Podcast Summary: Episode 289 🍏CREATOR SECRETS! Straight from the Source!🍏
Title: Do This, NOT That: Marketing Tips with Jay Schwedelson
Guest: Todd Tucheck, Creator Partnerships at Apple
Release Date: March 14, 2025
Presented By: Marigold
Host: GURU Media Hub
Introduction and Guest Introduction
In Episode 289 of "Do This, NOT That," host Jay Schwedelson welcomes Todd Tucheck, the head of Creator Partnerships at Apple. Jay expresses enthusiasm about Todd's participation, highlighting Todd’s extensive background with notable companies like NBC Universal, Patreon, and Teachable. The episode promises to unveil behind-the-scenes insights into Apple's ecosystem for creators and podcasters.
Notable Quote:
Jay Schwedelson (00:00): "Todd Tucheck here. He handles creator partnerships at Apple and he is going to share with us really a lot of things I think is off the radar for people."
Todd Tucheck’s Role at Apple
Todd elaborates on his role within Apple’s Creative Partnerships team. He explains that the team serves as the primary interface for top partners and high-performing shows, assisting them with subscriptions, best practices, and growth strategies. The primary focus is to bridge Apple Podcasts with creators to enhance both platform understanding and audience engagement.
Notable Quote:
Todd Tucheck (01:32): "We work with shows on a granular level, helping them build out their subscriptions and giving them best practices."
Podcast Subscriptions and Monetization
A significant portion of the discussion centers around podcast subscriptions, a feature similar to Patreon. Todd explains that Apple Podcasts introduced subscriptions to allow creators to offer bonus content, early access episodes, and other perks directly to their listeners. This model not only provides an additional revenue stream but also fosters a deeper connection between creators and their audiences.
Notable Quote:
Todd Tucheck (02:30): "Subscriptions are a great way to give more content to the fans, monetize in another way, and open that opportunity for support from your fans."
The Evolution and Adoption of Subscriptions
Jay raises a concern about whether the subscription model is widely adopted or still emerging. Todd reassures him that while platforms like Patreon have been around since 2013, subscriptions on Apple Podcasts have gained significant traction, especially over the past two years. The shift was accelerated by the COVID-19 pandemic, which pushed more creators and audiences towards direct support models.
Notable Quote:
Todd Tucheck (03:48): "It just took some time for audience members to really kind of open up to, oh, I can pay my creators and shows directly."
Is It Too Late to Start a Podcast?
Jay poses a common concern: with millions of podcasts available, is it too late for new creators to start their own podcast? Todd encourages aspiring podcasters, emphasizing that the opportunities are still abundant. He highlights the importance of persistence, leveraging discoverability platforms like TikTok, Instagram, and YouTube Shorts, and consistently producing quality content to break through the noise.
Notable Quote:
Todd Tucheck (05:53): "I'm a firm believer that you don't need anyone to wait or tell you that you're good to create. I say start creating."
Growth Strategies for New Podcasters
The conversation delves into practical strategies for growing a podcast audience. Todd advises creators to utilize viral clips and repurpose content across various social media platforms to attract new listeners. He cites the example of "The Basement Yard," which effectively used TikTok to promote their podcast, leading to significant audience growth and live tour success.
Notable Quote:
Todd Tucheck (09:38): "Clipping out their podcasts and throwing it up on TikTok... it's a really interesting way to grow."
The Role of AI in Podcasting’s Future
Jay shifts the discussion to the impact of Artificial Intelligence (AI) on podcasting. Todd shares his perspective on how AI can revolutionize podcasting by enhancing discoverability, enabling content dubbing for global audiences, and assisting in creative processes like thumbnail creation and episode artwork. He views AI as a tool that can amplify creators' abilities rather than replace them.
Notable Quote:
Todd Tucheck (14:50): "AI is just going to make it easier to find new audience members... it's all about how creators use them."
Apple Podcasts and Discoverability Features
Todd discusses Apple’s commitment to maintaining and enhancing discoverability through features like subcategories. He reassures listeners that Apple Podcasts values these subcategories to help users find niche content more effectively. Additionally, Todd highlights the editorial team’s role in selecting and promoting high-quality shows, ensuring that content resonates with Apple’s diverse audience.
Notable Quote:
Todd Tucheck (12:31): "Our editors are always listening to shows... it always comes down to what the content is, how well produced it is, and will it resonate."
Personal Anecdotes and Creative Background
Transitioning from professional insights, Todd shares his personal journey, including his experience playing Grover, a satyr, in the national tour of "Percy Jackson: The Lightning Thief." This role inspired his passion for storytelling and creative content, ultimately guiding him to his current role at Apple. Todd emphasizes the importance of storytelling and creative expression in both his career and in the broader creator economy.
Notable Quote:
Todd Tucheck (19:19): "I spent seven months of my life playing Grover, who is a satyr... it was a dream come true."
Connecting with Todd Tucheck
As the episode wraps up, Todd provides information on how listeners can connect with him. He recommends LinkedIn for professional inquiries and directs podcasters to podcasters.apple.com for resources and support. Todd also encourages creators to reach out through LinkedIn for discussions about Apple, podcasts, and AI.
Notable Quote:
Todd Tucheck (23:27): "LinkedIn is the go-to spot... If you have any questions about Apple or your podcast, definitely put it on Apple Podcasts."
Conclusion
Jay concludes the episode by expressing his gratitude to Todd for sharing invaluable insights into Apple's strategies for supporting podcasters and creators. He encourages listeners to subscribe for more actionable marketing tips and to engage with the podcast through reviews and visiting guruvents.com for free virtual marketing events.
Notable Quote:
Jay Schwedelson (24:33): "You are literally the goat for doing this. I appreciate you being here."
Key Takeaways
- Subscriptions as a Revenue Stream: Apple Podcasts' subscription model allows creators to offer exclusive content, fostering deeper audience engagement and providing a stable income source.
- Persistence is Crucial: Starting a podcast remains viable, with success hinging on consistent content creation and strategic use of discoverability platforms.
- Leveraging AI: AI tools can significantly enhance podcast production and distribution, making it easier to reach global audiences and streamline creative processes.
- Apple’s Commitment to Discoverability: Features like subcategories and a dedicated editorial team ensure that high-quality content is promoted effectively within the Apple ecosystem.
- Creative Backgrounds Enhance Professional Roles: Todd’s experience in musical theater underscores the value of storytelling and creativity in his role at Apple, benefiting the broader creator community.
This comprehensive summary encapsulates the rich discussions between Jay Schwedelson and Todd Tucheck, providing listeners with actionable insights into podcasting, monetization, and the evolving landscape of the creator economy.