Skip to main content
Sound Summit – The Business of Podcasting

Sound Summit – The Business of Podcasting

Written By

Bryan Barletta

Know the Author

March 12, 2024

Recordings from podcasting’s home at SXSW! A full day summit devoted to podcasts, featuring some of the top voices in the medium. The Sound Summit offers sessions on Hollywood and Podcasting, True Crime, the role of influencers, and the premiere of The Ad Bargain, a new cross-media study of advertising effectiveness. Join notable podcasting pros from Mr. Ballen, Audiochuck, ESPN, Wondery, and more, all available right down below. Special thanks to Nomono for instantaneous live recording of the event, Spreaker for hosting our podcasts, and MediaStream for hosting our video.

audiochuck x MrBallen: The Business of True Crime

Sponsored by The Roost

True Crime shows make up a quarter of the Top 300 podcasts. This session features a fireside chat with the teams behind the The MrBallen Podcast and audiochuck (Crime Junkie and Dark Downeast) discussing their journey in true crime podcasting, what drives them, and their learning experiences. Attendees can ask questions about true crime and the creators’ paths. The talk also delves into the business side, covering monetization, advertising, brand safety, and audience engagement. Additionally, the creators will share insights applicable to other genres, making this an invaluable session for those interested in the mechanics of successful podcasting.

The Ad Bargain: Podcasting’s Position in the Ad Landscape

Sponsored by Ad Results Media

Explore groundbreaking research on consumer attitudes towards advertising with “The Ad Bargain,” presented by Sounds Profitable’s Tom Webster and key research partners who helped bring this project to light. This session delves into how audiences interact with ads across platforms like podcasts, TV, and print, revealing the ‘ad bargain’ concept. A panel of sales and marketing execs will discuss applying these insights in podcasting. Ideal for marketers and content creators, this session offers valuable strategies for impactful, audience-friendly advertising.

The New Influence Frontier: Familiar Voices in Podcasting.

Sponsored by ESPN / Good Karma Brands


Join “Familiar Voices in Podcasting” where we explore how to build personal branding through podcasting with creators who’ve carved out their place in the industry. Sharing their personal stories and perspectives, the panel will examine key growth factors like authenticity, consistency, and engagement, while zeroing in on podcasting’s evolution and the rise of recognizable voices in the space. Perfect for both media professionals and podcast fans, this session provides insights into the medium’s success strategies and the future of podcasting.


Hollywood Meets Headphones in the Ultimate IP Crossover

Sponsored by Magellan AI

Join us for a groundbreaking session that will explore the dynamic intersection between the podcasting world and Hollywood’s entertainment landscape. We will delve into the innovative strategies for leveraging intellectual property across different media platforms, highlighting the untapped potential in licensing existing Hollywood IP for podcast adaptation and the exciting opportunities in optioning podcast content for film and television. Attendees will gain valuable knowledge about the business of IP management, the art of storytelling adaptation, and the future of entertainment as these mediums converge.

About the author

Bryan Barletta (He/Him) is the founder of Sounds Profitable, and a widely-cited expert in adtech, sales, and monetization of podcasting. He founded Sounds Profitable in 2020 after a successful career working with some of the leading companies in advertising technology, including AdTheorent, Claritas, and Megaphone. Barletta helped to design some of the tools in use by podcast platforms today for attribution, measurement, and serving audio ads, and uses that expertise to help clients and sponsors get the most from their sales and advertising efforts. He founded Sounds Profitable initially as a platform to help educate persons working in the podcast industry about advertising and sales technology, but has since expanded the brand to become the industry’s premiere source for education, advocacy, and insights designed to grow the entire space. He is an avid gamer and father of two boys, neither of whom have their own podcast, yet.