The podcasting landscape has grown exponentially since its humble beginnings. What started as a niche medium has become a global industry with millions of eager listeners and a constant demand for standout content. Meeting these expectations now requires a seamless collaboration across specialized fields — from content creation and marketing to ad sales and audience engagement — all working together to deliver a polished final product. But with so many moving parts and trends shifting rapidly, how do teams stay focused and push creative boundaries at the same time?

As a pioneer in the podcasting world, Lex Friedman has witnessed this evolution firsthand. From co-founding podcast networks to leading podcast strategy at Wondery, Lex’s career is a masterclass in navigating change while staying true to the human side of podcasting. Today, as a consultant, he helps creators and companies adapt to the ever-shifting landscape of audio content — and, most importantly, ensures they stay aligned and on track.

In this episode, Lex shares his podcasting journey, from the indie beginnings to thriving in the mainstream. He dives into how he balances business and creativity and offers actionable tips for long-term success, like building genuine connections with your audience and staying grounded in an industry that never stops evolving.

Timestamps:

(2:58) — Lex’s accidental start in podcasting and the industry’s early days

(6:33) — Lex’s approach to strategy and balancing creativity with business goals

(10:31) — The benefits of having diverse knowledge in podcasting

(12:11) — Why passion matters more than trends in creating successful content

(15:10) — Current trends in podcasting, and how trends have evolved

(16:41) — Harboring authenticity and the value of intimacy

(19:19) — Lessons learned from leadership and decision-making

(27:41) — Maintaining authenticity alongside growth

(31:106) — Networking advice for breaking into the industry

Lex Friedman on LinkedIn

Wondery

Description: Podcasting might have started as an online-only space, but these days, it’s stepping out into the real world. Live events, conventions, and meetups are popping up everywhere, bringing creators and audiences together like never before. But the reality is podcasting and live events can feel like completely different worlds. How do you bring them together in a way that feels natural and actually works?

That’s where Norma Jean Belenky comes in. As the former Head of Events at Podbean, Norma focused on finding the sweet spot between these different worlds. With a knack for transforming challenges into unforgettable moments, she’s brought her expertise to everything from virtual summits to large-scale events, always focusing on creating meaningful connections.

In this episode, Norma explores what makes live events such a powerful addition to podcasting, how to pull them off successfully, and why a little chaos can actually be a good thing. She dives into guest booking, event planning, and the unique energy of live content - sharing how to foster authentic engagement that resonates with audiences long after the event is over.
 

Timestamps:

(2:40) — Norma’s eclectic career history and path to podcasting

(3:40) — First events at Podbean

(5:28) — Tips for guest outreach 

(9:08) — Norma describes the crossover between podcasting and live events

(11:47) — Constructing an event from beginning to end

(16:17) —  Challenges and hurdles within live events

(22:05) — How live events foster audience connection

(24:22) — Advice for aspiring event planners in podcasting

(25:21) — The future of podcasting events and industry trends

Norma Jean Belenky on LinkedIn

Podbean

Description: The audio industry has transformed dramatically over the past two decades, with the lines between radio, podcasting, and digital content blurring by the day. As on-demand content takes center stage, creators and brands are constantly searching for new ways to connect with listeners and stay ahead of the curve. But with changes happening so rapidly, keeping up can be a real challenge.

That’s where James Cridland comes in. As the editor of the must-read newsletter Podnews and a seasoned expert in radio and podcasting, James has built a career around understanding and driving change in the audio world. His journey from traditional radio to podcasting reveals how curiosity about emerging technologies and a knack for innovation can keep you at the forefront of the industry.

In this episode, James discusses the evolution of audio, from the rise of on-demand content to the cultural shifts between radio and podcasting. He dives into the challenges of staying ahead in a fast-changing industry and shares why simplifying workflows is critical for long-term success. From cutting through the noise to recognizing innovations with true staying power, you’ll learn how to stay adaptable and focus on what truly matters — so you’re always one step ahead.

Timestamps:

(2:38) — Early days in Radio and introduction to digital audio

(5:04) — Examples of James’ initial audio innovations 

(8:38) — Industry apprehension towards digital audio 

(10:11) — How James stays ahead of industry trends

(11:36) — Podnews inspiration and creation

(13:21) — Catering to different kinds of content audiences

(15:42) — The biggest story James broke through Podnews

(17:43) — Early days in podcasting’s sales and advertising sectors

(20:35) — James’ outlook on the current relationship between podcasting and radio

(25:40) — Advice for those looking to enter the field

(31:30) — James’ goals for the future

James Cridland on LinkedIn

Podnews on LinkedIn

Podnews Website

Lower Street

Podcasting is a young, dynamic industry. It’s still figuring itself out, and is shaped by contributions from people with all kinds of backgrounds. Without rigid entry requirements or long-standing rules, it’s become a place where professionals from diverse fields bring their unique strengths to build something fresh and exciting.

In this episode, we chat with Elizabeth Amos, whose theater roots as a dramaturg (we didn’t know either, but all is explained), led her to podcast production management at Lower Street. Elizabeth shares how skills from what seemed like an unrelated field — storytelling, research, and collaboration — seamlessly fit into podcasting. From structuring narratives to managing project logistics, she reveals the surprising overlaps between theater and podcasting, showing how her unique background enriches her work and strengthens the podcasting landscape.

Elizabeth’s story reminds us that there’s no single path to finding success in podcasting. Sometimes, the best fit comes from where you least expect it. Whether your background is in media, the arts, or something totally different, there’s room for your unique skills to make an impact.

Timestamps:

(2:52) – Elizabeth’s background in theater and dramaturgy

(7:24) – The role of a dramaturg and its crossover with podcasting

(12:06) – Elizabeth’s transition from producer to production manager at Lower Street

(14:01) – Professionalizing podcast production and unifying team operations

(17:25) – Audience dynamics in theater and podcasting

(23:57) – Practical tips for adapting a resume for a career in podcasting

Elizabeth Amos on LinkedIn

Lower Street

From the outside, podcasting might seem like a natural next step from radio or TV — but making the leap isn’t always as easy as it looks. In this episode, we’re joined by Al Booth, a veteran radio, broadcast and podcast producer, to chat about his transition from traditional broadcasting into the world of podcasting.

Al walks us through his career, from discovering his passion for radio to landing a gig at the BBC. He shares how freelancing during the pandemic opened unexpected doors and led him into podcasting. Along the way, Al reflects on his early days in radio, exploring the similarities, the differences, and what it takes to thrive in this evolving industry — where adaptability, creativity, and meaningful connections are key.

Through Al’s story, we dispel common misconceptions and offer insights that will help industry veterans — and anyone curious about making the shift — feel more prepared and confident to take the leap.

Timestamps:

(2:37) – Al’s earliest influences

(6:22) – Breaking into radio and Al’s first production gig

(11:31) – Making the shift from broadcasting to podcasting

(14:30) – New skills and challenges when adjusting to the demands of podcasting

(17:02) – What podcasting can do that radio can’t

(20:06) – Al’s advice for industry veterans making the leap into podcasting

(22:13) – The value of community and building connections in podcasting

(23:00) – Future projects and personal goals

Al Booth on LinkedIn

People in Podcasting

Lower Street

Welcome to People In Podcasting — the show that uncovers the stories of those shaping the podcasting world. Every other week over six episodes, we’ll be spotlighting a different industry professional, revealing the challenges they’ve overcome, the lessons they’ve learned, and the pivotal moments that defined their careers. In this episode, we sit down with Arielle Nissenblatt, Founder of the Earbuds Podcast Collective and former Community Manager at Descript. Arielle is a dynamic voice in the podcast world, recognized for her insights on trends, tools, and community building.

Arielle shares her unconventional career journey—starting at a nonprofit, briefly working as a Hollywood assistant, and eventually managing podcast communities. Through a blend of creative exploration and strategic business learning, she explains how she took intentional steps to build the career she wanted, despite not following a traditional path.

From honing her audio production skills to mastering marketing strategies, Arielle highlights the importance of balancing both creative and business mindsets. She offers actionable advice for job seekers—like staying visible on LinkedIn, developing personal projects, and leveraging platforms like Descript—and provides insights on how to adapt in an industry that’s constantly evolving.

Together, we’ll learn how embracing diverse perspectives can not only boost your career but make you an invaluable part of the podcasting ecosystem.

Timestamps:

(2:52) – Early roles, and becoming a podcast superfan 

(7:24) – Point of entry into the podcasting community 

(10:56) – Arielle’s transition to Descript and her community management role 

(14:06) – Bridging the gap between creativity and business perspectives 

(16:45) – Getting a foot in the door with passion projects 

(18:11) – How Arielle found her place across various industry sectors 

(21:03) – Arielle’s advice for job searchers 

(23:08) – Arielle’s approach to CV/resume writing 

(29:29) – Future goals and ambitions

Arielle Nissenblatt on LinkedIn

EarBuds Podcast Collective

Descript

People In Podcasting

Lower Street

Welcome to People In Podcasting — the show that uncovers the stories of those shaping the podcasting world. Each episode will spotlight a different industry professional, from podcast producers and audio engineers to event coordinators and strategists. We reveal the challenges they’ve overcome, the lessons they’ve learned, and the pivotal moments that defined their careers. Whether you're an aspiring podcaster or an industry veteran, these candid, behind-the-scenes conversations offer fresh insights and a unique look at the people driving podcasting forward. Tune in every other week for inspiring stories and practical advice — subscribe now to stay connected!

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People in Podcasting is produced by Lower Street.
Lower Street is a full-service podcast production agency on a mission: to make the best brand podcasts on the internet. We create impactful B2B podcasts for ambitious brands eager to stand out. https://lowerstreet.co/

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Your hosts are:

Daria Lawson - an American journalist, podcast producer, and radio host based in England, currently working as a Junior Producer at Lower Street. She has contributed to podcasts like Superhuman AI: Decoding the Future, The Art of Listening, and Welcome to the Arena from ICR. Previously, Daria produced local news content for KRCU 90.9, an NPR affiliate station, and hosted Daria's Britpop Broadcast on Huntley Community Radio 101.5, exploring the cultural impact of 90s Britpop music.

Sam Datta-Paulin - an executive producer with 20 years of award-winning broadcasting and production experience. Sam has built multi-platform educational content services used by hundreds of thousands of people a week, attracted a million YouTube subscribers, hosted and produced multiple globally-syndicated radio shows, and commissioned a BAFTA-winning series on childhood mental health.