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In 2018, iHeart and a well-known biotechnology company launched the inaugural season of Spit, designed to reimagine listener’s relationship with genetic testing through an editorial-first approach that gave storytellers and scientists a platform to discuss DNA and how it changes our lives and the world around us.

In 2018, iHeart and a well-known biotechnology company launched the inaugural season of Spit, designed to reimagine listener’s relationship with genetic testing through an editorial-first approach that gave storytellers and scientists a platform to discuss DNA and how it changes our lives and the world around us.

In 2021, Ruby, in partnership with a luxury vehicle manufacturer, seized the opportunity to create content specifically designed to meet the underserved podcast demands of U.S. Latino podcast listeners.

A 77-year-old American audio company is a well-known brand specializing in audio equipment, including headphones, speakers, and soundbars, was seeking to reach Gen Z as the generation becomes its primary target audience.

In this new series from Under Armour and iHeartRadio, listeners are dropped inside the lives of the elite athletes that constantly push themselves to be greater than yesterday. In each episode of The Only Way Is Through, the world’s most accomplished and compelling athletes and coaches share their approach to training, competition and recovery in intimate conversations with renowned journalist Cal Fussman, offering listeners exclusive content that aims to educate, entertain and — most importantly — motivate.

Leading the charge in podcasting, iHeart continues to create pivotal 5G connectivity conversations.

This year, I was fortunate enough to take a trip to Atlanta to attend BLK Pod Festival – and the energy was palpable. It felt great to meet so many talented up-and-coming Black podcasters, and connect with Black professionals in the industry.

So you’ve decided to make a custom podcast. (Good choice!) Podcasts are ideal for connecting more intimately with consumers and expanding upon your brand message through engaging content delivered by an appealing, exciting personality.

So we’ve established why a brand would want to make a custom podcast, and you’ve decided to take the plunge with your brand. But how to approach it conceptually?

In 2021 and beyond, brands that want to be heard are investing in podcasting.

When producing a podcast, drawing in an interested and engaged audience is a top – if not the number one! – priority. After all, what good are your great ideas and carefully curated content if they can’t reach and make an impact on people? Gaining and retaining an audience is key to the success of any podcast – no matter the format or subject matter.

Brooklyn Nine-Nine. Lovecraft Country. The Crown. Insecure. All of these creative and successful shows have been accompanied by custom companion podcasts that have provided enthralling bonus content and strengthened the relationships between their show-runners and passionate fanbases.

Like it or not, 2020 pushed the entertainment and media industries -- along with every other business --  into a new era of remote-work. While this might seem at odds with the very nature of creating content, that’s certainly not the case with podcasting.

Creating a custom podcast is an exciting step in any brand’s creative journey. The ability to build trust with your target audience through uninterrupted periods of true engagement can be the secret sauce to building a holistic brand campaign.