Happy Independence Day; The Inventor of Podcast, Former MTV VJ, and Champion of Independence, “Podfather” Adam Curry Joins the MRT

Independence Day is a time to reflect on beginnings. While most of us will be celebrating the birth of our nation, at Oxford Road, we’ll also be celebrating the birth of our agency, which intentionally launched on July 4th 2013. Eleven years ago, it felt like we had arrived on the ground floor of the podcast ecosystem, and that’s mostly true, but this week’s Media Roundtable guest is the OG who truly paved the way.

Adam Curry (MTV VJ and host of No Agenda) is known in the industry as “the Podfather,” because he, along with programmer Dave Winer, are deemed inventors of the medium. Listen to Adam’s journey from radio pirate to MTV host, to literally creating the podcast industry we find ourselves immersed in today.

Needless to say, the conversation on this week’s episode covers a wide range of topics, from the peculiarity of last week’s presidential debate to the evolving definition of “podcast,” and literally everything in between.

“Why am I in podcasting? Because I’m a pirate radio broadcaster. Because I want to share something with my audience.” – Adam Curry, Podcast Founder, MTV VJ & Host of No Agenda

Here are just a few of the highlights from our 4th of July week MRT Special Edition:

Selling Spring Break – Adam Curry worked with MTV for nearly 8 years, playing a big role in developing one of their most successful shows: MTV Spring Break. Back in those daze, advertisers were spooked by cable. It felt phony and complicated compared to the existing mid-80’s ad landscape. Adam’s vision for MTV Spring Break was to be an ad-friendly program that authentically integrated product promotions into the fabric of the show. The result? A harmony of brand identity and creative playing out on cable TV.

Pioneering the World Wide Web – Back in ‘95, Adam Curry was developing websites in “Silicon Alley.” He became a self-made internet expert, when most were still side-eyeing the medium with uncertainty. This paid off for Adam in a big and unexpected way. For years, he had been cultivating an idea for something new, but the tech just wasn’t there to support it. All that changed when he came upon the first iPod, everything clicked. It wasn’t a jukebox—no, it was more like a radio receiver. Thus, the concept of podcast was born. So, what do we make of this? Don’t be afraid to be nerdy. Push the envelope. Don’t try to catch up to tech—let it catch up to you.

The Valor of Local Programming ️ – We’re all here because we know audio is a powerful format. It’s hyper-personal, creative, and adaptable. Adam Curry strives to push the boundaries of how we think about podcasting today, beyond general entertainment and national news stories. Podcasting shouldn’t necessarily be exclusive to entertainment, nor should it be reserved for creators with massive, national or international followings. Adam Curry’s vision? Local, informative, useful radio shows and podcasts that serve as an essential function within their communities. For Adam, this is what podcasting was meant to be.

Take it from us: You won’t want to miss this MRT. Hear the full episode by tuning into the links below.

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The Classifieds

And a Klaatu Barada Nikto to You

Network: Turpentine / Monthly Downloads: 12k / Current Civility Score:  100, HIGH

As we shuttle off for our 4th of July holiday week, the Influencer offers two enticing classifieds, once you’re back behind the keyboards. We know that in between constant weekly tasks (Errands, Self-Care, Reading Your Weekly Influencer) it can be tough to keep up on all the highly technical aspects of AI’s emerging prowess. That’s where The AI Daily Brief comes in. Concise and timely, each episode of this daily podcast lasts less than 15 minutes, covering all those burning AI questions. Recent episodes have showcased companies like; OpenAI, Meta, and Nvidia on topics of music production, politics, tech, and finance. This is a superb option to consider for any B2B client wanting to reach engaged thought leaders, intellectuals, and those with high average household income. There’s no danger Will Robinson, just a link you can engage to learn more.

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Ridin’ the Train with Matt & Shane

Network: Audioboom / Monthly Downloads:  800k / Current Civility Score: 64, MEDIUM

Our second high-performer is not for advertisers’ faint of heart. Wild, chaotic, messy, and always hilarious, Matt and Shane’s Secret Podcast is a rising opportunity that plays by its own rules. Shane Gillis has seen a meteoric rise in popularity with the release of his comedy special, SNL appearance, and new Netflix sitcom. Matt McCusker is a stand-up comic who often proves to be the yin to Gillis’ yang. Together, they elevate guest interviews with cultural critique—righting the train before it goes off the rails. Whether the featured guest is another comedian, celeb, or just one of their good buddies, their attitude remains the same: laid back, easy, and unrestrained. The show has grown five-fold, now residing long-term on the Comedy podcast charts. Advertisers brave enough to value performance and enduring creator partnerships have seen strong performance, plus highly creative ad reads in every episode. Ha-ha-ha your way down below for more.

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In Case You Missed It

Don’t Let Podcast Grow Up to Be Radio

FM radio gained popularity in the 70s due to its superior sound and diverse ads. As listening time declined, more ads were added to maintain revenues. Podcasting remains popular, with a positive ad experience. As the industry evolves, securing a competitive advantage is crucial; Monitor listener perceptions, prioritize personal relevance and use advanced targeting, especially contextual. Be selective with ad creative, avoid reusing ads from other platforms, and ensure ads don’t disrupt the listening experience. This is a good reminder that podcast’s appeal to consumers should not be taken for granted. While consumers tolerate ads to a point, too many ads will drive them elsewhere. Edison Research data shows a shift toward subscription-based listening: in 2015, 90% of audio was ad-supported, today it’s closer to 70%. The industry must be cautious about overcrowding podcasts with ads to avoid disruption.

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Podcast, Vodcast, or maybe Vidcast

Adam Curry shares his thoughts in this week’s MRT episode; what do we call podcasts with a video component? Edison Podcast Metrics reveals that 79% of weekly podcast listeners in the U.S. have consumed a ‘video podcast’ – essentially watching, or at least listening to the content on a video streaming platform. Of these, 62% of weekly podcast listeners 13+ have enjoyed video podcasts passively, with the video content playing in the background while listening to the audio. 72% of weekly podcast listeners 13+ have enjoyed video podcasts actively, meaning they have watched video as they listen to the podcast. If you read last week’s Influencer, you’ll know the definition of podcast is changing. Case in point, Spotify just announced they’ve reached a milestone with 250K video podcasts on their platform. Regardless of what we call them, the popularity of podcasts with a video component are exploding, so don’t let the inherent challenges in measurement dissuade you from testing; we’ve got a solution already in place. Reach out to us here at Oxford Road to learn more.

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From Text to Talk

ElevenLabs, an AI audio creation company, has launched its first iOS app, “ElevenLabs Reader: AI Audio.” The app converts text files or web links into audio narration, allowing users to listen while on the go. It’s free in the Apple app store. Initially only available in English, it will soon support 29+ languages. An AI app converting text to audio so consumers can take written content on the go is really cool. We see a future where it could be monetized via advertising, but first we need to just get the app to actually work…

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#SaveTheLiveReads

Jim Rome Gets Moinked

This 4th of July week, we’re grilling up Jim Rome’s tasty live read for Moink! On his podcast, The Jim Rome Show, Jim is sizzling hot with his personal take on the ad copy provided by our Oxford Road Creative Team, in collaboration with Moink. Rome elaborates on the evolving story behind this unrivaled meat subscription company run by 8th generation family farmer Lucinda Cramsey. The history behind Moink is just as relevant as their mission for those who value sustainability, and care about the love and attention that goes into all of Moink’s products. Jim Rome’s warm in-depth Moink read evokes great appreciation for the family farm through the generations.

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