What I learned from releasing a Podcast on Cassette
by Rhys Waters
In case you didn’t see the recent press coverage, I released a one-off podcast episode on only 50 retro audio cassettes and deleted the original files. It was so fun to make a show that would exist in a physical format, with a very limited release.
The reaction from the podcast community and listeners was so interesting. It led to a wide range of reactions and gave me some thoughts on guerilla marketing.
First, I was baffled that it wasn’t already being done on a much wider scale. It seemed like a no brainer and I assumed that we were treading on old ground. I think vinyl gets more love than cassettes, so maybe that was why. I hope we played a part in reigniting people's love for the format.
Second, the hardcore audio geeks were thrilled. We felt sheer excitement and I got the impression attics and basements were raided for forgotten cassette players and old mix tapes. People wanted to relive the feel, smell and sound of those plastic icons.
Third, a younger generation of podcasters with no memory of pre-mp3 formats was baffled and fascinated. They asked questions about how they would play it and I felt like we’d sparked some on a path of discovery. I hope we see trendy influencers wearing bright yellow Sony Walkmans soon.
Fourth, the wider ecosystem of podcast industry people, marketing and PR people appreciated the fun and creative stir we’d generated with this stunt. We had great feedback on making the right noise in the right places.
Fifth, the NFT crowd asked me why we didn’t embrace digital scarcity and just make the episode an NFT. My reply was always the same. You can’t put an NFT in your pocket, lose it and then re-discover it years later at a garage sale.
Lastly, we didn’t do this for any of the people I just mentioned.
They are welcome to the party, but we did this to reward our most devoted listeners and patrons. They are the only people who’ll get this object of wonder, as a sign of our appreciation for their kind support. Everything else is a bonus.
In conclusion, don’t just rely on all of the listicles and off the shelf advice to make your show stand out. Embrace fun and create moments that stir emotion, be it nostalgia, surprise or wonder.
If you want to work with a podcast team that sees opportunity in unlikely places, drop us a line.