We attended the brilliant IWPF organised by Content is Queen and are here to report that women in audio are here to take on the industry
The International Women’s Podcast Festival by Content is Queen really is an event like no other in the audio industry. It’s a completely unique and intersectional space for women to share tips, talk about their opinions and ideas, and do it all in a supportive environment surrounded by creatives, producers, and audio professionals. The festival is also curated so that everyone can see themselves represented on panels and across the live shows – including people of colour, LGBTQIA+ people, people with disabilities, young professionals and newcomers, parents and older attendees. True to its word, this year there were students, aspiring podcasters and those just starting out in audio with their first independent show, as well seasoned professionals and leaders of the industry in attendance – and some travelled to the fest from as far as New York and Dublin!
So what did we learn?
- Independent Podcasters Are A Powerhouse
From Jennie Becker of the Sliding Doors fame (she’s just had her 100th episode!) to the incredible To My Sisters duo Courtney Daniella Boateng and Renee Kapuku, independent podcasts hosted, created and produced by women are taking on the industry. Not only did they offer thoughtful and actionable advice to everyone who came to them, but they were also incredibly honest about their experiences growing their podcasts. There’s no question about the fact that women make up a huge portion of podcast listenership overall, and independent podcasters are here to tell real and raw stories about things that matter not just one half of the population – but to everyone listening. There is also a constant question on everyone’s mind – how can bigger networks work with independents to build up their shows? And if they do, what would that even look like?
- Marketing is Everyone’s Biggest Woe
Unsurprisingly, marketing played a huge part in the conversations between the attendees and in workshops on the stages of the podcast festival. From basics like podcast artwork and distribution, to more complex questions surrounding long-form video and social media strategies, podcasters were all noting the same thing – discoverability is becoming harder, not easier, for shows. This is of course because we are seeing so many more podcasts come out on any given week, and we are also noticing an uptick of big releases with celebrity names attached that take up chart positions from day one. The good news though? Everyone is on the same page – building your show takes time, and the best thing you can do is to have multiple marketing touchpoints to reach your listeners.
- IP is Becoming a Topic of Conversation
IP is now widely talked about between networks and independents! This is a relatively new subject for the podcasting industry as more shows are now interested in protecting not only their name, but also their format. This speaks to the interest in podcasting in general as more people are turning to audio for inspiration. We have definitely noticed an uptick in IP deals when it comes to documentaries and mini-series, but there is also significant curiosity from the Publishing, TV and Film sectors in what audio is doing with interview shows and what can be brought on the screens through them. The person talking about how to protect your rights was the brilliant Kelsey Morgan from Lawfull Creators, so do get in touch if you have questions about protecting your own intellectual property in the UK and beyond.
- Community is What Drives Us Forward
Even just from the festival itself, it was very clear that the community aspect of podcasting and the intimacy that audio can provide for your listeners are some of the key elements of what makes this industry go around. This was also reflected in conversations about how to grow your shows. From booking guests to cross-promotion, and even organising offline events – community is one of the main ways podcasters are finding a connection with their listeners and amongst each other. This can be structured around your show with socials, newsletters, gifting and events, and it can also extend to the wider podcasting community that supports each other in growing their shows. It was amazing to see people meet each other at the festival who have long been ‘online friends’ through their audio interviews, and we see events like this as a key driver of how we can all ensure diversity of content and representation across the audio space.
- We All Need to Do More for Underrepresented Voices
While the festival was full of diverse opinions, underrepresented voices and advocates for a more inclusive audio industry – the reality is many voices are still predominantly silent. We can all do more to support each other in building podcasts that inspire and empower not only women, but also trans and queer, and all marginalised communities. The more perspectives that can be included in podcasting, the better our output of content would be – so this part of advocacy is on all of us. From booking guests to marketing your shows, picking your hosts and organising panels, the focus on diversity should always be at the heart of what we do in audio.
So do you have a female-led show that needs support? We are here to help. We love working with independent podcasts on growing their shows and we would gladly advise you on the best avenues for your marketing that would be effective for your podcast. Booking a chat with us is completely free, and we can make sure you are using your budget and time in the most efficient way for you and your audience.