Creators from TrueFans: Showcasing Independent Podcasting

Creating audio fiction on your own terms is all about following spontaneous creative sparks, experimenting with live sound design and protecting original content as AI tools reshape the podcasting landscape.

This time Claire catches up with voice coach, actor and writer Flloyd Kennedy, creator of the audio fiction series Am I Old Yet? Flloyd shares how a lockdown sketch competition evolved into 13 seasons of lighthearted comedy following an outspoken elderly protagonist.

Claire and Sam Sethi then unpack a wave of technical and industry news from demystifying Model Context Protocols (MCPs), exploring the ‘clip economy,’ celebrating recent Signal Award winners, and previewing upcoming creator newsletter tools.

In this episode, we explore:

• The Origins of Am I Old Yet?: Flloyd explains how a 10-minute lockdown sketch turned into a multi-season audio comedy podcast.
• Decades of Storytelling and Theatre: Looking back at Flloyd's career in Brisbane repertory theatre, founding a women's theatre company in Glasgow and bringing playwriting instincts to podcasting.
• DIY Sound Design and Wedgwood Foley: The joy of doing everything yourself, from recording live coffee cup clinks using unpacked teacups to learning crowd noise terminology (‘walla’) on Discord.
• Casting and The Person Tag: Sourcing voice actors and how podcasters can use the Podcasting 2.0 Person Tag in TrueFans to feature cast photos and link to actor portfolios.
• Demystifying MCPs and APIs: Sam breaks down Model Context Protocols (MCPs) in plain English, explaining how advanced users use tools like Claude to connect workflows, and why TrueFans approaches developer APIs thoughtfully.
• AI Agents and The ‘Clip Economy’: Tackling the risk of AI scrapers stripping full episodes into bite-sized clips.
• Value for Value vs AI Scrapers: Sam proposes turning the tables on automated web scrapers by requiring upfront value-for-value micropayments before AI agents extract episode content.
• Celebrating Indie Wins and Creator Newsletters: Shouting out TrueFans-featured creators who took home Gold, Silver and Bronze at the 5th Annual Signal Awards, plus an update on bringing newsletter publishing directly into the TrueFans Creator Portal.

Listen to Am I Old Yet? here.

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Producer and co-host of Queernecks podcast, Dash shares what it’s like creating a show that blends authentic Appalachian voices with insightful queer perspectives, covering everything from local traditions and current events to humorous anecdotes and meaningful connection.

After relocating to Minnesota, Dash started the show with co-host Beck to stay connected to home. He breaks down how they use front-porch banter to talk about real life without falling into trauma traps, how he edits as a hearing-impaired producer using script-based tools and how they've built an engaged, welcoming listener family.

Plus, Claire and Sam discuss the latest TrueFans platform updates, including the brand-new Contacts Tag, a new requirement for getting featured on the TrueFans home page, listener feedback from Martin Lindeskog, and a reminder for our upcoming Live Network Feed Demo.

In this episode, we explore:

• Blending Appalachian Culture and Queer Perspectives: Dash explains how Queernecks explores the intersection of Appalachian traditions, local life and LGBTQ+ issues through humour and authentic, unscripted conversation.
• Navigating Displacement and Staying Connected: Using podcasting to bridge distance and stay tied to family roots.
• Laughter, Connection and Avoiding Trauma Traps: Using front-porch humour and storytelling to reflect on hard shared experiences without reliving trauma or letting it limit them.
• Editing by Ear and Keeping it Fun: How Dash handles editing as a hearing-impaired producer using script-based tools, keeping prep light so recording stays spontaneous and enjoyable.
• The New Podcasting 2.0 Contacts Tag: Sam and Claire break down the new @ contacts feature for email, feedback, guest bookings and more.
• Why Creators Must Claim Their Show: Claire outlines the requirement for getting featured on the TrueFans home page, whereby creators must claim their show for free as a simple value for value exchange.
• Live Network Feed Demo: A reminder for Claire and Sam's live demo on Thursday, October 29th at 5:00 PM UK time (10:00 AM PDT), which will show podcasters how to build cross-promotional networks.

Listen to Queernecks here

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How to breathe fresh life into your podcast back catalogue using 'unsexy text', and how independent creators can team up in networks to boost discoverability.

Stephanie Fuccio, host of Geopats Abroad, shares how she intentionally wrapped up her expat podcast four years ago, only to realize its 92 evergreen episodes were still ripe for new listeners. She explains how in one-week she retitled all 92 past episodes, and is now concentrating on polishing show notes and planting engagement cues to continue to resurface past episodes.

Claire and Sam then unpack a stack of platform updates, from clever tricks for resurfacing older episodes to the difference between publishers and networks. Plus, they share an update on native iOS/Android apps, map out Independent Podcast Award nominees with location tags, and invite creators to a live demo of the new TrueFans Network Feed!

In this episode, we explore:

• Modernizing Evergreen Audio: Steph shares how she uses AI tools to help cleaned up keywords and update show notes for better search discoverability.
• The Power of 'Unsexy Text': Why tweaking episode titles and metadata creates real listener connections, and why podcasting often 'forgets itself' by ignoring past episodes.
• Real Connection over Slippery Downloads: Shifting focus away from misleading download stats towards real community building, lead generation and interactive comments.
• Resurfacing Gems with Featured Episodes: Claire shares how creators can use the Featured Episode setting in TrueFans to pull back-catalogue episodes right to the top of their feed.
• Publishers vs. Networks: Sam breaks down how individual creators can join forces into a Network to pool listener numbers and attract bigger sponsors.
• TrueFans Network Feed Live Demo: A heads-up about Claire and Sam's upcoming live demo on Thursday, October 29th at 5:00 PM UK time (10:00 AM PDT) showcasing how podcasters can cross-promote and build networks together. Reserve your spot here.
• Native iOS & Android App Update: Answering fan mail from David John Clark, Sam outlines the shift from web apps to native iOS and Android apps, bringing 'liquid content' to CarPlay, Apple Watch and smart TVs by late October.
• Putting Podcasts on the Map: How TrueFans is using the Podcasting 2.0 Location Tag to map nominated shows for the Independent Podcast Awards, and how hosts can drop their pin in their Creators Dashboard.
• Marketing Podcasting 2.0: Sam and Claire discuss breaking down the 28 P2.0 tags into digestible steps (Monetization, Discovery, Interactivity) so creators aren't overwhelmed.

Listen to Geopats Abroad here

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How can podcasters reject rigid ‘bro-marketing’ metrics, embrace the gift economy and build an evergreen show that lights them up, all while balancing family life and business?

Melissa Maouris, creator of Reparenting Podcast, shares her inspiration for running her show as a free resource rooted in the gift economy rather than transactional gains, and how she has managed to produce Season 3 at her own pace alongside motherhood and a full-time coaching practice.

Claire and Sam discuss the widespread adoption of the RSS Funding Tag and other monetization options within TrueFans, and preview the upcoming TrueFans newsletter functionality, designed to help independent creators build community.

In this episode, we explore:

• Reparenting and Somatic Healing: Melissa breaks down how reparenting helps listeners strip back inherited identity expectations, reconnect with their authentic selves and process suppressed emotions through a somatic lens.
• The Gift Economy vs. Transactional Living: Why Melissa launched her podcast as a free resource to give from a place of surplus and overflow, and how creating purely from love keeps her inspired.
• The Power of Slow Podcasting: How Melissa balances recording around raising two children and running a coaching practice – taking two years to complete Season 3 on her own timeline rather than adhering to rigid weekly release pressure.
• Rejecting ‘Bro-Marketing’ and Hands-On Editing: Navigating frustrations with hyper-capitalized podcast metrics, and why she chooses to edit her own episodes to retain full creative control.
• Demystifying the RSS Funding Tag: Matt Medeiros champions the Funding Tag, described as the podcast industry's easiest way for creators to accept external support.
• Creator Newsletters and Stats: Sam and Claire reveal how TrueFans is expanding newsletter functionality to all claimed shows, enabling hosts to publish newsletters with subscriber open rates and link-click rank analytics.

Listen to Reparenting Podcast here

Matt Medeiros' Funding page

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How do the tiny, unnoticed details of everyday communication shape our behaviour, and how can podcasters apply that same rigorous eye for detail to elevate their content, reach, and editing?

In this episode, communications consultant and creator of Communication Untangled, Sue Keogh, explains how her fascinating career across radio production, digital media, and marketing agency work led her to explore the hidden designs that quietly govern our lives, from motorway signage and medical device instructions to voting slips and restaurant menus.

Claire and Sam discuss some of the technicalities of independent podcasting, debating everything from RSS feed accessibility and cutting-edge geosearch to the painful reality of editing out involuntary mouth clicks.

PLUS, who should present the Independnet Podcast Award for the category that TrueFans has sponsored, Sam or Claire? Comment with your pick.

In this episode, we explore:

• The Power of Planning and Batching: How Sue managed to record four episodes in just two days by blocking business time, building Trello workflow boards, and using pre-interview prep calls to ensure a brilliant, tight recording.
• Bringing Audio to Life with Chapters: Sue and Claire discuss the power of Podcasting 2.0 chapters, sharing how adding visuals, such as photos of fonts, menus, and gallery captions, adds a whole new layer of lock-screen interactivity.
• Accessibility and the Transcript Gap: Sam and Claire tackle why more hosting platforms and creators aren't utilizing free or cheap transcripts, and propose a user-driven ‘request transcript’ button to push for better industry-wide adoption.
• Hyper-Local Discovery via Map Radius: Sam explains the newly implemented geosearch feature on TrueFans, showcasing how listeners can discover podcasts within a specific radius based on their location.
• ‘Set-and-Forget’ Automated Social Sharing: How fans can link their social media profiles to TrueFans and choose ‘verbs’ (like Play, Share, or Become a Fan) to auto-post their podcast activity and recommendations.
• The Brutal Art of the Edit: Claire and Sam discuss podcast judging pet peeves like ‘flabby’ intros, the painstaking task of cleaning up mouth clicks and breaths, and how to maintain a natural conversation cadence without making edits sound too clipped or robotic.

Listen to Communication Untangled here

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How to use storytelling skills to break down industry barriers and bulld a thriving community around a lifelong passion.

Elizabeth Blosfield – the multimedia journalist behind The Adult Ballet Studio podcast – discusses how through reconnecting with ballet as an adult she identified a gap in the market for resources and storytelling dedicated to amateur dancers over the age of 18, and explains how her podcast fills that gap for her listeners.

In this episode, we discuss:

• The Adult Ballet Community: Elizabeth uses her podcast to break down barriers in the ballet field to make the art form more welcoming for dancers of all ages, abilities, and backgrounds.
• Journalism and Storytelling: How her background as a multimedia journalist allows her to uncover moving human stories and share the ‘joy’ of the dance world.
• Production and Efficiency: Elizabeth shares her ‘grind’ of balancing a full-time career with independent podcasting and how overcoming the technical learning curve has allowed her to become a more efficient producer.
• Discovery and Synergy: How features of the TrueFans app, such as Podroll, can enhance discoverability for podcasts.
• Cumulative Clout and Thematic Discovery: A new TrueFans Publisher feature will allow independent podcasters to form collectives or 'mini-networks' based on shared themes to improve their cumulative clout with advertisers and help listeners find similar content without relying on algorithms.

Listen to The Adult Ballet Studio here

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Can you reclaim your podcasting joy and build a sustainable community around your show?

Andreea Coscai and Jullian Androkae, founders of PodVision, join Claire to explain how they handle the heavy lifting of production, video assets and marketing that can suck the joy out of creating an independent podcast.

We discuss:

• Partnership over Outsourcing: Andreea and Jullian offer a bespoke approach to helping creators launch and rebrand shows.
• Navigating Platform Dependency: The frustration of depending on third-party algorithms for discovery and the potential for Podcasting 2.0 features to change the relationship between creators and fans.
• Global Perspectives: Andreea introduces EuroWaves, a newsletter focused on the European podcasting market and international collaboration.
• Podcasting 2.0: The importance of interactivity, from direct listener comments to Podrolls and premium content.

Educating Creators

Sam and Claire discuss the importance of 'training' creators to use interactive app features to build deeper community connections, and how TrueFans incentivizes independent creators by offering hosting credits when fans listen directly through the app.

Find PodVision here

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Can your creative passion truly ‘earn its keep’?

In this episode, Claire chats with Mel Barfield, host of the indie business club podcast, to explore the ‘near infinite possibilities’ and practical hurdles of independent podcasting. 

From her 90s-radio-inspired format to her unique ‘indie anthem’ episode titles, Mel shares how she navigates the transition to solo hosting while craving the feedback that turns ‘silent listeners’ into a community.

We also break down new TrueFans features designed to help indie shows thrive, including:

• Buy Me a Subscription: A revolutionary way for fans to directly gift hosting packages (from 1 to 12 months) to cover a creator's overhead costs.

• The End of ‘Featured and Forgotten’: Learn how our homepage discovery tool ensures your show pops back to the front every time you release a new episode.

• Private Feed Imports: Now you can bring your premium content from Patreon or Substack directly into the TrueFans app for a seamless listener experience.

• Request a Podroll: A new collaborative tool for cross-promoting with creators worldwide to find ‘fan synergy’.

Plus, find out a little more about the International Women’s Podcast Awards and learn how you can support independent voices through super comments and streaming micro-payments.

Listen to indie business club here

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Are you pouring ‘work, time, and love’ into your podcast, only to feel frustrated that it lacks the same reverence and cachet as a published book?

While podcasters often struggle with limited economic models like sponsorships, they are sitting on a ‘tremendous body of work’ that is often difficult to access and organize.

Claire chats with Tina Dietz, the founder of Twin Flame Studios, about their revolutionary service, PodCraft, a specialized transformation process designed to take your podcast archives and develop them into world-class quality books.

In this episode, you’ll discover:

• The Power of a Book: Why a book provides heightened authority and a new, accessible income stream that podcasts alone often don't reach.
• The ‘Gems of Gold’: How to move beyond messy transcripts to find the repeated themes and unique ‘voice print’ hidden in your content.
• The Tech-Human Hybrid: How PodCraft uses a comprehensive relational database to query your work without ‘hallucinating’ or risking your privacy, combining data architecture with expert developmental editing.
• Real-World Impact: The story of the Responder Resilience podcast, which used 200 episodes to create the first-ever mental health guide for first responders – a book now ordered in bulk by the New York Fire Department.
• Is Your Show Ready? Why you typically need a minimum of 50 episodes (with 100–150 being the ‘sweet spot’) to begin this journey.

The PodCraft Process

Tina explains that this is not a ‘quick fix’ involving AI-cleaned transcripts. It is a deliberate, six-month strategic process that includes:

• Book Visioning: A no-cost initial consultation to see if your goals align with a book project,.
• Data Structuring: Pulling your entire RSS feed into a private database to identify your authentic voice and core topics.
• The Book Brief: Creating a 20-page strategic document outlining the purpose and structure of your book.
• Ghostwriting and Editing: Working with a developmental editor to craft chapters based on your existing recordings.

Your podcast is more than just audio; it's a durable body of work that can continue to serve your audience and your brand for years to come.

Find out more about PodCraft here (please note this is an affiliate link)

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Ready to ditch the ‘perfect’ strategy? Dive into the messy world of indie podcasting where nuance, equity, and authenticity lead the way to building a powerful community and monetizing your fandom on your own terms

Becky Mollenkamp is an independent podcaster and founder of the Feminist Podcasters Collective. In this episode she shares her journey of co-hosting Messy Liberation, a show that prioritizes nuance and equity over perfection, proving that you don't need a ‘strategic game plan’ to build a powerful community.

We work out why Becky’s transcripts aren’t showing in the apps, and consider the expanding revenue opportunities on offer with TrueFans.

We discuss:

• Embracing the Mess: Becky explains the philosophy behind Messy Liberation and how to strive for a better world while acknowledging the flawed systems we live in.
• The Power of the Collective: Discover how the Feminist Podcasters Collective grew to 50 independent shows by rejecting traditional network metrics in favour of equitable, sliding-scale support.
• Monetization for Indie Creators: Sam introduces eight ways podcasters can earn on TrueFans, including selling event tickets and merch and offering premium encrypted episodes as well as inviting their fans to stream micropayments, leave super comments, and pay for monthly subscriptions.
• Seamless Cross-Promotion: Sam explains the TrueFans ‘Promo’ feature, where creators can request to be featured in the high-visibility ‘second slot’ of another show's episode list by sending a custom offer – allowing for easy community discovery without needing to modify your audio files.
• AI Labelling: A look at YouTube’s new auto-labelling for AI content and what it means for the future of podcast tagging and transparency.

Listen to Messy Liberation here

Find out about the Feminist Podcasters Collective here

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Celebrating the bedrock of podcasting.

Claire chats with Liam Heffernan, the founder of the Mercury Network and the creator of Independent Podcasters Day. They discuss the challenges faced by independent creators who must juggle roles as marketers, accountants, and publicists, and how publisher networks can help level the playing field by providing enterprise-level tools and sales representation.

Liam also introduces Independent Podcasters day, a new initiative to celebrate the hard-working 'grafters' of the podcasting world.

Sam and Claire explore the Podcasting 2.0 Publisher Tag and how this feature allows creators to aggregate their shows into a single discoverable feed on TrueFans, fostering collective discoverability.

We also discuss the future of hyperlocal advertising and how a shift from 'downloads' to 'verified plays' could unlock new revenue streams for indie shows with smaller, highly engaged audiences.

Independent Podcasters Day

Pledge your allegiance to Independent Podcasters Day

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Celebrating the intersection of independent filmmaking and podcasting.

Claire chats with Phoebe Cawley from the Aesthetica Short Film Festival, which for the second year includes The Podcasting Lounge, a showcase for independent audio productions.

The Festival

Phoebe explains how a 20-year-old arts magazine evolved into a world-class film festival in York that now celebrates all forms of independent media.

Submit your podcast if it displays originality and strong perspectives across fiction, documentary, investigative, or experimental genres. Selected podcasters get access to the festival, networking opportunities, and masterclasses from industry giants.

Deadline: Submissions close on June 30th

The festival runs from November 4th–8th

TrueFans Platform: Awards and Playlists

Award-winning and shortlisted podcasts (including those from Aesthetica 2025) have a dedicated space to be discovered on TrueFans. Winners are also highlighted with a trophy icon on their cover art, and users can listen to a curated playlist of all winning podcasts.

Securing the Future: Premium RSS

Sam introduces Premium RSS (formerly Secure RSS), a solution to the security flaws found in traditional private feeds like those on Patreon or Substack, which are easily shared, allowing non-paying listeners to access premium content. TrueFans is beta testing a standard that verifies user credentials upon login, ensuring only paying fans can access the feed.

Independent Podcasters Day

We touch on Liam Heffernan’s campaign to establish July 4th as Independent Podcasters Day (or 'Independents Day') to celebrate the unique voices in the industry.

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Originally conceived as an accountability tool to force them to write, The Failing Writers Podcast has evolved into a unique creative outlet where hosts Tom and Jon 'scratch a creative itch' through sketches, songs, and 'weird stuff', alongside interviews with successful authors. In this episode the duo discuss the independent creator's journey, from the difficulty of marketing a multi-genre show to the paradox of a podcast that both inspires their writing while simultaneously eating up the very time they meant to spend writing.

The episode also delves into the technical evolution of video podcasting, the impact of Apple's proprietary APIs, and how TrueFans helps creators manage hosting costs and filter bot data for accurate human analytics.

Plus, we ask you:

Should the home screen feature show art, episode art, or allow the listener to choose their preference? Leave a comment to have your say.

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Community, feedback, grants and support for indie podcasters.

Remi Roy, creator of The Driven Introvert Podcast and founder of PodGround, shares her journey from a self-taught podcaster recording in a library to building a supportive community for independent creators. The discussion explores the common 'shouting into the void' feeling and how PodGround’s micro-grants and structured resources aim to lower the dropout rate for new shows.

Plus, Sam explains how the new TrueFans co-listen and chat feature helps break the isolation of the 'independent silo'.

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More about PodGround

More about the PodGround Creators Micro-Grant

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Claire chats with Shá Sparks, host of The Shá Sparks Show, to discuss building a community, exploring trauma and resilience, and navigating the podcasting landscape.

Shá discusses her transition from hairstylist to podcaster and 'connector' for military and business leaders, exploring how their past struggles – the 'muck and yuck' – become their greatest strengths. The conversation highlights the concept of a 'respect economy' versus traditional entertainment models, and how indie creators build deeper connections with their listeners.

Sam explores how TrueFans provides superior metrics like listen time and consumption data, moving beyond the "auto-download" era to show real listener engagement, and we look at how creators will soon be able to use TrueFans to offer exclusive bonus content without forcing fans to use external platforms like Patreon.

Claire is officially announced as the Head of Community at TrueFans and entries are open for the Independent Podcast Awards 2026.

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In this new-year mixtape episode, guests that have featured on Creators from TrueFans in 2025 share their personal hopes for their indie podcasts and for the independent podcasting landscape as a whole.

Aspirations range from continued growth and increased listener engagement to securing sponsorships and expanding into new formats, including in-person series. A recurring theme is the desire for better support and recognition for independent podcasters, and many express a wish for clearer categories, more meaningful listener statistics beyond just downloads, and a shift away from the dominance of celebrity or AI-generated content towards valuing authentic, human-made stories.

The episode underscores the vital role of independent creators as the ‘lifeline of the podcast industry’, advocating for an environment where depth, honesty, creativity, and the impact of storytelling are valued above mere numbers. 

Listeners are invited to join the conversation and share their own aspirations for independent podcasting in 2026 directly on the TrueFans app, reinforcing our show's commitment to community and interaction.

Sam Sethi and Claire Waite Brown started Creators from TrueFans in early summer 2025 with the aim of amplifying the creative endeavours of independent podcasters and highlight how TrueFans supports discovery, interactivity, and monetization for indie voices.

See below for links to the podcasts featured, which will also be linked to in the chapters!

What are indie creators hoping for:

The Year of the Indie Voice

There’s a strong collective hope for 2026 to be the year where independent podcasts gain greater recognition and are valued for their depth, creativity, and authentic storytelling, rather than just download numbers or celebrity status.

Beyond Downloads 

Creators are yearning for improved analytics, specifically asking for metrics like listener retention, actual listening time, and engagement data, to better understand their audience and the impact of their content.

Sustainable Growth and Monetization

Many indie podcasters hope to find more sustainable ways to fund their passion projects, seeking sponsorships that align with their show’s values and clearer pathways to remuneration, moving beyond a "labor of love" into financially viable endeavours.

Enhanced Listener Engagement

A strong desire exists among creators for more direct feedback and interaction with their audience, emphasizing the need for accessible platforms and features that facilitate two-way conversations, like those offered by TrueFans.

Rethinking Podcast Categorization

Calls for better, more descriptive podcast categories and formats are made, arguing against, for example, broad ‘arts and entertainment’ tags that lump diverse indie shows with celebrity content, hindering discoverability for unique or niche productions.

Listen to the podcasts featured in this episode by clicking on their links:

The Failing Writers Podcast

The Story of Woman

Indie Business Club

The Late Bloomer Actor

Multispective

In Ten Years Time

Watts on Your Screen

Exhibitionistas

The Adult Ballet Studio

The Cashflow Show

Book Imprint 

The Friendship File

And, recommended by Ear Worthy: Better Call Daddy, The Wine Pair Podcast, 5 Random Questions, The Road to Rediscovery

Ever felt deeply connected to a story, even if it's vastly different from your own?

Jennica Sadhwani shares the compelling origins of her show, Multispective, which aims to amplify diverse voices sharing stories of overcoming adversity, fostering connection through shared human experience. She details how her personal journey of being a good listener evolved into a podcast idea after a stranger's suggestion, highlighting the universal desire for people to be heard.

Jennica delves into the practicalities of indie podcasting, from finding unique guests through her network and directories like Podmatch, to efficiently managing her workload as a full-time teacher by outsourcing tasks, leveraging AI, and maintaining a structured schedule. The conversation also explores the challenges of standing out in a saturated social media landscape and the inspiring, supportive community within podcasting.

Sam and Claire expand on the future of podcasting, discussing the transformative potential of Podcasting 2.0 features like automated transcripts, chapters, and innovative monetization methods such as value-for-value payments and micropayments, emphasizing TrueFans' commitment to supporting independent creators in their discovery and financial sustainability.

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Friendship files and the future of podcasting.

In this week's episode of Creators from TrueFans, Claire chats with Jayne Morgan, the creative mind behind The Friendship File podcast. Jayne shares the unique premise of her show, where two friends independently answer 17 questions about their relationship and then react to each other’s responses. She explains how the podcast delves into the unsung yet incredibly vital role of friendship in our lives, from the heartwarming to the hilariously surprising.

Jayne opens up about the personal journey of bringing The Friendship File to life, starting it during lockdown as a true ‘labour of love’. She discusses the self-selecting nature of guests who are eager to explore their friendships in this intimate format, emphasizing how recording alone fosters candid and often transformative conversations.

A professional podcast producer herself, Jayne also shares her industry insights, including her passion for audio-first storytelling amidst the growing push for video content and the challenges of sustaining a passion project.

Sam and Claire then delve into exciting developments at TrueFans, including a sneak peek at the new Listen Time dashboard, offering unparalleled analytics for creators.

They also cover major upcoming events in the podcasting world, such as PodFest, The Podcast Show London, and The Rest is Fest, and celebrate TrueFans’ recent recognition by the Podcast Tech Stack blog for its innovative monetization approach. Claire also takes a moment to champion a crowdfunding campaign for On Spec podcast, an independent show doing crucial investigative work.

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Books that change lives and tech that changes podcasting.

This time Claire welcomes Rebecca Thandi Norman, the creative force behind the Book Imprint podcast. Rebecca shares the evolution of her show, from the Agatha Christie-focused Tea & Murder to Book Imprint, which explores the profound impact of books on individuals before the age of 25. She delves into her unique approach to guest selection, ensuring a diverse range of voices, and opens up about the dedicated team behind Audi Productions that makes her podcast a reality, highlighting the importance of collaboration in independent podcasting.

Claire and Sam provide expert insights, detailing TrueFans' innovative approach to hosting, including transparent cost analytics, listener micropayments, and advanced features designed to empower independent creators.

Plus, find out which books have left an imprint on Sam.

The Creator

• While Rebecca is a writer she considers herself "first and foremost a reader," and the podcast provides an outlet for constant reading and writing.
• The motto of Book Imprint is "everyone is interesting," and Rebecca intentionally seeks diverse guests from different industries to show that books can change the lives of people outside of the publishing or intellectual world.
• The show's production team, Audi Productions, opts to take healthy breaks in between seasons to recalibrate, research guests, and avoid burnout.

Beyond the MP3

• Sam and Claire discuss the alternate enclosure feature, a Podcasting 2.0 extension to the RSS feed that can point to supplementary content, such as video, a soundbite, or a translated file.
• Sam gives an update on TrueFans hosting, including highlighting that the analytics dashboard will show the total listen time and the number of apps that consumed the episode.
• Sam and Claire discuss the possibility for creators to set a suggested value for episodes, designed to cover a podcaster's hosting costs. Listeners have the final decision on how much they choose to contribute (including giving less, zero, or more than the suggested value).

Don't forget: You can support this show by streaming SATs from your TrueFans wallet or leaving a super comment!

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Powerful storytelling, innovative documentary production and vital discussions on the future of podcasting metrics.

This time, Claire interviews Anna Stoecklein, creator of The Story of Woman, to find out more about her critically acclaimed new documentary series:

The Story of Woman: Finding Strength in Kenya

• A Harrowing Topic, a Powerful Message: Hear how Anna travelled to Kenya to create a three-part series on Female Genital Mutilation (FGM), telling the human stories behind the statistics and research.
• Rewriting Tradition: In this series Anna speaks with survivors, activists, and community leaders in a Somali community in Nairobi and a Maasai community in rural Kenya, showcasing the strength and untapped potential of those working to rewrite tradition from the inside out.
• Splitting the Sats: Learn how TrueFans enables creators like Anna to use the splits feature in their digital wallet to distribute listener-streamed payments (SATs) between herself and partnering organisations, such as the Orchid Project.

Creator Strategy: Funding and Features

• New Metrics for Success: Sam explains how hosting on TrueFans provides creators with valuable metrics, including actual listen time and percent completion, that are far more useful to sponsors than traditional download numbers.
• Apple Joins the Chapter Party: Sam and Claire discuss the major industry news that Apple Podcasts will soon support chapters, whether their own or ones provided by the podcaster, including those that carry the Podcasting 2.0 format. Apple will automatically generate chapters using AI/transcripts, but creators are advised to make their own chapters for full control, dynamic updates (even weeks later), and the ability to include images and links that appear in all supporting apps.

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Are you struggling to break into the media industry or advance your career? David Spencer, who created The Media Mentor brand twenty years ago, shares why he launched The Media Mentor podcast as a powerful audio tool to help people navigate the "mystifying world of recruitment".

Episode Highlights You Won't Want to Miss:

• The Power of Audio: Discover why David, a long-time lover of audio who always dreamt of working in radio, believes podcasting is a "beautiful powerful way to communicate". 
• The Video Frustration: Hear David's strong feelings on the general trend that "everything has to be video," arguing that a podcast is inherently not video and that the industry risks losing the magic of audio storytelling by becoming too fixated on video.
• Structuring Success: Learn how David structures his show to provide maximum value, balancing direct advice (theory on CVs and cover letters) with client case studies (brilliant stories and great learning experiences), and expert industry interviews (including a crucial episode on AI and recruitment).
• The Business of Podcasting: David explains how his podcast functions as a form of "soft power," helping to build the brand of The Media Mentor and showing the value of being a human character behind the brand. 

Plus, Sam and Claire Dive into Exciting TrueFans Updates:

• Fairer Podcast Hosting is Coming: Sam shares exciting news about the progression of the new TrueFans hosting service, with the waitlist expected to open at the end of the month.
• Value-for-Value Pricing Explained: Learn about TrueFans' innovative hosting plan based on listen time rather than fixed fees or downloads. Sam reveals how the pricing works: you are charged a maximum amount (e.g., $15/£15), but if you use less listen time, you are charged less. Any unused allocation rolls over into the next month.
• Boosting Discovery: Claire praises the TrueFans' homepage, which highlights the latest episodes rather than shows promoted by huge PR budgets.

Hear more about why Sam believes independent podcasters are the "bread and butter" and "lifeline" of the industry, and stick around after the main interview for more from David and Claire on authenticity in audio and the difficulty of not spreading yourself too thinly across social media.

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Connecting cats and the creator economy!

This time Claire Waite Brown chats with Amanda B, AKA Captain Kitty, the creator and host of the brilliantly inventive and award-winning 6 Degrees of Cats, the podcast that explores deep, cat-themed questions such as 'Are cats cuter than babies?' and 'Did Sir Isaac Newton really create the cat door?'.

Amanda shares the frustration of the industry devaluing 'human, handcrafted work', but offers a powerful, optimistic theory that the rise of AI-generated content is pushing the industry toward a new economy requiring 'proof of humanity': advertisers will ultimately demand host-read ads and genuine human interaction because 'nobody wants to pay for a bunch of robots listening to their stuff'.

We also contemplate a fun new way to use the Podcasting 2.0 Person tag and give Binky, Snuggles and Peanut the credit they deserve!

In this episode you'll discover how TrueFans is driving interactivity by teaching people 'that there are different ways to help listeners become fans'. Sam reveals how creators can use a marketing budget to incentivize listener engagement with small sats payments that show podcasters value the listener's time and attention.

Plus, learn about new TrueFans discovery features, including a dedicated Awards page that turns winners and nominees into dynamic playlists.

We also cover critical industry news, including a warning about rising production costs from hosting platforms, and the positive prediction that podcast advertising is expected to top $3 billion in 2025!

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Podcasters perplexed at how to turn their passion into profit.

Norma Jean Belenky and John Kiernan search out answers to the question, "Where's the money in podcasting?" with their new show PodBiz, dedicated to transparent conversations about podcast monetization across the industry.

In this episode of Creators, Norma Jean joins us to discuss how PodBiz explores diverse revenue streams through conversations with platform executives, adtech specialists and independent creators. 

We explore the value-for-value model, where listeners can directly support creators based on the perceived worth of the content they consume, an approach that eliminates intermediaries and fosters a unique connection between the podcaster and their audience. 

Sam introduces the new TrueFans wallet page, which makes it easier for creators to track all incoming and outgoing transactions. Listeners benefit too, with their own wallet tab showing payments to podcasters and earnings from engagement activities. 

Sam highlights some of the ways that listeners can earn these micropayments, from becoming a superfan to listening to Fanzone from TrueFans or commenting on this show. 

We also explore exciting industry developments including Podcasthon in March 2026, where podcasters dedicate episodes to charities, and potential global music licensing that could transform podcasting into "the new radio."

Discover how both creators and listeners can benefit from the evolving podcast monetization landscape. Leave us a comment to join the conversation – we'll even pay you a small amount for your thoughts!

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Discoverability and interactivity are significant challenges faced by independent podcasters, as highlighted in this episode's interview with David John Clark of The Late Bloomer Actor podcast, which explores David's creative journey and experiences in podcasting. 

In this chat David challenges conventional wisdom about podcast metrics. 'Download numbers do not mean they are listeners', he points out, sharing a revealing anecdote about a TikTok video with 746 plays but only 0.2 seconds average watch time. This stark reality highlights why podcasters need more sophisticated data to truly understand their audience engagement – something platforms like TrueFans are addressing with metrics that measure actual listening time and completion rates.

Sam and Claire also explore the critical importance of your podcast's opening moments, with data suggesting that the first 60 seconds determine whether listeners will return. The advice is clear: avoid meaningless chatter and immediately deliver value. 

The episode also unveils TrueFans' new podcast promotion feature, allowing creators to request promotion on other relevant shows – a more targeted and less intrusive alternative to feed drops. This creator-friendly approach gives both requesting and hosting podcasters control over the cross-promotion process, addressing the perennial challenge of discoverability.

Points discussed in this episode include:

• Why some podcasts don't show up on TrueFans – make sure your show is listed at Podcast Index
• How to connect with Creators From TrueFans – we'd love to hear from you
• David John Clark's take on Podcasting 2.0 features
• How TrueFans plans to promote award-winning podcasts
• TrueFans' new podcast promotion feature allows creators to request promotion on other shows
• Upcoming events include London Podcast Festival, Podcast Days in Spain, and various awards opportunities

By providing valuable metrics and features that enhance listener engagement, TrueFans empowers podcasters to better understand their audience and foster meaningful connections. The journey of an independent podcaster is filled with ups and downs, but with the right tools and strategies, creators can navigate these challenges and find success in their podcasting endeavours.

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Independent podcasting is where the industry's creative energy truly thrives, bringing fresh ideas and unique voices to the forefront.

The discussion around this energy takes centre stage in our conversation with Frank Racioppi, founder of Ear Worthy – a publication dedicated to championing indie podcasts in an increasingly corporate landscape. Frank shares his fascinating journey from longtime podcast listener to passionate advocate, explaining why he made the deliberate choice to focus on independent creators rather than network shows.

'It's at the independent podcasting level that there's the greatest creative energy within the industry,' Frank explains, contrasting the formulaic approach of network podcasts with the genre-defying innovation of independent creators. He reveals how removing all paywalls from his content led to a 200% increase in readership – a decision that aligned perfectly with his mission to connect listeners with exceptional indie shows they might otherwise never discover.

Sam explains more about TrueFans' new promotional features designed specifically for independent creators. With a pay-per-action model, podcasters can purchase visibility on the home page header and in category carousels, and pay only for actual engagement – views, clicks, and plays. We also unveil plans for a creator-to-creator promotion system that will enable podcasters to host promotions on their own show pages, creating revenue opportunities while helping fellow indies gain visibility.

Here's some more of what you'll hear in this episode:

• Discoverability remains a significant challenge for independent podcasters, highlighting the importance of platforms dedicated to showcasing their work
• Engagement with audiences through listener support and monetization options can positively impact independent creators' sustainability in the podcasting landscape
• Networking with other independent creators can lead to innovative collaborations and new ideas that benefit everyone involved in the podcasting community
• How to start a promotion on TrueFans
• How TrueFans promotions reporting will work
• Sam and Claire's plan for a new carousel on the TrueFans home page
• Research shows that most podcast listeners only make room for three shows in their weekly routine, emphasizing the importance of consistent publishing
• Nearly half of listeners are unwilling to give podcasts a second chance after a disappointing first impression
• What puts Claire and Sam off shows

Whether you're a seasoned podcaster or just starting out, this episode offers valuable perspective on navigating the complex landscape of independent podcast creation, promotion, and monetization.

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How can podcasting help you to establish credibility and craft an authentic personal brand?

Our guest podcaster is Christine Gritmon, host of Let's Talk About Brand.

After building "a fantastic audience of peers" who weren't hiring her for social media strategy but wanted to develop their own personal brands, Christine pivoted her focus—a decision that transformed her business. 

With a journalist's curiosity she now delves into the stories behind successful personal brands, particularly fascinated by "the person before the person I see before me today."

Christine talks about how podcasting can build your reputation even when nobody's listening. "People do look at the fact that you have a podcast, even if they don't listen to it," she explains. The medium provides proof that you can engage in unscripted, intelligent conversation about your area of expertise—a powerful demonstration of knowledge that written content alone can't provide. For independent creators struggling with the feeling of "shouting into the void," this perspective offers a refreshing reframe.

The episode also introduces the concept of "value exchange" as a new framework for understanding creator–audience relationships beyond simple transactions. Through platforms like TrueFans, creators deliver content value while audiences reciprocate with both financial support (micropayments, subscriptions) and engagement (comments, sharing). 

In the wider world, we touch on the Ear Worthy Awards for independent podcasters, what Spotify do with your show art, Secure RSS and three simple ways to get your podcast featured on the TrueFans home page.

Here's some of what you'll hear in this episode:

• Even when download numbers aren't impressive, having a podcast builds credibility and associates your name with your area of expertise
• Podcasting demonstrates your ability to have intelligent, unscripted conversations that showcase your knowledge
• Podcasting offers creative freedom that allows creators to experiment and evolve their content according to their own vision
• Using tools like Descript can streamline the editing process while preserving the natural character of conversations
• Sam introduces the concept of "value exchange" to frame TrueFans as a platform where creators deliver content value and fans reciprocate with both tangible and intangible support
• New industry developments include Spotify's shift to 16:9 cover art and Secure RSS technology for combined premium and freemium podcast content
• Independent podcasters can now purchase featured placements on the TrueFans home page
• The Ear Worthy Awards nominees for indie podcasters have been announced

Discover how podcasting offers unparalleled creative freedom while building your professional credibility, and learn about new opportunities for independent creators to boost their visibility through TrueFans' featured placements.

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Your digital world is uniquely yours – a personalized reality shaped by the mysterious forces of algorithms that decide what you see online. But have you ever wondered why your feed looks nothing like your friend's, despite similar interests?

Matt Watts' fascinating podcast Watts On Your Screen explores this digital divergence through conversations with people navigating their own algorithmic experiences. 

For independent creators like Matt, platforms supporting Podcasting 2.0 features offer exciting possibilities. The discussion explores how features like chapters, transcripts, comments, and the upcoming Alternate Enclosure tag for video create richer listening experiences while keeping content within the open podcasting ecosystem. We also examine publisher feeds within TrueFans that help independent creators with multiple shows increase discoverability without sacrificing their independence.

Also discussed in this episode:

• What is an independent creator? Claire shares her criteria.
• How podcasters can use the Podroll feature and Publisher Feeds to aid discovery.
• What is the Alternate Enclosure and how can it be used?
• What does Podcast Standards Project certification actually mean?
• Wider support for the Funding tag.

What strange rabbit holes has your algorithm sent you down? We'd love to know what unique content appears on your screen that others might never see. Share your experiences in the comments on TrueFans.

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Highlighting the ways independent creators can connect with audiences and potentially monetize their work while maintaining creative control, join us this week for inspiration and practical guidance for envisioning – and manifesting – your creative potential over the next decade.

In this episode, award-winning podcaster Tricia Duffy reveals how long-term planning can transform your creative life right now.

Tricia tells Claire how her podcast, In Ten Years Time: How to Live a Creative Life, grew from personal voice recordings into a research-driven show that's garnered two awards in its first year. She explains her commitment to making creativity accessible to everyone through free planning templates, rejection trackers, and other practical tools that help listeners reimagine their creative futures.

We discuss Tricia's meticulous production process – from rigorous research of psychological journals and academic studies to working with a producer who challenges her thinking. Rather than producing weekly content, she focuses on three high-quality seasonal series per year, each exploring different aspects of creative living, such as overcoming challenges, amplifying creativity, and maintaining creative momentum.

In this episode Sam and Claire also explore practical aspects of podcast monetization, with Sam highlighting how Podcasting 2.0 features in TrueFans allow for streamlined listener support and event promotion, and discuss Netflix's entry into the podcast space, contemplating what this might mean for independent creators.

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What makes a podcast valuable? Is it immediate popularity, or something deeper? "Every podcast you create will exist for many years to come," observes Clayton M. Coke of The Cashflow Show podcast, highlighting the lasting significance of podcasting as a medium that creates permanent records of our conversations and ideas.

Clayton reveals how he uses his platform to interview business owners about their successes, failures, and personal interests, but his most compelling point centres on creator compensation – why should podcasters provide their platforms as free promotional vehicles when PR teams are being paid to pitch guests? This conversation challenges the status quo and advocates for proper valuation of podcasters' work.

We also look at some of the practical aspects of the TrueFans platform, with Sam explaining how the funding tag works to create sustainable income streams for independent creators. This feature allows listeners to set monthly budgets that automatically distribute micropayments to their favourite podcasters with each new episode – creating a fair exchange of value between creator and audience.

In this episode Sam and Claire highlight a number of valuable resources for independent podcasters including newsletters like Eurowaves, Ear Worthy, and Podnews.

We also spotlight AMPD Studios in Cape Town, South Africa – a remarkable free podcasting hub founded by Jon Savage that provides recording facilities, equipment, and support to podcasters of all experience levels. This community-focused initiative now faces potential closure after losing a major sponsor, highlighting both the power and fragility of creator support systems.

Whether you're a seasoned podcaster or just getting started, this episode offers insights into creating lasting content while building sustainable creator-audience relationships.

This episode discusses:

• Why podcasters should be paid for their work, especially when providing promotional value to guests
• The funding tag and the TrueFans support mechanism that allows podcasters to receive micropayments from listeners
• How comments and feedback create meaningful connections between podcasters and listeners
• The podcast blogs and newsletters — such as Eurowaves, Ear Worthy, and Podnews – that provide valuable industry resources
• Other useful podcasting resources, including The Future of Podcasting and podcasting2.org, that help creators understand and implement Podcasting 2.0 features
• AMPD Studios in South Africa offers free recording facilities for podcasters but needs financial support

Ready to support independent creators? Download the TrueFans app today and start streaming value directly to the podcasts you love.

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The true cost of quality storytelling.

In this episode, Claire chats with Fariba Nawa, the award-winning investigative journalist behind the On Spec podcast. 

Fariba trains journalists worldwide to tell the stories they are personally connected to through sound, ultimately producing documentary journalism that rivals that of major broadcasters.

Since launching in 2019 with Kickstarter funding, On Spec has evolved through six seasons, each with a distinct theme, including disinformation, how borders define us, and a two-year investigation into Iran's targeting of dissidents abroad. The On Spec production process involves extensive collaboration with local journalists, providing them professional development while ensuring stories maintain deep personal connections to the communities they portray.

Meanwhile, the podcasting landscape continues to evolve toward more direct creator support. TrueFans features make it easy for listeners to financially support creators with one-off or continued payments, and offer creators options to divide those payments among their contributors with payment splits – allowing teams like On Spec's to automatically divide listener contribution among hosts, producers, and contributors.

Plus, as the industry debates moving content behind paywalls, what does this mean for accessibility, discovery and sustainability?

This episode discusses:

• Funding options for podcasters: from grants and individual donors to listener support
• TrueFans will soon launch as a native iOS and Android app
• How to use payment splits to automatically divide listener payments among team members
• What do paywalls mean for advertisers, and does secure RSS offer a more favourable option for independent creators?
• Spotify now supports transcripts from the Podcasting 2.0 standard
• Who Claire met and which indie podcasts won at the International Women's Podcast Awards
• How TrueFans showcases independent creators on the app's home page

Discover how TrueFans can help your independent podcast thrive through improved discovery, direct monetization, and enhanced listener engagement.

And if you'd like to chat with us about your independent podcast or music, send a comment or super comment in TrueFans to any Creators episode by clicking on the speech bubble icon or on the comments tab.

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