Many moons ago in my Adbusters days I was on a panel with a brilliant filmmaker named Andrew Nisker and he said this in relation to making independent documentary films, but I feel strongly it can be applied to anything you independently make (music, books, art, movies, podcasts, blogs etc):
“Making the content is the easy part, it’s getting it out there that’s the hard part. And making it is fucking hard!”
And in the decade since I heard him say that, it has stuck with me and I have found to be so, so true. Making content is hard. But getting it out to people – oooooof that is crazy hard!
No matter how good of a network, platform, or PR team you have on your side, it still requires some form of hustle/thought/action/
I’m sure marketing people are rolling their eyes at this (like ya, duh, this is why we do what we do), but I say it just as general reminder to anyone else that maybe feels this way! It’s not just you.
And we are so freaking excited about this new show that we did something totally bizarre to promote it: We postered Vancouver! For a podcast! (See proof above!)
Who knows if literally anyone will see one of our posters and decide to listen, but in addition to the other online pushes we are doing, press coverage, social mentions, etc., I think we wanted something tangible in the world that made us feel like we were screaming this shit from the actual mountaintops (and not just into the echo chamber of the internet to people we know!).
So to all the content creators out there – this is just a little Friday encouragement that I see your hustle and appreciate everything you are doing to get your work to the people! And if you haven’t checked out This Sounds Serious yet, PLEASE DO! It’s a a fake true crime podcast and will give you all the suspense of your favourite true-crime shows like Serial or Dirty John, but you’ll also get BIG LOLS! The show stars Peter Oldring, Carly Pope and features Lauren Ash, Paul F Tompkins, Gary Anthony Williams and lots of other hilarious people. You can find it anywhere you find your podcasts, and please listen/rate/comment if you can!