Lore Episode Summary: "A Happy Update"
Release Date: March 18, 2025
Host: Aaron Mahnke
Introduction: A Decade of Lore
In the heartfelt episode titled "A Happy Update," Aaron Mahnke reflects on the ten-year journey of his acclaimed podcast, Lore. Released on March 18, 2025, this episode serves as both a milestone celebration and a poignant reminder of the perseverance required to create something meaningful. Aaron shares personal anecdotes, challenges overcome, and the remarkable growth of Lore from its humble beginnings to its current status as a cultural phenomenon.
From Graphic Designer to Storyteller
Aaron begins by reminiscing about his life before Lore. [00:02] He explains, "Way back in another era I was a graphic designer. I ran my own business and I made logos and marketing material for a bunch of companies." Balancing this career, Aaron nurtured a passion for writing, crafting supernatural thrillers infused with New England folklore. This dual life laid the foundation for what would become Lore.
The Birth of Lore: Overcoming Doubts
Aaron recounts the initial struggle of transitioning from self-published novelist to content creator. [04:30] He shares a pivotal moment of doubt: "Had spent all this time crafting something that I planned to give to people as a PDF... I had made it too long to really enjoy reading on their small little smartphones." This led him to a crossroads where he contemplated abandoning his work altogether.
However, an inspiration struck when Aaron considered transforming his written essays into audio format. [12:15] "What if instead of giving people a big PDF of text, I grabbed a microphone and recorded these essays and then gave out the audio files?" Despite having no experience in audio production, Aaron decided to take the plunge, marking the birth of Lore as a podcast.
Launching Lore: The First Steps
The transition wasn't seamless. Aaron describes his initial attempts at recording, filled with mistakes and self-consciousness. [18:45] "I felt awkward and out of my depth and honestly, really self-conscious." Nevertheless, perseverance paid off as he refined his recording and editing skills, transforming his essays into compelling audio narratives.
Encouraged by a friend's suggestion, Aaron embraced the podcast format fully. [25:10] "A kind of media that was really growing and becoming a great space to tell stories." Utilizing his graphic design expertise, he developed a brand identity for Lore, complete with a logo, cover art, and a dedicated website. Mastering the technical aspects of podcasting, including creating an RSS feed and publishing on platforms like Apple Podcasts, Aaron officially launched Lore on March 18, 2015.
Growth and Breakthrough: From 9 to 500 Million Downloads
The initial reception was modest, with only nine downloads on the first day. [03:15] Aaron reflects, "It didn't even have enough to be double digits, but it slowly built up steam." Over the next month, listenership grew to about 100 downloads daily. However, mid-April marked a turning point as downloads surged exponentially to 8,000 per day, eventually skyrocketing further.
By July, Lore attracted sponsors, enabling Aaron to transition from his graphic design career to full-time podcast production. This financial stability paved the way for television offers, book deals, and national tours, where Aaron performed Lore live to tens of thousands of fans. Today, Lore boasts over half a billion downloads, a testament to its widespread appeal and the dedication behind its creation.
Building a Team: The Evolution of Lore
Over the decade, Lore evolved from Aaron's solo endeavor to a thriving production company. [45:50] He highlights the importance of his team, stating, "My Lore team is the best podcast team in the world, and I'm blessed and honored to have worked alongside them all this time." The collaborative efforts of researchers, writers, and creative professionals have been instrumental in maintaining the podcast's quality and expanding its reach.
Lessons Learned: The Power of Perseverance
Central to Aaron's narrative is the theme of perseverance. [52:30] "I think the biggest truth that I've held onto all these years is that it pays to not give up." Reflecting on dropping the initial PDF and embracing podcasting, Aaron emphasizes the importance of resilience: "Sometimes life can feel like you're enduring the weight of a thousand planets... you must hold on. Don't quit, don't falter, and don't delete that file."
Gratitude and Future Plans
Aaron expresses deep gratitude to his listeners, whose support has been indispensable. [58:20] "You've listened along, you've supported what I do, and you've shared how much you love Lore with other people in your life." Looking ahead, Aaron assures fans that Lore is far from finished. With a robust lineup of upcoming episodes, ongoing sponsorships, and active membership communities on Patreon and Apple Podcasts, the future of Lore is bright.
Conclusion: A Decade of Stories and Growth
In closing, Aaron celebrates ten years of Lore, highlighting personal growth and professional achievements. [1:05:00] From managing a solo project to leading a production company, Aaron's journey underscores the impact of dedication and the importance of following one's passion. He leaves listeners with an inspiring message to persevere through challenges, affirming that sometimes, "sticking with it can pay off."
Notable Quotes:
- Aaron Mahnke [00:02]: "Way back in another era I was a graphic designer."
- Aaron Mahnke [04:30]: "I had made it too long to really enjoy reading on their small little smartphones."
- Aaron Mahnke [12:15]: "What if instead of giving people a big PDF of text, I grabbed a microphone and recorded these essays?"
- Aaron Mahnke [18:45]: "I felt awkward and out of my depth and honestly, really self-conscious."
- Aaron Mahnke [25:10]: "A kind of media that was really growing and becoming a great space to tell stories."
- Aaron Mahnke [45:50]: "My Lore team is the best podcast team in the world."
- Aaron Mahnke [52:30]: "It pays to not give up."
- Aaron Mahnke [58:20]: "You've listened along, you've supported what I do, and you've shared how much you love Lore with other people."
- Aaron Mahnke [1:05:00]: "Sometimes sticking with it can pay off."
Final Thoughts: "A Happy Update" is a compelling episode that not only celebrates the success of Lore but also serves as an inspiring testament to the power of perseverance and passion. Aaron Mahnke's candid reflections offer valuable insights for aspiring creators, emphasizing that dedication and resilience can turn modest beginnings into monumental achievements.