Kojo Baffoe on African Podcasts Archiving History

In this episode of The Lead Creative, host Mongezi Mtati speaks to Kojo Baffoe about the realities of podcasting, storytelling and building meaningful creative work in Africa. The conversation explores how Kojo Baffoe’s podcast evolved beyond the book that inspired it, why creators should stop measuring themselves against global podcasting standards and how algorithms increasingly shape creator behaviour, audience expectations and emotional wellbeing. As Kojo puts it: “What we're actually doing collectively is archiving our history and archiving our present.” He also reflects on consistency, authenticity, audience unpredictability and why podcasting has become an important form of African cultural archiving. Key discussions include: • How Listen To Your Footsteps evolved from a book promotion tool into a podcast with a life of its own • Why creators should think of themselves as media ecosystems rather than single-platform publishers • The role of podcasting in documenting African stories and preserving cultural memory • The realities of monetising podcasts in Africa • Building a portfolio career where a podcast supports speaking, consulting and other opportunities • Why audience growth and engagement are often less predictable than creators assume • The importance of authenticity when choosing guests, partners and sponsors • What the future of podcasting in Africa could look like A thoughtful conversation on creativity, sustainability and the future of African storytelling. The South African Podcasters Guild