25 in '25

Access to tech and creative industry employment

Pilot or new project, program, or initiative (testing or implementing a new idea)

Independent podcasters often boot strap or wear many hats when launching a show. With over 5 million podcasts worldwide, it’s challenging for a small podcaster to cut through the noise and make their mark. As the head of podcasts for a startup in 2023, I was utilized data, research and marketing to cut through that noise and make a hit show in the top 1% of podcasts globally, and top 3 in the US. With my company, DBL Major Studios, I’d like to do the same for podcasts produced in LA by underrepresented producers and hosts. Podcasts are, in effect, small companies, and my company acts as a sales, marketing and development partner to connect shows to sponsors, reach their target audience and evolve as a profitable company.

The LA2050 grant will support DBL Major Studios’ “25 in ‘25” initiative to help 25 locally produced podcasts become profitable in 2025. This will be accomplished by sourcing programs currently in existence that may have a small and loyal following, plus leadership that needs support building the show into a profitable entity. With the strategic guidance of Marisa Bramwell and her colleagues, the program will shape the podcasts into mini companies that are sustainable and can turn a profit, providing financial security and comfort to the hosts and production team.

With the success of the “25 in ‘25” program brings the strengthening of Los Angeles’ audio creator economy. Sponsorships from LA-local companies will be prioritized to help bring global awareness not just to LA’s audio talent, but it’s thriving local economy. Podcasts that are profitable are able to expand, add jobs and multiple lines of income through live shows, merchandise, and other opportunities. Podcast advertising is expected to bring in over $4 billion in revenue in 2024 – it would be fantastic to pull some of that into the LA economy.

The impact of the program will be tracked utilizing data from podcast-native platforms and charts, which provide insights on audience demographics, growth (or drop off), location and engagement. The same data will be used to support advertising and sponsorship efforts. Success will be measured by multiplying audience growth and engagement, and each of the shows achieving a profit.