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Speaker 1: I'm off my game today. No, you're not. People are

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Speaker 1: going to have to start making better content. I think

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Speaker 1: we're gonna be talking about this for a long time.

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Speaker 1: When you program for everyone, you program for no one.

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Speaker 1: I think it's that we're purpose driven platform, like we're

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Speaker 1: trying to get to substance. How was that? Are you

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Speaker 1: happy with that? This is marketing therapy right now? It

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Speaker 1: really is? What's up? I'm Laura Currentti and I'm Alexa Kristen.

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Speaker 1: Welcome back at Landia. We've got a great show, an

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Speaker 1: old friend Steve Wilson coming on to talk all things

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Speaker 1: podcasting and audio, and speaking of that, I be upfronts

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Speaker 1: for last week. So many new shows announced, really fascinating stats,

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Speaker 1: though not surprising. The podcast space projected to bring in

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Speaker 1: a billion dollars this year, expected to double in the

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Speaker 1: next two years. So why the space is certainly showing

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Speaker 1: no signs of slowing down. I think, Alexa, what we're

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Speaker 1: going to get into a bit with Steve is the

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Speaker 1: in a vation side of audio and podcasting and not

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Speaker 1: just looking at it as a place to integrate, you know,

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Speaker 1: pre roles, mid roles, post roles, but really thinking about

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Speaker 1: form factors, new I P development, et cetera. I think

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Speaker 1: the audio and podcasting has not reached its full potential,

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Speaker 1: not even close yet. And so when the IB comes

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Speaker 1: out and says we're a billion dollar industry now, that's

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Speaker 1: just scratching the surface. And really to really focus on

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Speaker 1: advertising dollars, kind of traditional advertising dollars. What you and

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Speaker 1: I have been talking about is where's the opportunity where

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Speaker 1: we could be expanding what all they is the definition

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Speaker 1: of podcasting and audio. The idea that creators could be

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Speaker 1: using the platform live to create and collaborate is so exciting.

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Speaker 1: So actually create the art, create the content live with

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Speaker 1: other participants. There's so many opportunities with that. The other thing,

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Speaker 1: and I think that is really exciting is this idea

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Speaker 1: of you know, the traditional episodic series or even an

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Speaker 1: author like Malcolm Gladwell getting on the mic and writing live.

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Speaker 1: Really taking the spoken word to the next level. When

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Speaker 1: you start thinking of that and you start thinking of

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Speaker 1: social audio platforms and audio platforms as places to express

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Speaker 1: the spoken word, all of a sudden, the ideas kind

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Speaker 1: of our endless, these ideas of characters being created that

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Speaker 1: maybe only live in audio, and all of a sudden,

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Speaker 1: have created this whole new sound experience that you're frankly

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Speaker 1: walking people through and something that they could potentially participate in.

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Speaker 1: I think we just haven't gotten there in terms of

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Speaker 1: figuring out what audio is going to feel like, what

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Speaker 1: this kind of immersive audio experience are going to feel like.

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Speaker 1: And at this point, Skuy's the limit to the point

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Speaker 1: where we could be reinventing what meetings feel like. We

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Speaker 1: could be reinventing in terms of how we bring new

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Speaker 1: ideas to the table, not just in a power point,

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Speaker 1: but spoken words storytelling, bringing in collaborators to bring something

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Speaker 1: to life. Yeah, there's so many provocative thoughts in that.

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Speaker 1: This has me thinking about the Bomber Mafia, the new

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Speaker 1: audio book from Malcolm Gladwell and Pushkin that comes with

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Speaker 1: a downloadable PDF that helps to provide just enough additional

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Speaker 1: context to get up to speed. So I think this

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Speaker 1: mashup of mediums and finding new use cases for the space. Um,

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Speaker 1: as you said, we're just beginning to scratch the surface

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Speaker 1: of new and innovative ways to bring storytelling to life.

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Speaker 1: I couldn't agree more. And I love the Bomber Mafia example.

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Speaker 1: It got me thinking so much about what is the

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Speaker 1: future of book publishing, what's the future of authorship in

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Speaker 1: a text format that now can be translated into an

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Speaker 1: audio world. And I think we both encourage our listeners

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Speaker 1: to download Bomber Mafia. It is impressive. It is it

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Speaker 1: is theater. It is theater, and also look into the future.

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Speaker 1: And with that, Steve Wilson, we'll be right back and

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Speaker 1: we're back on the mic with longtime friend podcast extraordinaire

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Speaker 1: Steve Wilson. Hey guys, happy to be with you. Steve Wilson,

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Speaker 1: the chief strategy officer of q Code. Steve, We go back.

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Speaker 1: This episode is years in the making. I think we

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Speaker 1: were saying what physically we met in at the Soho

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Speaker 1: Apple Store Malcolm Gladwell was doing his finale right of

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Speaker 1: revisionist history. Yeah, you're a big fan of the message

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Speaker 1: that we created a g e and you were this

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Speaker 1: kind of amazing supporter and um, we just think a

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Speaker 1: friendship started from there. It's been incredible and certainly long

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Speaker 1: time in the making. Thanks for having me, guys. I

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Speaker 1: remember the first time, yeah, meeting you guys in person

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Speaker 1: was in New York kind of after an event at

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Speaker 1: the Apple Store and Soho. Um, you know Apple had

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Speaker 1: done an event for Malcolm Gladwell's for Business History podcast.

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Speaker 1: I had worked when I was an Apple on the Message, Um,

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Speaker 1: which you guys did such a brilliant job of with Panoply,

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Speaker 1: and so I don't know during that campaign if we

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Speaker 1: worked as much directly together or both just kind of

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Speaker 1: via Panoply, but knew of knew of you guys your

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Speaker 1: amazing work. And uh, I think I think the rest

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Speaker 1: is history, UM, and I think I would I should say,

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Speaker 1: you guys have a ton to do with what I'm

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Speaker 1: doing now, like you code, I think the Message and

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Speaker 1: what you guys did there, which was so innovative, it

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Speaker 1: was one of the shows that really made me pay

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Speaker 1: attention to scripted fiction, along with Limetown. Uh. And you

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Speaker 1: know the work of Paul Bay and Lauren Shipping, Fred

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Speaker 1: Greenhalge and there's a number of amazing creators out there

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Speaker 1: who are doing scripted fiction. And you know, I really

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Speaker 1: felt like, you know, it's a little weird that podcasts

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Speaker 1: have so much fantastic narrative nonfiction, but yet with fiction

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Speaker 1: being such a huge um component of what we all

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Speaker 1: consume in media, it's a bit unrepresented in podcasts. So Anyway,

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Speaker 1: all that to say, I really credit you guys a

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Speaker 1: lot with studying me on the on the journey towards

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Speaker 1: where I ended up at you could that's amazing, Thanks Steve.

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Speaker 1: Thanks Steve. So you were at Apple for fifteen years.

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Speaker 1: And it's funny when anyone talked about or talked about

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Speaker 1: Apple podcasts, they would say, Steve Wilson, do you know

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Speaker 1: I mean you were like synonymous, right, I don't know

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Speaker 1: if you know this, maybe you do, but like you're

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Speaker 1: synonymous some things. Yeah, there's a big team over there.

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Speaker 1: A lot of people deserve credit for for podcast at Apple,

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Speaker 1: and and I've been in it for a very long time,

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Speaker 1: but it's happy to be a part of that team. Absolutely, Steve.

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Speaker 1: When you think about the last fifteen years, but namely

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Speaker 1: the last five to six really Sincereal broke through, what

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Speaker 1: have been the big signals you've seen that indicate, you know,

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Speaker 1: just the massive amount of growth this particular industry has seen. Yeah, well,

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Speaker 1: I think it's incredible where we're at today. You know,

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Speaker 1: podcast have gone through a number of different eras. I

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Speaker 1: think you could say, and and you're right, you know,

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Speaker 1: certainly Sereal And I would also credit Gimblet and what

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Speaker 1: they do is start Up being a really special inflection point. Uh.

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Speaker 1: Fun uh sort of history. Those two podcasts came out

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Speaker 1: the same month alongside of Apple making podcast preinstalled on

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Speaker 1: every shipping iOS device in October. So together you got

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Speaker 1: this breakout global number one hit. You got Startup telling

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Speaker 1: the business story of podcasts um and you know the

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Speaker 1: amazing company that became Gimlet, and Apple's at making easier

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Speaker 1: than ever for someone to one tap listen to a show.

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Speaker 1: So I think there was this sort of lightning in

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Speaker 1: the bottom moment that I think there's gonna be or

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Speaker 1: should be case studies on on all of that and

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Speaker 1: how it's grown. But since that time, you know, yeah,

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Speaker 1: there's now over two million podcasts and Apple podcasts and Spotify.

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Speaker 1: The contents incredible, and I think we've seen this great

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Speaker 1: virtuous circle of audience which has led to more revenue

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Speaker 1: and podcasts, which is led to greater publisher investment and

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Speaker 1: creator investment. Uh. And it's been this fly wheel that's

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Speaker 1: really created the growth that we're saying today. And you know,

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Speaker 1: if you go back, it's kind of funny. You'd hear

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Speaker 1: people ask questions like do you listen to podcasts, you know,

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Speaker 1: which is such a funny question. You'd never say, do

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Speaker 1: you do you read books? Do you watch movies? But

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Speaker 1: somehow that was a really normal question to ask back

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Speaker 1: in Seen. But I think we're now at a place

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Speaker 1: where podcasts a mainstream. There's so much great content to

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Speaker 1: listen to. And yeah, I don't think it's I don't

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Speaker 1: think we've seen sort of a you know, too much

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Speaker 1: too many shows. Right, we were not sitting back thinking,

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Speaker 1: you know, why bother create a new movie or create

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Speaker 1: a create a write a book. Right, there's so much

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Speaker 1: room for innovation and new stories to be told in podcasting.

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Speaker 1: You talked about fictional you storytelling and q code is

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Speaker 1: narrative audio production. You guys are focusing a lot on

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Speaker 1: fictional storytelling. And when we started, the message fictional storytelling

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Speaker 1: was like very rare, very rare, like really going back

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Speaker 1: to like almost you know, radio theater of like the thirties,

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Speaker 1: and there wasn't kind of this reboot of that. What

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Speaker 1: are you doing at q code that you're putting a

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Speaker 1: lot of effort into fictional storytelling? Like what's the future there? Yeah?

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Speaker 1: I think you know, que code we really think of

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Speaker 1: ourselves as a storytelling company first and foremost, and we

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Speaker 1: do specialize in scripted fiction. So you know, the company

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Speaker 1: was started by Rob Herding, who was a longtime agent

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Speaker 1: UM and he really saw an opportunity to tell new

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Speaker 1: kinds of stories. You know, Hollywood can be a bit

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Speaker 1: risk adversed for a variety of reasons, and in an

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Speaker 1: audio you have a really amazing opportunity to combine an

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Speaker 1: incredible story with amazing talent and really be innovative on

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Speaker 1: the technical side. And those are those are some of

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Speaker 1: the things that he cold is really focused on. So

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Speaker 1: I think, you know, as we're looking to the future

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Speaker 1: of of narrative audio, we're thinking a lot about how

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Speaker 1: we can tell stories in ways that people haven't before,

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Speaker 1: you know. And I love the comparison to you know,

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Speaker 1: old time radio. I think it's a really apt one.

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Speaker 1: There's been some incredible creators. There's an amazing community around

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Speaker 1: audio drama UM like our slash Audio Drama and read

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Speaker 1: it has a hundred thousand people who love and are

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Speaker 1: making this kind of content. And I think you could

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Speaker 1: is really excited just to be a part of that

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Speaker 1: community making things that you know, we'll delight people and

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Speaker 1: in different kinds of ways. Side note, our producer Ryan

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Speaker 1: is a fictional well he does everything, but he created

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Speaker 1: the Angel of Vine. He's like, head not he wants

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Speaker 1: to get in on this conversation. He's like a yeah, Bryan,

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Speaker 1: just granpa mind. Yeah, I don't want to hijack the conversation,

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Speaker 1: but I love hearing all about it. But I think

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Speaker 1: it's It's funny because when we met Ryan and he

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Speaker 1: started talking to us about this particular side of podcasting,

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Speaker 1: one of the things that we kind of geeked out

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Speaker 1: on was that it is still really nascent. It is

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Speaker 1: actually hard to create great fictional audio. Why do you

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Speaker 1: think it is such an untapped genre. I'd love to

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Speaker 1: hear what Steve thinks. First and foremost. I was waiting

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Speaker 1: for Ryan, Um, yeah, please go for it. I think

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Speaker 1: that the barriers to entry are low when it comes

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Speaker 1: to fiction, but I think that also creates a certain

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Speaker 1: amount of folks that are just figuring out the kinks

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Speaker 1: in working out their voices. Storytellers, and there's a lot

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Speaker 1: that goes into a production, especially when you start involving

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Speaker 1: celebrity talent and the expectations that come with that from

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Speaker 1: a storytelling perspective where folks don't realize just how much

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Speaker 1: goes into the musicality of having to create for one sense,

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Speaker 1: if you will, like things stick out like a sore

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Speaker 1: thumb from a storytelling perspective when all you have is

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Speaker 1: your ears. And that's the thing I think people miss,

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Speaker 1: is that, just the ability to create immersive story without

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Speaker 1: overdoing it. On the audio, I think that's right. You know,

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Speaker 1: there's some incredible audio fiction out there that you know,

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Speaker 1: sometimes feels like it could be you know, um simplified.

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Speaker 1: Sometimes people try to do too much in the audio,

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Speaker 1: and you know, I think that there's an opportunity to

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Speaker 1: really think about you know, things like sound effects and

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Speaker 1: dialogue and that's tricky too, like in a new way

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Speaker 1: that don't feel like, you know, it's relying on things

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Speaker 1: like a narrator. So totally could could have some of

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Speaker 1: those shows that, um, you know, have a narrator voice.

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Speaker 1: So there's a I guess what i'd call a conceit

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Speaker 1: for why this conversation is being recorded. But there's other ones.

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Speaker 1: And we're moving to shows that have sort of a

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Speaker 1: whole fly on the wall perspective, like Unwanted, which is

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Speaker 1: a eighties action comedy. Uh, starting with More and Morris,

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Speaker 1: you're just sort of a you know, a presence in

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Speaker 1: that room, listening to the main character sort of joke

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Speaker 1: around and laugh and experience the world as they go

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Speaker 1: through that series. Let's click and for a second on

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Speaker 1: less so genre more so, what makes podcasting successful, Steve,

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Speaker 1: You've had an up close and personal look at the

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Speaker 1: full range of work that has been in the market

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Speaker 1: over the last decade. What are the core or staple

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Speaker 1: ingredients that you have seen time and time again resonate

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Speaker 1: with audiences that keep it, you know, top of mind

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Speaker 1: for its listeners and maybe even on the top charts. Yeah.

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Speaker 1: I think that this is a overused expression, but it's

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Speaker 1: so true, you know. I think podcasts have to offer

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Speaker 1: a real strong benefit to a listener. And those things

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Speaker 1: are the you know, entertain, inform and inspire, you know

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Speaker 1: which which feels so often said, but but in podcasts

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Speaker 1: is so true, right you have to think about how

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Speaker 1: and and one of the exciting things in podcasts is

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Speaker 1: that this is a medium that fits into a different

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Speaker 1: modality in people's lives oftentimes, right, So, um, and I

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Speaker 1: think for marketers and advertisers out there something to consider

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Speaker 1: as well. There's so many things competing for our visual attention,

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Speaker 1: right you know, TikTok is competing with snapchat, as competing

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Speaker 1: with YouTube, competing with Netflix, any other video that's out

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Speaker 1: there in the world, or any app that's out there

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Speaker 1: in the world. Oftentimes, podcast listening fits into a time

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Speaker 1: when we're on our commute, or we're working out, or

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Speaker 1: we're being intentional about taking a walk and being uh,

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Speaker 1: screen free. And so I think they really have provided

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Speaker 1: this good, um, good and positive escape for people as

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Speaker 1: there going about their daily lives. And I think that

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Speaker 1: is an area in which you want to have a

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Speaker 1: really high value experience, if you will, with the content

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Speaker 1: you're consuming. So it's got to be really entertaining or

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Speaker 1: really informative. The content's got to make the most use

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Speaker 1: of that time that you're allotting it because oftentimes podcasts

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Speaker 1: are a little longer than other mediums, twenty to forty

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Speaker 1: minutes or beyond, and uh, you know, really engaging personalities, right,

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Speaker 1: whether that's a chat show or interview or someone who

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Speaker 1: can really hold an audience but bring that sense of

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Speaker 1: community into someone's ears. And and oftentimes you know, the

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Speaker 1: word intimacy is used in relation to podcasting because it

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Speaker 1: becomes such a a personal experience that you have with

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Speaker 1: the person that you're listening to, oftentimes hours per week.

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Speaker 1: I think a lot of the return um that we see,

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Speaker 1: especially from an advertising perspective, would indicate that, yeah, this

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Speaker 1: is a medium that is uninterrupted or largely uninterrupted in

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Speaker 1: terms of you know, things like recall. There's other elements

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Speaker 1: like cover. You know, at one point, I feel like

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Speaker 1: you had a whole side gig on critiquing cover art

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Speaker 1: and people were like tweeting you work in progress designs

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Speaker 1: to get your feedback, Um, what are those additives that

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Speaker 1: really round out or allow a show to break through

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Speaker 1: in such a cluttered environment, and particularly some of the genres,

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Speaker 1: there's just so much What are those maybe secret ingredients

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Speaker 1: that you might recommend people really think twice about. Yeah, well,

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Speaker 1: even though this is an audio medium, visual design of

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Speaker 1: course still matters. And I think, you know, is how

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Speaker 1: people are going to find your show and get insight

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Speaker 1: into what it's all about. And so you know that

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Speaker 1: starts with the artwork that you put up on the

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Speaker 1: platforms Apple Podcasts, Spotify and everywhere else to provide Uh,

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Speaker 1: potential listeners with a sense for what your show is

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Speaker 1: going to be about, and I think take people further

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Speaker 1: into the world. So as we think about scripted fiction

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Speaker 1: at q CODE, we're trying to always strike that balance

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Speaker 1: in our visual design of providing enough information about the

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Speaker 1: world while also leaving a lot of room for the

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Speaker 1: listeners imagination, because that's really fun aspect of what we're doing.

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Speaker 1: You know, the listener can he you know, think about

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Speaker 1: what that character looks like in their own way. Um

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Speaker 1: So I think that kind of visual design is really important.

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Speaker 1: And then of course all the other elements of your

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Speaker 1: product packaging, which are your metadata, your titles, your descriptions,

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Speaker 1: all of that really matters. And as you think about

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Speaker 1: this as a digital product alongside of anything else out

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Speaker 1: there that it's competing for people's attention, I should say,

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Speaker 1: you know, podcast sort of packaging really makes a difference

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Speaker 1: in terms of how a consumer might resonate with your show.

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Speaker 1: I love that you're calling a podcast a product. I

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Speaker 1: think that's how we've always thought about it. It's really

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Speaker 1: important for brands and marketers to start thinking about podcasting,

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Speaker 1: original content, audio and podcasting as a product. So Malcolm

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Speaker 1: Gladwell just launched his first designed for audio book, Bomber Aafia,

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Speaker 1: and the Wall Street Journal was covering the launch and

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Speaker 1: something that he said that I think is so right

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Speaker 1: on and is going to lead us to think about

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Speaker 1: podcasting and audio storytelling in a very different way. He said,

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Speaker 1: we think with our eyes and feel with our ears.

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Speaker 1: Audio is actually a visual medium if done right, And

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Speaker 1: so if you think about it like this, like brands

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Speaker 1: could be using audio to describe something visually or to

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Speaker 1: create an experience. Is a different word for visual imagination

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Speaker 1: because I just had the head exploding emoji as you

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Speaker 1: said that, right, Because like when I think of like

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Speaker 1: visual medium in the same way we engage with books,

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Speaker 1: you know, Steve said the word I want to imagine

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Speaker 1: the world that you're bringing me into, and my experience

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Speaker 1: or world is going to be different from your, Seve,

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Speaker 1: different from yours, Alexa. And isn't that then what makes

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Speaker 1: this such a person intimate medium. So Alex says, as

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Speaker 1: you said that, I was like, well, that's right, And Laura,

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Speaker 1: I mean, like think about the opportunity and audio to

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Speaker 1: actually be more linear about what I'm trying to show you,

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Speaker 1: what I'm trying to tell you or the experience I

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Speaker 1: actually want you to have. Let me walk you through.

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Speaker 1: What when you open the lace potato chips in the

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Speaker 1: middle of the summer and you're eating a hot dog

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Speaker 1: and what that crunches like? Do you know what I mean?

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Speaker 1: Right it describes a character to like Sandy open the

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Speaker 1: bag of lace potato chips like, I mean, I think

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Speaker 1: right now, totally that knows I'm auditioning. By the way

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Speaker 1: he knows I'm audition now. I'm just kidda, have we

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Speaker 1: gone there yet? In the industry, to really think about

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Speaker 1: about this is like another step in seeing immersive storytelling.

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Speaker 1: I love this so much. I mean, the head blone

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Speaker 1: emoji is an apt example, and I'm so excited that

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Speaker 1: you guys are seeing this. I think, you know, we're

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Speaker 1: just scrapped in the surface in terms of what's possible.

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Speaker 1: I love that you talked about retention, Laura second ago.

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Speaker 1: I was looking at q codes numbers UH the other

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Speaker 1: day and I realized we have a nearly completion rate

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Speaker 1: for our shows. That means that a listener, once they

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Speaker 1: start listening through, they listen all the way to the end.

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Speaker 1: So you know, in podcasting there's typically add spots free

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Speaker 1: miden post role. Your listeners, of course will be familiar

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Speaker 1: with this UM, but I think that that's a real

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Speaker 1: opportunity for brands to get their message involved in different

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Speaker 1: parts of the traditional ad UH podcast advertising inventory Q

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Speaker 1: codes done a variety of things so far. We've had

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Speaker 1: some amazing brand partners across our shows, including so nos

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Speaker 1: and uh you know Dipsy was a sponsor on A

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Speaker 1: Dirty Diana, which is a female rotica show. UM. We've

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Speaker 1: also done some creative things with brands around how their

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Speaker 1: message can integrate into the world of the characters. And

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Speaker 1: I think we're just scratching the surface. Let's scratch that

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Speaker 1: for a second. If we're really thinking about the tangible

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Speaker 1: value exchange of what audio provides, this intimacy of forty

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Speaker 1: minutes of immersive storytelling, what is the dream ad bottle? Well, look,

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Speaker 1: I think that there's tons of opportunities depending on what

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Speaker 1: brands are interested in. Their traditional ad spots still make

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Speaker 1: a lot of sense in those pre mid and post

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Speaker 1: role I'll give you an example with The Unwanted, which

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Speaker 1: I mentioned before. It's an eighties action comedy. The premises

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Speaker 1: of these two slackers UM track down an escape conduct

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Speaker 1: to get a million dollar reward, and this person is,

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Speaker 1: you know, their way out of their league, all right? Uh.

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Speaker 1: With this show, we developed a whole series of ads

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Speaker 1: from mac Weldon that sort of teased and made fun

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Speaker 1: of the characters and how they you know, they're so

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Speaker 1: incompetent that they probably also wear bad underwear and they

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Speaker 1: should be instead of wearing mac Weldon. It's a great series,

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Speaker 1: you gotta give it a listen. But the the opportunity

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Speaker 1: to get further involved in our stories is really exciting.

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Speaker 1: And one of the things I would say about scripted

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Speaker 1: fiction is this is the known quantity. So if you're

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Speaker 1: a brand who wants to get your message in podcast,

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Speaker 1: but you worry about how you know, you don't want

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Speaker 1: to necessarily go full programmatic advertising, and you also are

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Speaker 1: a little unsure about having your ad read by by talent,

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Speaker 1: you know, prescripted fiction gives you an opportunity to craft

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Speaker 1: a message around your brand and perhaps even integrated in

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Speaker 1: the story. You can imagine how our two characters in

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Speaker 1: that story might have been making their plans to hunt

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Speaker 1: down that escape convict while playing PlayStation or eating dominoes

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Speaker 1: or you know what have you there's so many opportunities

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Speaker 1: I think for brands to actually be creative, how fun

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Speaker 1: with the audience, and and do things like branded content

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Speaker 1: or product placement, but in a way that don't feel overly,

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Speaker 1: you know, like they're taking away from the story. I

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Speaker 1: think is really a fun thing that we want to

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Speaker 1: see and explore. Mark you could. I think that's exciting.

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Speaker 1: I also think that you know, podcasting, since it started

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Speaker 1: or since it started really taking off, let's say with advertising,

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Speaker 1: like the pre role mid roles that you're talking about,

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Speaker 1: that it has been a huge driver for acquisition, right.

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Speaker 1: So you know, if you ask any DTC brand, they

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Speaker 1: will say, yeah, we put a ton of money into podcasting.

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Speaker 1: And I think now with audio we have an opportunity

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Speaker 1: to not only really seamlessly combined story and programming and

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Speaker 1: character and narrative and all of these things, but also

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Speaker 1: really more performance marketing. So is that something you think

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Speaker 1: is a place for real innovation in the kind of

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Speaker 1: marketing space. Yeah. Absolutely. There there's a ton of great

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Speaker 1: startup companies out there trying to do more things around

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Speaker 1: measurement attribution. You know, Charitable is one great outlet who

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Speaker 1: has really taken the lead and to help in that

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Speaker 1: data died of of Podcast Measurement UM and I think

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Speaker 1: you're right though, that's that the direct response advertisers and

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Speaker 1: brands have seen a huge return in podcast so huge

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Speaker 1: as more brands that don't quite fit into the direct

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Speaker 1: response model come on board, I think some of data

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Speaker 1: will certainly help, uh, you know, people understand how their

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Speaker 1: messages performing in podcasts, but also an opportunity to create

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Speaker 1: audio identity. What have you seen in the podcast space

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Speaker 1: in terms of innovation as it relates to audio identity

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Speaker 1: on behalf of Brands. I gotta tell you guys about

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Speaker 1: Hank the Cow Dog, which is a kid show starring

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Speaker 1: Matthew McConaughey. Hank the Cow Dog was a beloved kids

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Speaker 1: book series UM out of Texas and for that show,

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Speaker 1: q Code work with grocery chain h g B. Are

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Speaker 1: you guys from h g B? Yes, So with h

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Speaker 1: g B, q Code actually created an original jingle and

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Speaker 1: song that played in Hank the Cow Dog. The recall

428
00:24:42,880 --> 00:24:46,160
Speaker 1: and you know, memory of that jingle was so great.

429
00:24:46,200 --> 00:24:49,879
Speaker 1: We were getting emails and even in our ratings and

430
00:24:49,880 --> 00:24:53,199
Speaker 1: reviews on Apple Podcast, people were crediting HB with being

431
00:24:53,240 --> 00:24:56,639
Speaker 1: a co producer of the actual podcast itself, and teachers

432
00:24:56,880 --> 00:24:59,000
Speaker 1: and parents were writing to say that their kids kept

433
00:24:59,040 --> 00:25:01,520
Speaker 1: singing the song over and over again. And q code

434
00:25:01,600 --> 00:25:06,600
Speaker 1: is really investing in found in audio and music, uh

435
00:25:06,720 --> 00:25:08,960
Speaker 1: you know, in our shows themselves, but also with our

436
00:25:09,119 --> 00:25:13,360
Speaker 1: brand partners. Our head of music, Darren is an incredible guy.

437
00:25:13,400 --> 00:25:16,480
Speaker 1: I gotta just, uh, you know, pump him up for

438
00:25:16,480 --> 00:25:20,520
Speaker 1: a second. Darren is a classically trained pianist. He was

439
00:25:20,600 --> 00:25:23,280
Speaker 1: touring with Paula Abduel when he was discovered by Miles

440
00:25:23,359 --> 00:25:26,320
Speaker 1: Davis and toured with him a couple of times, uh

441
00:25:26,440 --> 00:25:29,720
Speaker 1: you know, early in his career. Darren leads music and

442
00:25:29,760 --> 00:25:31,960
Speaker 1: sound design at que Code and his work has also

443
00:25:32,040 --> 00:25:34,679
Speaker 1: gone into the messages that we put together for our

444
00:25:34,720 --> 00:25:40,320
Speaker 1: brand partners. Do you think brands understand this space yet, Steve,

445
00:25:40,720 --> 00:25:42,760
Speaker 1: It's a hard question to answer, you know. It's he

446
00:25:42,920 --> 00:25:46,080
Speaker 1: was a very a bit by agency you talked to

447
00:25:46,240 --> 00:25:49,440
Speaker 1: or by brand themselves, and sometimes it's a very personal thing.

448
00:25:49,520 --> 00:25:52,840
Speaker 1: If that person at the brand is podcast fan and listener,

449
00:25:52,960 --> 00:25:57,320
Speaker 1: that they're pretty familiar. It's increasing over time, but I think, yeah,

450
00:25:57,560 --> 00:26:01,320
Speaker 1: what we're seeing right now and podcast is how this

451
00:26:01,400 --> 00:26:04,119
Speaker 1: medium is going mainstream more than ever, Apple had a

452
00:26:04,200 --> 00:26:09,320
Speaker 1: major announcement around Apple podcast subscriptions. Spotify is doing incredible work.

453
00:26:09,480 --> 00:26:12,320
Speaker 1: Facebook has been making announcements. We're just going to bring

454
00:26:12,400 --> 00:26:14,760
Speaker 1: that up. That was literally our next question, So let's

455
00:26:14,800 --> 00:26:18,399
Speaker 1: go there. So Apple makes the announcement they're gonna do

456
00:26:18,600 --> 00:26:23,760
Speaker 1: subscriptions for any podcaster that wants to come on to

457
00:26:24,080 --> 00:26:27,000
Speaker 1: Apple podcasts, and they will split the revenue with them,

458
00:26:27,040 --> 00:26:30,119
Speaker 1: and they will give them the technology, etcetera, etcetera. Q

459
00:26:30,359 --> 00:26:32,840
Speaker 1: Code was a partner in this, and I'm sure you've

460
00:26:32,840 --> 00:26:36,040
Speaker 1: been now really on both sides of this, right obviously

461
00:26:36,119 --> 00:26:39,480
Speaker 1: before you left Apple and now on the partner side

462
00:26:39,480 --> 00:26:41,440
Speaker 1: with q code. What are your what are your thoughts

463
00:26:41,480 --> 00:26:46,199
Speaker 1: on this? This move by Apple by Spotify is actually controversial.

464
00:26:46,880 --> 00:26:49,600
Speaker 1: A lot of folks are actually saying on the creator side,

465
00:26:49,640 --> 00:26:53,119
Speaker 1: on the media side, on the VC side, that this

466
00:26:53,240 --> 00:26:57,040
Speaker 1: could hold back the creator economy, and it's actually getting

467
00:26:57,080 --> 00:27:00,639
Speaker 1: mixed reviews. So in your mind, does this makes sense?

468
00:27:01,520 --> 00:27:04,720
Speaker 1: Is this a good thing for the everyday podcaster? And

469
00:27:04,760 --> 00:27:07,439
Speaker 1: more than that, is it actually a good thing for

470
00:27:07,480 --> 00:27:10,959
Speaker 1: the droves of people who are really starting to get

471
00:27:11,040 --> 00:27:17,080
Speaker 1: into the creator economy visa v audio and podcasting. Yeah, Well, overall,

472
00:27:17,119 --> 00:27:19,720
Speaker 1: I think it's exciting to see a big investment from

473
00:27:19,760 --> 00:27:22,960
Speaker 1: Apple in monetization for podcasts. You know, the company has

474
00:27:22,960 --> 00:27:26,000
Speaker 1: been involved in the medium since pretty much the very beginning,

475
00:27:26,800 --> 00:27:30,960
Speaker 1: but hasn't offered direct revenue tools or the ecosystem around

476
00:27:30,960 --> 00:27:33,520
Speaker 1: things like hosting and so this is a pretty major

477
00:27:33,600 --> 00:27:37,320
Speaker 1: update to the industry overall. Uh, certainly, I think, you know,

478
00:27:37,440 --> 00:27:41,160
Speaker 1: offering a diversity of tools for monetization, it's really powerful.

479
00:27:41,440 --> 00:27:45,880
Speaker 1: There's been really a lot of success out there, growing,

480
00:27:45,920 --> 00:27:49,440
Speaker 1: i should say, around other forms of modestation beyond advertising,

481
00:27:49,480 --> 00:27:53,680
Speaker 1: including Patreon and patronage in general. Uh, you know, even

482
00:27:53,800 --> 00:27:58,360
Speaker 1: merchant touring. We're really growing a lot, especially pre covid.

483
00:27:58,880 --> 00:28:02,119
Speaker 1: But I think you know, have a first party monetization

484
00:28:02,200 --> 00:28:07,160
Speaker 1: tool from the world's biggest podcast distribution platform is significant.

485
00:28:07,520 --> 00:28:11,119
Speaker 1: Where creator being able to be paid as as simple

486
00:28:11,160 --> 00:28:13,880
Speaker 1: as one tap or face idea way, and the number

487
00:28:13,920 --> 00:28:16,119
Speaker 1: of credit cards that Apple has in file is incredible.

488
00:28:16,680 --> 00:28:20,120
Speaker 1: Now for your average podcaster, I think, you know, you'll

489
00:28:20,160 --> 00:28:23,679
Speaker 1: probably likely see a variety of different models continue, you know,

490
00:28:23,680 --> 00:28:26,320
Speaker 1: with with Apple podcast subscription, by the way, the content

491
00:28:26,359 --> 00:28:30,800
Speaker 1: isn't exclusive, nor do you um, you know, have to

492
00:28:30,840 --> 00:28:33,240
Speaker 1: stop doing everything and put everything behind a pay Well,

493
00:28:33,440 --> 00:28:36,439
Speaker 1: there's a freemium model that you can take part in.

494
00:28:36,480 --> 00:28:38,400
Speaker 1: That's what q code is going to do. Can we

495
00:28:38,480 --> 00:28:40,240
Speaker 1: pause just for a second because I want to make

496
00:28:40,240 --> 00:28:43,760
Speaker 1: sure if our listeners haven't heard about the update, can

497
00:28:43,800 --> 00:28:46,880
Speaker 1: you just give us Steve the thirty second on what

498
00:28:47,040 --> 00:28:52,520
Speaker 1: the actual offer is from Apple, just to put into context. Sure, absolutely, yes.

499
00:28:52,560 --> 00:28:57,440
Speaker 1: So Apple announced Apple Podcast Subscriptions, which is uh the

500
00:28:57,440 --> 00:29:01,520
Speaker 1: ability for publishers to offer paid subscriptions around their content.

501
00:29:01,880 --> 00:29:05,000
Speaker 1: And they can do that by offering an individual subscription

502
00:29:05,320 --> 00:29:07,680
Speaker 1: on a show or a group of shows, which they

503
00:29:07,720 --> 00:29:12,200
Speaker 1: call a channel, and with that subscription offering, they will

504
00:29:12,240 --> 00:29:17,840
Speaker 1: split revenue with the creator going to the creator in

505
00:29:17,880 --> 00:29:20,360
Speaker 1: the first year and then it goes to you know,

506
00:29:21,600 --> 00:29:24,040
Speaker 1: with Apple keeping the first year and then after the

507
00:29:24,120 --> 00:29:28,720
Speaker 1: first year, I would go to fifteen percent in subsequent years. Um,

508
00:29:28,720 --> 00:29:31,840
Speaker 1: this content isn't exclusive, and so you could offer a

509
00:29:31,840 --> 00:29:35,560
Speaker 1: subscription on Apple Podcast but then also distribute your content elsewhere.

510
00:29:35,800 --> 00:29:39,760
Speaker 1: And does Apple have any ownership rights of the content? No.

511
00:29:40,240 --> 00:29:43,160
Speaker 1: The best way to think about this is UH, the

512
00:29:43,200 --> 00:29:46,080
Speaker 1: App Store and how the app store has the seventy

513
00:29:46,440 --> 00:29:50,120
Speaker 1: split and enables creators and publishers and developers to make

514
00:29:50,160 --> 00:29:54,000
Speaker 1: their own offer but have that broad distribution. And so

515
00:29:54,040 --> 00:29:56,280
Speaker 1: Apple is really following their own playbook of the app

516
00:29:56,320 --> 00:29:59,680
Speaker 1: store and making those same feature set available for podcasters.

517
00:30:00,120 --> 00:30:02,720
Speaker 1: It's exciting to see them offer these tools, frankly to

518
00:30:03,240 --> 00:30:06,120
Speaker 1: all podcasters, and I think, you know, I would just

519
00:30:06,120 --> 00:30:07,960
Speaker 1: give them a lot of credit in terms of how

520
00:30:07,960 --> 00:30:10,720
Speaker 1: they thought about entering the market with this feature set,

521
00:30:10,720 --> 00:30:14,000
Speaker 1: which wouldn't be disruptive of the current rich ecosystem that

522
00:30:14,040 --> 00:30:17,040
Speaker 1: exists around advertising in podcast today. Well, it also seems

523
00:30:17,080 --> 00:30:19,520
Speaker 1: reflective of what we're seeing in the creator economy at

524
00:30:19,640 --> 00:30:22,680
Speaker 1: large right, everything from sub stack to stir, you know,

525
00:30:22,760 --> 00:30:26,800
Speaker 1: all of these back end systems that are allowing creators

526
00:30:27,120 --> 00:30:29,720
Speaker 1: to focus on their craft. I would say to this

527
00:30:30,080 --> 00:30:34,800
Speaker 1: revenue model offers q code the opportunity to expand creatively

528
00:30:34,840 --> 00:30:37,280
Speaker 1: as well. So all of our shows are going to

529
00:30:37,360 --> 00:30:41,160
Speaker 1: remain under We're gonna offer q code plus, and all

530
00:30:41,160 --> 00:30:44,080
Speaker 1: of our shows are going to remain publicly available. Wherever

531
00:30:44,120 --> 00:30:47,880
Speaker 1: you listen to podcasts under q code plus, subscriber will

532
00:30:47,880 --> 00:30:51,440
Speaker 1: get added value there. So those will include things like

533
00:30:51,960 --> 00:30:54,640
Speaker 1: behind the scenes conversations with the creators, you know a

534
00:30:54,680 --> 00:30:58,000
Speaker 1: little documentary series around the making of we can also

535
00:30:58,000 --> 00:31:01,160
Speaker 1: do creative things like alternate ending there, which we're really

536
00:31:01,160 --> 00:31:04,160
Speaker 1: excited to explore and figure out how you know, those

537
00:31:04,200 --> 00:31:07,360
Speaker 1: features and fiction might might be really positive. And we're

538
00:31:07,400 --> 00:31:11,480
Speaker 1: also thinking about our brand partners here as well, and

539
00:31:11,520 --> 00:31:14,680
Speaker 1: so what we're offering under Q Could Plus is we're

540
00:31:14,720 --> 00:31:18,400
Speaker 1: calling an uninterrupted listening experience. So for our brand partners

541
00:31:18,400 --> 00:31:20,400
Speaker 1: who want to be a part of the whole series,

542
00:31:20,720 --> 00:31:23,520
Speaker 1: no matter if the listeners on Q could Plus or not,

543
00:31:24,120 --> 00:31:25,960
Speaker 1: we'll we're going to figure out how to have that

544
00:31:26,080 --> 00:31:30,160
Speaker 1: show be able to be integrated. Maybe it's the pre

545
00:31:30,320 --> 00:31:32,880
Speaker 1: role and the post role, that brand partner's message in

546
00:31:32,880 --> 00:31:34,640
Speaker 1: the pre role the post role, but really what a

547
00:31:34,680 --> 00:31:37,800
Speaker 1: lot of fiction listeners really desire is for that story

548
00:31:37,840 --> 00:31:39,480
Speaker 1: not to be interrupted in the middle, and so we

549
00:31:39,520 --> 00:31:41,560
Speaker 1: can we can work with that and figure out great

550
00:31:41,560 --> 00:31:46,560
Speaker 1: ways to offer benefits to users under Q Could Plus,

551
00:31:46,600 --> 00:31:49,240
Speaker 1: but still ensure that our brand partners are integrated in

552
00:31:49,280 --> 00:31:53,000
Speaker 1: smart ways as well. What I love about what Apple

553
00:31:53,240 --> 00:31:57,560
Speaker 1: and Spotify is going to do um with this is

554
00:31:57,640 --> 00:32:00,960
Speaker 1: exactly what Laura said around the creed your economy, And

555
00:32:01,280 --> 00:32:08,080
Speaker 1: you know, I think that Apple created monetization uh, and

556
00:32:08,240 --> 00:32:13,800
Speaker 1: revenue opportunities for a technical group many years ago on

557
00:32:13,840 --> 00:32:17,520
Speaker 1: the app side. And this is indicative of this new

558
00:32:18,400 --> 00:32:22,120
Speaker 1: This is the wave of like the creative renaissance in

559
00:32:22,160 --> 00:32:25,040
Speaker 1: my opinion, and I don't think that's an overstatement. I

560
00:32:25,040 --> 00:32:29,480
Speaker 1: think that Apple making a move and saying that creators

561
00:32:29,560 --> 00:32:36,240
Speaker 1: and everyday people really coming to the table to create

562
00:32:36,400 --> 00:32:39,959
Speaker 1: whatever it is in audio should have the opportunity to

563
00:32:39,960 --> 00:32:43,120
Speaker 1: do so, and they don't need to be worried about

564
00:32:43,160 --> 00:32:45,720
Speaker 1: the technical side of it. And frankly, we're going to

565
00:32:45,800 --> 00:32:49,040
Speaker 1: give them an opportunity to monetize. And that begs a

566
00:32:49,160 --> 00:32:53,800
Speaker 1: question in my mind. Can what I'll call amateur right,

567
00:32:54,160 --> 00:32:57,880
Speaker 1: amateur creators and some of them are not amateur, but

568
00:32:58,000 --> 00:33:01,600
Speaker 1: let's just say right, they're not part of a major network.

569
00:33:02,480 --> 00:33:09,720
Speaker 1: Can amateur creators coexist with professional production companies in this

570
00:33:09,760 --> 00:33:13,840
Speaker 1: space and professional creators? Well, I think what's exciting about

571
00:33:13,840 --> 00:33:16,880
Speaker 1: podcasts is that they've actually done that for years. You know,

572
00:33:16,960 --> 00:33:21,280
Speaker 1: you think about the incredible creators that you know, oftentimes

573
00:33:21,280 --> 00:33:24,600
Speaker 1: don't get the same recognition in podcasts as maybe other mediums.

574
00:33:24,920 --> 00:33:29,480
Speaker 1: You know, these podcasters have a devoted following and have

575
00:33:29,600 --> 00:33:31,400
Speaker 1: been doing some of this stuff for a long time. So,

576
00:33:31,680 --> 00:33:34,240
Speaker 1: you know, as one example, i'vesite Dan Carlin and his

577
00:33:34,360 --> 00:33:37,240
Speaker 1: brilliant hardcore history if you know that show. You know

578
00:33:37,360 --> 00:33:41,520
Speaker 1: that show he releases usually one or two episodes a year.

579
00:33:41,880 --> 00:33:43,520
Speaker 1: As soon as he does, it goes to number one

580
00:33:43,520 --> 00:33:46,760
Speaker 1: of the charts. And he's been monetizing his show, uh

581
00:33:46,840 --> 00:33:51,080
Speaker 1: you know, individual episodes on his website. Um, I don't know,

582
00:33:51,240 --> 00:33:52,560
Speaker 1: you know, I haven't talked to Dan about what he

583
00:33:52,600 --> 00:33:54,400
Speaker 1: may be doing in the future around monetation with the

584
00:33:54,440 --> 00:33:56,760
Speaker 1: features we've been talking about today. But what I get

585
00:33:56,760 --> 00:33:59,000
Speaker 1: really excited about is he's already been successful in building

586
00:33:59,040 --> 00:34:03,400
Speaker 1: an audience in podcasting. His show comes out though regularly

587
00:34:03,440 --> 00:34:06,200
Speaker 1: that you know, it feels like he might really benefit

588
00:34:06,280 --> 00:34:09,120
Speaker 1: from these additional models and the ease with which people

589
00:34:09,160 --> 00:34:12,480
Speaker 1: can actually pay him for his his work through these tools.

590
00:34:13,040 --> 00:34:15,120
Speaker 1: And at q Code, I would say the same as true.

591
00:34:15,239 --> 00:34:17,799
Speaker 1: You know, we tend to make shows that are eight

592
00:34:17,840 --> 00:34:21,080
Speaker 1: to ten episodes in length, and candidly that's often too

593
00:34:22,120 --> 00:34:24,920
Speaker 1: uh you know, play out the story, but also the

594
00:34:24,960 --> 00:34:28,239
Speaker 1: reality that we need enough add inventory to support the

595
00:34:28,280 --> 00:34:31,719
Speaker 1: funding and the creation of the show. Now with Apple Podcasts,

596
00:34:31,960 --> 00:34:36,040
Speaker 1: subscriptions and our q Code plus offering we can more

597
00:34:36,120 --> 00:34:40,480
Speaker 1: easily create content that's shorter form. Maybe it's one episode

598
00:34:40,600 --> 00:34:43,799
Speaker 1: or three episodes, um and really that's the length that

599
00:34:43,840 --> 00:34:46,680
Speaker 1: the story should be told. In that content we can

600
00:34:46,680 --> 00:34:50,799
Speaker 1: monetize to our subscription rather than necessarily thinking about it

601
00:34:50,840 --> 00:34:54,840
Speaker 1: as something that has to be ad supported. Are there formats,

602
00:34:54,880 --> 00:34:58,880
Speaker 1: Steve that we haven't begun to explore or things that

603
00:34:58,920 --> 00:35:01,600
Speaker 1: have been teased out that are interesting? I think, you know,

604
00:35:01,640 --> 00:35:04,919
Speaker 1: you're talking about two episodes a year, you know, down

605
00:35:04,960 --> 00:35:07,399
Speaker 1: to like the science of eight to ten. But are

606
00:35:07,440 --> 00:35:11,400
Speaker 1: there these ideas that you're seeing people experiment with that

607
00:35:11,400 --> 00:35:15,520
Speaker 1: that might signal podcasting as we know it actually as

608
00:35:15,520 --> 00:35:19,400
Speaker 1: a whole new range of potential that creators are starting

609
00:35:19,400 --> 00:35:23,000
Speaker 1: to work within. I think there's so many different creative possibilities.

610
00:35:23,040 --> 00:35:25,520
Speaker 1: And as you were just mentioning that, Laura, I remember

611
00:35:25,560 --> 00:35:27,879
Speaker 1: to show that came out a few years ago from

612
00:35:27,920 --> 00:35:31,840
Speaker 1: Parents magazine. It was all about pregnancy and what to

613
00:35:32,760 --> 00:35:36,120
Speaker 1: expect in each week of pregnancy, and so they I

614
00:35:36,160 --> 00:35:39,719
Speaker 1: think produced you know, around I think it was like

615
00:35:39,760 --> 00:35:41,879
Speaker 1: thirty two episodes something like that, because most people don't

616
00:35:41,880 --> 00:35:44,080
Speaker 1: realize that they're pregnant for a little while, but each

617
00:35:44,120 --> 00:35:47,359
Speaker 1: episode covered a different week of the pregnancy experience. They

618
00:35:47,360 --> 00:35:49,719
Speaker 1: published them all at once, and they were available on

619
00:35:49,800 --> 00:35:52,600
Speaker 1: demand in a really evergreen matter. I think it's a

620
00:35:52,600 --> 00:35:55,480
Speaker 1: really clever way to think about, you know, podcasts, and

621
00:35:55,480 --> 00:35:57,480
Speaker 1: there might be a lot of other ideas out there

622
00:35:57,480 --> 00:36:01,040
Speaker 1: for different brands to present a complete package of content,

623
00:36:01,080 --> 00:36:03,320
Speaker 1: and the same way that you might think about authoring

624
00:36:03,320 --> 00:36:06,520
Speaker 1: a book or a video series that has a beginning, middle,

625
00:36:06,520 --> 00:36:09,160
Speaker 1: and end and you're able to publish that and talk

626
00:36:09,160 --> 00:36:11,839
Speaker 1: about that. I love that because it's thinking about the

627
00:36:11,920 --> 00:36:14,919
Speaker 1: format in and as much as the narrative, and combining

628
00:36:15,160 --> 00:36:17,920
Speaker 1: those things can yield at one plus one equals three,

629
00:36:18,480 --> 00:36:20,839
Speaker 1: you know effect. And I think we'd love to tell

630
00:36:20,880 --> 00:36:24,480
Speaker 1: stories in new ways and using more utility. As you

631
00:36:24,520 --> 00:36:27,480
Speaker 1: just mentioned, that's a really interesting example. Utility is a

632
00:36:27,560 --> 00:36:29,640
Speaker 1: great way to think about it. I'll give you one

633
00:36:29,640 --> 00:36:32,720
Speaker 1: other example and certainly an opportunity out there for travel

634
00:36:32,719 --> 00:36:36,120
Speaker 1: brands who might be listening. I've had so many trips

635
00:36:36,200 --> 00:36:39,640
Speaker 1: where I had intended to look up the best restaurants

636
00:36:39,920 --> 00:36:44,000
Speaker 1: or sites to visit at my destination ahead of my trip,

637
00:36:44,160 --> 00:36:46,160
Speaker 1: and the reality is it just ran out of time.

638
00:36:47,120 --> 00:36:50,439
Speaker 1: I went to Scotland, a couple of years ago, and

639
00:36:50,920 --> 00:36:54,760
Speaker 1: was felt like I was unprepared, And I remember thinking,

640
00:36:54,920 --> 00:36:56,520
Speaker 1: I wish there was just a podcast that I could

641
00:36:56,560 --> 00:36:59,120
Speaker 1: download that would give me my my tour guide, my

642
00:36:59,160 --> 00:37:02,560
Speaker 1: audio uh you know, visitors guide that would tell me

643
00:37:02,600 --> 00:37:06,360
Speaker 1: about the cool castles and restaurants and episodes on the

644
00:37:06,360 --> 00:37:08,399
Speaker 1: different cities I was going to visit and be able

645
00:37:08,440 --> 00:37:11,680
Speaker 1: to listen to that on my plane ride to Scotland. Um.

646
00:37:11,760 --> 00:37:13,720
Speaker 1: And so I just think there's so many different utility

647
00:37:13,800 --> 00:37:16,399
Speaker 1: kind of shows that could be made. As you mentioned, Laura,

648
00:37:16,600 --> 00:37:18,839
Speaker 1: travel is gonna it's a great example, it's gonna come

649
00:37:18,920 --> 00:37:23,040
Speaker 1: roaring back, and it's something that um, you know, airlines

650
00:37:23,160 --> 00:37:25,960
Speaker 1: especially should be thinking about their spaces and places and

651
00:37:26,080 --> 00:37:33,200
Speaker 1: audio filling kind of that travel experience is so exciting. Um.

652
00:37:33,280 --> 00:37:36,200
Speaker 1: So not just when you get somewhere. But I love

653
00:37:36,239 --> 00:37:39,040
Speaker 1: the idea, Steve of like as you go, just even

654
00:37:39,120 --> 00:37:44,600
Speaker 1: thinking about a podcasting channel specifically for in flight entertainment. Um,

655
00:37:44,640 --> 00:37:47,799
Speaker 1: there's a whole world of imagination there, Steve, can we

656
00:37:47,840 --> 00:37:51,000
Speaker 1: go into the Steve Wilson like vault for a second.

657
00:37:51,360 --> 00:37:53,800
Speaker 1: I feel like you are sitting on a decade worth

658
00:37:54,000 --> 00:37:57,239
Speaker 1: of insight and knowledge. People probably asking how do I

659
00:37:57,280 --> 00:37:59,359
Speaker 1: get on the top ten, or you know, what does

660
00:37:59,400 --> 00:38:02,200
Speaker 1: it take to be in the you know What's new

661
00:38:02,239 --> 00:38:04,880
Speaker 1: and next over the years would have been the Steve

662
00:38:04,960 --> 00:38:10,960
Speaker 1: Wilson s a queues for succeeding in podcasting. You know,

663
00:38:11,040 --> 00:38:15,000
Speaker 1: I think first and foremost and creating a great podcast,

664
00:38:15,280 --> 00:38:17,440
Speaker 1: you know, you do have to think about your audience.

665
00:38:17,600 --> 00:38:20,960
Speaker 1: You know this is going to come across as so basic,

666
00:38:21,080 --> 00:38:26,000
Speaker 1: but oftentimes when people create stories, they need to think

667
00:38:26,040 --> 00:38:28,279
Speaker 1: about what's in it for that listener at the end

668
00:38:28,320 --> 00:38:30,440
Speaker 1: of the journey. You know, what do you want a

669
00:38:30,480 --> 00:38:31,759
Speaker 1: listener to get out of it? And they need to

670
00:38:31,800 --> 00:38:35,160
Speaker 1: be sure to present that uh in their actual messaging

671
00:38:35,160 --> 00:38:37,399
Speaker 1: around the show. So many people just say hey, new

672
00:38:37,440 --> 00:38:40,800
Speaker 1: episode now available, you know, when they post on social

673
00:38:40,800 --> 00:38:44,000
Speaker 1: media around their their shows, but they don't tell the

674
00:38:44,040 --> 00:38:46,239
Speaker 1: full story of what their podcast is about and what

675
00:38:46,320 --> 00:38:49,040
Speaker 1: you want to a user to get out of it. Uh.

676
00:38:49,120 --> 00:38:53,320
Speaker 1: In terms of really reaching an audience and working with platforms,

677
00:38:53,320 --> 00:38:56,120
Speaker 1: I think, you know, reaching out the platforms you've got

678
00:38:56,200 --> 00:38:58,840
Speaker 1: to keep in mind as a pitch, and that's also

679
00:38:58,880 --> 00:39:01,160
Speaker 1: involves you know, telling your story to the platforms, what

680
00:39:01,200 --> 00:39:03,520
Speaker 1: you're doing, how you're building an audience, how you're leveraging

681
00:39:03,520 --> 00:39:07,360
Speaker 1: their platform and what what your vision is overall, because

682
00:39:07,400 --> 00:39:10,839
Speaker 1: I think when you pitch your story and that in

683
00:39:10,880 --> 00:39:13,919
Speaker 1: that compelling way, the platforms of course want to work

684
00:39:13,920 --> 00:39:17,080
Speaker 1: with the brightest, most innovative creators, and so they're going

685
00:39:17,120 --> 00:39:20,440
Speaker 1: to be compelled to want to feature your show and

686
00:39:20,480 --> 00:39:22,640
Speaker 1: help it grow on their platform. That's really the mutual

687
00:39:22,640 --> 00:39:25,560
Speaker 1: goal of any platform and publishers to help that constant

688
00:39:25,560 --> 00:39:28,879
Speaker 1: succeed on their platform. So I think really crafting your

689
00:39:28,880 --> 00:39:32,560
Speaker 1: message as as a pitch and how platforms can get

690
00:39:32,560 --> 00:39:34,759
Speaker 1: on board to support what you're already doing and how

691
00:39:34,800 --> 00:39:37,000
Speaker 1: you're already in motion is a really great way to

692
00:39:37,000 --> 00:39:40,399
Speaker 1: think about positioning yourself specifically for those platforms. Are there

693
00:39:40,400 --> 00:39:43,040
Speaker 1: things that you would say like must do to develop

694
00:39:43,080 --> 00:39:46,799
Speaker 1: audience and podcasting, well, really really quick to go back

695
00:39:46,840 --> 00:39:50,200
Speaker 1: to that audience need, I just think really considering what

696
00:39:50,239 --> 00:39:54,960
Speaker 1: that is and how how especially brands can interact with that. Uh,

697
00:39:55,040 --> 00:39:57,520
Speaker 1: there's so many fun opportunities, you know, I don't I

698
00:39:57,520 --> 00:39:59,920
Speaker 1: don't know if you have anybody who listens to your

699
00:40:00,200 --> 00:40:04,480
Speaker 1: from places like Sherman Williams are bear, but I've really

700
00:40:04,520 --> 00:40:06,919
Speaker 1: wanted to hear that podcast that always that talks about

701
00:40:06,960 --> 00:40:09,840
Speaker 1: color psychology. We all love thinking about colors, and we

702
00:40:09,880 --> 00:40:13,040
Speaker 1: know that really basic level of of of color psychology.

703
00:40:13,040 --> 00:40:15,239
Speaker 1: But even though this is an audio medium, I think

704
00:40:15,239 --> 00:40:17,880
Speaker 1: you can tell really fun and interesting stories around color

705
00:40:18,320 --> 00:40:20,000
Speaker 1: um and that might be something that would be perfect

706
00:40:20,040 --> 00:40:22,520
Speaker 1: for an expert like one of those companies I mentioned

707
00:40:22,520 --> 00:40:25,200
Speaker 1: to get involved in. So think about what an audience

708
00:40:25,239 --> 00:40:27,480
Speaker 1: might be interested in and how that might fit into

709
00:40:27,520 --> 00:40:29,600
Speaker 1: their life. You know, we're in the process of painting

710
00:40:29,600 --> 00:40:31,719
Speaker 1: our kitchen, and you know, there's some insights I can

711
00:40:31,760 --> 00:40:34,520
Speaker 1: glean from articles out there and websites. But I would

712
00:40:34,560 --> 00:40:36,279
Speaker 1: love to listen to that podcast, but I also have

713
00:40:36,440 --> 00:40:38,359
Speaker 1: some opportunities to go for a walk here and want

714
00:40:38,360 --> 00:40:40,920
Speaker 1: to learn a little bit more. So UM yeah, I

715
00:40:40,920 --> 00:40:43,719
Speaker 1: think thinking deeply about what an audience might want or

716
00:40:43,719 --> 00:40:47,520
Speaker 1: what even in kind of a you know, a pop psychology,

717
00:40:47,840 --> 00:40:51,279
Speaker 1: uh kind of level consumers are interested in. You know,

718
00:40:51,360 --> 00:40:54,480
Speaker 1: I uh spent a long time before working on the

719
00:40:54,480 --> 00:40:57,839
Speaker 1: podcast team and Apple in Apple's education division and helped

720
00:40:57,880 --> 00:41:02,799
Speaker 1: build iTunes You, which was an educational podcasting platform and

721
00:41:03,000 --> 00:41:05,000
Speaker 1: people all the time we're looking for the science of

722
00:41:05,040 --> 00:41:09,719
Speaker 1: superheroes and these intersections between learning and life in a

723
00:41:09,760 --> 00:41:12,719
Speaker 1: really compelling way that I think that's one opportunity that

724
00:41:12,800 --> 00:41:15,480
Speaker 1: brands really have is to to help educate people and

725
00:41:15,560 --> 00:41:17,960
Speaker 1: leverage the audio medium to fit better into their lives

726
00:41:18,239 --> 00:41:22,440
Speaker 1: while people might be on the go. Yes, I agree.

727
00:41:22,520 --> 00:41:25,560
Speaker 1: I think you basically content breaks down into two major buckets,

728
00:41:25,880 --> 00:41:30,000
Speaker 1: education and entertainment, and when you can combine the two,

729
00:41:30,440 --> 00:41:34,720
Speaker 1: it's exciting. It's a huge opportunity for brands. Real quick, Steve,

730
00:41:35,160 --> 00:41:38,680
Speaker 1: Social Audio, what's your take. Well, I think that there's

731
00:41:39,000 --> 00:41:41,719
Speaker 1: um a lot of different approaches going on right now,

732
00:41:41,719 --> 00:41:44,839
Speaker 1: which is really great. I've been really enjoying Clubhouse and

733
00:41:44,840 --> 00:41:46,480
Speaker 1: and it's been exciting to see and chat with you

734
00:41:46,520 --> 00:41:50,360
Speaker 1: guys there. You know, I think part of what's happening

735
00:41:50,680 --> 00:41:54,479
Speaker 1: right now reminds me a little bit of the live

736
00:41:54,520 --> 00:41:58,680
Speaker 1: streaming apps from a few years ago, Periscope and mere

737
00:41:58,719 --> 00:42:02,719
Speaker 1: Cat and those sorts of things. But uh, a little

738
00:42:02,719 --> 00:42:06,520
Speaker 1: bit uh, a little bit easier to fit into people's lives.

739
00:42:06,520 --> 00:42:09,120
Speaker 1: You don't have to get on camera, uh and make

740
00:42:09,120 --> 00:42:11,840
Speaker 1: sure you you look great. It's much more open to

741
00:42:11,960 --> 00:42:16,640
Speaker 1: everyone participating and actually empowers what people are saying and

742
00:42:16,680 --> 00:42:18,799
Speaker 1: their words and their speech rather than what they look

743
00:42:18,840 --> 00:42:21,120
Speaker 1: like and where they are and the things in the

744
00:42:21,120 --> 00:42:25,040
Speaker 1: background there. So I'm really excited about the ability to

745
00:42:25,040 --> 00:42:29,399
Speaker 1: connect over social audio apps in that way. UM, there's

746
00:42:29,400 --> 00:42:32,279
Speaker 1: a whole other bucket of experimentation happening around, you know,

747
00:42:32,360 --> 00:42:35,360
Speaker 1: taking longer form audio and making it more digestible in

748
00:42:35,360 --> 00:42:39,440
Speaker 1: a social context and in that in that space, there's

749
00:42:39,480 --> 00:42:42,239
Speaker 1: a lot of different ways you know, audio can fit in,

750
00:42:42,520 --> 00:42:46,440
Speaker 1: whether that's a more native experience, uh still on demand

751
00:42:46,520 --> 00:42:49,960
Speaker 1: on the social platforms, um, but really lending itself to

752
00:42:49,960 --> 00:42:53,080
Speaker 1: that greater discovery ability and ways in which you know,

753
00:42:53,960 --> 00:42:55,799
Speaker 1: when we want to learn about a new HBO or

754
00:42:55,840 --> 00:42:59,960
Speaker 1: Netflix series, there's oftentimes great short video that helps market

755
00:43:00,040 --> 00:43:02,840
Speaker 1: that program. Those are the kinds of things we're investing

756
00:43:02,840 --> 00:43:04,960
Speaker 1: in q CO to help people get into our series

757
00:43:05,400 --> 00:43:09,120
Speaker 1: with the understanding that they're they're longer, a longer, more scripted,

758
00:43:09,200 --> 00:43:12,239
Speaker 1: immersive experience that we want them to go and participate in.

759
00:43:12,560 --> 00:43:15,640
Speaker 1: What are you listening to right now, Steve oh Man, UM,

760
00:43:16,080 --> 00:43:18,840
Speaker 1: variety of things. So I'm listening to All Fantasy Everything,

761
00:43:19,280 --> 00:43:21,759
Speaker 1: which is a show created by Ian Carmel. He's a

762
00:43:21,760 --> 00:43:25,040
Speaker 1: writer for James Cordon, but it's a few comedians who

763
00:43:25,200 --> 00:43:27,840
Speaker 1: Fantasy Draft here I'm doing air quotes for your for

764
00:43:27,840 --> 00:43:32,480
Speaker 1: your listeners, uh favorite topics, whether that's best food or

765
00:43:32,719 --> 00:43:36,000
Speaker 1: vacation activities. They sort of go in and around and

766
00:43:36,040 --> 00:43:39,399
Speaker 1: talk about their their favorite picks within those topics. It's

767
00:43:39,400 --> 00:43:43,960
Speaker 1: a really fun listen. UM. Also really enjoying um uh

768
00:43:44,400 --> 00:43:48,239
Speaker 1: Life of Leon from Lauren Shippin and her team over there.

769
00:43:48,239 --> 00:43:50,399
Speaker 1: It's a great scripted fiction show. We want to shot

770
00:43:50,440 --> 00:43:52,800
Speaker 1: them out as well. All right, we'll have to download

771
00:43:52,840 --> 00:43:55,640
Speaker 1: those and check them out. Steve before we get into

772
00:43:55,800 --> 00:43:59,440
Speaker 1: our final game. What is your critique of Atlantia? What

773
00:43:59,560 --> 00:44:02,320
Speaker 1: can we be doing better? What about our new show?

774
00:44:02,400 --> 00:44:06,880
Speaker 1: Are I've even seen it? You guys, no, I have

775
00:44:07,160 --> 00:44:08,360
Speaker 1: you know? Let me take a look at it here,

776
00:44:08,440 --> 00:44:10,520
Speaker 1: let you pull it up. I mean, look, I love it.

777
00:44:10,560 --> 00:44:13,439
Speaker 1: I love the styled type treatment that you have here.

778
00:44:13,520 --> 00:44:17,120
Speaker 1: That feels like that greeting card, um and and a

779
00:44:17,120 --> 00:44:19,799
Speaker 1: place where we all exist here talking about brands and advertising.

780
00:44:21,040 --> 00:44:23,040
Speaker 1: I don't really have a lot of criticisms here to

781
00:44:23,800 --> 00:44:25,520
Speaker 1: I mean, you know, out of ten, what are we

782
00:44:25,520 --> 00:44:29,120
Speaker 1: getting out of ten? I would say nine point to five?

783
00:44:29,320 --> 00:44:32,480
Speaker 1: Is that all right? Room for improvement? I like that.

784
00:44:32,680 --> 00:44:35,040
Speaker 1: I love your I love your description and I love

785
00:44:35,080 --> 00:44:37,560
Speaker 1: your episode titles as well. Here guys, you're getting guests

786
00:44:37,560 --> 00:44:42,680
Speaker 1: for nailing it. Set in sign of approval, Steve, bye

787
00:44:42,680 --> 00:44:46,439
Speaker 1: bye bye. What would you stay goodbye to? What would

788
00:44:46,480 --> 00:44:50,200
Speaker 1: you purchase? And what would you do yourself? Okay, so

789
00:44:50,320 --> 00:44:53,319
Speaker 1: for keeping this in the podcast industry, I would stay

790
00:44:53,360 --> 00:44:59,040
Speaker 1: goodbye to? Uh calling podcasting the wild Wild West or

791
00:44:59,200 --> 00:45:03,920
Speaker 1: discoveries brooken. I think that these phrases are often repeated

792
00:45:03,920 --> 00:45:06,759
Speaker 1: in podcasts, but as the medium continues to grow, we

793
00:45:06,800 --> 00:45:08,920
Speaker 1: have a lot of great solutions that make podcast more

794
00:45:08,920 --> 00:45:11,799
Speaker 1: and more mainstream. So get rid of those phrases. Let's

795
00:45:11,800 --> 00:45:14,439
Speaker 1: cut them out. There a trope, no more wild Wild

796
00:45:14,480 --> 00:45:18,600
Speaker 1: West of podcasting. We've gone mainstream. We've got mainstream. We've

797
00:45:18,640 --> 00:45:22,960
Speaker 1: gone mainstream. What would you buy? I would buy adamentory

798
00:45:23,000 --> 00:45:25,799
Speaker 1: in podcast? What would you do yourself? What would I

799
00:45:25,840 --> 00:45:28,360
Speaker 1: do myself? I think that there's a huge opportunity in

800
00:45:28,440 --> 00:45:30,640
Speaker 1: kids content. You know, if you think about the amount

801
00:45:30,640 --> 00:45:34,680
Speaker 1: of time that parents and kids uh been together in

802
00:45:34,719 --> 00:45:40,040
Speaker 1: the car and maybe hopefully soon will again. There are

803
00:45:40,080 --> 00:45:42,800
Speaker 1: a lot of podcasts that aren't they have to listen

804
00:45:42,880 --> 00:45:45,839
Speaker 1: to with your kids and family. But there's so many

805
00:45:45,880 --> 00:45:49,320
Speaker 1: places in which you know, kids could be enjoying audio

806
00:45:49,400 --> 00:45:53,200
Speaker 1: more and particularly as parents think about, you know, the

807
00:45:53,200 --> 00:45:56,480
Speaker 1: amount of screen time they want their kids to engage

808
00:45:56,480 --> 00:45:59,920
Speaker 1: with apps and entertainment, it's a it's a constant struggle.

809
00:46:00,400 --> 00:46:03,440
Speaker 1: There's an opportunity on kids content that could be educational

810
00:46:03,560 --> 00:46:07,920
Speaker 1: and informative but allow allow kids to color or build blocks.

811
00:46:08,000 --> 00:46:09,680
Speaker 1: You know. That's something that my kids really love to do,

812
00:46:09,760 --> 00:46:12,920
Speaker 1: is listening to a podcast and coloring what they're hearing

813
00:46:12,920 --> 00:46:15,200
Speaker 1: and learning about at the same time. So I'd really

814
00:46:15,200 --> 00:46:19,200
Speaker 1: invest a lot more in kids media and audio. If

815
00:46:19,239 --> 00:46:23,120
Speaker 1: you can get my kid listening to a podcast, I

816
00:46:23,160 --> 00:46:27,400
Speaker 1: would be thrilled. My kid your kids, She's five and

817
00:46:27,480 --> 00:46:30,440
Speaker 1: she is like she she laughs at it. She's like,

818
00:46:30,520 --> 00:46:34,080
Speaker 1: turned this off. But I agree. I think it's a

819
00:46:34,560 --> 00:46:37,520
Speaker 1: it's a huge opportunity. Yeah, there's some great kids shows

820
00:46:37,520 --> 00:46:40,040
Speaker 1: out there. While in the World is a big family

821
00:46:40,080 --> 00:46:43,959
Speaker 1: favorite with Guy ros and uh It's it's it's something

822
00:46:43,960 --> 00:46:46,280
Speaker 1: to definitely check out with the kids, Steve. If people

823
00:46:46,360 --> 00:46:50,560
Speaker 1: want to get in touch with you to evaluate their

824
00:46:50,560 --> 00:46:54,080
Speaker 1: cover art, but more importantly do business with q code,

825
00:46:54,080 --> 00:46:56,279
Speaker 1: how can they get in touch with you? Yeah, you

826
00:46:56,280 --> 00:46:59,000
Speaker 1: could look me up on Twitter at Stephen Wilson on

827
00:46:59,040 --> 00:47:01,920
Speaker 1: Twitter Stephen with pH or go to q code media

828
00:47:01,960 --> 00:47:04,759
Speaker 1: dot com. Steve, this has been awesome. Look, I'm new

829
00:47:04,920 --> 00:47:07,480
Speaker 1: to actually be able to appear on podcast guys in

830
00:47:07,560 --> 00:47:11,200
Speaker 1: my new role. So um, I'm excited to be Really,

831
00:47:11,280 --> 00:47:15,440
Speaker 1: you're like, this is my first podcast guesting experience. Really,

832
00:47:15,640 --> 00:47:18,359
Speaker 1: Oh that's awesome. Let's turn the tables here. How did

833
00:47:18,400 --> 00:47:21,800
Speaker 1: I do as a guest on your podcast? You were great.

834
00:47:22,200 --> 00:47:24,319
Speaker 1: Here's what I would say, you have to come back.

835
00:47:24,520 --> 00:47:29,040
Speaker 1: We're gonna make Steve Wilson a recurring character. I'd be

836
00:47:29,239 --> 00:47:32,400
Speaker 1: honored that, I would say, I'd be honored to collaborate.

837
00:47:32,440 --> 00:47:34,759
Speaker 1: You know, your your listeners won't have seen this, but

838
00:47:35,239 --> 00:47:39,160
Speaker 1: Alexa Lendon and winked here and so Ryan and I,

839
00:47:39,480 --> 00:47:42,000
Speaker 1: you know, thinking about the sort of sound design and

840
00:47:42,080 --> 00:47:44,880
Speaker 1: audio you know, that kind of audio drama effect that

841
00:47:44,920 --> 00:47:47,799
Speaker 1: you could get here. I'd be so happy to be

842
00:47:47,880 --> 00:47:50,479
Speaker 1: with you guys again. Steve, thank you so so much

843
00:47:50,560 --> 00:47:54,319
Speaker 1: for being your first podcast. Congrats on your new role

844
00:47:54,400 --> 00:47:57,239
Speaker 1: to strategy officer at q code, and thank you for

845
00:47:57,320 --> 00:48:01,520
Speaker 1: always being a vocal support order of us. Uh it

846
00:48:01,600 --> 00:48:04,520
Speaker 1: meant a lot and you helped us so much get started.

847
00:48:04,560 --> 00:48:07,319
Speaker 1: So yes, thank you, big hat tip to you. Well,

848
00:48:07,360 --> 00:48:09,400
Speaker 1: thank you guys. Wonderful to be with you and next again,

849
00:48:13,080 --> 00:48:14,880
Speaker 1: that was a long time coming. It was great to

850
00:48:14,920 --> 00:48:17,719
Speaker 1: have Steve on the show. Thank you Steve for not

851
00:48:17,800 --> 00:48:21,279
Speaker 1: only being like true kind of early supporters of us

852
00:48:21,320 --> 00:48:23,919
Speaker 1: and at Landia, but also just being a great friend

853
00:48:23,920 --> 00:48:27,839
Speaker 1: where we could call and say what's happening and what's

854
00:48:27,880 --> 00:48:30,839
Speaker 1: next and get your thoughts on it. To this conversation

855
00:48:30,880 --> 00:48:33,160
Speaker 1: and all the things that have been happening in the

856
00:48:33,239 --> 00:48:37,680
Speaker 1: audio and podcast acquisition space. Spotify just announced that they

857
00:48:37,719 --> 00:48:42,120
Speaker 1: acquired another huge show, Armchair Expert. By the way, Monica Padman,

858
00:48:42,440 --> 00:48:44,719
Speaker 1: who's the co host of Armchair Expert, is coming on

859
00:48:44,760 --> 00:48:47,600
Speaker 1: the show. Big congrats to her and Deck Shepherd on

860
00:48:47,719 --> 00:48:51,080
Speaker 1: that acquisition. There's so much going on in this space

861
00:48:51,160 --> 00:48:53,080
Speaker 1: and it got me thinking. And there's a lot of

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00:48:53,080 --> 00:48:56,640
Speaker 1: conversation in Twitter verse around this as well, from sub

863
00:48:56,680 --> 00:49:02,080
Speaker 1: stack to audio. But institutional verse this creator and can

864
00:49:02,160 --> 00:49:05,000
Speaker 1: they kind of coexist? And when I say institutional, I'm

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00:49:05,000 --> 00:49:10,240
Speaker 1: talking about big, mature, established companies like Spotify, Like can Spotify,

866
00:49:10,640 --> 00:49:15,680
Speaker 1: you know, acquire these giant shows as well as sponsor

867
00:49:15,920 --> 00:49:19,399
Speaker 1: or create a community for creators or are they at

868
00:49:19,440 --> 00:49:22,640
Speaker 1: odds inherently, and I actually am in the camp and

869
00:49:22,680 --> 00:49:26,279
Speaker 1: a big believer that they can exist, and so there

870
00:49:26,400 --> 00:49:30,080
Speaker 1: is a world where kind of bigger, mature company can

871
00:49:30,160 --> 00:49:34,600
Speaker 1: actually exist and in fact maybe even continue to help

872
00:49:35,040 --> 00:49:39,839
Speaker 1: grow the creator economy and the individual contributor. So I'm

873
00:49:39,880 --> 00:49:42,320
Speaker 1: a big fan of what's happening in the audio space

874
00:49:42,360 --> 00:49:44,440
Speaker 1: for this, and I think it's looked at less so

875
00:49:44,960 --> 00:49:49,040
Speaker 1: right now, um, but definitely more to come as Apple

876
00:49:49,040 --> 00:49:51,839
Speaker 1: and Spotify get into the creator space. But I think

877
00:49:51,920 --> 00:49:54,880
Speaker 1: it's a great setup in thinking about the use case

878
00:49:55,280 --> 00:49:58,760
Speaker 1: of audio and how the barrier of entry into audio

879
00:49:59,160 --> 00:50:01,920
Speaker 1: is so low, the costs to do it, the time

880
00:50:01,920 --> 00:50:04,880
Speaker 1: to do it, the accessibility to do it in comparison

881
00:50:04,920 --> 00:50:07,799
Speaker 1: to the production of other types of media, to be

882
00:50:07,840 --> 00:50:09,560
Speaker 1: able to put ideas out in the world and see

883
00:50:09,560 --> 00:50:12,640
Speaker 1: what sticks. And I think so there's a great point

884
00:50:12,719 --> 00:50:17,200
Speaker 1: Laura around testing in audio. I think right now brands

885
00:50:17,320 --> 00:50:20,160
Speaker 1: can still and there are very few places brands can

886
00:50:20,200 --> 00:50:22,880
Speaker 1: do this in my opinion, branch to not just be

887
00:50:22,960 --> 00:50:27,400
Speaker 1: doing advertising and pre roll spots in your standard placement.

888
00:50:28,000 --> 00:50:32,759
Speaker 1: They should be really going into deeper partnerships and exploring

889
00:50:33,000 --> 00:50:36,120
Speaker 1: how does that brand express in different genres. How does

890
00:50:36,160 --> 00:50:41,239
Speaker 1: that brand express in fictional scripted work, How does that

891
00:50:41,400 --> 00:50:45,680
Speaker 1: brand kind of add to the layer of this kind

892
00:50:45,719 --> 00:50:49,160
Speaker 1: of creative space where they really don't have a lot

893
00:50:49,200 --> 00:50:52,880
Speaker 1: to lose, they have a lot of community potentially to

894
00:50:52,920 --> 00:50:56,560
Speaker 1: reach and to gain. So I'm bullish on you know,

895
00:50:56,600 --> 00:51:00,960
Speaker 1: more experimentation that's outside of standard average hizing. I couldn't

896
00:51:01,000 --> 00:51:03,560
Speaker 1: agree Morelos and I think we are really at an

897
00:51:03,600 --> 00:51:09,320
Speaker 1: interesting point where we need to push on format, form, factor, monetization,

898
00:51:09,920 --> 00:51:13,600
Speaker 1: use case, all of the things. This medium allows us

899
00:51:13,920 --> 00:51:17,279
Speaker 1: to have a wide ranging testing ground to do all

900
00:51:17,320 --> 00:51:19,839
Speaker 1: of it. And so excited to see what Steve does

901
00:51:19,880 --> 00:51:23,399
Speaker 1: at que Code. So much happening there, and thanks again

902
00:51:23,440 --> 00:51:26,000
Speaker 1: to Steve for joining us for a really insightful conversation.

903
00:51:26,280 --> 00:51:29,160
Speaker 1: Thanks Steve. Laura hit it with the list of all

904
00:51:29,239 --> 00:51:31,080
Speaker 1: of our friends and family I heart who have been

905
00:51:31,120 --> 00:51:33,879
Speaker 1: so good to us and helped us get back on air.

906
00:51:34,120 --> 00:51:38,080
Speaker 1: Big thank you to Bob Connal, Carter, Andy, Eric gayle Val,

907
00:51:38,280 --> 00:51:41,000
Speaker 1: Michael jen We appreciate you. Thank you so much for

908
00:51:41,000 --> 00:51:43,400
Speaker 1: this opportunity. We'll see you in two weeks.