The Crucible of Sound: Navigating 2023's Tumultuous Audio Landscape

How does an audiophile thrive in the era of YouTube? How can two circles solve everything? Find out in the first video podcast of Ad Infinitum, featuring the legendary sonic sage Dallas Taylor!

That’s right, the world’s only podcast solely dedicated to audio ads is back, now in video! Today, we present to you Ad Infinitum Season 4, Episode 1: “Two Circles: Dallas Taylor on Podcasting, YouTube, and Creative Identity.”

Host Stew Redwine (Executive Creative Director, Oxford Road) welcomes award-winning sonic guide Dallas Taylor (Host, Twenty Thousand Hertz, and Founder, Defacto Sound) to Headgum Studios for a creative masterclass about achieving great work time and time again.

Stew and Dallas talk: Why the Audience Comes Last, Two Circles, Going Off the Rails, and more. Let’s dig in…

“ I’ve always been a sound designer. I’ve been somebody who wanted to craft and create and celebrate sound, then I use the tools around me to tell everybody about how cool this is. I don’t really have any emotional or identity in the tools. That’s why I don’t say I’m a podcaster.” – Dallas Taylor (Host, Twenty Thousand Hertz, and Founder Defacto Sound)

“The Audience Comes Last” – This Rick Rubin quote brings clarity to all creative work, including for your brand. Take Dallas’s starting place for a project: who he is and what he cares about. If you want to make anything new, anything that will stand out (and marketers, yes, you do), you can’t start with what the audience is asking for. Instead, you need to start with your identity and passions. Then, when you’ve made something to the best of your abilities, see how the audience responds.

Two Circles – 7 months ago, two circles made Dallas believe he’d have to shut down his decade-old podcast. The first was a small circle containing audio-podcast listeners who could love the distinctly sonic Twenty Thousand Hertz. The second, a multi-billion-person circle of TikTok, IG, and YouTube audiences, reachable only via video. But after a chat with Stew and sage James Ingrassia, Dallas saw that he could have both. He drew two new circles: Mindset (how to get on board with the shift) and Workflow (how to do the work). The result? Distinct video stories about audio that complement the podcast, a growing fanbase, and using the available tools to celebrate audio. Again, start with what matters to you and track the audience response.

Go Off the Rails – How do you make great creative work? Build a trusted process… and be ready to abandon it when need be. At the mix stage of Pluribus, Dallas heard stories of Vince Gilligan asking for everyone’s opinions. He invited new elements that could challenge and disrupt what he believed. The lesson? Build a track, get derailed by the unexpected, then integrate the new pieces into your journey. (Kind of like how the best podcast ads come from ad libs, not copy points. #SaveTheLiveReads)

Want more insights on unlocking creativity again and again from two champions of audio creativity? Tune in to the full episode here:

Podcasting began with a dream and a mic, but to reach the world, they often benefited from having someone in their corner, like this week’s guest.

On a new Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts indie-creator advocate Brendan Monaghan (CEO, Libsyn, and Founder, Megaphone). Libsyn is also the founding sponsor of our Indie PaC Awards, which is an extension of their 20+ years of support for independent creators.

Join Dan and Brendan as they cover: Indie Wins, Definitions, The Creator’s Voice, and more. Let’s dig in.

“For us, it’s: how do we think about bringing revenue to [creators] and helping them fuel their dreams on the business side?” – Brendan Monaghan (CEO, Libsyn)

Indies Hit Different – Whether brands realize it or not, they have a vested interest in supporting indie creators. Why? 80% of the top shows ranked by ORBIT are independents. Indies consistently punch above their weight in regard to ROI. Marketers, if you have an out-sized indie performer in your campaign, odds are you owe Libsyn a “thank you.” And if Indies aren’t a part of your strategy, you’re leaving performers on the table.

The Definition of Independence – What makes a show independent? In part, it’s what they aren’t: no big network, no outside influence, no celebrity vehicles, no safety net. In other words, indies are creators where your support makes a vital difference. Podcasting is a fragile meritocracy where independent voices can only make an impact if they can distribute and monetize from day one. Then they’ll have a chance to find their audience.

The Voice of the Creators – There’s one play you need to steal from Brendan’s business playbook. No matter the issue, he approaches it from the mindset of his core customer, the creators. Take AI: we have 10% improvement tools for creators (transcriptions), but where’s that improvement going to come from, and can you make that tool first? Marketers, bring the voice of your customers into your most important discussions and give them what they ask for.

For more insights on independent creators and why they’re vital to marketers, check out the full episode below.

B2B marketers don’t have the luxury of choosing between building brands or boosting ROI, they need to do both. So how do you do it? You listen to this week’s special guest, who’s spent her entire career managing this delicate balancing act.

On this week’s Media Roundtable: Special Edition, Dan Granger (CEO & Founder, Oxford Road) hosts veteran CMO Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation). Laura’s been everywhere, including prime time with the NFL, where she learned brand-building, to CMO roles at podcast mainstays like LegalZoom and Constant Contact.

Join Dan and Laura as they cover: The Numbers, B2B Storytime, The Arms Race, and more. Let’s dig in.

“ I want you to feel great about our brands, and that you trust them, but I also want you to transact.” – Laura Goldberg (CMO, Auctane, Stamps.com, ShipStation)

Know Thy Numbers, Love Thy Tools – Laura has two key tips for CMOs. First: know your numbers well. Whatever’s most important for the business, get in the weeds and make sure you’re tracking it. Second, embrace the tools at your disposal. The tech stack is constantly improving, so it pays to get curious about what’s out there and see how it can drive your key metrics. (Steal Laura’s idea for a Shark Tank day where vendors pitch you new tools.)

Why B2B loves Podcasts – B2B companies don’t always have a physical product, which makes podcast endorsements a dream format. Hosts can just tell customers a story that helps listeners feel what it’s like to use the product. Laura remembers the “a-ha moment” when she first heard an ad hoc story about using her product. That transformed the ad from a list of dry features to something organic, persuasive, and alive. B2B wins on podcasts because it gives listeners more time to feel the story.

Stay out of the Arms Race – Sometimes you’re the biggest company, and you can press your advantage, but most companies can’t compete in every channel. That’s why you need to know your space and look for your strategic advantage. Get sharp with your public-facing hygiene (up-to-date Wikipedia & accurate Reddit moderation), since that will drive AI search results. Turns out forced scrappiness can be a blessing in disguise.

For insights from a CMO who’s thrived in B2B through changing landscapes, check out the full episode below.