Podcast company Listen launches new strategy division for creators and brands

Labs division will provide exclusive insights into case studies from top clients

Podcast production company Listen has launched a new strategy division to provide consultancy services to broadcasters, brands, agencies and creators, the company has announced, including exclusive insights on how to grow and amplify podcasts

The new division, Listen Labs, provides help across three major areas: content, amplification, and commercial. Content includes elements like curating an editorial and social media strategy as well as creating the artwork and music, while amplification focuses on creating a marketing strategy through things like cross-promotion and paid media, and commercial focuses on monetisation, distribution, and creating a business plan for a podcast. 

“Labs is something that has evolved organically over the past nine months,” said Listen managing director Josh Adley. “Launching a podcast in 2024 is a totally different prospect from 18 months ago.”

“Having launched hundreds of shows we have continually refined our approach across editorial and marketing. No two shows should be approached in the same way and through Labs we’re championing that.” 

In addition to providing help across these three strands, the division will also highlight case studies and insights from top clients that Listen has worked with, including Netflix, Time Out, The Telegraph, The Break Podcast with Patricia Bright, and Soundtracking with Edith Bowman.

“It has quickly become clear that in such a competitive landscape, there is a huge demand for strategic guidance, and the results from our team’s work for the likes of Netflix and The Telegraph speaks for itself,” said Adley. 

“Listen was an amazing partner to help us launch a new series from concept through a pilot period,” said Netflix global podcast lead Rae Votta. “As we're a small team, their outside input was invaluable as thought leaders in the audio world.”

“They went above and beyond to help us think both long and short term about our launch and how to make the most out of the new podcast within our ecosystem."

Listen previously won Production Company of The Year at the 2021 Audio Production Awards for its work in the podcasting industry. The company has produced a number of award-winning podcasts including 28ish Days Later with the BBC and companion podcast Love Island: The Morning After for ITV. In May this year, the company was acquired by podcast investment company PodX, which also owns stakes in a number of other production companies across various territories.