Monday, June 27, 2022

Virtual podcast events generate six-figure revenue

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Shreya Christina
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Hello, team! I’m here on a Tuesday. And what a day to have a platform because now I can tell you to go watch / listen to the premiere of MUNA’s new song at 11:45AM ET. May we sob together. †the teaser made the music a bit merry, but you never know.)

EXCLUSIVE: Big $$$ in Virtual Podcast Events

Personal podcast tours have shown that people are willing to pay for something beyond a pre-recorded episode. But virtual versions of those shows? In this climate of Zoom fatigue? Oh yes honey. In fact, they are booming.

Moment Home has been streaming live podcast recordings called “Moments” since March 2021, and I’m told the company has sold 140,000 tickets over the course of the 56 it’s hosted since. The streams have six-figure average payouts for creators; one even reached as high as $500,000. Creators keep all gross revenue (Moment House monetizes a 10 percent customer service fee), with many shows returning to the platform on a quarterly basis.

These huge payouts come from a combination of tickets, merch and tips from the public, as well as meet-and-greet upgrades or after-parties, for which Moment House helps create a private environment. The platform is a success for big names like the McElroy brothers and cult favorites like Morbid: A True Crime Podcast and Buffering the Vampire Slayerbut technical any podcaster can host on the platform.

Moments are live-streamed and interactive, so they’re great for impromptu, chatty podcasts with dedicated listeners. Bart Coleman, head of comedy at Moment House, described the events to me as “‘anything can happen’ energy.” Past moments included interactive trivia with audience members and a live merchandise fundraiser where hosts turned the milestones into a drinking game.

Mike Muney, head of Creator Partnerships, tells us that Moments works pretty well for podcasters, many of whom have the dual goals of monetizing their work and connecting directly with their audience. (Moment House also hosts concerts, and has been doing so for longer than hosting podcast recordings.) Podcast audiences have shown they’re willing to do their part: Common benefits of paywall podcasts give listeners more access to podcasts hosts, either through behind-the-scenes episodes or Discord chats. Moment House is a natural extension.

But Moment House isn’t alone in this space. last spring, Nick wrote about the company’s efforts in virtual performance FRQNCY† At the time, there was a lot of doubt about its shelf life: would it last if the public could return to in-person events? Now it seems there is still more yearning for location-independent events than we could have known.

Headgum launches its hostread booking platform

Last week the podcast network head eraser publicly launched gumball, a host-read ad marketplace that the company says is unparalleled because it’s fully automated: brands can walk through transparent booking calendars, playable previews, and audience demographics themselves and then check out; on the other hand, podcasters get tools to manage their own workflow and decision-making (and can apply here to join the platform

Headgum built Gumball’s technology in-house, and for years before the “debut of stealth,” the company used it to book ads for its own series of podcasts and eventually other select shows. CEO Marty Michael tells me he’s looking forward to even more independent shows to join, especially as they’ve already seen a “halo effect” of sales from the existing relationships advertisers have with Headgum shows.

“It worked so well,” says Michael, “we thought it was time to go out and talk to investors,” and that may be how you heard about Gumball in the past few days: The platform just closed a $10 Million Series A Financing Round† With that money, the team bolsters its promotional capabilities, as well as Gumball’s technical muscle, to keep scaling. (“We had to get him a tech team!” says Michael of Headgum co-founder Andrew Pile, who headed the infrastructure.)

Athletic Greens, a company some may recognize for its frequent podcast ads, has been using Gumball beta for nearly three years. “Anything that saves time in this busy world and in this demanding industry is immensely beneficial,” said Martha Gallant, Athletic Greens Senior Director of Audio Partnerships.

Host-read ads tend to be more complicated to place than other types – check it out this sample processas described in Sounds profitable — but Athletic Greens still prioritize them, Gallant says. For the right type of brand, she says, a host read is “the secret sauce of a podcast ad.”

Spotify podcaster is questioned, ask why

Yesterday the writer Damon Young published a opinion piece The Washington Post Magazinein which he outlines the two choices he faces as the creator of a upcoming Spotify showas Joe Rogan has left many creators wondering if they should stay tuned with the platform.

But first, he drives home that the expectation that he, a black man, take a certain stance against Rogan makes him feel like he’s trapped. “Removing my show feels like a loss to me, my staff, my guests, my family, my fans,” Young writes, “and a victory for the dummies,” a word he liberally, but cautiously, uses in the piece. used to describe people whose behavior ranges from pointless to discriminatory.

He can, he says, continue as planned with the show or “remove my” Upcoming Spotify Owned Podcast — which is literally about the funny and messy and thorny clashes of race, sex, and money — of Spotify, throwing away the 18 months of labor invested in it. In the end, Young chooses not to give up what he’s been working on, even with the disproportionate pressure on him to be the one to take the loss. After all, the outcome would be very different from the other Young on Spotify.

A sneaky sound creation bundle from Spotify

Spotify Premium revolves around the subject of more explicit, intentional business decisions and is now available to bundle with Soundtrap, the “cloud-based audio recording platform” and another Swedish company called Spotify. acquired at the end of 2017† Note that Soundtrap is not solely intended for music production, but is a more general toolkit that differentiates offerings for “Music Makers” from those intended for “Storytellers”. In other words, it speaks directly to podcasters.

Big catch though! Such as indicated by Engadget“There’s a big downside to Soundtrap if you plan on publishing to Apple Podcasts, Stitcher, or any other podcast service as well. Soundtrap doesn’t generate an RSS feed for every episode, which you need to publish your podcast outside of Spotify.” That feels on the brand.

YouTube Kicks Out Election Disinformation — And Trump

The hosts of the screaming brocast Send in full recently brought up Donald Trump to discuss… who knows what. But the things he ended up talking about came down to “content that makes false claims that widespread fraud, errors or glitches changed the outcome of the 2020 US presidential election,” according to YouTube, which said that asked to delete the episode

I did mention it, folks† It’s an election year, public figures were already getting rowdy on podcasts, and Trump seemed like exactly the person who would make headlines at this crossroads — it actually happened already, in fact, in an abrupt exit from an NPR interview I did. noticed a few months ago† Here we go again.

As of the time of the press, it seems that the Send in full episode can still be played on other major podcast platforms, so there’s an interesting dynamic at play. Traditional podcasting platforms have been slower to moderate the open ecosystem of RSS-based shows, but YouTube — which has quietly become a podcast powerhouse — has a long history of moderating its platform, if somewhat imperfect. With podcasts, there are several examples to refer to, even just from the past few months, such as Remove content from Joe Rogan for misinformation about vaccines and Permanent ban of Dan Bongino

And a deal for reVolver and SXM Media

To conclude, this collaboration, which was announced last Thursdaygives SXM Media “exclusive worldwide ad sales rights to reVolver’s extensive line of podcasts,” including popular Spanish-language shows such as El Show de Piolin and Erazno and La Chokolata† All shows from revolver – “the leading multicultural creator and publisher of audio-on-demand content in the US,” according to the press release – will be distributed through Stitcher and available on all podcast platforms.

Thank you for reading! Hello Mama!

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