Independent Podcasting Needs More Networks Like Mercury

The other day, I received a pitch for a new podcast where two celebrities I've never heard of debate whether selected classic albums are either winter or summer albums. I have two thoughts. First, and sorry for my rudeness, who gives a crap about winter or summer albums. Can I ever start a conversation at a party with the Summer /Winter albums conundrum icebreaker where the recipient says to themselves, "How the hell can I get away from this weirdo?"

My second thought concerns independent podcasting. Instead of this large podcast network becoming affiliated with a quality independent podcast, such as Cramped, Hollywood Africans, or The Late Discovered Club, and bring it into the fold, why continue to concoct these silly setup scenarios for celebrities to yuck it up?

Let's look at one new podcast network that's doing it the right away, which is building their network from the best independent podcasts.

Mercury is a new UK-based podcast network, has launched two weeks ago. It is designed to support the unique needs of independent creators looking to grow and monetize their podcasts. Since onboarding its first show in November, Mercury has already sold over one million ad impressions, and boasts over 500,000 downloads per month.

Its initial roster represents independent shows across entertainment, history and leisure, ranging from four to six-figure downloads per month.

Mercury’s ambition is to represent the world’s best independent podcasts and creators. 

 Its offering differs from other networks, with a strong focus on ensuring podcasters keep full control of their content. Benefits include direct involvement in advertising and sponsorship decisions. Mercury also promises a more personalized approach than other networks, prioritizing value over volume.

“We’re going toe to toe with the big networks… and we’re winning!” insists Liam Heffernan, Mercury’s Founder.

Mercury is founded by Liam Heffernan, an award-winning independent podcaster from the UK, whose own shows include America: A History. He has previously worked for companies
including Auddy and The Podcast Boutique, and was featured on Podpod’s 30 Faces to Watch list, touted as a future industry leader.

“As an independent podcaster myself, I know that the biggest challenge facing creators isn’t content; it’s time and resource,” says Liam.

Liam observes: “Current networks are failing to address these needs, and are failing to offer a truly valuable network proposition to those podcasters who are big enough to monetize but need support, and don’t want to surrender control over their show for it. This shouldn’t be a compromise.”

This week, Dad’s Bedtime Stories for Kids, the popular children’s storytime podcast, has joined the Mercury network. The show has over 400 episodes with a strong monthly audience across North America and the UK.

"In Mercury, we have revolutionized what it means to be a podcast network," says Liam. "It places value over volume, it puts content before ads, and it puts creator support at the very heart of its offering. By coming at it from this mindset, we’ve been able to hit the ground running and go toe to toe with the biggest networks for the best independent shows and creators out there…and we’re winning."

 Em McGowan of the Verbal Diorama podcast continues: "What drew me to Mercury was that passion for independent podcasts. It was clear from the get-go that Liam was eager to have Verbal Diorama aboard, and passionate about increasing its visibility in an often crowded space. As an independent podcaster himself, he understands the issues we face. I have big goals for Verbal Diorama; joining Mercury is one step closer to me achieving them."

If Mercury can develop a successful plan bringing together the best in independent podcasts, why can't other podcast networks. 

How about iHeart, Maximum Fun, Tenderfoot TV, The Ringer, Spotify, Vox, and Wondery? Not all of these networks' shows are gems. Some are Cubic Zirconia quality and passed off as value-added content.

 In every other media industry, talented indie creatives are brought into the mainstream industry. In movies, famous directors like Greta Gerwig (Barbie), Taika Waititi (Thor: Ragnarok), and even Christopher Nolan began as an indie director.

In books, self-published authors like Martin Weir (The Martian) and E.L. James (50 Shades...which started as fan fiction) are signed to large contracts with large publishing houses.

In music, almost all musical artists start as indie unless established musicians formed a supergroup. The Beatles, Prince, and Mariah Carey started out as indie performers. 

Even in TV, Schitt's Creek, one of the most popular sitcoms in the last 20 years, began as an indie project. 

My questions today are simple.

Why not podcasting?

Why are independent podcasts ignored by the large podcast networks?

What will it take to integrate the best independent podcasts into the podcast network landscape? 

Why don't podcast fans deserve the best podcasting has to offer? 

At Ear Worthy, we want to be part of the solution. What do you think has to happen to fuse independent podcasts into the larger podcast universe?