootful team of video editors, writers, designers, production assistants, and more with a voice message.