WEBVTT - How a Small Podcast Studio Became a Big Business

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<v Speaker 1>This episode is brought to you by P and C Bank.

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<v Speaker 1>A lot of people think podcasts about work are boring,

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<v Speaker 2>Erness What's Up?

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<v Speaker 3>How much does it cost a book of like session.

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<v Speaker 4>You could pay anywhere from sixty dollars to to fifty

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<v Speaker 4>Our average client spends about three hundred per hour.

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<v Speaker 3>And what's the difference between sixty and three hundred sixty.

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<v Speaker 5>Is just audio. You're just starting out right.

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<v Speaker 4>Different studios also have different prices, always a little more

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<v Speaker 4>expensive because of the landscape. But we kept our prices

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<v Speaker 4>low on purpose because we know that the average podcaster

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<v Speaker 4>that's watching us or wants to start up, they may

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<v Speaker 4>not have all the bread. Then we got y'all who

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<v Speaker 4>may spend four figure numbers when you need mobile shoots.

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<v Speaker 5>But you know what I'm saying, your podcast is bringing

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<v Speaker 5>in more.

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<v Speaker 4>Horrible spends more as well because we need more bells

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<v Speaker 4>and whistles. But if you just need baseline audio, sixty bucks.

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<v Speaker 4>If you just want one angle one fifty, Like we've

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<v Speaker 4>made it pretty easy, and we never raised.

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<v Speaker 5>Our prices either.

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<v Speaker 6>Oh okay, so like if we have a four camera

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<v Speaker 6>set up here, but if it was like a two camera,

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<v Speaker 6>that would fluctuate. Yeah, all right, So I remember when

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<v Speaker 6>you guys were starting, it was just that one studio,

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<v Speaker 6>and then this was getting built out.

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<v Speaker 2>You went over on that one. This is the biggest studio.

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<v Speaker 6>Is it the same price point or was like all right,

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<v Speaker 6>now I know that the price that I need to

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<v Speaker 6>be at to make sure that.

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<v Speaker 2>This is functional. We kept it at the same price point.

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<v Speaker 2>So it's fifty again.

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<v Speaker 7>Yeah, so we never raised until now our newest location

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<v Speaker 7>in Midtown, and that one's even larger than this. It's

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<v Speaker 7>a little bit more premiere, and I think the only

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<v Speaker 7>reason why it's a little bit more is just too offset.

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<v Speaker 7>I don't want everybody rushing to the new one. So

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<v Speaker 7>it's like just to keep a balance where it's like

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<v Speaker 7>we still have clients that love coming here, but then

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<v Speaker 7>also you know, when something's sparkly and new people want

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<v Speaker 7>to try to go there.

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<v Speaker 6>I would assume, and this is probably right. The cameras

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<v Speaker 6>are the most expensive piece in here, cameras, computers, like,

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<v Speaker 6>so like if for the people who can't see, like,

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<v Speaker 6>what are the things that are needed to make this

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<v Speaker 6>things functional? Obviously cameras, So we got to show sm

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<v Speaker 6>seven pps what else.

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<v Speaker 7>So it was important for me to like, you know,

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<v Speaker 7>how new tech startups they want to disrupt the market

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<v Speaker 7>or whatever. So I working in production for as long

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<v Speaker 7>as I have been, I saw all the things people

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<v Speaker 7>were doing wrong. And I saw also how like Kyllywood

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<v Speaker 7>and other places overcharged for a lot of stuff. So

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<v Speaker 7>like I just found that middle where it's like, Okay,

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<v Speaker 7>let me get the highest end let's say camera, but

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<v Speaker 7>I can go for a cheaper lens to offset the price,

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<v Speaker 7>and then the quality doesn't really drop very much and

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<v Speaker 7>I can keep costs down. So that was like one

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<v Speaker 7>of the things that was very important. And it's like

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<v Speaker 7>a lot of other studios they look cheap and I

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<v Speaker 7>didn't want that, so I wanted us to look premiere

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<v Speaker 7>because like that's going to be the main thing that

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<v Speaker 7>sells the studio. But then also I can't have like,

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<v Speaker 7>you know, red cameras like shit that you use for movies,

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<v Speaker 7>because then we would just beat go broke.

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<v Speaker 4>But Alex making the choice to spend that much in equipment,

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<v Speaker 4>I think is the biggest reason we flourished.

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<v Speaker 5>Yeah, we thought about that a lot.

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<v Speaker 4>I'm like, we only have this much to spend, why

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<v Speaker 4>are you spending that? Just get some cameras. We cool

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<v Speaker 4>everybody for the come tows anyway, And he was like, no,

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<v Speaker 4>but nobody has these, and it's true when you look

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<v Speaker 4>at other studios they almost have like that webcami look sometimes.

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<v Speaker 4>And so I was like, but we're going to take

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<v Speaker 4>so long to pay ourselves back. And he just had

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<v Speaker 4>a lot of faith in volume, and he was right

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<v Speaker 4>because it's true true a lot of studios don't have

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<v Speaker 4>this because it costs way too much. Having ten thousand

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<v Speaker 4>dollars cameras is ridiculous. One camera, like it's crazy, but

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<v Speaker 4>no one else could get it for that price. And

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<v Speaker 4>so instead, whereas one fifty was kind of cheap, now

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<v Speaker 4>we've got ten people a day at one fifty, whereas

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<v Speaker 4>if another studio had that, they may have been charging

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<v Speaker 4>five hundred a session, which is probably what you should

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<v Speaker 4>be paying for these, But we ended up just getting

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<v Speaker 4>people to come in. And so it's great because you

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<v Speaker 4>could see a podcaster like yourself have your show on

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<v Speaker 4>a set like this, and then someone who may only

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<v Speaker 4>get one hundred views, but they're happy to be able

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<v Speaker 4>to do that too.

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<v Speaker 5>So the fact that they.

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<v Speaker 4>Could work up to it is really the thing. That's

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<v Speaker 4>why it's like low key a little fuobu for us,

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<v Speaker 4>like four podcasters by podcasters, because we knew it costs

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<v Speaker 4>too much to make something look nice, So.

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<v Speaker 3>What about what's the other revenue models you have? Brand partnerships.

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<v Speaker 4>Yeah, so that actually worked out for us really well

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<v Speaker 4>because we started learning what we were spending money in

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<v Speaker 4>and what was costing us the most monthly, quarterly, and annually.

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<v Speaker 5>One thing that was happening was lenses.

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<v Speaker 4>So al and Mike's so Alex literally started reaching out

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<v Speaker 4>to all of the companies that you know, we're big

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<v Speaker 4>in cameras, big in audio and being like, yo, this

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<v Speaker 4>is our studio, everybody's going to use it. You need

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<v Speaker 4>to be giving us free shit.

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<v Speaker 5>Shout out to Tiana, she was managing exactly like that.

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<v Speaker 7>But basically whatever, Like I went to a lot of

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<v Speaker 7>those conventions where it's like you have all of the camera,

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<v Speaker 7>audio lighting, all those playbill and just face to face

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<v Speaker 7>and it's the best thing. And then you tell them

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<v Speaker 7>about the studio and then they want to have a

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<v Speaker 7>relationship with you because they know that, hey, if you

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<v Speaker 7>have a show like Eil and Net bringing all these people,

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<v Speaker 7>people are also looking at how it's being done. And

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<v Speaker 7>so so we have a brand partnership with Sigma, black Magic,

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<v Speaker 7>even Water, our soda, Like we have partnerships like that

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<v Speaker 7>because people know that people are going to come in here,

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<v Speaker 7>look around and see what's being used.

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<v Speaker 2>Signal for the lens, black Magic's the camera.

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<v Speaker 6>Yeah what about we are we here? And I'm not

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<v Speaker 6>even mentioned them for them, No, not not yet.

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<v Speaker 7>Not you had road, I thought a road for our

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<v Speaker 7>wireless mics. This pH water.

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<v Speaker 4>But like that's the thing. We found out how much

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<v Speaker 4>we were spending in like beverages alone, and it was

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<v Speaker 4>like what, like we this is too much money. So

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<v Speaker 4>now we probably saved twenty thousand dollars a year across

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<v Speaker 4>the studios just having free beverages for clients, which is

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<v Speaker 4>just it's a small little thing that you don't think about,

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<v Speaker 4>but like, truly, that was it. I mean the next one,

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<v Speaker 4>like I'm working on as a wayfair partnership. We spent

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<v Speaker 4>mad bread in like furniture, and I learned that from

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<v Speaker 4>even you know, working with Kenya Barris. Rich niggas don't

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<v Speaker 4>pay for nothing. They don't pay for who was nothing.

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<v Speaker 4>They put them credits right in your account. And the

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<v Speaker 4>more I've been around wealthy people that strategy. And it's

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<v Speaker 4>not like Kenya Barris, the one hundred millionaire times over

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<v Speaker 4>is hounding down Uber. Your team is figuring out how

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<v Speaker 4>to use your platform, your influence and be like, yeah,

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<v Speaker 4>you want this person to be writing in these types

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<v Speaker 4>of SUVs, they should have this. It's like that's the thing.

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<v Speaker 4>So Alex and I kind of had to learn how

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<v Speaker 4>to do that. We've never paid for marketing or prs,

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<v Speaker 4>so it's like, okay, how are we supposed to do this?

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<v Speaker 4>So using our own profile to kind of leverage everything else.

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<v Speaker 6>So let's talk about Kenya Barris. I mean, this is

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<v Speaker 6>obviously a relationship. When I think of you, I mean

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<v Speaker 6>the first time I met you. It's always been about

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<v Speaker 6>the business of podcasts. It's always been business with you

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<v Speaker 6>and in podcasts, and specifically, how did you develop that relationship

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<v Speaker 6>and what did you do?

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<v Speaker 2>You currently exist in in the Keny Barras Yeah world.

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<v Speaker 5>So I was at a party.

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<v Speaker 4>I walked in and Keny was the first person there,

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<v Speaker 4>and he was like, yo, are you Are you horrible decisions?

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<v Speaker 5>Are you easy? And he said I'm Kenny Barras and

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<v Speaker 5>I'm like, uh.

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<v Speaker 4>Nigga, I know, And he asked me to take a picture,

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<v Speaker 4>which I thought was hilarious. He's like, bruh dubbed me

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<v Speaker 4>because he asked for tickets to his show in LA

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<v Speaker 4>and I like wrote back or some shit, and I

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<v Speaker 4>said it was sold out and he wanted to bring

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<v Speaker 4>people from his office.

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<v Speaker 5>They loved horrible. So we start vibing.

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<v Speaker 4>He tells me about an audible deal and he's like, yo,

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<v Speaker 4>I need someone to run it, like I'm film and TV,

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<v Speaker 4>I have my music division, Like I want someone to

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<v Speaker 4>run it. And I honestly believe that WTF Media. If

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<v Speaker 4>not for being built that six months prior, there was

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<v Speaker 4>no way I could have done that job.

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<v Speaker 5>So and Alex helped me so much.

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<v Speaker 4>So basically took on the job making podcasts easy, but

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<v Speaker 4>when it came to building the landscape difficult. And it's

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<v Speaker 4>great because I've literally funded all my businesses down to

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<v Speaker 4>my TV show through the others. So Horrible brought me

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<v Speaker 4>to Kenya Barris. Right then we've got to build studios.

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<v Speaker 5>I hire Alex.

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<v Speaker 4>Alex becomes you know, the audio producer for all of

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<v Speaker 4>the projects and building out structurally how things will look.

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<v Speaker 5>You know.

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<v Speaker 4>We created a sound system for him in his loft,

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<v Speaker 4>which was the studio that Gangster Grills was filmed out of.

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<v Speaker 4>WTF Media then produced Gangster Girls because I had to hire,

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<v Speaker 4>you know, a team.

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<v Speaker 5>So it's been great.

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<v Speaker 4>Right now, I mean I'm working on Kenya's other podcasts

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<v Speaker 4>for Audible and producing all them, eping them, and it's

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<v Speaker 4>an amazing relationship and partnership because what he really showed

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<v Speaker 4>me is that you can you can't exist outside of

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<v Speaker 4>your element. Kenya hired a podcaster to run his podcast division,

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<v Speaker 4>and it was the smartest thing he could have done

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<v Speaker 4>because whenever I was on zooms and meetings for him,

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<v Speaker 4>it was all film and TV people, and they're talking

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<v Speaker 4>in movie and TV language. They're thinking, we have to

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<v Speaker 4>spend twenty thousand dollars a shoot.

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<v Speaker 5>I know that's not true. You're giving me millions of

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<v Speaker 5>dollars in a budget.

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<v Speaker 4>I'm like Niga, but like it's really that type of shit.

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<v Speaker 4>These big entities and these big companies don't understand how

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<v Speaker 4>rat gros grassroots podcasting is.

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<v Speaker 5>So when I came in, I.

0:10:54.720 --> 0:10:58.480
<v Speaker 4>Was able to really reinvent that for him and really

0:10:58.520 --> 0:11:01.080
<v Speaker 4>show like, hey, like this is what we should be doing.

0:11:01.280 --> 0:11:03.240
<v Speaker 5>And it's been amazing. Like I mean, I.

0:11:03.200 --> 0:11:05.960
<v Speaker 4>Posted a picture with Malcolm gladwellman him the other day

0:11:05.960 --> 0:11:07.920
<v Speaker 4>and I'm like, I cannot believe podcasting brought me here.

0:11:07.960 --> 0:11:09.520
<v Speaker 5>Brouh, Like it's it's.

0:11:09.400 --> 0:11:12.880
<v Speaker 4>A trip, because what's happening now people like us that

0:11:12.960 --> 0:11:17.079
<v Speaker 4>were normal people that became famous from podcasting are the outliers.

0:11:17.640 --> 0:11:20.880
<v Speaker 4>Word to Malcolm Gladwell but like, seriously, now it's the celebrities,

0:11:21.120 --> 0:11:23.920
<v Speaker 4>and the celebrities are getting two million dollars to make

0:11:23.960 --> 0:11:26.080
<v Speaker 4>a show and they're probably going to spend half a

0:11:26.080 --> 0:11:26.800
<v Speaker 4>million in production.

0:11:27.240 --> 0:11:29.680
<v Speaker 5>That's crazy. Making a podcast for a year does not

0:11:29.760 --> 0:11:32.240
<v Speaker 5>cost that much. But you give me half.

0:11:32.040 --> 0:11:33.320
<v Speaker 4>Of it, I'll tell you where to do it. And

0:11:33.320 --> 0:11:35.959
<v Speaker 4>that's really what's happening, you know. So Alex and I

0:11:36.000 --> 0:11:38.640
<v Speaker 4>have made our most money from the largest deals like that,

0:11:39.080 --> 0:11:40.760
<v Speaker 4>not particularly Kenya Barris, like I'm.

0:11:40.640 --> 0:11:43.680
<v Speaker 5>Salaried, right, But but it's stuff like that.

0:11:44.000 --> 0:11:47.120
<v Speaker 4>It's the big company that comes in, Like, Yo, let's

0:11:47.160 --> 0:11:48.480
<v Speaker 4>just say it's a bank. We had a meeting with

0:11:48.520 --> 0:11:50.559
<v Speaker 4>a bank, right, huge bank. I would say, we all

0:11:50.600 --> 0:11:53.560
<v Speaker 4>probably have the card in our wallet. They were given

0:11:53.600 --> 0:11:56.199
<v Speaker 4>a certain amount of money a year to make financial

0:11:56.280 --> 0:12:00.280
<v Speaker 4>videos for kids, so they know exactly how much they have.

0:12:00.440 --> 0:12:01.920
<v Speaker 5>Hey, what do we do with this? It's a six

0:12:01.960 --> 0:12:03.760
<v Speaker 5>figure number. I'm gonna tell you what to do.

0:12:03.800 --> 0:12:05.720
<v Speaker 4>I'm gonna probably give you fifteen hundred to go home with.

0:12:06.320 --> 0:12:07.480
<v Speaker 4>So you felt like you saved.

0:12:07.720 --> 0:12:09.240
<v Speaker 6>But at the end of the day, like you didn't

0:12:09.240 --> 0:12:12.560
<v Speaker 6>tell them your leisure What do you mean, Like you

0:12:12.600 --> 0:12:13.600
<v Speaker 6>said you know what to do with it?

0:12:13.640 --> 0:12:15.040
<v Speaker 2>Like you didn't tell them, Oh, I know the guys

0:12:15.040 --> 0:12:15.520
<v Speaker 2>you should call.

0:12:15.920 --> 0:12:20.040
<v Speaker 4>They already had their It was a sponsored podcast by Bleep.

0:12:20.440 --> 0:12:22.560
<v Speaker 4>But it's it's things like that. It's like being able

0:12:22.600 --> 0:12:25.839
<v Speaker 4>to be trusted by companies. So that type of partnership

0:12:25.880 --> 0:12:28.680
<v Speaker 4>is like, really what makes us money? Granted, being in

0:12:28.720 --> 0:12:31.000
<v Speaker 4>here is amazing and making people's dreams come true by

0:12:31.040 --> 0:12:33.160
<v Speaker 4>them having their own show and finding voices dope too,

0:12:33.240 --> 0:12:34.880
<v Speaker 4>but it's the big fucking bucks.

0:12:35.080 --> 0:12:37.160
<v Speaker 3>So when you say that, when you are consultant to

0:12:37.720 --> 0:12:42.520
<v Speaker 3>people companies to consult on their podcast divisions.

0:12:41.800 --> 0:12:43.960
<v Speaker 4>Pretty much, I mean as a production company, that's what

0:12:44.000 --> 0:12:45.560
<v Speaker 4>we do, and we take a call, right, it's like,

0:12:45.600 --> 0:12:47.240
<v Speaker 4>we figure out your needs, we figure out how you're

0:12:47.240 --> 0:12:50.760
<v Speaker 4>gonna build something. And they probably asked two other companies, so.

0:12:50.720 --> 0:12:51.760
<v Speaker 2>You're shooting it for them.

0:12:52.240 --> 0:12:55.480
<v Speaker 7>Shooting is start to finish, like they just have an

0:12:55.520 --> 0:12:57.480
<v Speaker 7>idea and they're like, hey, can you make it happen?

0:12:57.840 --> 0:13:00.520
<v Speaker 7>So we'll come up with concept, how it's can be shot,

0:13:00.640 --> 0:13:03.679
<v Speaker 7>the look of it, shoot it, edit it deliberate though.

0:13:03.720 --> 0:13:05.120
<v Speaker 5>It might even pair you with a co host and

0:13:05.160 --> 0:13:05.839
<v Speaker 5>you might say, we know.

0:13:05.840 --> 0:13:08.280
<v Speaker 2>People you make social clips. Yeah. Everything.

0:13:08.400 --> 0:13:12.040
<v Speaker 8>An illegal alien from Guatemala charged with raping a child

0:13:12.080 --> 0:13:15.840
<v Speaker 8>in Massachusetts. An MS thirteen gang member from Al Salvador

0:13:16.120 --> 0:13:20.240
<v Speaker 8>accused of murdering a Texas man of Venezuelan charged with

0:13:20.320 --> 0:13:24.200
<v Speaker 8>filming and selling child pornography in Michigan. These are just

0:13:24.320 --> 0:13:28.080
<v Speaker 8>some of the heinous migrant criminals caught because of President

0:13:28.080 --> 0:13:31.640
<v Speaker 8>Donald J. Trump's leadership. I'm Christy Noman, the United States

0:13:31.679 --> 0:13:36.480
<v Speaker 8>Secretary of Homeland Security. Under President Trump, attempted illegal border

0:13:36.520 --> 0:13:40.080
<v Speaker 8>crossings are at the lowest levels ever recorded, and over

0:13:40.120 --> 0:13:43.360
<v Speaker 8>one hundred thousand illegal aliens have been arrested. If you

0:13:43.440 --> 0:13:47.280
<v Speaker 8>are here illegally, your next you will be fine nearly

0:13:47.360 --> 0:13:51.400
<v Speaker 8>one thousand dollars a day, imprisoned and deported, you will

0:13:51.400 --> 0:13:55.080
<v Speaker 8>never return. But if you register using our CBP home

0:13:55.120 --> 0:13:58.480
<v Speaker 8>app and leave now, you could be allowed to return legally.

0:13:58.840 --> 0:13:59.640
<v Speaker 8>Do what's right.

0:14:00.240 --> 0:14:01.080
<v Speaker 5>Leave now.

0:14:01.400 --> 0:14:06.200
<v Speaker 8>Under President Trump, America's laws, border and families will be protected.

0:14:06.280 --> 0:14:08.439
<v Speaker 2>Sponsored by the United States Department of Homeland Security,