Low-Risk Innovation: Starting with One Audio Project

You don't need to overhaul your entire organisation to test audio theatre. You don't need a digital team, a five-year strategy, or a complete transformation of how you work. You need one project. One test. One opportunity to learn what works for your venue.But where do you start? What does a realistic first pilot actually look like? And how do you know if it's succeeding when revenue isn't the only measure that matters?In this episode, Barry Robertson walks through how to start small, test smart, and build confidence — using the skills, staff, and programming you already have. From comedy nights to literary events to fully staged productions, the entry point depends on what you already do well.Drawing on examples from venues testing audio theatre across the UK, Barry unpacks:What audio theatre actually is — and why it's a genre, not just a recording formatFive different entry points: comedy, music, literary events, staged productions, and script-in-hand readingsWhy proper artist agreements and union-approved contracts are non-negotiable from day oneHow being early in a forming market is an advantage — not a riskWhat success looks like beyond revenue: geographic spread, audience feedback, staff confidence, and funding evidenceWhy you don't need new hires — your literary, marketing, and box office teams already have the skillsHow digital and live serve different audiences without cannibalising each otherThe infrastructure barrier that's been removed: storefront, hosting, payment processing, and deliveryWhy collaborative capacity matters more than isolated experimentsThis episode is for theatre leaders ready to test — but unsure where to begin, what to measure, or whether their team can actually deliver this without becoming a tech company.Chapters:00:00 – Introduction01:48 – Different Entry Points05:27 – Setting Realistic Expectations07:24 – What Success Looks Like09:47 – Using Existing Staff and Skills11:53 – How Digital and Live Support Each Other13:37 – The Infrastructure You Need14:24 – You're Not Doing This Alone16:07 – On the Next EpisodePodcast links:⁠The Grey Hill Website⁠⁠Barry Robertson LinkedIn⁠Music by ⁠https://www.bensound.com⁠ | License code: 0YZPRSAEYDVUNFSE | Artist: Benjamin Tissot