The Power of the Podverse: New Standards, Lasting Legacies, and Content That Gets You Hired

Speaker A: Before we begin today's episode of into the Pudwurse, here's a quick look at two other worlds inside the Tornado Media universe. If you're curious about the world beyond your brothers, check out EJ the World of travel. It's your companion for smarter journeys, bringing you travel news, visa updates, airline developments, destination stories, and practical tips for modern travelers. And if football is your passion, especially if you're an Arsenal supporter, there's Up Gunners, an Arsenal podcast. Bold opinions, honest reactions, match analysis, and conversations that capture the emotions of being a gunner from an African perspective. Three different shows, one creator, uh, one m. To inform, connect, and tell stories that matter. So whether you're building a podcast, planning your next trip, or living every Arsenal result like it's a matter of life and death, there's something for you inside the Tornado Media universe. Now let's get into today's episode of into the podverse. There's something happening in podcasting right now. And if you make podcasts, whether professionally or independently, it's something you should be paying attention to. The alliance for Measurement in Podcasting. And while the name sounds technical, its impact could be anything but because we're not talking microphones, editing software, or even growing an audience. But we're asking a fundamental question here. How do we measure a podcast in 2026 and beyond? From Lagos to Nairobi Accra, uh, to New York, podcasting is full of opportunity, but also challenges. Welcome to into the podverse, where we uncover what it really takes to create audio that lasts. I'm, um, Tony Do. Let's dive in. For years, podcasting has lived in different worlds at the same time. You have Apple Podcasts, Spotify, YouTube, RSS feeds, hosting platforms, and social media clips, all a part of the ecosystem, all speaking different languages. A download on one platform is not necessarily the same as a view on another. An ad impression means one thing here and something else over there. And advertisers, the people bringing money into the industry, have struggled to compare one podcast against another. So a collision of platforms, advertisers, publishers, and measurement companies has come together to try and solve that problem. This solution is amp the alliance for Measurement in Podcasting. And their goal is to create one common language for podcasting, one standard for measuring audiences, one way to compare performance across platforms, and, um, perhaps most interestingly, one definition of what a podcast actually is. Now pause for a second. That last part may sound strange. We've had podcasts for more than 20 years. Surely we know what one is by now. Well, apparently not. Is a YouTube interview. A podcast is a video fest. Show a podcast. What about a creator who only posts clips on social media? The industry doesn't entirely agree. And that is where things become interesting. Because AMP isn't just trying to count podcasts, it's trying to define them. For creators, this changes a lot because for years, many of us have leaned heavily on download numbers. 10,000, 20,000, even 100 and more. But AMB is pushing the industry towards something else. Consumption, engagement, attention. In other words, not simply did someone download it, but did someone actually spend time with it? Uh, that's a very, very different conversation. It could also mean video podcasts become even more important. And it's not because Odoo is disappearing, far from it. But because audiences are increasingly discovering podcasts through YouTube and other visual platforms. Podcasting is becoming less about a single destination and, uh, more about being present everywhere your audience already is. There's another side to this too. For independent creators, this m may introduce new pressures. Sponsors may start asking tougher questions. How much of your content is consumed? What is your audience retention? Can, um, you prove your ads are working? Suddenly, podcasting becomes a little more sophisticated and a little more demanding. The opportunity, however, is enormous. If advertisers trust podcast measurement more, then it means more money could flow into the industry. And that's something podcasting has been trying to unlock for years. But podcasting was built on openness. Anyone could start a show, publish an RSS feed, and reach the world. As measurement becomes more standardized, some creators are wondering whether the biggest platforms will become even more powerful. Will podcasting remain creator led, or will it become increasingly advertiser led? We don't know yet. But we do know this AMP could become one of those moments we look back on years from now and say, ah, uh, now. Around this time, things begin change for podcasting. So if you're a podcaster, don't panic. At least not yet. But don't ignore this either. The future conversation may no longer be, how many downloads do you have? It may become, how much attention do you earn? And in a world overflowing with content, that might be the metric that matters most. In the vibrant, ever evolving soundscape of margarine storytelling, few names resonate with as much power, technical mastery and community spirit as Ify or Dudu, better known as Fei Fei. Fei Fei is more than a producer. She's an architect of audio worlds. A Lagos based audio storyteller and sound designer with over a decade of experience, she's carved out a reputation for excellence in a space that demands both creativity and precision. Whether mixing and mastering for podcasts or films, engineering immersive narratives or mentoring the next generation, her uh work consistently elevates the craft. Her contributions gained global recognition as part of the team behind the Peabody Award uh winning podcast Thela Kuti Fear no Man, a groundbreaking series that brought the legendary musician's story, activism and Afroid revolution to life through rich oral history, musicology and cutting edge sound design. Winning one of broadcasting's highest honors is a testament not just to talent, but to the depth and cultural significance Fei Fei helps channel through sound beyond high profile projects Fei uh Fei Fe's most enduring legacy may be Niger Pod hub, founded in 2017, the pioneering community she built for Nigerian podcasters at a time when the industry was still finding its feet, she created a hub for storytellers not just talk show hosts chasing trends, but creators committed to deeper, more intentional narrative work. Through workshops, collaborations and platforms like the Audio Bubble. She's pushed for podcasts that reflect the full richness of Nigerian life beyond surface level banter. Uh, she's long advocated for substance above reality, urging creators to dig into hidden stories, cultural nuances, and the kind of journalism through sound that can stand alongside the world's best. Even as Nigerpod Hub goes through reinvention, its impact remains undeniable, a foundation that has inspired many to see podcasting as a serious medium for cultural preservation and and innovation. Veve embodies the spirit of a true community leader, generous with knowledge, relentless in pursuit of quality, and deeply rooted in Lagos While thinking globally. From audio engineering for movies to producing thoughtful series, her fingerprints are on work that moves people, challenges assumptions, and expands what's possible in African audio storytelling. Tefeifi thank you for the impeccable years, the visionary heart, and the tireless work behind the mic and in the mix. You've helped amplify Nigerian voices on the world stage and created space for many more to follow. As Nigerport Hub evolves and new chapters unfold, one thing is certain, the sound of Nigerian podcasting is richer, bolder and more authentic because you dared to build it. Quick note for anyone looking to start a podcast or switch hosts into the Podfest is hosted on RSS.com and I genuinely recommend them. They're reliable, easy to use, and your customer support is actually helpful. I have an affiliate link in the show notes full transparency. I do earn a commission if you sign up through it, but that doesn't change the fact that they've been a great hosting solution for this show. If you're in the Market for podcast hosting. Check it out. You're looking for a podcast that feels like a mix of philosophy, storytelling and straight talk. Life coaching without the cliche self help. Packaging the young God, the podcast delivers exactly that. Hosted by Rodney Ome Okache, this show sits at the intersection of culture, self mastery and personal reflection. Each episode blends conversational essays, thought experiments, and real world observations into something that feels less like content and more like a guided mental reset. The tone is confident, sometimes provocative, but always intentional, Challenging how you think about success, identity, relationships and discipline. What makes it stand out is its framing. Life is treated as something to be studied and shaped, not just experienced passively. One episode might unpack parenting and generational impact. Another might dissect love, ambition, um, or modern masculinity with sharp, um, cultural insight and unexpected metaphors. It's the kind of podcast that, uh, doesn't just entertain, it lingers. You might agree, disagree, or argue with it in your head afterward, but you won't forget it. And that's part of its pull. As it turns out, listening to Tyg might look good on your resume.

Speaker B: Boy, do I have a story to tell. So I just got off the phone with someone who is a friend to someone else who is a fan of, of my podcast. And this person just got off a job interview, right? And at this interview, she was asked a number of questions, including, what are your interests? What do you do when you're not working? What do you do for fun? What do you enjoy putting into your system mentally? Right? So she names a couple of things and, uh, she says, podcasts, okay? The interviewer goes, what podcasts do you listen to? Can you share some of that with us? And she mentions, among many others, the young God, the young girl. That one piques their interest. What is that about? She opens the Apple podcast page on her phone, shows it to them, they scroll, they read the description, they go through the episode titles, and, um, get this. The interviewer, the employer on the spot, hires her simply based off of what they saw that she puts into her system. That is a crazy flex, if you ask me. I have never. I mean, I've had all kinds of incredible things happen to people as a result of my show. But that is new. And, um, that is so dope that they would hire, um, somebody just because they listen to that quality of content. And they did tell her that we're hiring because of what you, what you consume. You are the kind of person we want on our team.

Speaker A: Who would have thought that curiosity, self awareness, and the ability to think critically about life are traits employers notice quickly in the conversation. Well, Rodney and his community did. Quick note for anyone looking to start a podcast or switch hosts, into the Podfast is hosted on RSS.com and I genuinely recommend them. They're reliable, easy to use, and your customer support is actually helpful. I have an affiliate link in the show notes full transparency. I do earn a commission if you sign up through it, but that doesn't change the fact that they've been a great hosting solution for this show. If you're in the market for podcast hosting, check it out. Thanks for tuning in to into the podverse. If you enjoyed this episode, subscribe, share and keep building. The next creator story, insight or innovation is just around the corner.