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

Feb 22, 2021

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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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