There are two ways a podcast can break.

I have watched both of them happen up close.

The first is slow. You do not see it coming until you are already inside it. The show has been running for a while. Years, in one case I am thinking of. The hosts are good. Thoughtful, articulate people with real things to say. Speakers. Authors. The kind of guests you would actually want to have a conversation with.

But somewhere around their third year, they came to me with a sentence I have heard in various forms more times than I would like.

"We don't know what to talk about anymore. We've said everything we have to say."

The second way is faster. A founder. Running a business, managing a team, making decisions all day. The podcast was a genuine commitment. The format was interviews. The intention was real.

Within ten months, something gave way.

"I dropped the ball," she told me. Not with embarrassment, exactly. With the particular exhaustion of someone who has been trying to hold too many things at once and finally put one of them down.

Two shows. Two different failure modes. One thing in common.

Neither format was designed for the life that surrounded it.

The Question Nobody Asks About Format

When hosts think about format, they generally start with the surface level questions.

How long should episodes be? Interview or solo? Weekly or fortnightly?

These are reasonable questions. But they are all pointed outward; toward the audience, the market, what seems to be working for other shows.

The question that almost never gets asked is pointed inward.

What does this format demand of me, specifically, every single week?

On a Tuesday morning when three client emails are waiting, a proposal is due by Friday, and the guest you booked two weeks ago has just asked to reschedule.

That is when the format reveals itself.

What Unsustainable Looks Like From the Inside

The co-hosted show I mentioned had everything going for it on paper.

Two credible voices. A topic of common interest. A format that felt natural because both hosts were already comfortable in conversation.

But the format was essentially a weekly conversation between two people drawing from the same well of ideas.

And a well has a bottom.

What they built was not a bad show. But it was a format without a replenishment mechanism. The content engine had no external input. No guests bringing new perspectives. No structured research feeding new thinking into the pipeline. Just two people, every week, trying to find something new to say about a territory they had already covered extensively.

By year three, the well was dry.

The honest diagnosis, looking back, is that the format was designed for the version of the show that existed at launch. Not for the version that would need to exist at episode one hundred and fifty. 

That is a design failure. Not a talent failure. Not a commitment failure.

What Unsustainable Looks Like From the Outside In

The second story is different. And in some ways harder to watch.

The founder was running a real business. Staff to manage. Clients to serve. The kind of operational weight that does not pause because you have a recording session on Thursday.

The interview format she had chosen was not unreasonable. Forty-five minutes with guests relevant to her industry. But interview preparation takes time. The kind that produces a conversation worth an audience's attention. Research. Crafted questions. Genuine curiosity about the specific person sitting across from you.

That time kept getting cut shorter and shorter.

The reality is that day-to-day business operations did not pause to accommodate the podcast. Within ten months the preparation was getting thinner. The episodes were getting looser. The host who had started the show with real intention was now turning up underprepared to conversations she had booked days in advance to fill a content pipeline.

"I dropped the ball."

When we redesigned the format together, we did three things.

We narrowed the guest pool significantly. Fewer potential guests, all with much tighter alignment to the show's core argument. Less research required per guest because the territory was more defined.

We brought the show into closer alignment with her actual business goals. Which meant the podcast stopped being a separate content obligation and became something that served the work she was already doing.

And we slowed it down. Not dramatically. But enough that the preparation could happen properly without competing with everything else.

The result was a calmer relationship with the show. Episodes made with intention rather than obligation. A host who showed up excited and ready.

The format did not change fundamentally. The design did.

The Imitation Trap

Most podcasters choose their format by looking sideways.

A show they admire. A competitor's structure. A format that seems to be working for someone else.

So they copy the visible output without understanding the invisible infrastructure that makes it possible.

The host with the polished weekly interview show may have a researcher. A booking coordinator. A production team handling the edit. A guest pipeline that runs six weeks ahead. A calendar designed around recording days.

It is like looking at a brand new car. You see the shine. Not the engine.

Copying a format without understanding what holds it up is how a show that looked manageable becomes one you can no longer carry.

Designing for the Long Game

The format question I ask before anything else is always about capacity.

What can you actually produce, consistently, without the process becoming the reason you stop?

This is a question about designing a format that has a genuine chance of existing at episode two hundred.

There are four things worth examining honestly before committing to a format.

The first is your natural communication preference. Some people think best in conversation. Others think best alone. A host who is a natural conversationalist but forces themselves into a solo essay format will fight the show every single week. A host who needs preparation time and depth will slowly be undone by a format that requires constant guest management. Design for how you actually think, not how you imagine you should.

The second is your real weekly capacity. The version that accounts for client work, family, travel, and the weeks when everything goes sideways at once. The format that lasts is built around that version of your life.

The third is your fuel. Where does the thinking come from? If the answer is entirely internal, the well will eventually run dry. The formats that last have a built-in engine for bringing new material in; guests, research, audience questions, a connection to work you are already doing.

The fourth is your runway. A format that requires significant production complexity drains resources over time. Simpler formats are more resilient. They can survive a difficult month without the quality collapsing.

The Show at Episode Two Hundred

Here is the question I try to get every host to sit with before we finalise a format.

Can you see yourself making this show at episode two hundred?

When the enthusiasm of launch is a distant memory and the only thing getting you to the microphone is the clarity of what you built and why.

If the honest answer is no - that you cannot imagine sustaining this format over that distance - then the format is not right yet.

It does not mean the show is not right. It means the architecture needs adjusting before you commit to it.

A Note on the Two Shows

The first show - the co-hosted one - I did not get the chance to redesign with them. We parted ways before that work could begin. That is something I think about. Because the show had real value. But the format was not built to last.

The second show now has a format that fits the life around it. Not perfectly. But well enough that she can sustain it alongside everything else that matters.

That is the goal.

The show you can actually sustain. That is the one worth building.

One more thing

If you are still working out whether your format is right or whether you are ready to commit to one at all, the Podcast Positioning Sprint was designed for exactly that moment. A 60-minute online cohort-based session to test and refine your podcast idea before you invest months building it.

Find out more at seanloots.com/podcast-positioning-sprint

Next month: What nearly two decades in broadcasting taught me about finding a voice that is actually yours.

Sean Loots works with founders, businesses, and creatives globally to build podcasts with clarity, structure, and purpose - before a single word is recorded. Based in Cape Town. Usually asking slightly inconvenient questions about format.

I have sat in this meeting more times than I can count.

The founder arrives energised. Usually under or over-caffeinated. They have done some thinking and know the format they want; interviews. Somewhere between thirty and forty-five minutes. They already have a list of guests in mind. A few impressive names. A few friends. A few people they have been meaning to “pick the brains of” anyway.

Someone in their network started a podcast last year and swears it changed everything. Someone else said it would be great for the brand. Someone has already looked at microphones at midnight and fallen into a YouTube review spiral.

The momentum is there.

But somewhere in the first ten minutes, I usually ask a question that changes the temperature in the room a little:

“Who is this actually for?”

And very often, the room goes quiet.

Not because the founder is unprepared. Most are thoughtful, capable people. But because almost nobody asks this question early enough. They think about the show. They think about the guests. They think about the content machine the podcast could become.

They rarely think deeply enough about the listener. And that is normally where the problems begin.

Why Founders Start Podcasts

There are a few patterns I see over and over again.

The first is usually someone else’s idea.
A mentor, board member, consultant, or marketing lead says: “You should start a podcast.” Which, to be fair, is happening a lot these days.

The second is proximity.
Someone they admire has a podcast. A competitor has one. A founder friend has one. It seems smart. Credible. Current.

The third is content logic.
A podcast can become clips, articles, LinkedIn posts, newsletters, reels, keynote material. In theory, one recording becomes twenty pieces of content. Which sounds wonderfully efficient when written on a whiteboard.

And the fourth is visibility.
Podcasting still carries a certain weight. A podcast says something about a brand. It suggests thoughtfulness. Authority. Conversation. Whether that is always true is another discussion entirely.

None of these are bad reasons to explore podcasting. But none of them are audience reasons. That distinction matters more than most people realise.

What Founders Usually Lead With

When founders describe their podcast idea to me, there are a few phrases that appear almost every time.

“We know some really interesting people.”
“We have access to great conversations.”
“This could create amazing content for our channels.”

And they are not wrong. The problem is that these are production advantages, not audience strategy. A guest list is not an audience. Access is not demand. And a content pipeline is not the same thing as a show people genuinely choose to spend time with.

I say this gently because I have seen this movie before. Many times TBH.

A surprising number of podcasts often beome networking meetings with intro music.
If done intentionally, there is nothing wrong with that positioning. 

The Question That Gets Skipped

There are four foundational questions I believe every podcast needs to answer before recording begins.

Why should this show exist? Why now? Why this host?

But the question that gets skipped most consistently is the simplest one.
Who is this for, specifically?

Not “business owners.” Not “people interested in leadership.” Not “moms with a side hustle.” Not “creatives.” Not “entrepreneurs across Africa.”

One person. A real, recognisable human being.

What are they trying to figure out right now? What kind of pressure are they under?
What do they already believe? What are they tired of hearing? What do they listen to while driving between meetings, sitting in traffic, waiting outside school for pickup, or finally finding ten quiet minutes at the end of a long day?

What would make that person press play?

Once you can answer that clearly, almost every other decision becomes easier.

Everything Flows From The Listener

Episode length becomes clearer. Tone becomes clearer. Guest selection becomes clearer. Even the publishing frequency becomes clearer.

If your listener is a founder trying to absorb useful ideas between meetings, a wandering ninety-minute conversation probably is not serving them, even if the guest is fascinating.

If your listener wants deep technical insight, surface-level inspiration will start feeling thin very quickly.

Without a clearly defined listener, every episode becomes a guess.

The topics drift. The guest list becomes whoever is available and conversations slowly become broader and safer. Eventually the show starts sounding like every other podcast in the category.

A Guest List Is Not a Strategy

This is probably the hardest shift for founders to make. Because having access to interesting people feels like the strategy. And to be fair, it is a meaningful asset.

But audiences do not return because you know impressive people.

They return because the show consistently helps them think, feel, solve, laugh, learn, or see differently. The best podcasts are not built around the host’s network. They are built around the listener’s needs.

The guests serve the listener.
The format serves the listener.
The recurring questions serve the listener.
Everything points outward. Not inward. 

That is the difference between a podcast that grows quietly over years and one that fades after twelve episodes and a slightly exhausted LinkedIn post about “taking a pause for now.”

Something shifts when a founder becomes genuinely clear about the listener. The guest list stops being a social inventory and starts becoming intentional.

Instead of: “Who can we get?”
The question becomes: “Who would genuinely help our listener move forward?”

That is a very different filter. The show becomes more focused. More consistent. More useful. Ironically, it often becomes more interesting too. Because specificity creates resonance.

The founders, creatives and leaders who build lasting podcasts are usually not the loudest people. They are the clearest. They understand exactly who they are speaking to, and they make that person feel considered every single episode.
Listeners can feel the difference. Even if they cannot explain it.

A Show Without A Listener Is Just a Monologue

Most podcasts do not fail because of bad equipment. Or weak branding. Or imperfect editing. They fail because they were never designed for anyone in particular.

Face it. Content made for everyone usually reaches no one.

A podcast without a clearly defined listener becomes a monologue. Sometimes a beautifully produced monologue, admittedly. Nice microphones. Lovely lighting. Thoughtful logo. Still a monologue.

Eventually the host runs out of momentum because the feedback loop never really forms. The audience never quite arrives. And the show starts feeling harder to make than it should. All because the foundation was unclear from the beginning.

The most important work in podcasting happens before the first guest is booked.
Before the studio session. Before the artwork. Before someone starts researching cameras they absolutely do not need yet. It starts with one uncomfortable but necessary question:

Who is this really for, specifically? And why would that person come back next week?

If you cannot answer that clearly yet, do not rush to record.
Sit with the question a little longer. 

It is doing more work than you think.

—

If this landed and you're ready to find out what's actually going on with your show - I've opened four spots for a Podcast Diagnostic Report at 30% off the full price for subscribers.

That’s R1,400 instead of R1,995. Four spots. May only.
Reply to this mail with the word DIAGNOSTIC30 to book your spot.

—
Sean

P.S. The turnaround is ten business days from the point you share your episodes and confirm payment. If you have a launch, a rebrand, or a deadline coming up, mention it when you get in touch and I'll tell you honestly whether we can make it work.

Every week, someone starts a podcast.

They buy a microphone. They book a guest. They record an episode, figure out the editing, publish it somewhere, and share the link with everyone they know.

The first few episodes feel exciting.
There is momentum. There are listeners - friends, colleagues, curious followers who show up out of goodwill and genuine interest.

And then, somewhere between episode four and episode nine, something changes.

The momentum slows.
The episodes start to feel harder to make.
The host is not sure what to talk about next.
The guests are getting less interesting or harder to book.
The audience is not growing, and the overwhelm starts to creep in.

The effort is not matching the return. And quietly, without any formal announcement, the show stops.

This is not a rare story. It is the most common story in podcasting.

More than eighty percent of podcasts do not make it past episode ten.
The medium is littered with abandoned shows - good ideas that never found their footing, talented hosts who ran out of direction, businesses that invested time and money into something that quietly disappeared before it ever found its audience.

I have spent close to twenty years in broadcasting. I have watched this pattern repeat itself more times than I can count. Truth be told, I came this close to calling it a day too.

So I can tell you with confidence that in almost every case, the drop-off had nothing to do with the audio quality, the editing, the microphone, or the host's ability to have a good conversation.

It had everything to do with the thinking that happened, or more accurately, did not happen, before the first episode was recorded.

The Mistake Most Podcasters Make
When most people decide to start a podcast, they start in one of a few places.
They start with the format:
"I'll do interviews, thirty minutes each, every two weeks."
Or they start with the guest list:
"I know some interesting people, I'll reach out and see who's available."
Or they start with the equipment:
"I need a good microphone and somewhere quiet to record."

These are not bad starting points. They are just the wrong ones.

They are production decisions being made before the strategic decisions have been addressed. And when you build on an unstated, untested foundation, the cracks appear early. Usually around episode four.

The Four Questions Actually Matter.
The work that determines whether a podcast lasts is not production work. It is strategy work. And it happens before anyone presses record.

It starts with four questions that most podcasters never ask, or ask too late, after the show has already launched in a direction that is difficult to change.

1. Who is this podcast for - specifically? Not "anyone interested in entrepreneurship" or "people who like personal development." Specifically. The more precisely you can describe the person this show is designed for, the more clearly every subsequent decision becomes. Format, tone, episode length, topic selection, guest criteria. All of these flow from a clear answer to this question. Without it, you are guessing every time you sit down to plan an episode.

2. Why should this podcast exist? There are millions podcasts. What does this one offer that the others do not? This is not a question about being completely unique. That is an unrealistic standard. It is a question about differentiation. What is the angle, the perspective, the specific value this show provides that gives a listener a genuine reason to choose it over everything else competing for their attention? If you cannot answer this clearly, neither can your potential audience.

3. What role does this podcast play in the business or the career behind it? A podcast without a purpose beyond "it seemed like a good idea" will run out of reasons to continue. For founders and business leaders specifically, a podcast needs to do something - build authority, deepen client relationships, attract talent, establish thought leadership, create content that serves the business in multiple ways. When the show is connected to a clear purpose, the decision to keep making it is easy even when it feels hard. When it is not, the first moment of difficulty becomes a reason to stop.

4. What format is sustainable over the long term? This is the question most people answer by imitation. They model their show on a podcast they admire - same structure, similar length, comparable production style - without asking whether that format fits their own capacity, resources, and communication strengths. A weekly interview show sounds appealing until you are trying to book and record twelve guests a month while running a business. The format that lasts is the one designed around what you can actually sustain, not what sounds impressive in theory.

The Sequence Problem
Here is what I have come to understand after years of working with founders, businesses, and creatives across Africa and internationally.
Most podcasts are built backwards.

The microphone comes first. The thinking comes later, if it comes at all.
And by the time the strategic gaps become visible, the show has already launched in a direction that is costly to change.

The shows that last are built differently becasue the thinking comes first.
The strategic decisions - audience, purpose, differentiation, format - are made deliberately, before recording begins. And because the foundation is clear, everything built on top of it is stronger. The host knows what the show is. The listener knows what to expect. The episodes have direction.

Some South African shows have proven this.
Podcast and podcast and chill Chill with MacG has been running for over seven years and built one of the largest audiences in African podcasting. BizNews Radio has published thousands of episodes.
These shows exist. But they are the exception, not the rule.

And what separates them from the shows that disappeared is not luck or talent. It is a combination of early adoption and the clarity of purpose that was there from the beginning. The decisions that would otherwise be made under pressure - what to talk about next, who to invite, how long to go - have already been made in principle.

This is not a complicated idea. But it is a discipline that most podcasters never apply.

What This Means in Practice
If you are thinking about starting a podcast, the most valuable investment you can make is not in equipment. It is in the thinking that precedes production.

Slow the decision-making process down. Answer the four questions honestly, with specificity, before you book your first guest or buy your first microphone. Test your answers against reality, not against what you hope is true, but against what the evidence suggests.

If you already have a podcast and it is struggling - losing momentum, growing slowly, feeling increasingly hard to sustain - the answer is almost never to produce more episodes or improve the audio quality.

The answer is to go back to the foundation and ask whether it was built clearly enough in the first place.

The good news is that it is never too late to do the strategic work.
Shows get repositioned and relaunched successfully all the time. But it is significantly easier, and less costly, to get the thinking right before you start than to rebuild after the cracks appear.

Great podcasts are not accidents.
They are not the result of talent alone, or the right guests, or a good microphone, or even a great idea. They are the result of clear thinking applied in the right order, before a single word is recorded.

That is where the work begins.

And for the 80% of podcasts that never make it to episode ten, it is highly likely this is the work that was skipped.

This is the first of 12 pieces I’ll be writing. Each month, another layer of the thinking another. I've been testing and tweaking these concepts, lessons and ideas for nearly two decades. But writing them down - properly, in a sequence - is new.
I hope you find something useful in them.

Next edition arrives on 13 May.

Sean

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Have you asked ChatGPT to recommend a podcast in your genre yet?

I have. This is how it showed up.

Many podcasters miss out on new listeners simply because AI can’t “hear” their show.

ChatGPT and other AI tools can (and do!) recommend podcasts, but they can only do so if there’s enough written content for them to draw from.

Raise your hand if you thought transcripts were a waste of time.

Transcripts aren’t just for accessibility. They’re one of the best tools you can use to make sure AI’s like ChatGPT can actually find and better yet, understand your episodes.

Most podcasters skip this step, thinking that it’s extra work for little reward. I use to be one of these podcasters.

More and more, transcripts are putting podcasts “on the map” for anyone using AI to search or get suggestions.

What can you do about it?

Here’s how I would implement this knowledge as part of my strategy to boost my chances of getting recommended by LLM’s like ChatGPT:

• Transcribe every episode. Posting transcripts on your website or host platform means AI (and Google!) can “read” your podcast. Without a transcript, to AI, it’s like your episode barely exists.

• Write episode titles and descriptions like you’re explaining them to a new listener. Be clear about who the episode is for, what it’s about, and what value it delivers.

• Get people talking about your podcast in other places.
  The more your podcast is mentioned on blogs, social media, forums like Reddit, or even in newsletters, the more likely AI is to notice you. Just like in high school when everyone was talking about the same movie or song, AI pays attention to what gets mentioned a lot online.

• Answer Real Questions. Structure your episodes and their descriptions around questions your audience is asking. AI looks for answers to real problems, so make those easy to see and easy to read in your copy.

In summary, here are the 4 strategic steps you can take right now:

1. Add or update transcripts for all your episodes. Yes, all of them!

2. Refresh your episode titles and summaries with simple, straightforward language.

3. Encourage your community to write about, mention, and review your podcast.

4. And if your listeners submit great questions, use them as episode titles.

Grab this package deal today.

You’ve heard of Ladies Who Lunch and Ladies Who Lead, now it’s time for Ladies Who Podcast.

Whether you’ve been meaning to start a podcast, record your next episode, or finally take your voice seriously, this moment is for you. Because with a little extra time, you can make a lot more impact.

What is the package deal?

Purchase a 1-hour self-directed Solo Session at Latitude Podcast Studio for R800.00 before 9 August 2025 and you’ll also receive:

• An additional 1-hour Solo Session (redeemable until October 2025)
• A 1-year Podcast Club membership
  • And a discount code from our friends at Eco Diva Natural - all natural superfood-infused skincare & makeup.

That’s R2000.00 worth of goodies for just R800.00!

Your voice matters. Your story counts. This is for all the Ladies Who Podcast.

Speak again soon. Keep creating,

Sean

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Sean Loots is a multi-award-winning podcast host, producer, and consultant based in Cape Town, specialising in hands-on, full-service podcast strategy, production, and consultancy for agencies, businesses, coaches, and creators.

It’s no secret that women enjoy listening to murder mystery stories.

Its also partly that’s why the women of true crime are absolutely killing it! (Take SA’s very own podcast queen, Nicole Engelbrecht for example.)

But according to Sirius XM, that’s not all they’re listening to; music, wellness/self-improvement, entertainment/celebrity/gossip, news and information, and comedy round out the list of most listened to genres.

So clearly you can’t narrow podcast-loving women down to a single topic. Especially when research suggests that 52% of women consume podcasts.

And women aren’t just loving podcasts in general, they’re supporting female creators.

“92% of female monthly podcast listeners polled, say that all or most of the podcasts they listen to are hosted or produced by a woman.”

How does your podcast strategy shape up against these research results?
Is it time to look at your strategy and design your podcast accordingly?

Ladies Who Podcast

You’ve heard of Ladies Who Lunch and Ladies Who Lead, now it’s time for Ladies Who Podcast.

This August, in celebration of Women’s Month, we’re launching Ladies Who Podcast and offering women an opportunity to extend their time in our studio. 

Whether you’ve been meaning to start a podcast, record your next episode, or finally take your voice seriously, this moment is for you.

Because with a little extra time, you can make a lot more impact.

What is the promotional offer?

Purchase a 1-hour self-directed Solo Session at Latitude Podcast Studio for R800.00 during the promotional week (4 - 8 August 2025) and you’ll also receive:

• An additional 1-hour Solo Session (redeemable until October 2025)
• A 1-year Podcast Club membership
  • And a discount code from our friends at Eco Diva Natural - all natural superfood-infused skincare & makeup.

That’s R2000.00 worth of goodies for just R800.00!

Your voice matters.

Your story counts.

This is for all the Ladies Who Podcast.

Speak again soon. Keep creating,

Sean

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- Podcast Club goes all in on YouTube with consultant, Brad Southin

Have you ever felt like podcasting is one big solo mission?

Late-night editing.
Publishing content into the void and hoping someone out there is noticing.
Wondering if there is an easier way.

I get it.

You might need Podcast Club.

And that’s why I created Podcast Club – a community for podcasters who choose to get together once a month, connect online, grow their show, and create without burning out or going it alone.

Tonight we are exploring the in’s and out’s of YouTube with the help of South African industry leader, Brad Southin.

Brad served as production manager on a local early morning TV show before making the move to digital and taking up the reigns as HOD and YouTube specialist at Special Effects Media.

These days Brad works with brands and creators to optimize content for the YouTube.

Think channel and content strategies, channel management, content optimization, audits and with a focus on analytical data for effective decision making.

Podcast Club members get your questions ready. It’s going to be a goodie!

And if you are keen to join us, you don’t need a million downloads to belong. Just a mic, a message, and a desire to keep getting better.

Keep creating,
Sean

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- Introducing Podcast Audit with Sean Loots.
- 5 links to podcast news you might have missed.
- Podcast Club is growing!

Have you ever noticed how glamorous and put-together celebrities look when walking the red carpet?

It is a very intentional process.

To be “award season ready”, actors often enter a workout regime that prepares them for the cameras. The All-Eyes-And-Ears-On-Me kind of ready.

This is generally done during “off season” - after filming, before the press junkets and media frenzy begin. It could be one way to interpret the adage that summer bodies are built in winter.

So why not podcasts too.

Introducing Podcast Audit with Sean Loots.

I have served as a judge for various podcast competitions, recorded countless hours of audio and hosted far too many interviews to have kept count. My brain is wired to access and review.

So how does a Podcast Audit with Sean Loots work?

1. Book your Podcast Audit.

2. We schedule a 30-minute call for a strategy check and to review your podcast purpose, goals and assets.

3. I review your podcast across platforms and prepare an audit report for you that evaluates:

• Your podcast’s external hooks. What draws listeners to your podcast? Where are you overshooting or under-delivering? This includes everything from episode titles, show descriptions, episode artwork and promotional assets.

• Your podcast’s internal hooks. By listening to two of your most recent episodes, I will identify what can be done to keep people listening right to the end.

4. Once my report is ready, we schedule a follow up 30 minute online call and work through the Podcast Audit together.

This sounds great, Sean! How much does it cost?

A comprehensive Podcast Audit takes roughly 2 weeks to complete, from initial call to final report and is R2250-00 per audit.

But today is your lucky day.

As a subscriber to this newsletter, if you book your Podcast Audit with Sean Loots before 30 May 2025 you can lock in a 25% introductory discount. (The initial call will be scheduled in June 2025.)

💥💥 Podcast Club members qualify for a further 25% discount. 💥💥

⏮⏮ Pause and Rewind on news you might have missed

• Creators pushed back on Spotify’s move to add podcast play counts.

• The Golden Globes to add Best Podcast Category in 2026.

• An Umbrella Strategy Podcasting can give your marketing the earworm edge.

• Move over, book clubs! The Guardian says The PodClub is the new way to connect, tell stories and find friends.

• YouTube Charts is adding top US podcasts to its rankings.

Have you ever felt like podcasting is one big solo mission?

You might need Podcast Club.

During May we welcomed podcast marketing and growth strategist, Ana Xavier to pull up a seat and dish the deets at Podcast Club.

Ana has been involved in over 1000 hours of audio and recently released her 100th episode for The Podcast Space. Ana is also speaking at The Podcast Show in London today!

If you bump into her there be sure to snap a selfie and send it my way!

Ana’s Podcast Club masterclass brought discussions of monetization methods, overwhelm, and format diversity to the front of everyone’s mind. Hearing Ana’s take on content repurposing and finding audiences on platforms beyond traditional social media were also really interesting.

Join us at Podcast Club:
- Monthly online meetups (first Tuesday of the month)
- Support from fellow podcasters
- Tips, tools, and resources to grow your show
- Q&A sessions and quarterly Masterclass Nights 
- A safe space to ask “beginner” questions
- Opportunities to collaborate
- Regular access to a podcast coach, all for an annual membership of just R320.
- PLUS discounted offers on other services!

You don’t need a million downloads to belong here – just a mic, a message, and a desire to keep getting better.

Podcast Club is cohort-based capped at 20 creators per cohort.

An intentionally small group of passionate podcasters who connect, learn, and collaborate. A space where you can grow your podcast, get support, and stop going at it alone.

Keep creating,
Sean

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- Collaborate to grow your show.
- Podcast Club is less than R27-00 per month.

We often talk about ways to grow a podcast.

With a new A.I. tool launching every week and the onslaught of video proponents, not forgetting the drive for social media marketing, newsletters and even paid media options available to us, we forget about the most obvious opportunity to grow our shows.

Collaboration. 

You will be hard-pressed to find a seasoned podcaster that has not appeared on other podcasts. They (and I) will tell you how the simple act of guesting on a show similar to theirs helped grow their audience.

And here is why this approach is such a big win.

Remember when you published your very first episode and excitedly told a friend about it?

Like a good friend does, they responded with “Oh cool!” quickly followed by “Where can I listen to it?“ 

At which point you might have rattled off a few podcast platforms and then launched into how to download an app, search your show title and subscribe before rating the show…

And now you remember how the look on their face went from excited to overwhelmed at the prospect of listening to your new podcast.

Right here lies the problem and the solution.

Recruiting new audience members for your podcast is much easier when you target someone who is already listening to podcasts.

They already understand the ecosystem.

An even easier listener to recruit is one who listens to podcasts like yours.

So go to where the listeners are.
Collaborate with other audio creators in a similar niche to you.

You don’t need to spend more money or more time creating more content to grow your show.

You just need to show up where the listeners who already love your content are hanging out — and might not know about you yet.

“But Sean, how do I find podcasts like mine?” I hear you ask

1. Apple podcasts - “You might also like” section below your profile.
2. Spotify - “More podcasts like” section below your profile.
3. Rephonic - The 3D audience graph (on desktop) is super cool to play with.

Will you be trying this low-lift technique to grow your show?
If you’ve experimented with this approach before, I’d love to hear what you gained through the process.

I can’t wait to hear back from you. [ podcasts@seanloots.com ]

Have you ever felt like podcasting is one big solo mission?

You might need Podcast Club.

Late-night editing. Publishing content into the void and hoping someone out there is noticing. Wondering if there is an easier way.

I get it.

And that’s why we’ve created Podcast Club – a cohort-based community for podcasters who want to connect, grow, and create without burning out or going it alone.

Step inside Podcast Club:
- Monthly online meetups (first Tuesday of the month)
- Support from fellow podcasters
- Tips, tools, and resources to grow your show
- Q&A sessions and Masterclass Nights 
- A safe space to ask “beginner” questions
- Opportunities to collaborate
- Plus regular access to a podcast coach, all for less than R27 per month (membership is R320 per year)

You don’t need a million downloads to belong here – just a mic, a message, and a desire to keep getting better.

Podcast Club is cohort-based capped at 20 creators per cohort.
An intentionally small group of passionate podcasters who connect, learn, and collaborate. A space where you can grow your podcast, get support, and stop going at it alone.

Keep creating,
Sean

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- Should you be uploading video to Spotify?
- Podcast Club annual membership

I recently had a client ask me about Spotify’s video offering.
She wanted to know how if it is worth using.

Whenever I get asked about video I respond with a question of my own.

What is your capacity? 

And here is why.
In the case of Spotify, if you don’t host your podcast on Megaphone, you will need to upload your podcast to, potentially, three different places:
1. Your RSS Hosting Platform
2. Spotify for Creators
3. and YouTube.

Assuming you are already using YouTube for video, we need to acknowledge that there is no single tool that can distribute to all three platforms.

Nor is there a tool that can pull the data from all of them.
So if your capacity is limited, the current option means more work for you without the guarantee of increasing your audience size or your income.

Sounds Profitable recently published a very detailed analysis of Spotify’s video podcast offering. Below is an excerpt from the article:

 In its current state, I urge the podcast industry not to take part in Spotify Video and Streaming Audio as it stands to have a massive and long-term negative revenue and reputational impact for those involved.

Click here to read the full article.

What are your feelings about adding video to your Spotify account?
And if you are using Spotify’s podcast video feature, what are your takeaways?

I can’t wait to hear back from you. [ podcasts@seanloots.com ]

Have you ever felt like podcasting is one big solo mission?

Late nights editing. Publishing content into the void and hoping someone out there is noticing. Wondering if there is an easier way.

I get it.

And that’s why we’ve created Podcast Club – a community for podcasters who want to connect, grow, and create without burning out or going it alone.

Step inside Podcast Club:
- Monthly online meetups
- Support from fellow podcasters
- Tips, tools, and resources to grow your show
- Q&A sessions and Masterclass Nights
- A safe space to ask “beginner” questions
- Opportunities to collaborate
- Plus regular access to a podcast coach, all for just R320 per year!

You don’t need a million downloads to belong here – just a mic, a message, and a desire to keep getting better.

Keep creating,
Sean

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Hey

Last week, I told you about an idea I’ve been toying with for a while.

And your responses have pushed that idea into reality.

Podcast Club is a go!

And the first rule of Podcast Club, is that we talk about skills and strategies at Podcast Club.

Here’s how it will work:

• On the first Tuesday evening of the month, we’ll meet in a private online call.

• We’ll select a topic ahead of each meetup and discuss ideas around that theme.

• We’ll share our podcast learnings from the previous month and set new targets for the coming month.

• We are a club open to collaboration, learning and experimentation. Podcast Club is for podcasters who want to shoot the breeze and hone their skills.

• PLUS, I’ll host Masterclass Nights with local and international industry experts once a quarter.

All of this for just 320pp per year. That’s about 26.66 per month.

That means a 12-month membership is less per month than a cup of your favorite coffee!

If you are new to podcasting, want to grow your show or simply want to connect with fellow podcasters more regularly, email hello@seanloots.com now.

First session is at 18:30 Tuesday 1 April. Are you in?

P.S - if you prefer individual coaching, check out the podcast coaching menu here.

Keep creating,
Sean

Listen to part one of my interview on Cape Talk.

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Hey

From the age of about 9, I was part of a club in some way or another.

The very first was a swimming club.

We swam laps of a local primary school pool for 30-45 minutes twice a week and it felt great.

I got to hang out with new friends and race against them during practice.

Not only did we build strong bonds around a sport we all loved but we also got fitter, faster and stronger together. Our coach was pretty cool too.


I’ve long believed there is incredible value in community and relationship building which has pushed me to start forming a podcast club. 

A small collection of people that have a common interest and want to extend themselves beyond their comfort zone but need a firm yet gentle push.

A band of podcasters who have something to give and loads to gain by doing so.

A group open to collaboration, learning and experimentation.

A squad that chooses to meet once a month, call each other by nicknames and shoot the breeze, sharing podcast W’s and L’s.

I’m still tinkering with the concept, but I promise to share more next week.

If this resonates with you, I’d love to hear from you.

Keep creating,

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Hey friends,

There is a phrase I use over and over when speaking about podcasting.

If you’ve been in a session with me or picked my brain on a discovery call, you’ll have heard me say the phrase, "it depends."

“How long should an episode be?”

“What is the best number of episodes to publish each month?”

“Do I have to buy a microphone?”

“How many times must I promo each episode on social media?”

“Must I use video?”

Answers to questions like these hinge on your unique goals, interests, and audience.

This is why making things personal is really important.

Your podcast's success is influenced by various factors, including but not limited to:

• Your personal skills and passions;

• Your show objectives;

• What is already happening in your niche;

• Who your target audience is;

• Your capacity and resources at hand etc

Given this complexity, there are no one-size-fits-all answer.

What works for one podcaster may not work for another.

And so, it depends.

But there is a way to gain clarity.

To navigate uncertainties effectively, it’s crucial to build a solid foundation in podcasting basics.

Because at the end of the day, the success of your podcast depends on you.

Understanding the fundamentals of podcasting will empower you to create a show that resonates with your audience, is sustainable and fulfills your aspirations.

While “it depends” might not be the answer a new podcaster is hoping for, attending a Podcast Starter Workshop might be the confidence boost you are looking for.

Perfect for new audio creators who want to understand the fundementals, upskill themselves and do as much as they can on their own, but also want to be sure they are headed in the right direction.

I am hosting a Podcast Starter Workshop next month and you are invited.

Date: Saturday 29 March 2025, from 10:00 - 12:00
Venue: Latitude Podcast Studio, 9th floor Latitude Aparthotel
Cost: 1950pp - This includes a 1-hour Solo Session in the Latitude Podcast Studio to record your first episode at a later date valued at R800-00.

To confirm your attendance, email podcasts@seanloots.com before Friday 7 March 2025.

One last thing.
If you livestream your podcast using Facebook, your videos will be deleted within 30 days.

Facebook announced the change to their Live Video Storage Policy last week.

P.S. There are only 10 spots available for the Podcast Starter Workshop.

Keep creating,

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Tell the world about the work your favourite NPO does this March!

Join Podcasthon, the annual charity event and use your podcast platform for good!

Podcasthon's mission is to unite podcasters from all over the world to create and share one episode and raise awareness about their favorite nonprofit.

Right now, over 1,600 podcasters from over 45 countries have registered their interest and will releas an episode highlight their favorite NPO during the
week of 15-21 March 2025.

And you can join the worldwide movement!
Registration is free, simple, and will take just 5 minutes.

Hey

My name is Sean and I build podcasts.
As podcast coach, consultant, and digital strategist I work with individuals and corporates to create shows that resonate.

I host and produce my own podcast and manage a podcast recording space in Cape Town.

Enough about me, tell me about yourself.

Seriously.

A lot has changed in the local podcast scene since I first started curating this newsletter.

Initially I brought you spotlight interviews as well as tech reviews, and slowly started incorporating listening recommendations — helping listeners discover new gems — and then hosted live events that brought our creator community together under one roof.

Today, my role has evoled into working as a podcast consultant.

Through interactive workshops designed for newcomers that are eager to start strong, and for seasoned creators wanting to refine what they are doing, together we plot and plan a sustainable way forward. Because nobody likes to feel overwhelmed.

By responding to this email I can make sure this newsletter serves you best, by tailoring the content based on your feedback.

So please share your thoughts. Hit reply to this email and answer to this question:

What do you want to see when you open the next issue of The Podcast Catalyst?

I can’t wait to see your response.

Keep creating,
Sean

Training Days

Workshops / events to help you up your game.

✏ Podcast Starter Workshop. March 2025
Join this interactive 2-hour workshop that will help you grasp the fundamentals of podcasting. This group workshop includes a 1-hour Solo Session to record your first episode at Latitude Podcast Studio. Ideal for new and aspiring podcasters.
Email podcasts@seanloots.com 

✏ Improve your presentation skills with Tracey Lange and Sean Loots. May 2025.
Whether it be for the corporate environment, podcasting or delivering content to camera, click here to apply for the 1 day workshop taking place at the Century City Conference Centre in Cape Town.

Listen to my interview on Cape Talk.

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You must be really cool! Click below to subscribe and join the tribe.

South African Podcast Awards weekend is here!

All winners will be announced at the first annual South African Podcast Awards on Saturday 2 November 2024, premiering live on YouTube. Subscribe to the channel today and keep your eyes open for the stream at 18:30 SAST.

If you are in Cape Town, email jon@sapg.co.za to grab a seat at the Latitude watch party.

If you missed the annoucement a few weeks ago, below is the full list of finalists in the genre and special catagories, plus links to their shows.

GENRE CATEGORY FINALISTS
These are the top-5 scorers in all Genre Categories, or all of the shows if the category has less than 5 entrants.

🏆 Arts & Literature

1. TGE’s Current Read - Visit Podcast

2. The Story Explorer - Visit Podcast

3. That’s write with Selwyn Milborrow -Visit Podcast

4. The Reading Room - Visit Podcast

5. HeArty Thursdays Podcast - Visit Podcast

🏆 Business

1. Humble Mind Podcast - Visit Podcast

2. Curse of the Creative – A Radio Promotions Podcast - Visit Podcast

3. On Change with Petro du Pisani - Visit Podcast

4. The Current - Visit Podcast

5. South African Digital Marketing - Visit Podcast

🏆 Comedy

1. GenC Podcast - Visit Podcast

2. Petty Crime South Africa - Visit Podcast

3. B4UWKND - Visit Podcast

4. Two Freaks Notice - Visit Podcast

5. TechComedyLife - Visit Podcast

6. Mevrou Mevrou - Visit Podcast

🏆 Music & Entertainment

1. That 80s Show SA - Visit Podcast

2. The Video Store - Visit Podcast

3. Sludge Underground Podcast - Visit Podcast

4. African Couch Potato - The Mash Up - Visit Podcast

5. Critical Arcade - Visit Podcast

🏆 Audio Fiction

There are no finalists in the Audio Fiction Category.

🏆 Food, Leisure, & Travel

1. A Table in the Corner - Visit Podcast

🏆 History

1. 30 Years Of Democracy - Visit Podcast

2. History of South Africa - Visit Podcast

🏆 Kids, Family, & Parenting

1. Life With Lebang - Visit Podcast

2. ZedAlpha with Dean McCoubrey - Visit Podcast

3. Elana Afrika's Parent & Baby Brunch - Visit Podcast

4. Who’s Your Amma - Visit Podcast

5. Solid Gold Story Time - Visit Podcast

6. The Great Equalizer - Visit Podcast

🏆 Knowledge, Science, & Tech

1. The Brain and Brand Show - Visit Podcast

2. Gift of Life - Visit Podcast

3. How Books Are Made - Visit Podcast

4. Become a Podmaster - Visit Podcast

5. Rotor Warriors - Visit Podcast

🏆 News

1. Taking The Rams by The Horns - Visit Podcast

2. Sunday Times Politics Weekly - Visit Podcast

3. 30 Years Of Democracy - Visit Podcast

4. The SL Cabinet - Visit Podcast

5. ITWeb TV - Visit Podcast

🏆 Sport

1. Spin Sessions - Visit Podcast

2. Working Title FC - Visit Podcast

3. Angler News SA - Visit Podcast

4. Tech Girl Talks - Visit Podcast

5. On The Bounce - Visit Podcast

🏆 Personal Growth & Spirituality

1. Listen To Your Footsteps - Visit Podcast

2. Something Shifted with Sean Loots - Visit Podcast

3. Gifted with Hlelo and Ntando - Visit Podcast

4. Time For Us - Visit Podcast

5. Gogo, Have I Been Scammed - Visit Podcast

🏆 Politics & Opinion

1. The So What - Visit Podcast

2. KLETS - Visit Podcast

🏆 Society & Culture

1. Epokothweni with Babalwa Nonkenge - Visit Podcast

2. Youth TELL All - Visit Podcast

3. The Gareth Cliff Show - Visit Podcast

4. The Shady PHodcast - Visit Podcast

5. Talking Transformation Podcast - Visit Podcast

🏆 True Crime

1. True Crime South Africa – die Afrikaanse weergawe - Visit Podcast

2. True Crime South Africa - Visit Podcast

3. Undercover Podcast with Bradley Steyn - Visit Podcast

4. It Happened Here - Visit Podcast

🏆 Wellness & Relationships

1. Don't hold back - Visit Podcast

2. Autistic As Fuck - Visit Podcast

3. The Uphill Podcast - Visit Podcast

4. The CVLT of you - Visit Podcast

5. Power of Sleep with Restonic - Visit Podcast

SPECIAL CATEGORY FINALISTS

Here are the top 5 shows in each special category.
These outstanding podcasts have excelled in areas of Production Quality, Content Quality, Hosting/Presenting, Innovation & Creativity, and Cover Art. Below are the finalists:

🏆 Best Production Quality

1. Something Shifted with Sean Loots - Visit Podcast

2. Solid Gold Story Time - Visit Podcast

3. The Current - Visit Podcast

4. The Video Store - Visit Podcast

5. TGE’s Current Read - Visit Podcast

6. The Great Equalizer - Visit Podcast

🏆 Best Content Quality

1. TGE’s Current Read - Visit Podcast

2. Gift of Life - Visit Podcast

3. Solid Gold Story Time - Visit Podcast

4. Tech Girl Talks - Visit Podcast

5. ZedAlpha with Dean McCoubrey - VisitPodcast

🏆 Best Hosting/Presenting

1. Elana Afrika's Parent & Baby Brunch - Visit Podcast

2. The Video Store - Visit Podcast

3. The Current - Visit Podcast

4. Sludge Underground Podcast - Visit Podcast

5. TGE’s Current Read - Visit Podcast

🏆 Best Innovation & Creativity

1. Solid Gold Story Time - Visit Podcast

2. ZedAlpha with Dean McCoubrey - Visit Podcast

3. The Video Store - Visit Podcast

4. The Muscle Growth Podcast - Visit Podcast

5. A Table in the Corner - Visit Podcast

🏆 Best Cover Art

1. Three’s a Crowd - Visit Podcast

2. Rotor Warriors - Visit Podcast

3. That 80s Show SA - Visit Podcast

4. Who’s Your Amma - Visit Podcast

5. Solid Gold Story Time - Visit Podcast

🏆 Podcast of the year.

This one is very hush hush. You’ll have to wait until awards night to even see the finalists.

On a screen near you soon!

I’ll be at the Cape Town event to celebrate an increible year of podcasting. I hope to see you there!

Best of luck to all the SAPA finalists as well as the SAPG team putting the final touches to what promises to be an outstanding display of local creativity.

Training Day

Workshops / events to help you up your podcasting game.

✏Do you want to Speak With Confidence?
Whether it be for the corporate environment, podcasting or delivering content to camera, click here for details on the 2025 Speak With Confidence workshop with Tracey Lange and Sean Loots.

✏Unpacking Podcasting is back!
Join the Live Q&A session on Instagram with podcast trainer & coach Gathoni Ngumba on Wednesday, 13th November. Send in your questions before hand here 

Keep creating.

Hey 👋

It’s been a long time, and now the part of my brain that retains lyrics to songs I haven’t heard in years wants to belt out “shouldna left you without a dope beat to step to!”

Over the last three months I have listened to a lot of podcasts.

This simple act got me thinking about benchmarks or returning segments.

Let me explain.

We’ve started re-watching an old TV series called Criminal Minds. The story follows 6 FBI agents as they solve serial murder cases. Each episode opens with the victims back story and some scene setting, followed by the agents gathering information, slowly building the criminals profile and ultimately solving the mystery. The show is also peppered with famous quotes narrated by the characters. I have no idea why they do that last bit.

All of this to say that the somewhat predictability of the show (which ran for 17 seasons BTW) gives viewers a sense of what to expect and builds familiarity.

Podcasters want this too.

I have listened to loads of interview shows recently and some include what we might call a signature question. Simply put, a signature question would be something the host asks each of their guests.
As a regular listener you often find yourself wondering how this weeks guest might answer the question and stick around to find out.

In contrast, some of the co-hosted shows I listened to like include listener generated questions. While it can be tricky to gather questions from your audience across social media, remember podcasting is a marathon and not a sprint and this kind of repeatable segment will help you foster a sense of community.
Rizaan and JP host The Gen C podcast, and they regularly read the comment section of previous episodes reacting to what their audience is thinking and feeling.

And then there are the shows that stay true to their concept and create something truly memorable.

In the final moments of Sounds Like a Cult, hosts Amanda and Chelsea play a category game and debate if the cult that they’ve dissected is a ‘Live your life,’ ‘Watch your back,’ or ‘Get the fuck out’ category of cult. This style of returning segment is a great way to stay on topic and really drive the concept of your show home.

Sounds Like a Cult also uses a signature sign off “stay culty but not too culty” that everyone can participate in as it happens and makes for great merch. Sean Hayes, Will Arnett and Jason Bateman have done this too with Smartless and their catchphrase “byyeeeeeee”.

New Smartless merch that I can’t afford but want anyway.

Give your dear listener more than they bargained for.
Do not leave them without a dope beat to step to.


Hit reply to this mail and tell me which of your favorite podcasts have a segment you look forward to.
And while you are at it, which of the above ideas would suit your podcast?

Extra Extra Stuff 📢📢

• The APVA Awards are later this month. Register and watch the ceremony online here 

• Podcards is an easy to share, customizable media card, designed to help you grow your show.

• Improve your public speaking with this 2 day workshop hosted by me and seasoned media professional, Tracey Lange.

• If you’re still reading this, do podcast creators need a year-end meet up? Reply with Yes or No and lets see how the votes add up.
  

Keep creating,
Sean

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Hello podcast friends,

This is the 15th edition of The Podcast Catalyst. A warm welcome to those that recently subbed the newsy. I’m stoked that you found your squad!

Does your cover art do these 3 things?

It’s not too late to change it.

Good cover art is tricky to achieve. If you can coerce a designer friend into doing it for you, you should.

Alternatively, fork over some cash and get it done by a pro.

At this point I want to admit that I haven’t done either of these things.
I will also admit that I am control freak and have to tinker with colours and fonts and pictures. It’s my happy place.

So if that’s you too, I get it.

It is worth noting that good podcast cover art will:
> Stand out on a small screen;
> Most likely be made by a professional designer;
> Be simple.

So if you made your podcast cover art using Canva (like I did), here are a few things to avoid:

> Icons or images of microphones and headphones. It’s time you tell your potential listener something else about your work through your cover art.

> Animated / caricature versions of the hosts. Unless your show is about comics, for example. But even then, think about what this choice might communicate to a potential listener.

> Loads of text. Remember your cover art is a small icon on a small screen. Rather use the player logos and additional text on your socials or website. You might like this preview tool. 

I read somewhere that your cover art isn’t the be-all-and-end-all.
But it is a visual hype machine.

Ask yourself, does my podcast cover art still represent the podcast I am making?

It’s not too late to change it.

The Final Whistle

The South African Podcasters Guild is in the process of building a Podlist.
By adding your podcast to the list before 31 July 2024, you are automatically entered into the inaugural South African Podcast Awards. I think you should add yours now.
It’s free. Do it here.

Until the next time,
Keep creating.

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You must be really cool! Click below to subscribe and join the tribe.

Hello pod bodies,

This is the 14th edition of The Podcast Catalyst.
A warm welcome to those that recently subbed the newsy.

My name is Sean. I am a podcast host, coach, creative director and voiceover artist. I’m stoked that you found your tribe.

Is AI a podcasters best friend?

It sure looks that way.

The Adobe Podcast Studio, a new way to record, edit and enhance spoken audio on the web, is finally available to beta users.

We all remember playing around with the Abode Speech Enhance tool when it first launched. Well, the suite of tools is expanding and the editor is finally ready for beta users to test.

As an early adopter, I quickly opened up the Adobe podcast Studio and was met with a very clean interface. It is familiar but fresh.
I’m reminded of Descript V1 with a hint of Audacity in terms of the way it looks and feels. Uncluttered and everything is where it should be.

Navigating the functionality is super straight forward.
Want to add pre-edited royalty free music? Tap the music tab on the left and select from the various albums available.
What about inviting a guest? Tap the Invite Guest tab on the right and send them a link or an email.
Want to add additional audio, use a filter or edit using text?
You guessed it. You can do all of that too.

While in beta, Adobe Podcast Studio only supports English and does not include video. Right now it does what it says on the box and I like it that way.

We could have a new cloud based audio/text editor to rival the likes of Descript and Riverside on our hands. Time will tell where Adobe will take this.

On the subject of virtual recording platforms peppered with AI features, Riverside.fm have unveiled their new Conversation Studio.

In fact, the month of June started with Descript releasing Season 6 and their AI Underlord feature much to the delight of its users.

Congratulations are in order!
The draw for the Podsqueeze Rode Microphone giveaway has taken place and the winner has been contacted. We look forward to hearing what they create with their new piece of gear!

Training Day

Workshops / events to help you up your podcasting game.

✏Do you want to improve your presentation skills?
Whether it be for the corporate environment, podcasting or delivering content to camera, click here to stay updated on our 2-day workshop taking place later this year.

✏Afripods will be hosting podcast workshops on the 1st and the 8th of July with the team from Dear Daughter of BBC World Service

In the first workshop, scheduled for 1st July they will explore what goes into creating an award winning podcast.
In the second workshop, a week later on the 08th of July, they will explore Narrative Storytelling.

Both workshops are virtual and FREE! Register now and secure your spot
Creating an award winning podcast with the BBC World Service
Narrative storytelling with the BBC World Service

One More Rep

It’s everywhere!
APVA AWARDS 2024 Nominations themed ‘King Of The Game” is live. Are you a podcaster, voice-over artist, or a spoken word artist?
This is your chance to celebrate and crown your efforts with this award. 
Click here to nominate yourself or others today.
Deadline : 30th June 2024

Good-bye Google Podcasts
One last final reminder that Google Podcasts Manager is going away after July 29, 2024. Until then, you can access your analytics in Google Podcasts Manager.

The South African Podcasters Guild is in the process of building a Podlist, a growing collection of locally made podcasts. I think you should add yours now. Do it here.

The Final Whistle

Feeling The Burn

Podcasting is a marathon, not a sprint. It is hard to sustain.
So make a plan to take a break.

This could mean re-releasing episodes to your feed while you plan the next batch of episodes. Alternatively, you could choose to clip the best bits of a handful of episodes and release these as a “best of” collection.

As a podcast coach and consultant I also want you to know that you can walk away from the microphone for a while and pick up where you left off when you are ready.

While there is no research to back me up, there is a theory that podcast subscribers very seldom unsubscribe when you end a season.
So before you turn into a crispy apple ring on the studio floor, take a break.

Your podcast will be better for it!

What do you think of this new format? Reply to this email with your thoughts.

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This is the 13th issue of The Podcast Catalyst.
Welcome to all new readers, I’m glad you found us.
It dawned on me this week that we have created and hosted no less than three in person events for podcasters in the last 6 months!

In this issue:
Award nominations
Upcoming events for podcasters
TIHWP the podcast

Mark your calendars.

Sat 1 June:
The Bioscope Brasse record episode 100 live at Kaya Cafe. (In person)
 
Thursday 13 June:
This Is How We Podcast - Audio Best Practices. (Virtual)

Friday 14:
SA Podcast and Music Festival (In person)

Saturday 15 June
SA Podcast and Music Festival (In person)

Nom-Nom Nominations Are Open 🏆🏆

African creators! It’s time to get your podcast award season ready.

The APVA Awards 2024 
Nominations Close = 10 June 2024
Awards Show = 27/28 September

The SA Radio Awards 2024 
- Nominations close = 14 June 2024
- Awards Show = TBC

The DSTV Content Creator Awards 2024
- Nominations close = 21 June.
- Awards show = October 2024

Make the circle bigger!

Over the last 6 months, The Podcast Catalyst has hosted three events specifically for podcasters, attracting the interest of more than 200 people in Cape Town.

In June, we are making the circle even bigger with a virtual event all about best audio practices. From equalizing to syncing and everything in between, we’ll show you how it get’s done.

So grab your headphones and slide a little closer.
Here is what you can expect on Thursday 13 June:

I am very excited to share that Lindsay Johnson, the sound wizard at Crossfade Studio will lead this session. This man knows his way around a recording booth.

We’ll unpack the best practices for capturing and editing your audio and show you how it’s done. Get a direct line of sight on how to make your podcasting workflow better.

This event is your last opportunity to enter our Podsqueeze competition. You could win a brand new Rode PodMic USB!

To enter simply follow these steps:
- 1. Reserve your spot at This Is How We Podcast - Best Audio Practices
- 2. Share a photo of yourself attending the online event to Instagram, Linkedin or Facebook and highlight your favourite Podsqueeze feature.
- 3. Tag @Podsqueeze and @SeanLoots
- 4. Every correct entry will receive an annual Podsqueeze Starter Plan.
- 5. The lucky draw for the Rode PodMic USB will take place on Monday 24 June and the winner will be contacted via email.

Click here to reserve your virtual seat for Thursday 13 June at 7pm.
Save this online event to your calendar by clicking here.

This Is How We Podcast is now a podcast!

Yup, the event series spurred me on. You can now find the conversations with Bioscope Brasse (Jody + Ross) and True Crime South Africa (Nicole) held in front of a live audience mixed with episodes recorded with remote guests, The Great Equalizer (Sam + Charlene) on Spotify, Apple Podcasts and on YouTube. openly sharing how they create their podcasts.

The tools, focus areas and already acquired skills from one podcaster to the next varies and so there is always something new to learn from a fellow creator.

So far, TIHWP has featured podcasters in the movie, parenting and true crime genre’s. Up next, sport!

Sub This Is How We Podcast and pick up a tip or two along the way.

iono.fm/e/1423070

iono.fm/e/1436725

iono.fm/e/1441378

Podsqueeze does it all!

Podsqueeze is a powerful tool for all podcasting professionals.
Whether you're a solo podcaster, podcast manager, or agency, Podsqueeze offers all the features you need to streamline your podcast content creation workflow.

With the ability to create podcast folders, keeping your episodes organized is super easy.
You can even tune the AI “voice” for every show you manage, plan the content for the next episodes with their advanced podcast topics finder.
But there is even more!
Generate Professional Transcripts,
Show Notes,
Timestamps,
Video Clips,
Audiograms, Blog Posts and even a landing page, all with a single click!

“Podsqueeze is a user-friendly tool for anyone who loves podcasting and wants to repurpose their podcast content with AI.
Whether you’re a podcast creator, editor, or marketer, Podsqueeze gives you all the tools you need to simplify your podcast content production workflow.
With Podsqueeze you can repurpose your podcast audio or video file into multiple formats of content with a single click!”

Extra-Extra Stuff

• Buzzsprout has a new “fan mail” feature. Have you used it?

• Indie podcaster in the UK and Ireland? This is for you

• Evolutions 2024 Keynote: YouTube for Podcasters

Click below to subscribe and join the tribe.

We’re doing it again, and this one is for the storyteller’s. That’s you!

At the heart of a good podcast is a great story. Come and learn how to craft a narrative that is compelling to listen to. It might even get your podcast on the charts!

This Is How We Podcast is an opportunity for you to meet, mingle and learn from podcasters that are doing the most.

Come and rub shoulders with fellow podcasters over a drink (or two) at Latitude Aparthotel on Wednesday 8 May.

This event is FREE but space is limited.

This Is How We Podcast is a series of in-person events bringing podcasters to the microphone in front of a live audience followed by a presentation from an industry expert. Think storytelling, video marketing, audio production and data analytics.

Here is what you can expect on Wednesday 8 May.

Nicole Engelbrecht will share the process of making a story that people want to listen to. From research, to scripting, to recording and marketing, join me as we learn more about how True Crime South Africa is made.

Then, Mirandi Nel and Curt Ruiters will guide us through a video and app toolkit for modern day creators that will enable you to tell great stories.

» Mirandi runs Stellar Stories and is passionate about helping brands, small businesses, solo-preneurs, and organisations amplify their online presence with ease and confidence.

» Curt is the founder of Quickclick productions and is a photographer, videographer and content creator.

This event is FREE but space is limited.

WHAT: This is How We Podcast - The Storyteller’s Edition
DATE: Wednesday 8 May
TIME: 17:30 for 18:00

One lucky guest will walk away with a Riverside Pro Plan!

And thanks to event partners, attendees could also be going home
Podsqueeze starter plans and stand in line to win a Rode PodMic USB

Subscribe to The Podcast Catalyst for details about the June event.

This event is supported by:
Latitude Aparthotel | Riverside.fm | Podsqueeze.com 
Rode Microphones South Africa |

Until we see you in May, follow us on Instagram and Linkedin 
Take a look at what went down at the April event 👀 

Instagram post

Was this newsletter forwarded to you by a friend?
You must be really cool! Click below to subscribe and join the tribe.

Welcome to the 12th issue of The Podcast Catalyst, the third for 2024. As always a hearty hello welcome to all our new subscribers. I’m stoked you found us.

In this issue:
👀 The Roamwork studio
⌚ Win-Back Your Time
🎙 TIHWP is now a podcast

Mark your calendar

✏Thursday 18 April: Afripods Virtual Pod Class 
Take a deep dive into innovative monetisation strategies with our Chief Content Officer and Head of Strategy, Kevin Y Brown. Register
 
✏Friday 26 April: Youtube Podcasting 101 
Learn how to get started with podcasting on YouTube! In this free virtual session

✏ Wednesday 8 May: This is How We Podcast 2
Storytelling and digital marketing with True Crime South Africa host, Nicole Engelbrecht and videographers, Curt Ruiters and Mirandi Nel

✏22 - 23 May: The Podcast Show London.
Look who joined the 2024 Creator Squad

Oh what a night!

The first This Is How We Podcast live at Latitude Aparthotel was one for the books. Massive thanks to Bioscope Brasse, Jody and Ross for sharing their stories, and to Francois Retief from IONO.fm for explaining the nuances of podcast analytics.

Many thanks to TPC community members that attended, got involved and shared photos on social media.

If you missed it, check out the lekker showcase video of the event and the find out who won the Rode NTH-100 studio headphones worth R4000, here.

PS. We’ll be rolling out the guest sign up form for This Is How We Podcast 2 very soon. Space will be limited so go ahead and hit reply to this email to reserve your spot now.

Location! Location! Location! 🚩

Need a space in Cape Town to record an episode of your podcast? The Roamwork Podcast Studio could be just what you’re looking for.

The space offers:
Acoustically treated internal walls and curtain
 Flexible setup
Single seater loungers or 4 seater table
TV screen
Audio and video recording equipment not included

RATES (incl. VAT)
- R350 p/h
- R1500 half day
- R3150 full day

Roamwork is offering all of The Podcast Catalyst community members 50% off for half & full day bookings for the month of April 2024.
Simply use code CATALYST50 in your email enquiry to info@roamwork.co.za 

Image supplied by Roamwork

Win-Back Your Time

11 out of 10 podcasters agree, show notes take too long to write.
Co-founder of Podsqueeze, Joao Amaro explains more on how you can save time with one click!

This Is How We Podcast is now a podcast

The first episode is of TIHWP is live and is the full, live recording from the first event of the same name. With loads of podcasters across the globe to learn from, future episodes will include producers, marketers, agency managers and listening platform curators be sure to join the movement and subscribe to This Is How We Podcast on Apple Podcasts, Spotify or Youtube.

The Business of Entertainment

Music Exchange founder and Cape Talk radio host, Martin Myers speaks with Spike Ballentine about the nuances of podcasting in this two part episode.

Extra-Extra Stuff

• Podcast listenership in South Africa is up by 44%, according to Spotify.

• Shure MV7+ has hit the shelves! Refreshed with a customizable LED touch panel, powerful DSP features and even better audio, the MV7+ offers USB-C and XLR outputs, an improved Auto Level Mode, as well as a new digital pop filter, real-time Denoiser and reverb effects.

• Podcast Streams is a self-serve ads manager that lets podcasters (of all sizes) easily promote their shows to listeners who are more likely to stream podcasts on Spotify.

• The Infinite Dial 2024 by Edison Research was published at the end of March. For the last 26 years, Edison Research’s Infinite Dial® has tracked key consumer media and technology usage among the U.S. and is always an interesting read.

Click below to join our community of podcast creators.