Please tell us all about Distorted…

Distorted turned ten this year so we’ve been around a while. We describe ourselves as an audio first content agency, and we work with music artists, brands and businesses from all over the world on their podcasts, radio shows and social content. We’ve always created podcasts for our clients, but in the beginning it was in addition to their radio show and now it has grown so much that we now have a full podcast team and we work with many of our clients solely on podcast projects.

Although we have a wide national and international client base we also have a podcast studio in Leeds where we are based. It’s a mini tv studio with TV quality cameras and lighting, interchangeable branding options and air con, which has been very handy recently! In the studio, we work with a real mix of local and independent content creators and bigger agencies who require a studio in Leeds, it’s also shifted from podcasts only to wider content needs like webinars and videos for socials.

You are openly proud of your northern roots and obviously have the studio, but originally your client base was mainly international or London based, why did you make the decision to be in Leeds?

Most of the team live in Leeds and from the beginning the directors have always stood by the argument that they don’t need to move to make great creative work, it shouldn’t be one or the other. They also never did that thing that some businesses do where they pay for a PO box and a London number and address which they don’t own a desk in! They have always been proud to be making work in Leeds and contributing to the Leeds creative economy. It seems more important now than ever that there are opportunities outside of London. In recent years as the business has grown we do have team members based in London and Manchester as well as Leeds, but that was from the standpoint that we don’t expect those team members to move from where they live either.

The Distorted studio

In the time the business has been operational what significant changes have you seen in the podcast industry?

Many… are you ready for my list? I think the first is the most obvious – it’s boomed! Listening figures are up year on year with audiences growing and diversifying, I’ve noticed the conversation has shifted from “what is a podcast?” to “I need to make a podcast?” and “how do I make my podcast successful?”

I also think the rise of digital and streaming has democratised the media – it’s given creators and brands power over their content and voice. Previously if a brand or person wanted to create broadcast content they would have to be aligned with a media organisation. It’s enabled a lot more voices to be heard.

With the boom there are also other tougher challenges, it’s harder to cut through now so strategy and marketing are playing a key part and the listener has higher expectations.

How important do you feel video content is now for podcasters?

There is no doubt that adding video to your podcast increases discoverability and helps you reach a bigger audience, not only are streaming platforms prioritising video content but by creating video you can really make the most of a variety of platforms. BUT I absolutely think there is still a place for audio only too, audio really shines when it comes to sensitive, emotive topics and really getting someone to open up, it’s a much more natural experience having a conversation without a camera there. I also think audio only can enable easier clearance and access to behind the scenes – we’ve had access to places and people we’d have never got if we had a camera crew and a load of extra people in tow.

I think the term “podcasting” has actually evolved and what I’m hearing from brands and businesses is that when they say “podcast” they can actually mean really great, in-depth content available on a variety of platforms, not necessarily what us original podcast creators mean so it’s back to that why and distinguishing what a person or brand wants to achieve from a podcast to know whether video or audio is the best route forward.

How did you feel the pandemic lockdown affected the podcast industry?

It contributed to its growth and the overall awareness of podcasting but it has also led to a quicker feeling of saturation and taken us to a place where strategy is just as important as production. It’s become more serious and that’s great in terms of industry and scope but that can lead to restrictions and “rules”. The pandemic also led to the cost of living crisis and jobs in the industry are more scarce with payment in general for creatives at an all-time low – that is something we all collectively need to be aware of. Overall the podcast industry is really supportive of one another and that’s the way we need to stay or it will end up a race to the bottom.

What advice would you give a business that was considering creating a podcast?

What is your WHY! What are your objectives? What do you want to achieve?

Think about your strategy and marketing plan at the same time as the creative development…not an afterthought. “We can stick it on socials once it’s made” is not enough of a plan.

And finally, are you patient? Podcasting is a long game for most unless of course you have a marketing budget or a big name to throw into the mix.

What are you most optimistic about for the future of podcasting?

I believe there’s a place for all types of podcast content: always-on podcasts, series, documentaries, interviews, video podcasts, and both short and long audio versions!

Podcasting isn’t brand new and has come a long way. Twenty years ago barely anyone had the tech to listen to one and now it feels like everyone has their favourite or something they’ve been told to listen to, events like the Podcast Show in London feel fresh and exciting, with a real buzz. I think podcasting will continue to grow and evolve and I’m excited to be part of it. It might be that creators become more specialised in the certain types of podcasts they make.

What projects are you most proud of this year?

This year we launched Sonic Youth with Youth Music, a paid internship designed to kickstart the careers of young people based in Yorkshire. I’m really passionate about creating opportunities for young people, a lot of the old school routes that were open when I started out don’t exist anymore. Whilst digital is fantastic, there is a need for mentoring and the stuff you learn by being around people and having face to face time.

The intern team created their own podcast, Serving Kult – A Radio Show and Podcast series dedicated to Queer Rave and Hyperpop. They received training and support on all aspects of podcast production from hosting, to research, recording, and editing and along with this they have had coaching and mentoring to really ensure they are ready for that next opportunity. The podcast has done really well, it received loads of positive press and feedback and made it to Amazon’s pick of the week. I’m incredibly proud of the whole team behind this and our incredible interns.

We are also in the midst of launching a brand new Distorted podcast aimed at helping people start their careers in the music industry. The first episode will see our very own Rosie Walwyn chat with Sarah Story, this one will be out this August so watch this space!

Where can the Pod Bible readers find out more about Distorted?

At our website www.thisisdistorted.com, or they can follow us on Instagram, Facebook, X, and LinkedIn.

This article was produced as part of a paid advertising package. To enquire about advertising with Pod Bible email info@podbiblemag.com

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Today we’re learning more about Alex Jungius, Director of  This Is Distorted, a multi-award winning content agency with audio at its heart. The company has a real focus on the power of audio to emotionally connect people, but it’s also forward looking and embracing the developments in podcasting, new technologies and video options for the audience.

We asked Alex to tell us more about his love of podcasting and where he thinks the future of podcasting will take us…

Tell us a bit about who you and your role at This Is Distorted!

For the past 25 years, I’ve been immersed in the world of audio and radio, working in everything from hospital radio to commercial radio, and now in the realm of podcasts and on-demand audio. I started out focusing on imaging and sound design before transitioning to show production, executive producing radio programs, and eventually overseeing entire radio stations.

In 2015, I took a leap of faith and left mainstream radio to launch Distorted, which at the time was still a relatively new venture in the burgeoning world of podcasts. However, that risk has paid off, as it turned out to be the best decision I’ve ever made. At Distorted, my primary responsibility is to expand our speech-based offerings, working with companies, brands, and individuals on their audio projects.
Nowadays, we refer to ourselves as an audio agency, as we’ve evolved beyond being a production house. We aim to solve our clients’ problems by utilizing audio as a solution, and we’ve expanded our services to encompass everything on the periphery of an audio project, including video, social media, marketing, and more. The audio landscape is constantly evolving, and it’s a thrilling time to be a part of this industry.

This Is Distorted podcast studio is based in the North of England, at the centre of Leeds

Why podcasts? What is it you love about the medium?

Having spent many years working in the highly structured and regulated world of radio, the freedom and flexibility of podcasts have been a breath of fresh air for me. I’m fascinated by the fact that there are no set rules or conventions to follow, and that the medium provides an almost limitless canvas for creativity. This has led to an explosion of diverse styles, approaches, and voices entering the audio space, many of whom may never have considered working in audio if not for the world of podcasts.

Despite the fact that podcasts have been around for some time now, I believe we’re still in the early stages of the medium’s evolution. Looking back, we will likely view this as a period of growth and experimentation, and the landscape of podcasting will undoubtedly be very different in the years to come as the industry continues to mature and establish itself as a significant player in people’s content consumption habits.

What was the first podcast you ever listened to?

Apart from dabbling with creating podcast content for the radio stations I was working at, the first main podcast I listened to as an avid fan was the The Ricky Gervais Show. It felt so different to what you’d hear on air and like a new format had been born.

You recently were part of the team behind Synthetic Stories, the first AI created podcast – where did that idea come from?

The idea came from a conversation over lunch in our office. We’d been chatting about how AI could influence our industry and I suggested how easy it would be to piece together an AI podcast series. From there, the idea snowballed into a quick project that the whole team got behind and within 24 hours the project was live and in people’s ears.

While it was easy to put together and a lot of fun, the resulting product was still worlds away from what humans can create. Nevertheless, I believe that AI will soon become an integral part of the production process, if it isn’t already, for many people. It’s a powerful tool for generating ideas and streamlining production processes, although it cannot replace human creativity (at least, not yet).

What do you think the future of podcasting holds?

Two things for me, I’d like to see podcasting double down on niches. It felt like the beginnings of podcasting allowed anyone to create content on the subject matter they were most passionate about and that created a home grown ecosystem of super niche podcasts serving passionate listeners across the globe. I feel like the medium has become too much about big names and dumbed down mainstream content. It might have an audience but does it really add anything to the content you can get elsewhere.

The other area is video. This can be a polarising subject but I think video has a huge part to play in podcasting’s next phase of growth. To help with discoverability is the obvious answer but also to elevate the audio content and compliment it, rather than replace it. I’d like to think of podcasting as a style of content now rather than treating it purely as audio only. Podcasting needs to break free of the RSS feed if it’s going to evolve and thrive and video and new platforms will help push the medium into more people’s ears (and eyes).

And what would you like to see more of in the podcast space?

Crafting compelling fiction content for podcasts is a challenging task. It can be expensive and difficult to create a show that sounds both professional and engaging. However, despite the difficulties, I believe there is a vast potential for original fiction content in podcasts that is yet to be fully realized.

At Distorted, we have considered developing fiction podcasts in the past. However, we have always been hesitant due to the high costs involved and our desire to produce content that meets our standards. I am hopeful that new developments in production technology will make producing high-quality fiction podcasts more accessible and cost-effective in the future. With the right resources and creative talent, I believe that original fiction shows have the potential to become a significant part of the podcasting landscape.

What is something you haven’t managed to do yet, but you would really like to work on?

True crime! I love a true crime podcast and we’ve got a folder of original true crime ideas I’d love to bring to life one day!

This Is Distorted is a multi-award winning content agency with audio at its heart. Passionate about emotionally connecting brands, artists and businesses with audiences through the power of sound.

Distorted content is broadcast across multiple platforms from traditional radio to online streaming services. Reaching an audience of over 10 million listeners each month, working with over 450 partner radio stations and networks, and regularly take the number 1 spot in the itunes podcast charts. Find out more at thisisdistorted.com.

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This article was produced as part of a paid advertising package. To enquire about advertising with Pod Bible email info@podbiblemag.com.

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