In & Around Podcasting: A Platform For Indie Podcasters

 Why does podcasting have so many podcasts about, well, podcasting? TV, radio and movies are run by professionals, while podcasting has thousands of "newbies" join its ranks every year. Somebody has to offer guidance to indie podcasters. After all, they make 99% of all podcasts. More important, they are being coaxed into obscurity by the large podcast networks, which have one objective -- maximize shareholder value.

The In & Around Podcasting podcast is an industry show designed by independent creators for the entire podcasting community. It provides a transparent, accessible platform that gives a voice to everyday creators and hobbyists, rather than just industry executives. Originally started by industry veterans Mark Asquith and Danny Brown, the show is now hosted by podcasting experts Elsie Escobar and Rob Walch. 

The show breaks down podcasting trends, technical updates, and industry news in a way that is applicable and valuable to independent podcasters. It features co-hosts from the independent creator community and includes the "Wave File" segment, which spotlights new podcast trailers.  

The central theme is that the podcasting space belongs to everyone, and topics are discussed with the everyday enthusiast in mind, keeping the focus away from just the "view from the top" of the corporate industry. 

Even the podcast's website reinforces their central theme with large bold letters in the center of the home page reading, "Accessible Podcast Industry Insights for Everyone."

A prime example of the content of their show is the July 7th episode with guest co-host Christabel Nsiah-Buad, who helps creators learn practical strategies to turn a static back catalog into a living, breathing part of their podcasting journey. This episode encourages podcasters to think differently about their shows, identify new ways to serve their communities, and learn from the successes and surprises of podcast campaign experiments.

I find that many indie podcasters give little or no thought about using their archived episodes as a competitive advantage. Sadly, they all too often view these shows as they would stuff in a self-storage unit -- to be checked in every once a while.

The co-hosts supply the power for the show. Rob Walch and Elsie Escobar have powerful chemistry as a co-hosting team. They're funny, insightful, and they complement one another like beer cheese on a Philly soft pretzel.  

 Rob Walch has been involved in podcasting since the beginning. He launched podCast411 in 2004 to help demystify the new medium, interviewing early creators and industry leaders. As a key executive at Libsyn, one of the oldest hosting companies, he helped legitimize podcasting as a sustainable business and guided thousands of creators through technical setups and audience metrics. In recognition of his multi-decade contributions, he was inducted into the Podcasting Hall of Fame in 2016

In February, Rob Walch joined Captivate from Libsyn, where he served as Vice President of Podcaster Relations, working closely with creators and publishers across the podcast ecosystem for 18 years. In his new role at Captivate’s VP of Podcaster Relations, Walch focused on expanding creator and publisher partnerships in the U.S. and supporting the continued development of Captivate’s commercial offering.

In February, Elsie Escobar joined Captivate as Creator Success & Community Manager, supporting creator success and community growth. Elsie, also formerly of Libsyn, where she spent 18 years in community management and podcaster relations, is the co-founder of She Podcasts, the world’s largest community for female-led podcasts.

Elsie says, "As a Salvadoran, indie podcaster, and woman in a predominantly male industry, I have always championed diversity, inclusion, and representation in podcasting."

She was the first Latina ever inducted into the Academy of Podcasters Hall of Fame and was honored to be recognized for her contributions to the podcasting industry. 

Captivate.fm is a growth-focused podcast hosting platform and technology company founded by indie podcasters Mark Asquith and Kieran McKeefery and acquired by the UK media group Global. It is built specifically to help creators manage, grow, and monetize their audio content across major directories like Apple Podcasts and Spotify.

One aspect of the show I admire is its message: "If you're an independent creator who would like to co-host with us, please let us know by emailing the show! community@captivate.fm." Podcasting 101 is including the audience whenever possible and building a community not just an audience. It's a smart move from two wise and experienced podcast veterans.

I also enjoyed the original theme and background music for the In & Around Podcasting, which was written and composed by musician
Rannus, who has over 20 years of experience playing live music and composing across multiple genres. He was brought on to create an audio brand that embodies the show's lighthearted yet authoritative approach to the podcasting industry. Again, the show offers podcasting lessons to its community. Podcast music doesn't have to just serve as an intro and outro device. It can reinforce the central theme of a podcast.

The show began in early 2024, and I admire the switch in hosts, not because the original hosts weren't good, but because making a seismic change like that demonstrates to indie podcasters that change can be positive, albeit risky, and enhance the show.

The co-hosts have a wide-angle lens on podcasting, covering everything from metrics to advertising strategy. One of my favorite episodes was a recent one -- June 10th -- where Walch and Escobar made an essential point for indie podcasters. While breaking down the recent 28% rise in podcast ad dollars, the co-hosts explain why tracking your income per download is a much better measure of success than looking at total industry averages. Check out that episode here. 

 There are many solid podcasts about the podcast industry with varying degrees of emphasis. Just to name a few -- Podnews Weekly Review, Streamlined Solopreneur, One Minute Podcast Tips, Creators by TrueFans, and The Podcast Academy. 

In & Around Podcasting is one of the most valuable resources for indie podcasters and experienced podcasters who need help, and, believe it or not, I think Spotify and Amazon can learn a lot from Rob Walch and Elsie Escobar.