If your event’s media strategy is about chasing news coverage and TV soundbites, you’re leaving a ton of opportunity on the table. In today’s age of streaming, it’s table stakes for any event to have a strong and replicable podcast and video livestream strategy.
Podcasts are not a passing trend; it’s a multi-billion-dollar industry transforming content consumption. The Interactive Advertising Bureau (IAB) and PwC expect U.S. podcast advertising revenues to surpass $4 billion by 2024. This isn’t just about numbers; it’s about connecting with a highly engaged audience.
The media evolution
The media arena, traditionally geared towards print journalists and broadcast soundbites, is evolving to reflect the broader changes in media consumption. Companies and event organizers are adapting to new consumption trends by building dedicated spaces that focus on content production, quality and engagement.
We’ve seen a significant shift towards video and audio content — YouTube channels are now a source of in-depth analysis on a wide range of complex topics — like traditional journalism, but more democratized.
This evolution presents an opportunity for the event media space. Rather than a traditional “press pit,” events now can set up a dynamic digital hub that supports modern content producers with professional-grade audio and video recording facilities, dedicated podcast setups, and spaces optimized for live streaming.
Events offer a unique opportunity to gather diverse voices and perspectives in one location, making podcast production efficient and effective.
By adapting to these changes, events can amplify their reach, engage new audiences, and create lasting digital assets.
The Slush Blueprint: A Case Study in Audio Integration
The organizers of Slush, the Nordic tech festival, understand the power of podcasts. By creating dedicated recording spaces, they significantly boosted media engagement and facilitated deeper conversations.
A 2023 report from Podcast Insights reveals that 49% of monthly podcast listeners seek educational content, and Slush leans into that by making it easy to record and stream podcasts with pre-built studios that are completely managed for you — from booking and production to launching the recording (there’s been support for video as well since 2022).
It may seem like an obvious step, but this move did more than simply expand Slush’s reach — it let the people at the event connect with individuals around the world who care deeply about their core topics.
Slush can continue to make the most of this strategy by proactively inviting podcasters who have established, niche audiences aligned with their selected theme, effectively integrating those communities into the Slush experience. This targeted approach would convert fleeting event moments into enduring, shareable content.
For Zivile Ein, a podcaster at Perception Paradox, “podcasting at Slush felt like capturing the pulse of the event in real-time. You’re not just reporting stories — you’re creating space for raw, unfiltered conversations that would never happen on stage. Every event should have a pod — it’s the new backstage pass to what really matters.”
Events everywhere are embracing audio
Slush isn’t alone. Events worldwide are recognizing the value of baking in podcasts into the event experience. South by Southwest (SXSW) has long featured podcast stages and live recordings, attracting both attendees and media attention. Similarly, Web Summit has provided dedicated spaces for interviews and discussions. These events understand that audio content extends their reach and enhances attendee experience.
Sesamers: Pioneering Event Podcasting and International Guest Access
For years, we at Sesamers have been at the forefront of event podcasting, recognizing its potential to streamline production and connect with international audiences.
Many of you may have even met Ben at various events, and seen first-hand our approach to capturing and amplifying the voices present.
By centralizing podcast production at events, we have demonstrated how to leverage these gatherings for impactful audio content, turning fleeting moments into lasting audio experiences.
Podcast formats that resonate
- Live Interviews: Capture real-time conversations.
- Panel Podcasts: Extend panel discussions.
- Behind-the-Scenes Audio: Offer exclusive insights.
- Attendee Stories: Amplify diverse voices.
Driving attendance
The presence of a dedicated podcast hub can act as a catalyst, driving attendance. Podcasters and their audiences are drawn to events that provide professional recording spaces and opportunities for collaboration.
This creates a buzz around the event, attracting a new segment of attendees and increasing overall participation.
The promise of high-quality audio content can be a significant draw, turning passive attendees into active participants.
Monetizing your audio strategy
- Platform Sponsorships: Partner with audio platforms.
- Premium Audio Content: Offer exclusive content.
- Branded Podcasts: Collaborate with sponsors.
- Equipment and Space Rentals: Rent recording resources.
The future is audio-first
Podcasts offer a powerful tool to engage audiences, streamline content production, optimize how much value organizers can get out of their events, and drive attendance.
Stop ignoring the power of podcasts. Build that hub, explore new formats, and monetize your audio content. The audio revolution is here. Are you ready?