Giving podcasts the edge in a saturated market
In an ecosystem where over 500,000 podcasts were created just in the first half of 2021, a creator faces real challenge in finding an audience, monetising a show and handling all the distribution logistics. Auddy solves all that.
It’s a one stop podcast company which hosts, publishes, markets and distributes globally the best in original podcast content from award-winning and high-quality sources. Its shows span across different genres and are available on every major platform (Google, Apple. Amazon, Spotify, Deezer, Stitcher, Soundcloud, etc.).
What type of businesses do you work with?
Auddy works with a wide range of businesses varying from commercial partners looking to advertise and promote their brand to podcast listeners, to those looking to produce a podcast. We also work with podcasters looking to commercialise their previously produced podcasts and seeking to increase their listeners and engagement figures. So, in a nutshell, we work with everyone involved from the concept stage, right through to hosting, producing and promotion.
What problem does Auddy solve?
Not unlike YouTube, podcasting is now a vast ecosystem, valued at over £7bn by 2027. With over 100m listeners in the US and 20% of the UK already listening, a creator of a podcast faces a real problem in finding an audience for its show and, therefore, leading to a potential for commercial return by way of ad sales and sponsorship sales. As a publisher, Auddy uses data analytics and advanced skills in hosting, marketing, promoting its published podcasts and, in doing so, can help the creator to create a commercial outcome for the podcast.
What is your USP?
We are unique in that we manage everything under one Auddy roof – from concept which produces, publishes, markets and distributes the best in original podcast content and audio shows, all in one company. We also own proprietary systems, data analytics tools and technology to bring efficiency and business intelligence to the business of publishing.
What are Auddy’s values? Have you ever had them challenged and if so how have you dealt with it?
To date, we have never had our values challenged – that’s not to say we won’t, however as a company, we believe in integrity, reputation, diversity, inclusiveness and in being socially and morally astute.
We like to work with people who have the same values so that our values are represented in the work that we do and whichever industry we are working with.
How do you ensure that you recruit a team that reflects your company values?
We work with a team psychologist in the recruitment of all hires. She specialises in working with candidates through a testing process and by which we can better understand the personality and dynamics of the candidate, ensuring that they – and we – are a great fit. Our psychologist also works closely on the dynamics within the leadership team, ensuring that the team’s understanding skillsets are accelerated to improve effective communications. Our testing also includes work on the candidate’s tolerance or need for home working.
Are you happy to offer a hybrid working model of home/office post-covid?
We believe that remote working is a critical component of our future development. While we believe in the need for a close-knit team to have personal interaction, office life can be stressful and lead to health-related challenges, especially of a mental health nature. Therefore, we plan to maintain a support for and encouragement of flexible working hours, in-home work and team building through in-person engagement.
Do you have any tips for managing suppliers and customers effectively?
We strongly believe that whoever you are and in whichever position you are in, you must treat others how you would want to be treated. Respect goes a long way so it’s important to respect your peers and treat others kindly in all areas of life.
Any finance or cash-flow tips for new businesses starting out?
We feel it’s important to be transparent, fair and reasonable in managing and preserving cash. If you have to be slow in paying a bill, contact the vendor, express your position and be sure to treat them with respect, thanks and fairness.
What is your attitude towards your competitors?
Without competition, you and your business will remain unchallenged so you could get bored or complacent. Competition makes you compete better. In our world, with hundreds of millions listening globally to podcasts, there is an abundance of room for all the competitors to thrive and succeed and without the need for one to win at the expense of others.
Any thoughts on the future of your company?
Tomorrow is way more exciting than yesterday.
We are at an exciting stage where we have managed to crowdfund our target figure within days of launching our crowdfunding campaign. The interest and commitment has blown us away and we are truly excited to be in a position to discuss our plans for the future. The future is exciting, the future is scary but when you see the level of interest from crowdfunders who wish to invest, the thrill of getting started and wanting to achieve great things is what drives the team.
