This Week’s Influencer: Giving Fans the VIP Treatment Pays Off; Format is Immaterial; Audio Boosts ROI; and More…

Get your VIP pass to the hottest show in town! This week on The Media Roundtable, Dan Granger (CEO & Founder, Oxford Road) talks with Andrew Tenenbaum and Ben Duvdevani (Co-Founders, One More Time VIP) about how live events fit into the creator economy. Whether it’s exclusive merch, meet-and-greets, or activations, there are many potential ways for brands to unlock new revenue streams through live events. But how will it all pay off in the long run? Ben and Andrew take us backstage for an exclusive look.

“Creators are the new rock stars. They have incredibly loyal fan bases. It’s not like a musical act, where an album comes out and then something else comes along. In the creator world, it’s a constant stream. It’s something you become attached to.” – Andrew Tenenbaum (Co-Founder, One More Time VIP)

Connection is Currency – Podcast fans are notoriously loyal. They interact with a show throughout their day, whether they’re listening during their morning commute or watching clips during dinner. Over time, listeners build strong, personal connections to creators. They want to experience it in real life too, and are even willing to pay for it. Advertisers: Help sponsor those special, exclusive moments fans are craving. The combination of a loyal audience and strong creator relationship can lead to big wins, for brands and for fans.

Superfans Are the Best Ambassadors – Before you go all in on influencers or boost social media posts, check in with the superfans. “Everybody who has fans has superfans,” Andrew says. “And the superfan has to be serviced in a different way. They want more. You’ve become part of their life, and the VIP allows you to service that super fan.” They’re the ones wearing exclusive event t-shirts, attending meet-and-greets, and posting about their fandom across social channels. These are the best promoters of your show. And best of all, their affection is authentic and organic. Give superfans the exciting, special IRL perks they’re looking for, and you’ll be sure to see returns.

Build VIP Into the Budget – By the time brands hear about the huge return on live events, it’s too late to find the budget for it. Ben says lots of brands miss the opportunity solely because they need such a long lead time to set up funding: It can take up to a year for a brand to decide how much they’re allocating to VIP events. So get in early, because the returns are worth it. Live podcasts require minimal set up and stage design, so even just  adding a pre-show Q&A or meet-and-greet can be lucrative. Maximize the tour, and watch as superfans make it go viral online.

We’re living in the creator economy, and audiences are craving these in-person, exclusive events in the post-Covid era. Ready to be a rock star? Listen to the full episode of The Media Roundtable at the link below.

The Classifieds

The Scariest Thing About the Internet is the Internet Itself

Network: Audioboom /Episodic Downloads: 12,000

As we officially enter spooky season, this week’s classifieds focus on the kind of content people want to listen to as leaves start to fall, and the weather begins to turn. Our first listing focuses on the most horrific thing we interact with on a daily basis: the internet. Each week, Dam Internet, You Scary! hosts Tahir Moore and Patrick Cloud focus on the monsters that walk among us. Whether the show’s covering bridezillas who wind up losing all their friends, or animals getting into mischief, Dam Internet, You Scary! isn’t afraid to dive deep into the spooky well of real life.

Fear not! This podcast is a great listen 365 days out of the year, because scary things don’t stop happening when the calendar changes. If you’re looking for a show that appeals to millennial and Gen Z audiences, or just a chat show that dips its toes in the true crime waters, this opportunity is perfect for you. If you want to stay on top of everything that goes bump in the night, click that button below.

Get The Deal

It’s Creepy! It’s Scary! It’s… Pinkie Pie?

Network: MANA Talent Group / Episodic Downloads: 640,000

Our second entry comes from a YouTube powerhouse that’s covered so many horror stories, it’s a miracle they haven’t run out yet! CreepCast, hosted by YouTubers Wendigoon and MeatCanyon, spends over an hour each week diving into anything and everything spooky. Each episode is guaranteed to thrill and scare even the toughest of audience members, with topics ranging from popular horror franchises like My Little Pony (yep, you read that right) to camp horror stories.

Whether they’re reading creepypastas or exploring a voodoo shop for the perfect doll, the CreepCast crew always makes for a good hang. This offering is perfect for TV and film audiences, or anyone looking to attract a dedicated (and fearless) YouTube fanbase. I hear that if you click the button below, Pinkie Pie can’t get you. So what are you waiting for?

Get The Deal

In Case You Missed It

It’s Creepy! It’s Scary! It’s… Pinkie Pie?

Network: MANA Talent Group / Episodic Downloads: 640,000

Our second entry comes from a YouTube powerhouse that’s covered so many horror stories, it’s a miracle they haven’t run out yet! CreepCast, hosted by YouTubers Wendigoon and MeatCanyon, spends over an hour each week diving into anything and everything spooky. Each episode is guaranteed to thrill and scare even the toughest of audience members, with topics ranging from popular horror franchises like My Little Pony (yep, you read that right) to camp horror stories.

Whether they’re reading creepypastas or exploring a voodoo shop for the perfect doll, the CreepCast crew always makes for a good hang. This offering is perfect for TV and film audiences, or anyone looking to attract a dedicated (and fearless) YouTube fanbase. I hear that if you click the button below, Pinkie Pie can’t get you. So what are you waiting for?

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Audio Unlocks ROI Potential for Campaigns

Radiocentre’s UK Sound Profits analysis estimates that shifting 10–20% of non-brand search or paid-social budgets into audio could improve profit ROI on those budgets by 8–21%. The findings are modeled from existing campaign data, with total spend held constant. AI is disrupting search. The way forward is to invest in channels that create demand, rather than over-investing in media that captures it. Podcasting and audio can give people a reason to search for your brand. Our 2025 Sound of Growth case study estimates that audio drove an average of 18% of branded search volume across the brands studied.

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Your Brand Has a Look, But It Also Needs a Sound

An audit of 100 grocery brands worldwide by sound-branding specialist Amp (not to be confused with the AMP Accords) found that 63% of the content analyzed used stock music, while only 31 brands had a sonic logo. The study also found inconsistent use of branded sound, even among brands that had invested in it. Advertising starts with getting your brand noticed. Sonic branding builds distinctiveness and helps your brand stand out from the clutter. If you have a sonic asset, use it consistently. If you don’t, consider creating one. We’re pretty sure McDonald’s has no regrets about their “ba da ba ba ba.”

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#SaveTheLiveReads

Factor Gives You Energy to Keep On Gaming All Day Long

Kit Ellis and Krysta Yang of The Kit & Krysta Podcast bring this week’s #STLR with a Factor read that captures what happens when a gaming marathon takes over your schedule. While immersed in Fire Emblem, the hosts joke that their routine has taken a “severe hit,” leaving little time for sleep, let alone for cooking. That relatable setup makes Factor’s ready-to-eat meals feel like a natural solution, especially when Kit and Krysta emphasize that the meals are ready in two minutes.

They also call out Factor’s dietitian-designed meals and the brand’s process of screening out more than 175 banned ingredients. But the strongest endorsement comes from their focus on flavor, as the hosts stress that the meals are genuinely delicious without sacrificing taste. It’s a fun, specific read that connects Factor to the hosts’ daily routines.

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OXFORd In The News

Oxford Road Named No. 1 Audio Advertising Agency by Barrett Media

Oxford Road landed at the top spot of Barrett Media’s first-ever “Top 20 in Audio Advertising Agencies” list, a survey based on feedback from nearly 150 voters across the radio, podcast, and advertising industries (you can read the full results here). Our thanks to everyone involved with putting the list together, and our congratulations to all the companies who made the cut.

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B2B Describes the Customer, Not the Content They Listen To

Our September ORBIT rankings on top-performing shows for B2B campaigns landed across Sounds Profitable, Podcast News Daily, Podcasting Today, Ads of Brands, and Podcast Business Journal, all anchoring on the finding: The 15 strongest-performing shows for B2B campaigns span eight genres, with news, tech, comedy, and true crime all making the list, while business podcasts as a category perform below average. The data, drawn from over $2 billion in campaign results, makes the case that B2B describes the audience being targeted, not the type of content they consume. Buyers concentrating too heavily in business programming are leaving more effective inventory on the table.

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Read the Full September ORBIT Report Here