Harry Morton: Podcasting Advice for Businesses & Brands

09/16/20 • 47 min

Harry Morton is the founder and lead producer at Lower Street, a podcast production agency specialising in creating quality shows for brands.

Harry and his team are experts in working with businesses to create compelling audio content that also delivers a measurable return on investment. In this interview Harry talks to James Deeney about some of the key considerations businesses should keep in mind before launching their own podcast.

Harry Morton is the founder and lead producer at Lower Street, a podcast production agency specialising in creating quality shows for brands.

Previous Episode

Titi Shodiya & Zakiya Whatley: Making Science Cool Again

Titi Shodiya and Zakiya Whatley host Dope Labs, which is part of Spotify’s growing podcast network.

Dope Labs is founded on the belief that science is for everyone, not just academics locked away in ivory towers. The show is all about revealing the science behind stories and topics that are trending right now - everything from coronavirus, to plant based meat substitutes and even vibranium, the fictional metal from the Black Panther movie. By ditching the usual jargon and replacing it with compelling narratives and on-point pop culture references, Titi and Zakiya are bringing important research to a much wider audience.

In 2018, the pair entered Dope Labs Spotify’s “Sound Up” competition - which is an accelerator program dedicated to lifting and amplifying the voices of women of colour in podcasting. After being selected as finalists from a pool of more than 18,000 applicants, Titi and Zakiya eventually went on to be crowned winners. Since then, they’ve worked with Spotify to produce and distribute Dope Labs. The show is currently in the middle of its third season.

In this interview, James Deeney talks to Titi and Zakiya about winning Sound Up, creating Dope Labs, and the important intersection between science, society, and culture.

Next Episode

Bryan Barletta: What You Should Know About Podcast Adtech

Bryan Barletta writes the Sounds Profitable newsletter, which is part of the Podnews network.

Sounds Profitable is released every Monday and focuses on all the latest news and developments in the world of podcast adtech. The podcast advertising space is often perceived as being pretty complicated, and it does have more than its fair share of jargon. So Bryan’s goal in writing the newsletter is to break down the common barriers to understanding and make the space accessible to everyone. The goal is to get people comfortable with emerging technologies and excited to try them out, which will ultimately help fuel the growth of the podcast industry as a whole.

In this interview, James Deeney talks to Bryan about some of the key things podcasters should understand about podcast adtech and podcast privacy. They discuss:

04:10 - Bryan’s career background
05:30 - Why podcasting is different form the rest of digital advertising
08:40 - Dynamic insertion vs Baked-in podcast ads
11:35 - Understanding the basics of podcast privacy
14:45 - Why IP address has limited value for podcast advertisers
17:40 - Solving the issue of podcast privacy through more collaboration
24:25 - What does ‘podcast adtech’ actually mean?
26:20 - Common misconceptions about how podcast adtech works
30:30 - Are perceptions of programmatic advertising changing?
32:50 - Spotify’s plans to take the lead in the podcast market
37:40 - Exclusive podcasts vs Traditional RSS feeds
42:50 - Changes Bryan would like to see in the industry in 2021

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