GENERAL INTERVIEW

This is Distorted: An audio first content agency

Published on August 13, 2024

We spoke to Becky Lamb-Pritchard, Head of Marketing at Distorted, to find out more about the agency, how podcasting has changed over the last ten years, and which projects Becky is most proud of working on this year…

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!