Inside Urban One Podcast Network: How Top Marketers Scale Hit Shows ft. Walter Gainer II

In short

In this episode of Clipped, Eric Montgomery interviews Walter Gainer, a brand manager at Urban One Podcast Network, about the creator economy, B2B podcasting, and the journey of content creation. They discuss Walter's background, his experiences at Sweetfish Media, his current role at Urban One, and his insights into the evolving landscape of podcasting and content creation. They also touch on the challenges and opportunities in the B2B space and the importance of creativity and authenticity in content.

Key takeaways

• The creator economy is constantly evolving, requiring adaptability and a willingness to experiment with new strategies.
• B2B podcasts can thrive with creativity and a focus on providing value to the audience.
• Authenticity and a genuine passion for the product are crucial for successful brand deals.
• Rest and patience are essential for sustainable content creation.
• The podcasting landscape is shifting towards video, but audio remains a powerful medium.

Chapters

1. 00:00

   Introduction to Walter Gainer

   Eric introduces Walter Gainer, a brand manager at Urban One Podcast Network and a podcasting marketing guru. They will discuss the creator economy and B2B podcasts.

2. 01:29

   Walter's Background and Podcast Goal

   Walter shares his goal of being on 12-24 podcasts a year and discusses his Charleston, South Carolina roots. He also mentions his family connections in Columbia, South Carolina.

3. 04:54

   Early Creative Influences and Career Aspirations

   Walter talks about his early fascination with creative media, influenced by a family friend who made movies with him. He initially aspired to be a professional soccer player but pivoted to marketing and entrepreneurship in college.

4. 07:55

   From Music Dreams to Content Creation

   Eric shares his similar experience of pursuing music in college but realizing others were more skilled. He transitioned to content creation, highlighting the shift in perspective at higher levels of expertise.

5. 11:31

   Sweetfish Media Experience

   Walter discusses his time at Sweetfish Media, a company known for its B2B podcasting marketing. He reflects on their marketing prowess and recruiting talented individuals.

6. 15:40

   Current Role at Urban One

   Walter describes his current role at Urban One, a black-owned media company, where he works on the entertainment side, including launching a podcast for Rickey Smiley.

7. 17:07

   Side Quests and Helping Creators

   Walter discusses his side projects, which include helping creators with events and storytelling through content and video. He emphasizes his passion for scaling their presence in the creator economy.

8. 19:43

   Man on the Street Content and AI

   Walter and Eric discuss the enduring appeal of "man on the street" content and the potential for AI to replicate it. Walter compares it to comedians testing material at open mics.

9. 21:24

   Urban One and Creator Support

   Walter explains his role in helping podcasters monetize their content within the Urban One network. He also discusses his involvement in major company events and working with influencers.

10. 24:37

    Technical Skills and Creative Preferences

    Walter discusses his technical skills, including video editing, and his preference for interacting and strategizing with people. He mentions his goal of moving into a producer/director role.

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