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8: Mark Minnery: Behind the Scenes of Culpable - 40+ Million Downloads
In this podcast episode, Justin and Celine interview Mark Minnery, entrepreneur and co-founder of several companies in the podcasting industry. Mark shares his journey from the telecommunications industry to podcasting and creative endeavours, emphasizing the importance of work-life balance and building a culture where employees can prioritize their well-being. The hosts discuss the idea of the "hustle culture" and how it can lead to stress and poor performance. Mark also discusses his successful true-crime podcast, "Culpable," and the challenges and risks involved in producing high-quality content. This episode provides valuable insights into the business side of podcasting and the strategies that can help a show succeed in a crowded market.
Mark Minnery is a serial entrepreneur. He was previously a telecommunications executive who founded multiple companies. In 2017 he joined the wonderful world of podcasting by co-founding the podcast production agency Resonate Recordings with Jacob Bozarth, our guest on episode 5 of Oh My Pod. In 2019, Mark co-founded a different podcast agency called Black Mountain Media, whose first podcast, Culpable, Reached #1 on iTunes and currently has over 40+ million downloads. And most recently, in 2021, Mark embarked on a new endeavour with Jacob Bozarth called Resound, an AI podcast editing tool that saves audio engineers countless hours of pain-staking monotonous editing.
What we discuss:
[00:03:15] Mark talks about his background in telecom, starting his first company in 2002, and designing networks for companies, banks, and healthcare organizations.
[00:09:55] Mark and the hosts discuss the importance of balancing work and family life, and how burnout can affect a person's productivity and well-being.
[00:16:30] Mark talks about how he and his team pitched the idea for their true crime podcast, Culpable, to Tenderfoot and how they worked on it while running multiple companies.
[00:20:15] Mark talks about the creation Culpable, including the importance of a compelling story and next-level sound design.
[00:24:30] Mark explains the workflow and structure behind the making of Culpable, including research, recording, and post-production, as well as the budget and team involved.
[00:30:49] The grout chats about building a TV Show equivalent discussion on how podcasting is not a niche industry and how the hosts are building a show equivalent to a TV show or movie.
[00:35:45] Marketing strategies for podcasts discussion on the best advertising channels to bring listeners to a show, including feed drops and finding niche podcasts to advertise on.
[00:39:26] Creator community and competition discussion on how the creator community supports each other and how different companies have different targets and goals, making them not direct competitors.
[00:40:56] Mark discusses his preference for audiobooks and documentaries over reading due to dyslexia and ADHD. He also shares his love for podcasts and how he spends five hours a day listening to them.
[00:42:41] Mark talks about how the podcast industry is changing due to unpredictable ad sales and how advertisers prefer more predictable audiences. He also discusses how he listens to podcasts for both entertainment and learning.
[00:45:13] Mark shares an example of how resonate recordings helped a fortune 100 company improve engagement on cybersecurity through a true crime internal podcast.
[00:51:45] Mark talks about how it's important to tell the human side of stories, especially in true crime podcasts, to understand the suffering and loss of hope that people experience.
[00:52:46] Link to the binding rules in episode two Mark Henry tells Justin to listen to episode two of the podcast to learn about the binding rules.
Episode Resources:
Mark Minnery | Instagram
Resonate Recordings | Website
Resonate Recordings | Instagram
Resound FM | Website
Resound FM | Instagram
Podcast | Culpable
View all episodes
By Justin J. Moore
5
99 ratings
In this podcast episode, Justin and Celine interview Mark Minnery, entrepreneur and co-founder of several companies in the podcasting industry. Mark shares his journey from the telecommunications industry to podcasting and creative endeavours, emphasizing the importance of work-life balance and building a culture where employees can prioritize their well-being. The hosts discuss the idea of the "hustle culture" and how it can lead to stress and poor performance. Mark also discusses his successful true-crime podcast, "Culpable," and the challenges and risks involved in producing high-quality content. This episode provides valuable insights into the business side of podcasting and the strategies that can help a show succeed in a crowded market.
Mark Minnery is a serial entrepreneur. He was previously a telecommunications executive who founded multiple companies. In 2017 he joined the wonderful world of podcasting by co-founding the podcast production agency Resonate Recordings with Jacob Bozarth, our guest on episode 5 of Oh My Pod. In 2019, Mark co-founded a different podcast agency called Black Mountain Media, whose first podcast, Culpable, Reached #1 on iTunes and currently has over 40+ million downloads. And most recently, in 2021, Mark embarked on a new endeavour with Jacob Bozarth called Resound, an AI podcast editing tool that saves audio engineers countless hours of pain-staking monotonous editing.
What we discuss:
[00:03:15] Mark talks about his background in telecom, starting his first company in 2002, and designing networks for companies, banks, and healthcare organizations.
[00:09:55] Mark and the hosts discuss the importance of balancing work and family life, and how burnout can affect a person's productivity and well-being.
[00:16:30] Mark talks about how he and his team pitched the idea for their true crime podcast, Culpable, to Tenderfoot and how they worked on it while running multiple companies.
[00:20:15] Mark talks about the creation Culpable, including the importance of a compelling story and next-level sound design.
[00:24:30] Mark explains the workflow and structure behind the making of Culpable, including research, recording, and post-production, as well as the budget and team involved.
[00:30:49] The grout chats about building a TV Show equivalent discussion on how podcasting is not a niche industry and how the hosts are building a show equivalent to a TV show or movie.
[00:35:45] Marketing strategies for podcasts discussion on the best advertising channels to bring listeners to a show, including feed drops and finding niche podcasts to advertise on.
[00:39:26] Creator community and competition discussion on how the creator community supports each other and how different companies have different targets and goals, making them not direct competitors.
[00:40:56] Mark discusses his preference for audiobooks and documentaries over reading due to dyslexia and ADHD. He also shares his love for podcasts and how he spends five hours a day listening to them.
[00:42:41] Mark talks about how the podcast industry is changing due to unpredictable ad sales and how advertisers prefer more predictable audiences. He also discusses how he listens to podcasts for both entertainment and learning.
[00:45:13] Mark shares an example of how resonate recordings helped a fortune 100 company improve engagement on cybersecurity through a true crime internal podcast.
[00:51:45] Mark talks about how it's important to tell the human side of stories, especially in true crime podcasts, to understand the suffering and loss of hope that people experience.
[00:52:46] Link to the binding rules in episode two Mark Henry tells Justin to listen to episode two of the podcast to learn about the binding rules.
Episode Resources:
Mark Minnery | Instagram
Resonate Recordings | Website
Resonate Recordings | Instagram
Resound FM | Website
Resound FM | Instagram
Podcast | Culpable