An Inside Look At Podcast Production
Author: Ona Oghogho
We continuously highlight the work of podcast host; however, how many can name 4 black producers or sound engineers? Often people are interested in being in front of the microphone, but its time we embrace the behind the scenes work. As podcasting continues to grow we need representation in all aspects of the production process.
Hence, in celebration of 2020 International Podcast Day, we are happy to highlight Tiffany Ashitey, Executive Producer for Essence Podcast Network and her work in the industry. Take a moment to read her story and learn how she broke into the field, advice for podcasters and be sure to tune into her current and upcoming projects.
What were you doing before podcasting?
Not to date myself, but I’ve been in production for about twelve (12) years, nearly my entire career. First in event production, then in content production , now in podcast production. Immediately, before coming to ESSENCE, I was Creative Director and Co-Owner of a digital marketing and experiential agency - Benchmark Creative Group.
My entire career has been about storytelling, it’s just the medium that has changed. Whether managing experiences and expectations for festivals and fashion shows, or wrangling talent and editing tape for podcasts, it all goes back to one end result - how the outcome makes people feel.
Storytelling 100% emotional.
What caused you to pivot to podcasting?
While running our company ( Benchmark Creative Group), my partner and I started to encounter obstacles as female entrepreneurs that were annoying AF - boys clubs, cliques, promises unkept, the usual stuff. So we decided to talk about it.
We started a women’s empowerment series (called SHEBOSS) to educate and inform women about the unspoken rules of career and entrepreneurship. In 2016, the event series was born. After gaining traction and attention from major startup brands (WeWork, Stash, Giphy, Freshbooks, etc.), we were approached by a production company (s/o to ABF Creative) to turn the event series into a podcast. Hearing my voice on a podcast for the first time was trippy to say the least, but you get used to it.
After that, I started doing some research, and found other podcasts like Another Round, Side Hustle Pro, Desus and Mero and The Read. The discovery created a deeper curiosity for this community that was raw, genuine and still under the radar.
What are you most passionate about in the storytelling process?
The outcome is my favorite part.
As a producer, there’s nothing like hearing a story come together. What started as a raw piece of content - weeks of scheduling, an hour of interviewing, a snippet of a song, and a clip from a movie - evolves into 25 (or more) minutes of engaging entertainment.
I take honor in that.
There are some people you wouldn’t let in your house for 25 minutes. So to be invited into people’s homes, cars and eardrums (via podcast) is definitely a treasure.
It’s like arranging a beautiful song and watching all the instruments and melodies come together.
in the case of podcasts, our song is a well edited interview (yes, please edit your interviews), or a wondferfully narrated show with layers of sound design.
What advice do you have for anyone wanting to be a podcast producer?
Definitely go for it! i would love...love...love to see more Black and brown producers. However, two things - (1) get comfortable with being organized and managing unpredictability. You have to stay calm, think fast, and be willing to execute a solution. (2) Leave the ego at home. Understand that it’s never about you, it’s about the story. Have ideas, , but always be open to compromise. As a producer, your team will trust your perspective, but it takes many ingredient to make a recipe.
Now that podcasts are being seen as a cash cow, there are so many
inteerstes at hand. As a producer, and a storyteller, your job is to marry
creativity, opportunity and integrity. Always keep the listener in mind with what you do.
Being a producer is so many things. When people ask what my typical
day is like. The answer is there is none, but here’s a snippet at what it could look like.
Scouting for guests, and researching them to decipher who’s right for the show
Listening through recordings (tape), multiple times, reading transcripts, making notes.
Editing tape to omit everything from the problematic to the irrelevant, plus correcting the usual - uhs, vocal peaks and frys, long pouase, etc.
Writing scripts, managing schedules and preparing your hosts for the interview.
In the case of many producers, you may also have to manage promotion and distribution
And the list goes on.
What’s your ultimate vision for the podcast industry?
My ultimate vision is that podcasts remain a pure medium for all voices, especially Black and Brown voices. Right now, podcasting is a platform where folks can freely speak their mind, share their expertise, make new friends and build their name - without dilution, without interruption.
However, now that podcasting is on everyone’s radar, and ripe for growth, there’s a risk of being taken advantage of the way music, film and other media/entertainment industries have, in the past. This is the time to be seen and heard, and stake claim to what you have created. Creators, this is your legacy, and anyone that wants a piece of it, should meet you on your terms.
I truly hope that Black and brown voices get their recognition and the monetized benefits to come with it.
Podcasting is positioned to truly be a global medium that connects continents, develops creators, and build dreams. We can’t afford to allow another dream to be deferred.
To hear more from Tiffany and see what she has in the works please visit her websites and follow her on social media @misstiffsays (IG + Twitter).