Personal experience: I opened a studio podcast

Podcast Studio "Either / Or" appeared just a few months ago and is now actively working simultaneously on several show - the ethical rules, regulations of business creation, teenage thinking and the history of Russian sex. Talked to the studio co-founder Lika Kremer and find out why you need to write down issues right now as the project is designed from the inside and how to develop a popular overseas format that is just beginning to gain momentum in the Russia.

The first experience of creating podcasts

Before the opening of the studio podcasts I was the chief editor of "snob" and host of the program "Here and Now" on the TV channel "Rain". In the spring of 2016, I realized that more than anything else want to work in the "Medusa", threw everything moved to Riga and became the head videootdela. At that time, I have several years regularly listen to podcasts, and found that some of my colleagues also have amateurs audio format: it Alexey Ponomarev, Pavel Borisov and several other people. In his spare time, we recorded and tried to convince the leadership that we should try to do podcasts for "Medusa".

When we started, I began to blame for the fact that I am infinitely distract employees from their main job podcasts. There was even an internal meme that "Lika cannibalize" Medusa "," involving all the issues to the recording. At first it was difficult, but we were quite persistent and consistent, so that after a few experiments was to leave something like a product. And then editors decided that the "Medusa" should appear podcasts department that I headed. So I began to direct all audioshou, which then in its infancy, including one of the most popular podcasts in Russian, "How to live".

It seems to me that I am able to feel what the product can be claimed. Also, I watched English-language industry and see how fast it developed podcasts and so fast growing number of listeners. And, of course, an important role in our success was the fact that the "Medusa" more than 12 million viewers, which we are regularly told, "Look, we did something new and very cool!"

People responded because they were interested, and - most importantly - convenient. Under the direction of Elijah Dyer (Former editor of "Medusa". - Approx. ed.) and development department, we have released their own platform that allows users to listen to podcasts directly from the app "Medusa". When a person is comfortable, the likelihood that he will make a custom action for themselves, much more.

Perspective directions in Russia

Audiopotreblenie embedded in the visual world is very natural. Road works, cleaning teeth or exercise on a treadmill - all these are moments when we are ready to listen, because the audio frees our hands and eyes. Podcasts can be incorporated with different motivations: to become more intelligent, or feel that you are not alone when ears voices of imaginary friends, pleasant companions, with whom you want to accept or argue. These are the people whom you have chosen yourself.

Another important argument in favor of podcasts: they provoke on-demand-revolution (the ability to choose and consume content at a convenient time. - Approx. ed.) The consumption of the video transferred in this mode in the last 10-15 years. Generation of our mothers and grandmothers sought to the TV at a certain hour, to see your favorite program. We have nowhere to run and see everything when we want.

In the US market the same thing happened already with audio, so that the revolution inevitably comes to Russia.

The changes are being introduced into our lives very smoothly: podcasts invented in the early 2000s, but really wide audience, they found only now.

This is primarily due to technology: the Internet used to be much slower, and all the files had to be downloaded to iPod. Now only 14% of users download Apple PodcastsWhat's the Difference Between Streams and Downloads? issues, while the others listen to their streamers because network coverage allows you to do it.

At the same time it is not clear whether podcasts will drop in Russian as well as English-speaking world: we do not have accurate audience measurement. We see how many people are coming to the open records issues of "How to live", "Normal", "Money has come," "It happened." But still not comparable to the podcast audience YouTube audience. If a similar meeting organized by a popular blogger, would come more and more people.

the format of the study abroad and looking for an investor

When I realized that podcasts are gaining popularity, I decided to go to America to get around all of the major foreign studios and figure out how things work. In general, wildly uporolas. After that, I unexpectedly for itself became an expert on the podcast, but actually studied everything from scratch and on the go. I started to come to the question: "What are you doing," I realized that in Russia very few people who have at least something to understand in podcasts. Turned to me for advice, I asked to give a lecture or help run audioshou.

Winter 2019 Ilya Dyer introduced me to Lev Leviev, our future investor. And from the first conversation it became clear that we could do something together: Leo was ready to invest in a platform for podcasts, and I believe more in content projects associated with their production. I think the country is moving platform when it is nothing to download: in Russian monstrous little good podcasts that can gather a large audience. That is why I proposed the establishment of the studio.

So I believe that everything can happen that convinced in this and Leo.

I told him about a New York startup Gimlet, which is just at the time of negotiations to sell more strimingovomu service Spotify. It was a very high-profile deals in the market, and I decided that I wanted to use Gimlet model, adapting it to the Russian. Leo agreed, because I spoke very clearly, really believed in this project and had no doubt that we will be able to repeat his success, but in his own way. Thus I got an investor.

The choice in favor of your business

When I enlisted financial support, I had podcasts "Medusa" and two separate projects that we've done with my future business partner Katya Krongauz. One of them - the show "As it happens," in which the two leading organize a debate on the changing ethical standards in modern society. The second project - the "dog ate diary". It's Elementary podcast that lead three teenagers 11, 12 and 13 years. We chose them with the casting, the announcement of which wrote in Facebook, and now they are on a weekly basis to answer questions in a peer audioshou: argue, tell stories and give advice.

Own projects I worked in parallel with the work in the "Medusa", and it led me into a situation of conflict of interest.

With his left hand, I launched the podcast "First Rodi" in Riga, and the right foot show "dog ate Diary" in Moscow.

At the same time, I gained the support of an investor and received several promotional offers. In general, it became clear that combining the two things can not be, so you have to choose: to do a podcast studio in "Medusa" or engage in his own project. In some ways, hence the name "either / or" - had to decide, and I did it.

As soon as I realized that soon will become a co-owner of the company and became a terrible panic. I'm not the man system, and create a lot of chaos. It turned out that I will be engaged in business, but do not understand the business. The only thing I can do - to come up with projects to find interesting and professional people who are fond of and turned into a staff.

The first person with whom I went to consult, - lawyer Dmitry Grits. He told me all the details of how to make out contracts with contractors, hire staff, it's better - company or entrepreneur. Then I turned to Sasha Cruz Mancilla - my friend and business consultant. He helped create a competent business plan and figure out how to not spend all the money from the investor immediately. Then start talking with an accountant and knowledge of tax systems. All this we tell in the podcast "Either come out or not." It helps to understand how people who know nothing about the business, learn the process.

Team

Initially, I had a partner who appeared before the opening of the studio - Kate Krongauz. In both of us a lot of energy. We constantly come up, vanity, run, and we agree, so we needed a calm, measured and structured person.

Thus colleague was Andrew Borzenko. The three of us - the basis of the studio, but we rather quickly emerged fourth employee - Pauline Agarkova. She met with me, when interviewed for the final work at the Higher School of Economics. Pauline asked very intelligent questions, so I invited her to our internship. Almost immediately it became clear that this is an indispensable member of the team, so we share the responsibility with her now, get feedback and see a huge contribution to our work. In general, Pauline our youngest, but a full-fledged partner.

But her team have a sound designer and director Ildar mounting Fattakhov from Noyabrsk. One day, he heard one of the editions of the podcast "It happened," he wrote to us in social networks and offered to help with the sound of absolutely free, because he listens to us and loves. From this point on, all subsequent editions of the show, "It happened," Ildar collected and did not ask for a penny. Now he makes at least half of the podcast studio "either / or".

This spring, I wrote in the Telegram, that we seek editor on who loves the freedom and interesting projects, a little punk and a little editor. We responded to the post of 30 people, some of whom were experienced professionals. Two of them became an editor of the podcast "The dog ate Diary" - Ilya Arzhadeev Paul Tzurikov.

There was another wonderful story that happened to me in the spring. I was doing a course at the British Higher School of Design, and I called Arthur Belostotsky with a proposal to become one of the teachers. I heard that he was doing a podcast "brew business", but a bit taken aback by such impudence, so refused and asked him to just go on the course, to listen. He was at this point in Ulyanovsk, so he said: "And you can come better in the course of my wife?" Again I was surprised, but when Anne took a class, she was one of the best students.

Later I read an interview with Arthur, he listened to a podcast, and realized that it was absolutely my man. Alex Blumberg - head of Gimlet - the same authority for him as for me. I thought that we urgently need to work together. Now Arthur produces and edits two projects for us, including a podcast "Either come out or not."

At the outset, we wrote off to the girls that make the show "Norm", and realized that are drawn to each other. They offered to do a joint project about motherhood. Very soon it will be released.

formats podcasts

Spoken podcast recording easier, because it is held primarily at the top. If a clear idea of ​​the show, and leading witty and charismatic people, then there is no problem: they sit down in front of a microphone, talking about one and a half hours, and then this conversation is mounted release. The sound should be of high quality, and reasonable installation and editing, but on the whole production cycle is quite clear.

With narrative podcasts we are just beginning to experiment. For them, you need a script, so it's a more complicated thing. There are three parts: what you come up with, what you want to tell, and what you need to get.

Work is comparable to the production of a documentary film: there is always a blank cell that you want to paint.

In some cases, this requires a trip to another country, and sometimes a long hunt for a specific character. You're trying to get a single image, but you never know for sure whether you can assemble this puzzle. You need a lot of time, effort and suffering, but the result is much less predictable than in conversational podcasts. In addition, the narrative shows are more expensive, as the production process lasts longer.

Costs

At the opening we spent not a lot of money, but there are things which can not save, for example, a lawyer. I felt confusion and anxiety, so it was important that all the actions were carried out according to the rules and not violate the law. We continue to allocate a lot of money on this expense item, because in the long term, if nakosyachit, everything can cost many times more expensive.

If he can not write business planIt is very important to draw the interlocutor, a friend or a professional counselor. He will sit with you a few hours or days, but will outline tentative areas of work for the coming year. When you know about what to do and how to make money, it helps a lot. I check with our business plan almost every day, and the fact that we keep within, calms me into it. It should remain flexible, to analyze and discuss what you can not. The strategy may change, but to have it before your eyes need, especially so anxious and inexperienced people like me.

The most money in this case, go to the people, because we produce an intellectual product. But the equipment in the studio, we acquired a budget, because while not making any risky investments, very conservatively spend money that we have. Spending heavily dependent on the specific projects and the number of people on the team.

ways of earning

The podcasts have a few ways to earn. First - partner shows for brands and advertising, which blends harmoniously into the release. Some of our projects we run together with partners. But in the case of "Either come out or not," we did not wait and run independently, and two release came to us the bank for entrepreneurs "Point", which has become a full participant podcast. In this case, the rights to the show belong to us. This is a completely different way of working, rather than negotiate with companies for several months before the launch and harmonize the documents. This variant was much easier.

In addition, the show "It happened" is a partner - marketpleys Joom. He also appeared after the release of a podcast and proposed section, which is trying to break in the show and to win the audience's attention.

For another of our partner, Delivery Club, we have created a very biting heading "thought experiment about the courier", which is an example of cooperation for other companies. It is a funny, memorable, not advertising and harmoniously embedded in the content. Between the main themes of ethical podcast we discussed the situation in which an imaginary courier falls. For example, he gives the order, and the door opens a 10-year-old boy who is like two drops of water similar to himself. And then the man remembers that 10 years ago he was in the house, but in other circumstances. Does the right courier to inform the boy that he is his father?

Then begins the dispute: one leading believes violate the secrecy is not necessary, and the other is convinced that it is necessary to reveal all, because otherwise no one will tell the boy the truth. This is a very cool format that could exist as an independent, but it is harmoniously integrated into the existing structure and becomes a natural part of it.

The second way to make money - crowdfunding. Podcasts with good audience capable of receiving up to 150 000 rubles per month using Patreon platform. Listeners who do translations, we give a little more than there is in the public domain, for example, produce a show a day early due to direct in the podcast, and for the largest investment in the invite release. Most people convert very small Donat, but it is gratitude for what we do.

If you have a great show and a large audience, crowdfunding can be an excellent way of existence.

Another option - paywall. On the one hand, I say that in Russia, the system still can not work properly due to a small audience, but on the other - see successful case, which breaks my beliefs: Podcasts "Arzamas". It's so high-quality and evergreen product that seems to have colleagues get to collect a lot of money by means of subscription.

At the same time we do not provide services on putting microphones, recording and inclusion of foreign technical support podcasts. If you come, let us together to think of something cool to like everything. We even gave up some orders which could bring us money, because basically decided that we can afford the intelligibility. We only deal with the fact that brings us no less pleasure than the client.

Errors and insights

The most correct decision - making podcasts now, not sometime later. You nabote all the bumps in the emerging markets, will fix the place and gather the audience to the point where others only begin to do the show. The market is almost empty, and the competition is very little.

Many are now making podcasts about money and business because they reklamoomkie. I'm sure it will be popular historical show. Talk about the past so that it was impossible to break - is very accurate, correct and rewarding venture. In addition, I think that in the near future any edition will make a good news podcast.

One of tupeyshih mistakes that we made, - the studio in the hallway. We so much want to we have a house that did not even notice this problem when making a decision. The room is located in the center of Moscow, just three minutes from the metro, but the whole time we speak, people walk past me. When we record podcasts, have to close the door, so that employees can neither go to the studio, or out of the office.

As for the second school partnership podcasts. We did not realize that it is not ready to give the right to what we do, why we not accurately divided the show for partners and own.

Faces of life hacking Kremer

• Do not start a podcast until you answer the question: "Why am I doing this? Why is not text? For what I use is the audio? " It is not necessary to create a show just because all rushed to engage in podcasting. It is important that there is no better way to tell a story than sound.
• Do not try to make a radio program. They are designed for all and have a very arrogant tone: a leading speaks as if the stool. Podcasts listeners put their ears on their own. People will not choose the company of evil mentors, that all kind of show that they know that life is better. They are trying to find friends who teach something in the same way as it would have made a big brother, a smart friend or just people who are pleasant to listen to you. Talk informally and does not teach students to live. The podcast should sound very intimate and establish close contact with the audience.
• Do not expect instant results and do not stop. The audience in the podcasts is increasing gradually, so lay out the issues on a regular basis - once a week. First they will collect a total of 50 plays, but in a year people will be more. Of course, sometimes it will seem that the text can be collected more traffic, but the podcast audience is very loyal - it stays with you for a long time. However, to begin with it will have to grow.
• Not vparivat their goods. On golimy advertising you've never gather the audience. Podcasts - it is self-selected, so it is much more important to tell an interesting story than to sell something. Session of narcissism - a bad idea for your own show, even if you are not a brand.
• Think about the format and stick with it. Do not make the first interview, then monologues, and then investigate. In contrast to the text, the show can not be viewed on the diagonal, so that the contents should be predictable. Need to teach people that in your releases three cute guys discuss how to raise children, and each time to give just that. If in future editions will replace the first male teenagers, and then Grandma, the audience will leave, because they do not understand what kind of product you are issued.
• Do not be mistaken with the platform. There are many options, where you can upload podcasts, but not all of them can boast of precise measurements and reliable feedback is very important. In some cases, a platform set off for listening to every moment when the device is turned to RSS-feeds to load a piece of recording - the frequency depends on the quality of the Internet, so it is impossible to count. Most users listen to podcasts online, so the figures may differ significantly. If you want to get an honest measurement, use a platform that is certified by the IAB (public organization uniting the giants of the global media industry. - Approx. Ed.).
• Do not cheap and on the knee. Petlichka in this case is not the best option. Watch out for sound quality: if you can not hear, it is unlikely that the podcast audience will.