68. Marty Michael : Key Ingredients to Scaling & Monetizing a Podcast

Marty Michael is a Co-Founder of Headgum, a Podcast Network with offices in LA & NYC.

Topics :

• If you hustle & are good at what you do, it’s never too late to start
• The pandemic led to increase of celebrities starting podcasts
• Characteristics of successful podcasts : consistent content & stay true to what they want to accomplish
• Podcast networks are a collections of podcasts where they help grow & monetize the show
• Gumball sells podcast advertising to brands, Headgum Studios focuses on creating shows & content from scratch
• Coming up with 300+ names before landing on Headgum
• Helping brands reach their target demographic through podcast advertising
• Host read ads perform stronger vs producer style ads
• Different style of podcast reads : Dynamic Insertion, Embedded & Streaming Ad Insertion
• Spotify locking in exclusive deals with Joe Rogan, Michelle Obama etc
• The halo effect of new hosts attracting new audiences to podcasts
• Marty Podcast recommendations : Dead Eyes, The Daily & Serial
• Going remote with all podcasters when the pandemic first hit
• Other ways to monetize podcasts outside of merch, reads, paywalls etc
• Clubhouse stepping in as a new audio only platform
• Raising $2 Million in funding with USF
• Headgum to become the SNL of podcasts
• Previous career experiences helped strengthen his Sales skills
• Biggest weakness : trying to stick to a routine / Great strength : ability to communicate with people on a human level
• Being raised in Portland, Oregon
• Biggest lesson from 2020 : Stay positive & be happy in the moment
• First thing Marty is doing when the pandemic ends : play basketball
• Challenge for the listeners : live in the moment, stay hard working & stay positive

Connect with Marty!

Instagram : @KidMarty

Check out Headgum!

Instagram : @Headgum

Website : Headgum.com

Pod recommendations : Dead Eyes

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