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Spotlight Podpopuli
PodPopuli: Making Podcast Dreams a Reality
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By Deby Goldfarb
Brian Howie has been a “podcaster” himself for the past 7 years and has been producing podcasts for other people for almost as long. Though he has been in the entertainment business for more than 20 years, he feels that his favorite aspect of the business is to host and create podcasts. He began in a small studio in Santa Monica, California, in which his clients were mostly those in the industry and celebrities such as Tatum O’Neal, Pat O’Brian, and Mark Wahlberg, to name a few. He explained, “I recognized this as an opportunity for business owners, entrepreneurs, retired executives, even parents and children—anyone with a passion, a project, a message or a brand they are trying to build. “
Brian sought communities that would ‘ t’ the dynamic of his podcast shows. His rst location was Scottsdale, Arizona, next, outside of Cleveland, Ohio and then Palm Beach County. He narrowed the locale to Boca Raton since he felt this area drew so many people from other places who would have stories they would want to tell. “We designed this business to take the hard part out of podcasting”, Brian said. “We just focus on the message they want to get out
and we nd their audience. We handle everything from conception to monetization. We include not only recording, editing and distribution but we also creatively consult and do the marketing for our clients.”
PodPopuli produces hundreds of shows on a weekly basis among their 3 locations, launching a new show almost everyday. Local media celebrities such as Paige Kornblue, award-winning journalist and TV anchor, and Robert Weinroth, Mayor and City Commissioner, have successful weekly podcasts. Brian emphasized that “a voice in the head is a powerful thing” and that podcasts have the ability to create content that really resonates, not only locally but worldwide. For example, Brian referred to one of his own podcasts called “The Great Love Debate” which is considered to be the number one dating and relationship podcast in the world and rated at the top of the podcast charts in over 35 countries. PodPopuli’s podcasts are distributed on about 20 of the major platforms including Apple, Spotify, I Heart Radio, Audible, Amazon, Google, and more.
Brian explained that there are 3 types of people who seek out PodPopuli: First, there are those who, perhaps due to the Pandemic, have been recording in their
closets or basements and are seeking a more professional environment. The second group includes those who had always wanted to try podcasting but were not sure what it entailed. Brian said, “I believe that everyone has a book in them or a podcast, and our job is to nd out what they are serious and passionate about, and we pull the podcast out of them.” The third type of client is one who desires to do a podcast since he has had an interest or knowledge for 15 years and is ready to talk about it. PodPopuli works backwards, identifying the audience, analyzing which group of people can most bene t from listening to the information, and creating a show that answers all of those touchpoints. The goal of PodPopuli is for clients to grow, have success, and, hopefully, make money from their podcasts.
Most clients at PodPopuli are ‘regulars’; they come into the studio once a week for a session at a regular time. They can record one or many podcasts that go up on all the major platforms at intervals. The podcast starts with a brief introductory script describing what the show is about, it is then edited, with the sound equalized, and music added. The podcast may be created a couple months in advance or may be released the same day it is recorded. Since podcasts are not live like radio, the
on-demand content makes a show feel more like a good conversation, with listeners feeling like they are part of that conversation. Brian said, “We are ‘specialists’ in the conversational area. We can record one person or as many as 6 people and we can then link in other people in di erent parts of the world. We can use our mixing equipment to make it sound like everyone is in the same room. For example, yesterday we had one person in our studio and the other person in Australia, and were able to use the magic of editing and sound equalization to make them seem as though they were together.”
A good business podcast should be an equal mix of engagement, entertainment and information. A podcaster should paint a picture of what he does and share anecdotes and stories that have happened in the business so that it does not sound like an info-mercial. Interestingly, one of the bene ts of the pandemic has been that people who previously may have been afraid of microphones and cameras, have now gotten used to them due to Zoom. Another aspect of podcasting is that it is mostly audio and doesn’t require reading like blogs and newsletters. In today’s busy and hectic lifestyle, people can calmly listen to a podcast for 20 minutes to an hour while driving or working out at the gym.
The simplicity in podcasting is attractive. Most people come to the studio with a topic and a few basic bullet points that can be covered in an average of 30 minutes, similar to the time it takes meeting for lunch or co ee. Podpopuli charges a one-time “Create Your Podcast” fee which includes a set up, creating the podcast, all artwork, distributing it to major platforms, marketing, cross promotion to other podcasters and Press Releases for a full year for $495. They also o er individual sessions at $80 to $100 or packages of 5, 10 or 20 sessions. Podpopuli has a program for children called “Pod Kids” to build their con dence and “Posterity Podcasts” for families who wish to record legacies by parents and grandparents for their children. As Brian had mentioned, “We take the hard parts out of podcasting. We make it such a positive experience. Our slogan is “Podcasting for the People.” stb
PodPopuli – Boca Raton Studio 295 SE Mizner Boulevard #44, Boca Raton, Florida 33432 Phone: (833) PODS123 podpopuli.com
Deby Goldfarb has taught at Boston University, been a newspaper columnist and TV show host in Boston, and has contributed to Simply the Best since 2009. She also created and owns an event website, SteppingOutFlorida.com
Now a spokesperson for Healthy Family Palm Beaches
Photo Credit: Max Duckworth / @maxduckworth
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