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So, this is interesting.
Both come from Jigsaw Productions, the prolific documentary production company led by Alex Gibney.
For now, though, Im revising my general read of Apples original podcast adventures.
Up to this point, Ive chiefly interpreted the companysmuch-reported interestin original podcast development as being mostly about marketing.
But what theyre doing withThe Linefeels like the start of a curious new direction.
Im very, very curious to see what comes next.
Selected Notes
Well this is certainly interesting.
In any case, the heat is on.
Mashariki is a Hollywood veteran who has worked at Fox Searchlight and BET/Viacom.
AlsofromVariety: Serial Box Renames Itself Realm, Launches Free Podcast Strategy.
Realm has about 25 employees and has backing from Graham Holdings, Forerunner Ventures, and Boat Rocker Media.
Interestingly enough, that set the tone for our conversation, which has been edited and condensed for clarity.
How have things been?
Gael Aitor: Oh man, the past year has been wild.
Summer 2020 was definitely our biggest period yet.
We were actually just about to hit two years at that point, and things started to happen.
People were writing about us.
We were interviewed on CNN, theTODAYshow, andGood Morning America.
We were getting a bunch of offers for brand deals and stuff.
I think we picked up some traction after that, and weve just been trying to build on it.
HP: How big is the show nowadays?
Aitor: Right now, we have about 560,000 followers on Spotify.
Im not sure how much we have on other platforms.
Aitor: Thank you, thank you.
HP: Tell me about the brand deals that the show has been getting.
How do you think through those kinds of things?
Aitor: So, the biggest move weve made in that regard is to work withFlighthouse.
We started talking afterwards and I was like, maybe theres an opportunity to partner here.
So far, weve done deals with JanSport, Hollister, Depop, Headspace, a few others.
And how do you help them?
You speak to them directly.
What a lot of these brands have been looking for is a good representative of that message.
HP: How do you typically approach working with brands?
Aitor: When we were a smaller podcast, I didnt really know what we were doing.
We definitely didnt know our worth or how to sell ads.
We just did the basic $20 COM midroll, pre-roll, or something like that.
So we decided to stop doing midrolls and pre-rolls that were just basic and surface level.
We started to fully commit to a brand that comes to us and we want to work with.
With that approach, weve been doing more custom stuff.
We also do stuff like livestreams and Instagram takeovers and giveaways, stuff to help our audience.
HP: How do you think about maintaining trust with your audience while doing these brand integrations?
Do you have an ethics policy?
Because of that, were really selective.
So we venture to only work with brands that actually carry the message forward.
We know how to talk to our audience.
HP: Tell me about how youre thinking about the future.
Are you building outTeenager Therapyfor the long run?
Aitor: Well, weve barely gotten started in terms of setting up a strategy for everything right now.
Were looking for more manpower to bring our vision to life.
One thing thats been exciting us is the idea of doing more lifestyle content.
We have a lot of fun projects planned around that.
Were also looking forward to things like clothing.
Weve done three merch drops before, and those have done really well.
It could be interesting to turnTeenager Therapyinto a brand that youd see at a place like Urban Outfitters.
Wed just want to make really interesting products and clothes.
Apart from that, Im also really excited to do more advocacy campaigns.
HP: Are you in a position where youd be comfortable to talk about the shows revenue?
Aitor: You know, Im not sure if I am.
Because, honestly, its something people dont talk about.
So Ill have to look into that.
Aitor: Its always a group effort.
I love the business aspect of it.
HP: How else have you been learning the ropes?
Aitor: Well, Im very much a self-learner.
I started a small dropshipping business when I was thirteen that grew into six figures in revenue.
That experience taught me a lot about profit, handling money, and specifically marketing.
I think marketing is one of my best skills, just learning how to get attention.
Thats how I was able to grow the podcast to a couple thousand followers with zero ad budget.
Right now, the way I learn is just using Google a lot.
Googling the right question is incredibly important.
I do a lot of stuff on Coursera, which offers a lot of free college courses.
I recently finished something called an entrepreneurship specialization program by the Wharton Business School.
HP: Do you listen to podcasts a lot?
What would you like to see more of in this space?
Aitor: Honestly, I dont listen to podcasts as much.
Actually, I go through phases.
Im not super immersed in the podcast world.
I tend to pick up episodes here and there that I find interesting.
Overall, in this space, I really enjoy non-scripted shows, which there are a lot of.
I think people really enjoy comfort.
Everyone gets to share their point of view, not just those at the top.
HP: Do you identify as an influencer?
Aitor: I wouldnt say so.
For a while, I thought I kinda wanted to be an influencer.
I dont think that world is something Id enjoy.
Thats a little more fun to me than the whole social media followers chase.
HP: Why dont you think the influencer world is something youd enjoy?
Aitor: Its a lot of the superficial nature of it.
Thats something that bothers me, I think, just how inauthentic that can be.
I dont think that life is something I would enjoy to be around.
I think it would drive me bonkers.
Thats probably the biggest thing.
Theres not a lot of vulnerability.
Its very much about smiles, your best self, not talking about your flaws.
you’ve got the option to findTeenagerTherapyon the showswebsite,Instagram, andits newly verified Twitter account.
Sometimes, it isnt even apparent to the BBC itself.
To be clear: Keanes not complaining.
And so I felt compelled to ask her more about it.
It was too complex, so I decided it needed to be made into a series.
Lots of people have covered this before, Keane says, citingLos Angeles Timesreporting in particular.
Its just me Im the producer, and I did all the research, she says.
I chose who we were going to interview, I chose the structure, and I wrote a brief.
People will be shocked to hear it, but it really was just me and Peter, says Keane.
To some podcast producers, this might sound perfectly normal.
Lets break down what that means.
Theres a lot of importance on the reputation of the BBC, says Keane.
When a mistake is made, it reflects on a lot of people.
Its not just me, even though itisme doing all of the work.
Isnt podcasting supposed to be for everyone?
Even within the BBC, weve had problems, Keane says, at least over the past year.
That adds time and increases pressure to meet deadlines, which is already pressurized by the additional work.
And yet, the machine churns on.
You dont want to be the one who says this isnt achievable with a deadline, Keane says.
You dont want to be the weak link.
