All Segments
a16z Podcast | A Podcast about Podcasts
28 segments available
Podcasts and podcasting have been around a while, but seem to be going through a renaissance of sorts -- partly enabled by connected cars and other technologies. But how do we discover podcasts; is the ideal atomic unit the show, or an individual episode/topic? What makes a good podcast? And given their intimacy, how can brands and communities engage with podcasts? We discuss this and more in this oh-so-meta episode of the a16z Podcast-about-podcasts. And to help us do that, we invited longtime podcaster and radio host Roman Mars -- of the highly regarded design show 99% Invisible -- as well as fans (and now curators of) podcasts, Ryan Hoover and Erik Torenberg of Product Hunt. [Along with, of course, your a16z Podcast producers and hosts Sonal Chokshi and Michael Copeland.]
Segments Timeline
Welcome to the Podcast Renaissance
In this opening segment, the hosts introduce the guests, including Roman Mars of '99% Invisible' and Product Hunt's Ryan Hoover and Erik Torenberg. They set the stage for a discussion about the evolving landscape of podcasts, hinting at the meta nature of the episode as they explore what makes podcasts unique and engaging.
"hi everyone welcome to the Asics insi podcast today we have three special guests Roman Mars of 99% invisible an extremely popular podcast about architecture and design and we also have Ryan Hoover and..."
The Birth of 99% Invisible
Roman Mars shares the origin story of his podcast '99% Invisible,' detailing how it began as a short segment on public radio and evolved into a full-fledged podcast. He discusses the initial distribution through Tumblr and how it quickly found an audience in the design and architecture community, highlighting the importance of niche storytelling.
"which is a little bit meta roman you were at public radio here in the Bay Area and they made this shift and did the shift kind of was it conscious that it happened to you or did you happen to it I wou..."
The Podcasting Boom
Mars reflects on the growth of podcasting over the past decade, noting key milestones like Barack Obama's appearance on Marc Maron's podcast and the impact of shows like 'Serial.' He emphasizes the increasing awareness and accessibility of podcasts, attributing this to technological advancements and a cultural shift towards on-demand content.
"distribution tool and it really found an audience in the design and architecture world pretty quickly I mean I knew that it could occupy that space well because no one was doing the types of stories I..."
Technology's Role in Podcast Growth
The discussion shifts to the technological factors that have contributed to the podcasting renaissance. Mars highlights the significance of iTunes' support for podcasts in 2005 and the rise of smartphones, which made listening to podcasts more convenient. He also mentions the impact of Bluetooth technology in cars, changing how people consume audio content.
"for the about 10 years like it's been slowly climbing I think it just hit that weird threshold effect where enough people know it that it feels like everyone knows it is it enough people know it in co..."
Curating Podcast Experiences
The conversation explores how audiences are now accustomed to curating their entertainment experiences, thanks to platforms like Netflix. Mars discusses the challenges of podcast discovery, emphasizing that while listeners are eager to select their shows, the current systems for finding podcasts tailored to specific interests are still lacking.
"to public radio I'm you know like I listen to public radio all the time I barely turn on the radio anymore I know it's crazy I had a similar experience where I had a Volvo with 300,000 miles on and I ..."
The Challenge of Podcast Discovery
Mars and the hosts delve into the difficulties of discovering new podcasts, particularly for listeners who prefer topics over specific shows. They discuss the need for better curation tools and how many listeners still rely on recommendations from trusted sources to find quality content amidst the vast array of options available.
"listen to or watch I mean back when you know network TV was around in the very very early days there were a couple channels that you had access to and then as I was growing up I had still limited chan..."
The Long Tail of Podcasting
The segment highlights the long tail phenomenon in podcasting, where a vast amount of content exists but is hard to navigate. Mars expresses concern about listeners missing out on quality shows due to the overwhelming amount of choices and the lack of effective discovery mechanisms, drawing parallels to the early days of the Internet.
"want to consume podcasts I believe at least and so no you haven't you have a Twitter list of accounts that surfaced different podcast shows if I'm not mistaken for this very reason because that's how ..."
Promoting Podcasts Effectively
The hosts discuss strategies for promoting podcasts, emphasizing the importance of cross-promotion through guest appearances on other shows. Mars shares his experience with being featured on 'Radiolab' and how it significantly boosted his audience, underscoring the value of collaboration in the podcasting ecosystem.
"why my show is a is a big podcast but you know isn't a big like TV show the atomic unit for me is the show like the program and I listen to a ton of podcasts I can tell you as somebody who does a show..."
Community Engagement in Podcasting
The conversation shifts to the role of online communities in podcast promotion and listener engagement. Mars reflects on how shows like 'Serial' gained traction through community discussions on platforms like Reddit, despite initial resistance from creators. This segment explores the potential for fostering deeper connections between podcasters and their audiences.
"yeah this is a podcast about podcast promoting podcast on podcast we were talking to Matt Lieber co-founder of gimlet who's also done a ton to you know further popularized podcast and he would say som..."
The Future of Podcasting Communities
In the closing segment, the hosts ponder the future of podcasting communities and where listeners can engage with each other. Mars shares his thoughts on the lack of dedicated spaces for podcast discussions, highlighting the need for platforms that facilitate deeper conversations about content and recommendations among fans.
"searching I still think that the the ground is pretty soft for creators to make new things that blow people away for me personally I listen to podcasts have a dozen that I've been listening to for yea..."
Crafting the Perfect Podcast
This segment delves into the art of podcasting, focusing on the performance aspect of hosting. The speakers discuss voice modulation, editing techniques, and the importance of keeping listeners engaged. They explore how these elements contribute to creating a compelling narrative and maintaining listener interest.
"curious about live-streaming meerkat periscope other apps and how you know there are some podcasters out there that use those and actually record their podcasts with the community kind of participatin..."
Podcasting vs. Traditional Media
The discussion contrasts podcasting with traditional radio and media formats. The speakers reflect on the evolving perception of podcasting and how it has gained respect and recognition in the media landscape. They highlight the shift in how people identify themselves as podcasters and the impact of successful shows like 'Cereal' on this perception.
"relationship I think there was something about that that as it was growing it was like you're our guy you know like we support you and there was something about the personality connection and then bec..."
The Role of Brands in Podcasting
In this segment, the speakers address the intersection of branding and podcasting. They discuss how brands can effectively engage with audiences through podcasts while maintaining editorial independence. The conversation touches on the potential pitfalls of branded content and the importance of storytelling in creating successful podcasts.
"important you mentioned some manipulations that you sort of make when you're creating that connection with the with the audience and the podcast thing so you'd bench in voice like do you actually acti..."
Intimacy as a Brand Strategy
The speakers explore the concept of intimacy in branding through podcasts. They discuss how brands can leverage personal connections to engage audiences and the evolving definition of what constitutes a brand. The segment emphasizes the importance of authenticity and the relationship between hosts and their listeners.
"there's a ways that we use editing to keep the ear interested rather than have one person talk we cut back and forth a lot it's a sort of to make you make sure you're paying attention those changes we..."
Challenges of Podcast Production
This segment highlights the challenges faced by podcast producers in creating engaging content. The speakers discuss the balance between artistic expression and commercial viability, emphasizing the need for creativity in transforming mundane topics into captivating narratives. They reflect on the evolving landscape of podcasting and the opportunities it presents.
"elements of a podcast are coming from the magazine world for example when blogs blogging came out there was some sort of disdain with online and there was a distinction between print and online and I ..."
The Balance of Branding and Authenticity
In this segment, the discussion revolves around the challenges brands face when creating podcasts. The speakers emphasize the importance of maintaining editorial independence and a strong narrative voice, akin to public radio standards. They explore how brands can effectively engage audiences without compromising authenticity, highlighting that a good podcast can emerge from a branded context if it prioritizes storytelling and connection.
"right now but she pointed to a few that you know slack for example and I think she's had a couple others that are doing a great job yeah I mean I worry about that a little bit I mean slack like Stewar..."
Intimacy in Podcasting
Roman Mars shares insights on how the podcasting medium fosters intimacy between hosts and listeners. He discusses the unique elements of podcasting, such as tone and personal connection, that differentiate it from traditional broadcasting. The segment highlights the significance of crafting a narrative that resonates on a personal level, making the listener feel directly addressed and engaged.
"ago at xoxo that Marco Arment gave on brands doing podcasts his whole point was that for brands it's it goes back to this theme of intimacy it's a whole new way to strike a connection with the people ..."
The Art of Editing in Podcasting
This segment delves into the complexities of editing podcasts. The speakers discuss the freedom podcasting offers compared to traditional media, where time constraints often dictate content. They emphasize the need for discipline in editing to serve the story effectively, rather than simply extending the length of episodes. The conversation underscores the balance between creative expression and audience engagement.
"mean as a producer for a long time I mean I love these types of challenges I like making interesting things out of boring things how do you make something interesting in that its purpose you know from..."
Feedback and Metrics in Podcasting
The discussion shifts to the challenges of obtaining reliable feedback and metrics in the podcasting landscape. The speakers compare podcast analytics to traditional radio ratings, arguing that both have their flaws. They explore how podcasters can gauge listener engagement and effectiveness through downloads and audience feedback, emphasizing the evolving nature of podcast metrics.
"solo I mean listen to radio solo but there's something about the idea of the broadcasting medium that makes you think of a group of people rather than one person though I think that works I think that..."
The Role of Advertisers in Podcasting
In this segment, the speakers discuss how advertisers approach podcasting and the unique relationship between brands and podcasters. They highlight the importance of personal connections and the role of passionate individuals within companies who advocate for podcast sponsorships. The conversation reveals how affinity for a podcast can drive advertising decisions, showcasing the blend of commerce and community.
"knew your inclination is to make a two-hour long podcast cuz there's no one telling you to stop you know so there's that freedom to be off of a broadcast clock but we should do is like as it professio..."
The Evolution of Podcast Discovery
Ryan Hoover and Erik Torenberg share their perspectives on what makes podcasts successful from a listener's viewpoint. They discuss the vast array of podcast options available today, emphasizing the ability to find niche content that resonates with individual interests. This segment highlights the democratization of content discovery in the podcasting space, contrasting it with the limitations of traditional radio.
"do you get feedback for your podcasts I mean you you have some data on listeners which is kind of vague in the podcast world relative to metrics like our website but how do you get feedback how do you..."
Finding Your Podcast Audience
The speakers explore how podcasters can identify and connect with their target audience. They discuss the importance of niche content and how personal interests can lead to dedicated listener bases. The segment emphasizes the role of community and shared passions in building a successful podcast, illustrating how personal connections can enhance audience engagement.
"technology analytics yet and and and it's it's hard to tell I mean to your point you're right like at some point everyone agrees to tell the same lie but the point is it has to be the same exact lie y..."
The Unique Appeal of Niche Podcasts
In this segment, the conversation focuses on the appeal of niche podcasts and how they cater to specific interests. The speakers share their favorite podcasts and discuss how these shows allow listeners to explore topics they are passionate about. This highlights the diversity of content available in the podcasting world and the personal connections that can be formed through shared interests.
"most effective but if you ever ties with me I will prove to you that mine are better than anybody else's it always works you talk about finding an audience but how do advertisers who want to advertise..."
Finding Your Niche in Podcasting
Ryan Hoover and Erik Torenberg explore the vast landscape of podcasts, contrasting it with traditional radio's limited options. They discuss how the internet allows listeners to discover niche topics and communities, making podcasting a unique medium for personal connection and exploration of interests.
"thing that makes you feel good so Ryan and Eric as listeners of podcasts and now as curators and active discoverers of podcasts from the audience perspective what do you guys think makes your podcast ..."
Intimacy Through Long-Form Conversations
Ryan shares his love for long-form podcasts like Marc Maron's show, where he feels like a 'fly on the wall' in intimate conversations. He highlights the authenticity and honesty of these discussions, which create a unique listening experience that draws audiences into worlds they might not otherwise access.
"yeah I'm personally really big into a lot of the startup podcasts like startup by gimlet is a big favorite of mine this weekend start us by Jason Calacanis is I've watched since episode one and I thin..."
The Appeal of Indie Podcasts
Ryan discusses his preference for indie podcasts that feel raw and authentic, sharing examples of shows that resonate with him. He emphasizes the charm of smaller productions that offer unique perspectives and personal stories, showcasing the diversity of content available in the podcasting space.
"have a huge list of podcasts as you mentioned earlier Ryan on Twitter that I maintain and the ones that I actually like the most are super indie very raw like like you know literally there's like thre..."
Creating Intimacy Through Technology
The hosts delve into how technology, particularly smartphones and live streaming, enhances intimacy in podcasting. They discuss the participatory nature of media and how emerging technologies like virtual reality could further deepen connections between creators and audiences.
"don't think anyone really loves the old one so which is why which is why it work it's it's fun i-i've been involved and now since the TED talk came out people send me all about redesigns of flags and ..."
The Transformative Power of Storytelling
Roman Mars reflects on the unique ability of audio storytelling to shape perceptions and emotions. He explains how sharing the stories behind architecture can transform how people view buildings, emphasizing the profound impact of narrative in creating connections and understanding through podcasts.
"intimacy I think there's a number of things that can create more intimacy online I think live streaming as I mentioned earlier I think has a lot of opportunity to create that intimate kind of conversa..."