Chapter 1: My Experience at the Podcast Show

The Podcast Show 2024, the largest podcast expo globally, took place in London—here’s a recap of my day there.

Some identities have been altered to safeguard the privacy of those involved in this narrative. What follows is shared with a commitment to journalistic integrity.

For those familiar with my blogs and newsletters, you’ll know I’m deeply passionate about podcasting. I approach my projects with the same dedication as the monks at Buckfast Abbey crafting fortified wine for those in need. Thus, it’s quite unusual for me to immerse myself in the industry’s flashiness.

This week, however, the spotlight shone brightly as the Podcast Show 2024 unfolded. Hosted across three (or possibly more) floors of the Business Design Centre in Islington, it showcased British podcasting like never before. When I began my journey as a 'professional' podcaster six or seven years ago, only a handful could claim the same status. Yet, at this event, over 5,000 attendees gathered to celebrate the industry’s evolution. The venue buzzed with well-dressed individuals sipping oat milk lattes and free prosecco, encapsulating everything I’ve come to associate with Islington's elite.

Admittedly, this was my first significant industry conference (though I’ve attended a few in the medicinal cannabis sector, oddly enough), and it’s an experience one remembers vividly. Due to my commitments as a working individual, I arrived only by lunchtime on Wednesday, indulging in a spinach and feta gözleme as I strolled down Upper Street. Unfortunately, I missed out on sessions featuring Louis Theroux and Emily Maitlis, but I figured there would be ample chances to hear industry professionals share their success stories. I quickly grabbed coffee with a podcaster from abroad whom I had yet to meet in person, then embarked on my first exploration of the conference hall. Let me describe, in broad strokes, what I observed, as it offers insights into the industry's trajectory.

The most extravagant exhibit was undoubtedly Spotify’s, which featured a unique creator-centric approach. They offered a service where podcasters could have their artwork printed on tote bags (I would have loved to participate, but sadly learned of it just as it concluded). They also provided a complimentary café area, alongside quirky “kissing booths” where attendees could connect with Spotify sales representatives. This speed-dating format was prevalent throughout the hall and led to some visibly weary sales teams. On the upper concourse, BBC Sounds opted for a fully open-plan setup where executives engaged with attendees in casual discussions, sharing insights (and perhaps a few playful jabs at Peter Crouch). I chose not to step into that space. Just around the corner was the Shure booth, reputedly the largest hardware exhibit, which, according to recent reports, included a studio where participants could record live episodes during the conference.

Other notable exhibitors included Acast (whom I avoided due to my lingering bitterness), a company called Insanity (an oddly named entity I was unfamiliar with), Patreon, and various iterations of the Patreon concept. I found these booths less intriguing, though I did engage in light conversation with a friendly German representative from Elopage, who gifted me a stress ball (which I promptly misplaced) and some chocolate. These were the only souvenirs I managed to collect, although I later ended up with a tote bag filled with Captivate goodies. In a moment of folly, I purchased a £3 Americano without realizing that many stalls were offering free coffee. I later enjoyed a complimentary oat milk flat white, courtesy of Patreon and the diligent barista working in the compact booth.

Your Survival Guide to The London Podcast Show 2024 - YouTube: This video provides a comprehensive overview of what to expect at the London Podcast Show 2024, featuring insights on key speakers, events, and networking opportunities.

As engaging as the exhibits were, the real draw for many attendees was the array of panels and interviews happening throughout the venue. I suspect this reflects the significant number of emerging creators at the event. The podcasting landscape seems to be divided between established figures who feel they have nothing left to learn and aspiring creators eager to absorb knowledge. Despite my humility, I decided to attend several panels to avoid small talk. The first featured an unnamed speaker from the BBC engaging with a representative from NPR. I won’t share my unfiltered thoughts on the session, but it did reaffirm my belief in NPR's professionalism compared to the BBC.

The room was packed with eager podcasters, all seeking a glimpse of that publicly funded stability. Other discussions took place in less glamorous settings but still attracted enthusiastic audiences. I stumbled into a session on podcast PR (before quickly exiting in frustration), a panel discussing the impact of podcasting on politics (which, as a political podcast producer, I could confidently say had no significant effect), and one focused on using podcasts for social good. More intriguing than the content was the fact that these conversations were occurring; a captivated audience was hanging on every word. Given that I have 20,000 subscribers to my blog, I shouldn’t be surprised by the interest in podcasting’s intricacies—yet the enthusiasm was palpable.

As the day drew to a close, I shifted my focus to the drinks event I had organized, the Bad Podcasters Club. I find it simpler to create my own opportunities than to wait for invitations to others’ gatherings (and I don’t wish to sound petulant, but no one seemed eager to include me in anything at the Podcast Show). So, I secured a space in a nearby pub’s basement, encouraged by friends at Accordion and Podspike to put some funds behind the bar, inviting anyone from the conference—or even those not attending—to unwind with a drink post-show. After a slow start, marked by a small group of men sipping IPAs in a confined room, the evening transformed into a lively affair. Senior executives—names I had only previously encountered in industry emails—mingled with recent graduates and ambitious newcomers. Attendees appreciated the informal atmosphere, where they could enjoy a free drink and speak their minds candidly. Remarkably, I was only accused of offending someone once—overall, it was a resounding success.

Before you inquire: yes, I am available for wedding photography.

This all took place on Wednesday, the first day of the two-day event. Due to work commitments, I couldn’t attend the second day, but I received enough updates on LinkedIn to feel connected. However, my single day at the Podcast Show felt more than sufficient. I make a decent living in the podcasting realm, and my company is gradually growing, surviving solely on its own revenue—not on extravagant investments, which I imagine would smell quite peculiar. The thought of spending thousands as an exhibitor at such an event feels far-fetched at this point. As I made my way home on the Victoria line around midnight, I sensed that the podcasting industry is experiencing rapid growth, albeit in unpredictable directions.

For many attendees, podcasting likely constitutes less than half of their professional efforts. Numerous individuals engage in ad sales, marketing, PR, communications, tech, investment, and other media roles, viewing podcasting as a fresh, lucrative opportunity. Despite my inherent skepticism, it’s evident that the sector still holds potential. And where there’s potential, there’s funding; where there’s funding, there’s opportunity.

I’m attempting to adopt a more optimistic outlook regarding the industry I’ve chosen as my career. This positivity benefits my mental health, my shareholders, and my accountant. The Podcast Show gave me a sense of peering in from the outside—a voyeur in a lavish capitalistic celebration. Yet, it also ignited excitement within me. In the coming years, individuals will both gain and lose financially in podcasting. Some companies will thrive while others will falter. Concepts will be exchanged and sold. A well-known figure who frequently attends radio and podcast conferences mentioned that the Podcast Show in London was the largest they’d ever experienced. That’s exhilarating, isn’t it?

My only worry is the increasing focus on talent within the industry. Few production companies are emerging without established talent in senior roles or ownership. The BBC, having lost significant talent recently, has made it clear that they aim to recruit more prominent figures going forward. They announced they would replace Peter Crouch with Chris Kamara that very day. Meanwhile, Acast revealed a partnership with Marc Maron, and Global teased the upcoming show featuring Emily Maitlis and Jon Sopel. Where does that leave the independent podcaster? Is their role merely to pay £100 for a chance to attend polished conferences, occupy the inexpensive seats, and leave with only a handful of free pens and a stomach full of soy macchiatos? The monetization strategies employed by many exhibitors favor scale: Acast needs to sign up thousands of indie podcasters to match the revenue generated by Marc Maron and his audience. Even the hardware sector, which has traditionally catered to consumers and prosumers, seems to be shifting. The highlight of the conference was the Nomono sound capsule, reportedly priced in the thousands. However, these issues have existed for some time and correlate with the professionalization of the industry. Complaining about this evolution would be as irrational as my dog barking at passing vehicles.

The most significant achievement of the Podcast Show, in my opinion, has been placing the UK on the global podcasting map. For years, we’ve trailed behind the US and other English-speaking markets, but I sensed a collective desire for the UK to emerge as a pan-European podcasting hub. Next year’s conference at the same venue has already been scheduled, and barring any apocalyptic scenarios, I’ll be there.

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How I Make and Market My Podcast | A Day In The Life Of A Podcaster - YouTube: This video gives a behind-the-scenes look at the daily routine of a podcaster, detailing the process of creating and promoting a podcast effectively.