How to build a video podcast brand, set and studio.
How to build a video podcast brand, set and studio.
Vol. 57 - BTS: Toronto Podcasts video studio, a case for amplifying independent podcasters, and backing a Canadian podcasting icon on reality TV.
Hihi!! Happy Pod the North Tuesday!
Are you in Toronto this Saturday, November 2nd? Don’t miss “Halloween Hell Fest” at The Monarch Tavern! The spooky soirée features the underworld’s #1 cover band: The Cemetery Surfers (AKA, my fiancé’s band), a costume contest, and a mind melting DJ set by Critter. I’ll see you there!
In this issue:
Dark Poutine’s Mike Browne on Traitors Canada S2
Toronto Podcasts’ Gram Castle says video podcasting is an efficient way to create high quality content.
OPED — The Case for the Independent Podcaster: A Call for Amplification and Support
BTW:
There are currently 32 long-term drinking water advisories in effect in 30 First Nations communities across Canada. The last lifted advisory was October. The most recent added advisory was September 2024.
You can also learn about The Navajo Nation’s struggle for water rights on the upcoming fourth season of “Reclaimed: The Lifeblood of Navajo Nation” from ABC News. It follows host Charly Edsitty as she uncovers how a generations-long battle for water intertwines with her family’s history—unveiling the deep, far-reaching impact this issue holds for the future of her people and their land. The series is set to launch November 11th!
Dark Poutine’s Mike Browne on The Traitors Canada S2
SPOILERS AHEAD: THE TRAITORS CANADA S2
Recently, I got the chance to catch up on the second season of The Traitors Canada on CRAVE / CTV. When I turned on the show, I was thrilled to discover that Mike Brown, the host of Canada’s beloved True Crime and Dark History podcast Dark Poutine, was a contestant this go around!
If you’re unfamiliar, Traitors is a whodunit style reality TV show. There are 3 hidden Traitors amongst a large group of “Faithfuls”, who’s job is to sabbotage cash-winning challenges and “murder” someone every night. On defense are The Faithfuls, who vote to banish and send someone home every night, in the hopes of catching a Traitor.
Mike Browne plays a Faithful. In the very first episode, he almost intuitively clocks one of the Traitors right off the bat. Sadly, no one believes him. Instead, he gets brutally bullied by his castmates, even bringing him to tears! This was the nail in the coffin on my vote for “Team Mike” — but it’s become more than that… it’s JUSTICE FOR MIKE.
This season in particular is no joke; people have been absolutely ruthless. And it’s not at the fault of the Traitors, but by the Faithfuls! By E3, Mike finally starts to get a few folks on his side, but in EP4, some castmates starts to point the finger at him. He even has his intelligence questionned, gets called “the worst criminal investigator ever”, and dodges getting sent home by one vote!
I do not envy Mike’s experience on Traitors Canada thus far, and yet, like the podcaster his is, he is sticking to his guns and trying to make shit happy. In EP5, despite all the doubt from his allies, we’re left as Mike is hot on the tail of that same Traitor from EP1.. but will Mike’s teammates finally listen?? I eagerly await EP6.
If you’re not invested in Mike’s journey on Traitors Canada yet, have you no heart?? Now is the time to hop on Team Mike and root for some respect on his name!
JUSTICE FOR MIKE BROWNE.
Thoughts from the ecosystem:
Toronto Podcasts says video podcasting is an efficient way to create high quality content.
Video podcast clips have infiltrated practically every way we consume media these days and that’s because it’s only getting more accessible to make them. From my perspective, the role of video podcast studios is set to be a big game changer in the podcast industry in 2025 and beyond. Today, North America’s top chat-style shows all have well-established video sets, like Call Her Daddy’s iconic pink set. But the studios themselves are creating recognizable brands: Dear Media in particular seemingly with a chokehold on producing video podcasts from reality TV celebs and L.A.-based influencers.
So what does that look like for Canadians? Well, studios like Toronto Podcasts have already hit the ground running with video podcast content and brand awarness. I talked to Toronto Podcasts’ owner, Gram Castle, who told me he “wanted to create a time and cost efficient system that [is] more entry level for people to jump into podcasting.” Gram, with a background in branding and marketing and a love of film production, found a calling in pairing the two pieces of him to create the Toronto Podcasts studio.
I talked to Gram Castle about running, and branding, Toronto Podcasts, what it means to be a part of a global video podcast studio ecosystem, and where the heck those podcast-style ads on social media come into the mix.
This interview has been edited and condensed for brevity and clarity. Paid subscribers of Pod the North can listen to the whole conversation next week!
Kattie Laur: One of the reasons I was so interested in talking to you was because of the brand awareness that you’ve created around the studio itself! There are plenty of Instagram Reels and TikToks of podcasts that have filmed at your studio. I can’t help but compare it to other podcast studios that exist out there, like the Dear Media studio. How are you looking at Toronto Podcasts as a brand?
Gram Castle: I've just been so inspired by not only Dear Media, but WTF Media as well in New York City and Texas. I've even seen some in Dubai as an example and in Europe as well. I really studied them all and I work closely with Dear Media, actually! We produce one of their podcasts when they come [to Toronto].
I think what we're all doing is providing media as an entry level service to everyone rather than before, when it was super hard to get into this kind of stuff. I know there's so much demand and there's so many people doing this, [but] there's plenty of room for everyone. I like to have an abundance mindset.
KL: Those relationships that you have with studios, is that something you're looking to build out more of?
GC: Oh, absolutely. Having that relationship all over the world. Not only does it inspire us to see what they did with that shot or that edit, but it's also that network of people where if I have creators visiting LA or New York City or Houston or Austin, as an example, now I can say, “go check out this studio”. They know there's a safe space for them.
We are accessible to rent, we do work with people as they're visiting Toronto, and people producing their own podcast here in the city. We also have a few podcasts that we work very closely with – one called Moussa Theories. We generated a clip with him that did 1. 3 million views. That was one of our first actual million views.
KL: I've been seeing a ton of these fake podcast ads on social media – have you had any brands shooting stuff like that at your studio?
GC: Oh, absolutely — those kind of “fake podcasts” for brands to use as advertising? They bring in their own actors and actresses and then they just kind of prompt the conversation and then create those viral clips!
It's funny because there's so much cutting and editing, and so much scripting and moving parts when it comes to creating these like high quality short clips for specifically an advertisement. Like if it's a podcast, usually it's a pretty genuine conversation, which is what I love about podcasting. Having that unique conversation between two interesting people is much easier to produce rather than optimizing for 30 seconds of it.
When it comes to podcasting and video production, it's a super efficient way to create high quality content. I think that's another reason why a lot of these brands are using podcasting for their advertisements. To produce a high quality advertisement the traditional way costs so much money, and to jump in a podcast studio and have your prompts ready to go and freestyle it a little bit, and then clip down which parts are the best, it is super efficient.
KL: What does a podcast studio have to have in their repertoire of services in order to be successful?
GC: I think the most important thing for me is just making sure that the output is high quality. The audio sounds good, the video looks good, those are just the absolute fundamentals. If you can do those things, naturally people will find you.
KL: What would you say makes a compelling backdrop for a video podcast?
GC: I'm a lighting nerd. I would definitely say double down on your lighting. Make sure the lighting is perfect.
I have three different styles of lighting; one's a hair light above me, there's also a subject light which is lighting me up on the front right. Then there's a light behind me and that kind of gives a 3D effect. I usually try to provide those three lights when I'm lighting a subject for film.
KL: How do you approach the turnaround for putting out these videos?
GC: The turnaround is probably one of the biggest hurdles of producing podcasts – just making sure that everything is done.
I'm in [Adobe] Premiere all the time, and I've also been learning more about CapCut. Honestly, CapCut editing software is great. CapCut was, I believe, created by TikTok, and there's actually a desktop app [and] they have a ton of features. I've been with Adobe for years but honestly, CapCut has been changing the game as far as the ease of use [and] the entry level editing.
I definitely am behind the scenes doing some live cuts as we shoot. The thing about the live cuts, especially when there's three or four guests, is it's sometimes hard to tell who's going to talk next, and to catch the perfect cut back and forth is sometimes difficult. So I do 99.99% of the time throw it in Adobe after just to synchronize the audio, just to make sure everything looks really good. I like to do some color grading. I like to do audio enhancements. Live cuts definitely help with the speed of production and then adding that little bit of touch in Adobe gives that extra bit of care.
KL: I'm curious, what is your sense of competition in the market?
GC: I love it. I can't service 3 million people. When I started this business, in my mind I was just trying to get 30 people to come through the studio because I knew if I got 30 people, I could potentially cover my rent here. I'm totally cool with competition. Seeing all the creative content that they're producing, I really think it's awesome.
What Gram is loving these days:
OPED: The Case for the Independent Podcaster: A Call for Amplification and Support
By Amy Schlueter, CEO, Bespoke Productions Hub
As of 2024, there are over 5 million podcasts, each offering a unique perspective of the world. In the podcasting industry—where big networks, celebrities, and top-10 lists often grab the limelight—there’s a crucial element that tends to get overlooked: the independent podcaster. These creators, whose voices frequently go unheard, are important contributors to diversity and innovation in the industry. They share stories and perspectives that diverge from the constraints of major networks and corporate agendas, offering a refreshing counterpoint to the mainstream. It’s time we turn our attention to these independent voices and give them the recognition and support they deserve.
Independent podcasters form a vibrant segment of the podcasting ecosystem. Their diversity is not merely in the topics they cover but also in their modes of operation. An independent podcaster can range from someone with a handful of episodes to those with extensive back catalogues. They might produce content solo or with minimal external assistance, and their podcasts can fall into various categories, from niche interests to broad discussions. They represent a vast array of genres and styles, each adding unique value to the broader podcasting landscape.
Despite their potential, these creators often struggle with obscurity and being discovered by listeners. According to industry reports, while independent podcasts vary in their level of establishment and listener numbers, they share a common challenge: gaining visibility. They are producing quality content but struggle to break through the noise of the podcasting world’s focus on big names and high-profile shows. This is a significant barrier to success and limits impact.
Supporting independent podcasters requires a concerted effort from sponsors, networks, and influencers. One effective way to bolster these creators is by engaging with them before they reach the level of having significant analytics or advertising potential. This early support can take many forms, from providing financial backing to featuring their work in dedicated platforms or promotional campaigns. By investing in independent voices, we can ensure that a wider array of perspectives reaches listeners.
In a landscape crowded with charts and rankings, the absence of lists dedicated to independent podcasts is striking. There is a clear need to create spaces that specifically highlight these lesser-known but valuable shows. Imagine top-10 lists for podcasts with fewer than 1,000 downloads or those with an average of 200 listeners per episode. Such lists would not only provide essential visibility but also validate the efforts of independent creators who might otherwise remain unnoticed.
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Hot takes on pop culture, the latest prestige TV, new music, books and more. The calm podcast for cozy weekends.
If you’ve shown up at a dinner party or meeting and not known what on earth people are talking about, then pull up a chair, baby, you’re at the right table. You'll feel like you're snuggled up on the couch chatting with your smart friends, or catching up with your girlfriend at a coffee shop while she fills you in on the latest drama.
Each week, join hosts Caitlin Howden and Emily Key to chat about cultural conversations and news, make fun of the latest pop culture happenings, rant about life’s minor inconveniences, judge each other’s style and life choices, and maybe interview a guest or 2.
True North Podcast Feature: The Tongue Unbroken (Tlél Wudakʼóodzi Ḵaa Lʼóotʼ)
A podcast about Native American language revitalization and decolonization, as seen through the eyes and mind of a multilingual Indigenous person who is Lingít, Haida, Yupʼik and Sami.
This podcast explores complex concepts of identity, resilience, erasure, and genocide and features guests involved in language revitalization and decolonial efforts in Alaska, the United States, Canada, and New Zealand. This show hopes to connect to all audiences who wish to understand how over five hundred languages Indigenous to North America became endangered, and what actions individuals and groups have taken and can take to create a more equitable and brilliant future than that of American genocide.
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What’s going on in Canada’s podcast ecosystem:
New Releases:
Oct 7 — A season of Yes, We Are Open! is out now with a handfull of episodes to binge. The show follows Al Grego as he travels the country to tell the stories of small businesses, and this season he’s checking out Winnipeg, Manitoba.
Oct 15 — The Town Show is the new improv show from Kelly&Kelly. Comedians Mark Chavez and Ryan Beil set out to build a fictional town. Each week, a guest comedian helps pitch new residents, landmarks, history, and events that shape the town. Together, they craft a world from scratch, one episode at a time. Building a town… how hard could it be?
Oct 21 — Cited Podcast has returned with a new season, kicking off with a fascinating episode on the invention of the modern economy.
You should know…
Congratulations to Perla, one third of The Powder Room podcast, who recently announced she’ll be a contestant on Canada’s Drag Race S5!
Pacific Content’s Annalise Neilsen might be warming up to video podcasting… (and so am I). In a recent blog post, Annalise shared some thought provoking insights about the value of short-form video, asking does it even matter if people don’t consume full episodes? It’s well worth a read!
Congratulations to Montreal’s Linda Morra, who won Best Education Podcast for Getting Lit With Linda at the Women in Podcasting Awards!
CoHost has launched a newsletter: Tuned in. In an announcement on LinkedIn, founder Fatima Zaida shared that in each newsletter, people can find updates from “podcasting’s newsmakers, top tips from podcast pros, content designed to keep you ahead of the curve, the latest stats in audio and what they mean for you”. Check it out here!
Events:
Nov 1 — Nominations are open for the Canadian Podcast Awards until this Friday, November 1st! To nominate a podcast, visit the nominations page.
Nov 14 — Lead Podcasting founder, Amanda Cupido, is launching a second edition of her book Let’s Talk Podcasting: The Essential Guide to Doing it Right. She’ll be celebrating with a launch party at Joey's Yonge and Dundas in Toronto in November!
For your pod:
Wavve: How to Use Podcasting for Internal Company Communication
Sounds Profitable: The difference between audio and video podcasting audiences
Just Joe (ready for a pumpkin spice latte)…
Thanks for supporting Pod the North, I’ll be back in your inbox in two weeks!
Kattie
@Podkatt (Twitter, Spotify, and Goodpods) | @PodtheNorth (Bluesky and Instagram)
