The Women Behind Booje Media and Podcast Nation
“Podcasting is actually a powerful platform to connect with your audience, and for people to feel like they know you.”
Back in 2017, Booje Media founder Clio De La Llave (left) was still a newcomer to the world of podcasting. Over its first six years, her Vancouver-based digital agency had evolved as the online landscape shifted from blogging to social media, through to the rise of influencer marketing, while supporting a growing roster of brands and personalities.
So when one of their talents, Bachelorette star Kaitlyn Bristowe, started her own podcast, Clio was quick to recognize the potential of the medium. Booje Media’s sister company Podcast Nation now represents over three dozen shows including The Telepathy Tapes, Dear Shandy, The Mom Room, and Your Favorite Thing with Wells Adams & Brandi Cyrus.
“We learned everything from that first show,” recalls Nadine Robinson, Podcast Nation’s co-founder (right) and Director of Operations. “We went above and beyond in every way that we could, got to know all the intricacies of the industry and really saw the changes happening within the podcasting space.”
Nadine had joined Booje in its early days and worked with Clio on another startup before stepping in to lead Booje’s new podcast division. “I was just a podcast fan myself,” says Nadine. “I think I actually introduced Clio to start listening to podcasts back in the day.”
Podcast Nation launched without any outside investment, a choice which proved to be both an obstacle and a vital part of the team’s learning. “We only hired when we knew that the revenue was coming in to support that hire. It made us really strategic with that growth and not get into a position where we bit off more than we could chew.”
Hiring had its challenges as well. As Nadine relates, “At one point we were building out our internal sales team and we hired someone that had a lot of sales experience, but outside of the podcast industry. We thought, if you’re good at building relationships, if you understand the sales process, then you should be able to sell podcasts. But in hindsight, it wasn’t the right hire for us because the podcast industry is unique. Instead we ended up promoting one of our producers to be the head of our sales. She has no sales background, but she’s an incredibly effective podcast salesperson because she understands podcasts.”
This gradual, organic growth also helped Podcast Nation find its core audience. “When we started Podcast Nation,” says Nadine, “we had the conversation about whether we should segment our target audience. At that time, we thought, 'Okay, no, let’s be broad. No matter who a show’s listener demographic is, let’s be open to working with them.'” Over time, however, the network’s portfolio of shows and brands came to centre on millennial women. “That’s kind of our sweet spot. Relationship podcasts, mental health podcasts, pop culture podcasts – there’s a lot of different categories to touch within that demographic. And we have a really good relationship with a lot of different sponsors that are looking for exactly that audience.”
“We really want it to be quality over quantity,” says Clio. “And to make sure that, coming from the talent side, we understand the value of your brand and being as true to it as possible. Because consumers are getting smarter and smarter and they can tell if it’s not real.” As more shows came on board, this cohesion helped to build links within the network, as show creators supported one another with guest appearances, cross-promotions and ad swaps.
Central to Podcast Nation’s success was Booje Media’s experience in talent management, particularly self-directed digital media artists already familiar with running multiple channels. “A lot of the early adopters were coming from the radio industry,” says Clio. “We saw there was so much more opportunity, because we knew how to do it in a different way, as an agency. We were like, why isn’t there the same type of offering in the podcasting space?”
Convincing brands to buy in proved to be a challenge, but one that Clio and Nadine committed to wholeheartedly. “It doesn’t make sense for HelloFresh to work with these influencers on their social and not be tied into their podcast,” says Nadine. "It not only makes sense for it to all be integrated from a brand’s perspective, but also for the talent to build relationships with the brands they’re working with, and make their message cohesive across platforms.
“I think it took so long for the industry to start getting on board with cross-platform campaigns with talent because it’s hard to execute. The audio agencies don’t know how to execute social, the social agencies don’t know how to execute podcasts. They’re very different worlds. I think we have the advantage because we come from the social side of it, the talent management side of it. That was our bread and butter for years. We already know that side of it, so we can easily plug in and it’s seamless across our teams.”
Likewise, Podcast Nation are embracing YouTube as a podcasting channel, despite the additional effort it requires. Nadine’s rule of thumb: “I always estimate it quadruples the work for everybody involved, the host included, to go on YouTube versus audio. But we all know that’s where the industry is headed. There’s still going to be the audio listeners, of course, and it does depend on the content, but most shows should think about how to provide content to the video consumer as well.”
“I don’t see it slowing down in the near future,” Clio agrees. “If you’re really committed to creating good content, yes, it’s going to take longer and it might be more work. But now you also have more opportunity to monetize it. And again, if you’re looking at building your brand, you’re now tapping into new audiences.”
Looking to the future, Clio hears concerns among up-and-coming podcasters that “the space is too saturated, that it’s going to be really competitive. But people have never talked about podcasts more than today. We do recommend trying to be more niche, because everyone’s looking for something different. There’s still opportunity if the content is good, if you know who your audience is, if you’re really clear and you’re adding value.”
Nadine agrees: “It’s a very accessible platform, which is really positive in so many ways, in the sense that anyone really can start a podcast if you want to with very little equipment, very little specialized knowledge. But we always say, not everyone needs a podcast, because it’s a lot of work. And if you don’t love, you shouldn’t do it. But if you’re loving what you’re doing, your audience will hear that and you have a way better chance than somebody that’s just doing it for a little side hobby because it might be fun. You’ve got to be really passionate about what you’re speaking about.”
About Podcast Nation
Podcast Nation is a boutique podcast network, sharing content ranging from women’s health to sex and relationships to pop culture commentary, travel stories and more. Born from female founders and featuring a female-led team, the network strives to bring listeners diverse voices sharing unique stories, experiences, and expertise. With podcasts including chart-topping The Telepathy Tapes (Science), The ShrinkChicks (Mental Health), The Bravo Docket (TV & Film), Your Favorite Thing with Wells Adams and Brandi Cyrus (TV & Film), The Mom Room (Parenting), and many more, there’s something for everyone. Whether you’re in search of ways to improve your quality of life, medical insight, or a reality TV fanatic tuning in for the tea, Podcast Nation is your one-stop shop for all things entertainment.
