Canadians kicking ass in Dallas
Vol. 2 - Podcast conferences from a Canadian perspective, Audio Branding and Buffy.
Hihi!! Happy Pod the North Tuesday!
In this issue:
Roger Nairn thinks Canadians are kicking ass.
Indie feature: Audio Branding
True North feature: Buffy
Recently, thousands of podcasters flocked to Dallas, TX, to attend Podcast Movement. For many people, this might’ve been their first in-person conference in two years and let me tell you, the hype on Twitter leading up to it was electric!
This is a HUGE event — the biggest podcast conference in the world.
As both a freelance producer and an indie podcaster, I had a lot of kombucha-girl moments debating whether or not I should go.
I didn’t end up going for financial reasons and timing. Okay, I spent all my disposable income and free time building a fence this summer. Luckily, I lost my FOMO anyway which I got into at length over on the Vocal Fry Studios newsetter a couple weeks ago.
Overall though, I’ve heard mostly great things from those who’ve gone to big podcast conferences in the US like Podcast Movement; from memorable networking opportunities to really insightful panels — and let be real: parties.
But most of the people I’ve heard from have been American.
Despite me not going to PM22, I’m actually a pretty big sucker for podcast conferences in Canada.
Since 2018, I’ve had a tradition of attending the Hot Docs Podcast Festival. Taking those few days off to live it up in Toronto, catch live shows, and try to rub shoulders with CBC Podcasts execs.
I’ve also loved attending Pod Camp in Toronto. In 2020, I actually had the pleasure of running a session of my own with my wonderful mentor and professor of Radio Production at Toronto Metropolitan University, Lori Beckstead.
For obvious reasons, I haven’t been to a live podcasting conference in years. I’ve missed the comradery and being surrounded by fellow podcast nerds.
Podcast Movement was pretty enticing for me at first.
But, OOF. THOSE TICKET PRICES.
Tickets to Podcast Movement started at $500+ USD. Not to mention the “Canadian tax” — flights, hotels, and the exchange rate. Podcast Movement isn’t the only American podcasting conference with a steep entry fee either. There’s also She Podcasts LIVE, Podcast Expo, Podcast Movement: Evolutions and a handful of others.
I don’t fault any of the organizers for the high prices. Running a good conference is just straight up expensive. But for the average podcaster? IN THIS ECONOMY???
Is it worth it for us podcasting Canucks to make the trip? And if so, which of us?
I caught up with Roger Nairn, Co-founder and CEO at JAR Audio to get the real scoop…
Thoughts from the ecosystem:
Roger Nairn thinks Canadians are kicking ass .
Roger was the lone ranger who answered my call-out on Twitter and graciously allowed me to pick his brain on Podcast Movement just a few days after returning home to Vancouver from Dallas.
Roger runs JAR Audio, one of Canada’s many, impeccable, full-service branded podcast agencies which has created shows for lululemon, Expedia, and Cineplex. This was a delightful, validating, and hilarious chat.
This conversation has been condenced for brevity.
Sooooo, how was Podcast Movement?
Podcast movement was great. It was actually my very first ever podcast conference and it was incredible. We are in the most collaborative, friendly, awesome space. Like podcasters, they're the best. I think it's one of those things where everyone's really passionate about what they do but then also are there for each other when it comes to answering questions and pushing each other. I think we all wanna see the industry grow.
What were you at Podcast Movement specifically to do?
I was speaking on a panel, so that was a big part of it. I spoke on how to leverage your existing audience [and] get them to engage with some of your other content, which we have a lot of experience with at our company.
And then from a networking standpoint, we're always looking for strategic relationships with different companies, whether they're networks or vendors or brands – it was a whole mishmash of stuff, which is why I'm absolutely exhausted.
What kind of podcasters did you get the sense were attending podcast movement? Pros, Freelancers, Indies?
My impression was it was probably 95% pros. I bumped into a few people that had just kind of started their shows but for the most part it was the heavier hitters. A lot of networks and shows that are taking in revenue. I would bet that there was a couple hundred Canadians.
There was JAR audio, the folks from Pacific Content, the folks from Quill and Cohost – they're all Canadian. Neil McPhedran from Podium, Heather Gordon from Acast, Bob Kane from AdvertiseCast and Jeff Vidler from Signal Hill.
It's very apparent that Canada is kicking ass in the podcast space right now.
I think that a couple things stand out. One is, there's a lot of leadership, a lot of influential people, but also, the branded podcast space is really coming to the forefront as being a real powerhouse in Canada.
Given the overall cost for Canadians, what kind of podcaster do you think podcast movement is really accessible to?
It's definitely more of the company level.
So if an Indie podcaster were to buy the ticket and make the trip, do you think it was worth the cost?
It just depends on how you're using your time there. I had the objectives that I mentioned and the things I wanted to accomplish so I didn't spend as much time in seminars as an indie podcaster would. But if you were just going from session to session to session, and that's all you did, that would be hugely valuable for you.
But if they didn't have access to those and they're just networking or going to different vendor booths, probably not.
What are your overall thoughts on the vibe at Podcast Movement?
It was so incredibly positive and collaborative.
But then it changed when Ben Shapiro showed up. I literally saw him walk in the room and I felt the vibe on that floor change and so that was upsetting.
But we made fun of [Daily Wire] the whole time. It was also funny because they were giving away free popcorn and that's hilarious. It was like, you're playing a big part in ruining America and you think you can smooth that over with free popcorn? I was calling it pop-aganda.
It’s like they didn't realize they were giving everyone something to chew on to watch things unfold…
Ya, I think when he showed up he was only there for one purpose and that was exactly the result that came from it – which was pissing everybody off and not feeling safe.
Any last words?
As a Canadian, I know a little piece of us is always in the shadow of the United States but we're incredibly talented. We're incredibly strategic and very, very smart business people. Everybody else has a massive amount of respect for us. So I don't think anybody should feel like they're not welcome at these events or that they don't have a place at the table.
Whether that's just being there or reaching out to podcast movement and seeing if you can be a speaker or if there's opportunities for you to sponsor or have a booth space. Just because we're a Canadian doesn't mean we don't belong.
Thank you Roger!
Were you at Podcast Movement this year? I’d love to hear if it was worth the time and money for you!
Check out this Canadian Indie: Audio Branding
Professional Voice Over Talent, Jodi Krangle, is all about sound. Audio or sonic branding influences us in many different ways and in many different places within our lives. Jodi explores that in this podcast, both with her own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music and science.
This show will help you learn about how stand out by harnessing the power of audio!
True North Podcast Feature: Buffy
Each issue, I’m spotlighting an Indigenous podcast made in so-called-Canada.
Buffy Sainte-Marie is one of the most prolific singer-songwriters of the past century. For 60 years her music has quietly reverberated throughout pop culture, and provided a touchstone for Indigenous resistance. In this five-part series, Mohawk and Tuscarora writer Falen Johnson explores how Buffy’s life and legacy is essential to understanding Indigenous resilience.
Opportunities for your podcast:
Podcast Promo Swap Database - Tink* Media (free): Join the Podcast Swap List here. This is still my #1 recommendation for promotion opportunities and building relationships in the ecosystem that every podcast should be going for!
Discover Pods Podcasts Spotlight (no longer free): A Q&A spotlight with the people behind the podcasts. Full details to follow once you complete the form.
Is your show crowd funding? I’m opening up this newsletter to feature shows that could use a little monetary love. Share your link with me along with a few sentences about why people should fund your show and I might share it in upcoming issues!
Are you a journalism student with a podcast? Lead Podcasting is creating an annual award of $2000 for shows created outside of academic coursework and have at least three episodes. More info here. Lead Podcasting has also launched a podcast called Podcasters on the Rise in connection to it!
It’s (still) heckin’ award season!
Registrations and nominations are open for quite a few this month still!
The Podcasting, Seriously Awards Fund supports independent BIPOC, Queer and Trans audio producers in both submitting high-quality work to media/journalism awards and receiving further production education and training. Apply for, or donate to, the fund here.
Canupdates:
Looking for a job in podcasts? Well, you should be subscribed to the Vocal Fridays newsletter! Each week, Michal Stein curates a list of fresh (Canadian!) jobs from the fryer, from internships to Executive Producer gigs — aslway with honest hilarious commentary and sick references.
Also, I recently guest-wrote the September 9th issue, where I unpacked my thoughts on the big story surrounding Podcast Movement — Ben Shapiro, podcasts impact on our world, and “inclusivity”.
CANADALAND has announced its fall slate of podcasts! Canadalandback is returning in October, and a new season of The Backbench is out today with Jeopardy! super champion Mattea Roach as the new host!
New shows also include; Ratf*cker: Confessions of a Dirty Tricks Operative, French language show Détours, and COMMONS: Monopoly.
Finally, a word from Joe…
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Kattie @podkatt
I was lucky enough to attend the first Podcast Movement Evolutions in Los Angeles in 2020 (before the world went sideways).
It was a great event & an awesome opportunity to network with some new people and share lots of great ideas. I even got to meet one of my "idols", Drew Ackerman who hosts the "Sleep With Me" podcast (a podcast guaranteed to put anyone right to sleep!).
Being that it was the first year of the event, some of the panels & conference sessions seemed a little disorganized and it did seem like the demand was a little higher than anticipated; some sessions were crammed to capacity with people being left out.
I also made the mistake of "underselling" myself and buying a lower track pass than I should have, so I did feel like I was already beyond the skillset of some of the panels I was in.
The next PM Evolutions is in Las Vegas and being that I do a Vegas podcast, I fully plan on attending. I'm also planning on saving up to attend PM23 in Denver next summer and can't wait to meet more people!
Hi Kattie!
Thanks for your ongoing dialogue here! It's really great to hear that Canadian indie voice!
Re - PM22 Dallas: entirely in agreement with my friend Roger/JAR....and with you...it is a lot of money for an indie. Flight/Hotel/Food/Play...those are a lot of dollars beyond the PM Fee. I would object to thinking the PM fee is high...it is not by any comparison to other majors like Canadian Music Week, which is double the cost and only one day and no 'tracks'.
PM is costly, but it really does offer indie tracks, which include sessions from 101 style all the way up to monetizing. It does come with some responsibilities on the attendees part, as Roger said, you have to go in prepared and ready to work your brand. You must engage!
I'd be happy to take on an advisory role for any indie creators (hosts/producers) thinking about attending the next PM...and with that I'd say to forget PM Evolutions as that is even more targeted to 'professionals' (read: people that get paid by someone/somehow to work in podcasting from 9to5 type of thing). Think about PM 23 Denver....it's in August so there's plenty of time to save up slowly. First tip - buy an early bird ticket now (the super duper early bird is $299 USD, but it comes with a virtual package incase you can't make it live). It may even be refundable, read the small print. Anyhow...happy to talk to anyone to help with their podcast journey!
THANKS AGAIN KATTIE!
Bob Kane
bob@advertisecast.com