EPISODE · Dec 9, 2024 · 56 MIN
#19 The Forbes 30U30 Queen of Podcasts - Michelle Akhidenor
from ex-vicarious by braith · host Braith Leung
So you have a podcast – but how can you turn it into a business? That’s exactly what Michelle Akhidenor was testing when she found her answer in the inverse. Making podcasts for businesses! Not just any businesses though. Through running her own BIPOC and female-led podcast – “PEERS”, it only made sense that her agency would focus on developing credibility and trust for progressive companies through podcasts. So she founded The PEERS Project, where she’s produced chart-topping podcasts across diverse industries, including recruitment/HR (Indeed), retirement (Estia Health), energy (AGL) and Fortune 500 tech giants (Alibaba). This landed her in both the @Forbes 30U30 and @B&T 30U30, which recognises trailblazers who dare to be different in the realm of media and advertising. But after bringing this podcast agency model to the US, which has a market that’s “50 times bigger”, Michelle realised she needed to niche down much more “just to get meetings”. So first she focused solely on tech, but found out even that wasn’t niche enough. A year of experimentation later, she landed on venture capital firms. Why? Because she found that: [1] One in ten VC firms have a podcast already, [2] VC firms are the most engaged segment of tech in podcasting, & [3] The US has thousands of VC firms, with hundreds in New York alone. It was the clear choice. Michelle explained how she’s tackling this enormous opportunity today and delved into all the dreams and challenges leading up to it. This episode is a must listen for anyone who wants to positively impact the world through business. Enjoy :) — — — Timestamps 00:00 Introduction to the Episode 00:02 Meet Michelle Akhidenor 01:43 Michelle's Early Career and BCSS 03:51 Discovering a Passion for Marketing 05:14 The Love for Languages 07:17 Cultural Immersion and Business Lessons 11:00 Diverse Career Path 13:33 Starting the Peers Podcast 19:01 Challenges and Triumphs in Podcasting 28:17 The Journey to Sponsorship 31:21 Persistence Pays Off: Landing the Shopify Deal 34:48 The Importance of Representation in Media 37:55 From Podcasting to Business: The Journey 41:53 Navigating the US Market: Lessons Learned 50:02 Quick Fire Questions and Personal Insights 54:35 Final Thoughts and Contact Information — — — You can connect with Michelle here: * https://www.linkedin.com/in/michelleakhidenor/ * https://www.instagram.com/michakhidenor/?hl=en You can check out The Peers Project here: * https://www.instagram.com/thepeersproject/?hl=en * https://www.linkedin.com/company/the-peers-project/ * https://thepeersproject.com/
What this episode covers
So you have a podcast – but how can you turn it into a business? That’s exactly what Michelle Akhidenor was testing when she found her answer in the inverse. Making podcasts for businesses! Not just any businesses though. Through running her own BIPOC and female-led podcast – “PEERS”, it only made sense that her agency would focus on developing credibility and trust for progressive companies through podcasts. So she founded The PEERS Project, where she’s produced chart-topping podcasts across diverse industries, including recruitment/HR (Indeed), retirement (Estia Health), energy (AGL) and Fortune 500 tech giants (Alibaba). This landed her in both the @Forbes 30U30 and @B&T 30U30, which recognises trailblazers who dare to be different in the realm of media and advertising. But after bringing this podcast agency model to the US, which has a market that’s “50 times bigger”, Michelle realised she needed to niche down much more “just to get meetings”. So first she focused solely on tech, but found out even that wasn’t niche enough. A year of experimentation later, she landed on venture capital firms. Why? Because she found that: [1] One in ten VC firms have a podcast already, [2] VC firms are the most engaged segment of tech in podcasting, & [3] The US has thousands of VC firms, with hundreds in New York alone. It was the clear choice. Michelle explained how she’s tackling this enormous opportunity today and delved into all the dreams and challenges leading up to it. This episode is a must listen for anyone who wants to positively impact the world through business. Enjoy :) — — — Timestamps 00:00 Introduction to the Episode 00:02 Meet Michelle Akhidenor 01:43 Michelle's Early Career and BCSS 03:51 Discovering a Passion for Marketing 05:14 The Love for Languages 07:17 Cultural Immersion and Business Lessons 11:00 Diverse Career Path 13:33 Starting the Peers Podcast 19:01 Challenges and Triumphs in Podcasting 28:17 The Journey to Sponsorship 31:21 Persistence Pays Off: Landing the Shopify Deal 34:48 The Importance of Representation in Media 37:55 From Podcasting to Business: The Journey 41:53 Navigating the US Market: Lessons Learned 50:02 Quick Fire Questions and Personal Insights 54:35 Final Thoughts and Contact Information — — — You can connect with Michelle here: * https://www.linkedin.com/in/michelleakhidenor/ * https://www.instagram.com/michakhidenor/?hl=en You can check out The Peers Project here: * https://www.instagram.com/thepeersproject/?hl=en * https://www.linkedin.com/company/the-peers-project/ * https://thepeersproject.com/
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#19 The Forbes 30U30 Queen of Podcasts - Michelle Akhidenor
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