When you are new to the podcast industry, diving into international waters can be really tricky. But, the process of growing diverse audiences from scratch has its own tips and tricks. Sarah Toporoff, head of Growth Europe at Headliner, advised to keep an eye on the networks and how they work. When the budget is low, it is crucial to gather resources and fill your agenda with people who will support your ideas.
“The work goes beyond scripts”- Henriette Høj Gharib
The CEO and Co-founder of Podster couldn’t emphasize more on research. Something that worked in Sweden and Denmark doesn’t necessarily mean that it will work in Spain, for example. Finding local stories with international appeal is not always easy. Using AI technologies is useful in the brainstorming stage, but keeping the quality high requires human touch and creativity.
Another piece of advice she gave was to go for limited series and use specific terminology. Apart from the fact that it is typically easier to sell in a focused market, it is a great way to test the waters. Also, keeping a low number of characters involved is cost-efficient, considering the need for voice actors and/or translating services.
On the other hand, Ashu Behl, head of PocketFM, highlighted the importance of localization. Everyday language differs from the knowledge acquired by books and this is where local writers step in: they know the audience better. He also pointed out the AI generation of thousand stories, but he asks the help of the audience directly, in order to understand better what is appealing.
“You need space for your art”- Jasmin Bauomy
THE ECCO is an international association for audio artists and journalists that was founded by Jasmin. This initiative allows creators to go further, when they have smaller communities, by building global connections and organizing cohorts.
image © Afroditi Zaggana
