A lack of support for Scottish podcasting

I spent time yesterday giving evidence to a review of Creative Scotland’s work and remit.

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Creative Scotland is the public body that supports, and often funds, arts and creative industries. 

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I was pleased to take part, and grateful for the opportunity. 
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A Lack of Support

My key message was that Creative Scotland is currently not adequately supporting podcasting and audio, and is therefore missing out on significant potential growth, and an opportunity for global cultural influence.

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Podcasting and audio is among the fastest-growing creative industries. Its estimated worth to the UK economy is £5billion.

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The Growth and Impact of Podcasts

One in four UK adults now listens to a podcast every week.

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Where it is done well, podcasting – whether chart-topping comedy or award-winning narrative journalism - affords huge amounts of cultural influence, soft power and global acclaim.

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(I say this as someone whose team were shortlisted for an international award at a glitzy ceremony in Madrid only last week).

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Podcasting is one of the most accessible and inclusive creative formats: it requires little equipment, invites diverse voices, and fosters grassroots experimentation.

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Globally, audio and podcasting is shaping culture, driving innovation, and delivering commercial growth.

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Public Support Disparities

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In Scotland, we have sector-specific public support for TV and film, and for video games, among other industries – but nothing for podcasting or audio.

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Creative Scotland is a publicly-funded body set up to support the Creative Industries, that barely mentions the words ‘podcast’ or ‘audio’ anywhere on its website, or in any of its online forms.

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There is an insurmountable case to be made that ‘Podcasts and Audio’ should be added alongside the 16 Creative Industries currently listed on the Scottish Government website:

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Advertising

Architecture

Visual arts

Crafts

Fashion and textiles

Design

Performing arts

Music

Photography

Film and video

Computer games 

Radio and TV

Writing and publishing

Heritage

Software/electronic publishing

Cultural education.

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This situation is not unique to Scotland, by the way.

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Trade body AudioUK are running a campaign right now to get podcasting and audio similarly recognised by the UK government as a Creative Industry (please sign their open letter).

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Similar calls are being made in Canada, France and elsewhere. (These links take you to the Podnews website).

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Our suggestion: A Scottish Podcasts IP Fund

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One tangible proposal for support is a Scottish Podcasts IP (Intellectual Property) Fund.

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An IP Fund would offer start-up and scale-up grants (or equivalent support) to help producers to develop podcast projects to the point that they can be made commercially viable.

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(Incidentally, AudioUK have been lobbying for similar support at UK level - but Scotland's more nimble system could get this done so much more quickly and effectively).

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This would serve as an alternative to pitching to commissioners in London or the USA. It would also mean that valuable IP associated with ideas and formats remains in Scotland.

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It would provide opportunities for producers to benefit from newer monetisation models – such as advertising revenue, sponsorships and brand partnerships.

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Goals and Aspirations

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The ambition is to stimulate innovation. We want to create the conditions that foster the development of original, high quality podcast content that helps make Scotland a global leader in creative industries.

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We want to create the environment for someone to build:

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- Scotland's Serial - a culturally significant IP with global reach

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- Scotland's Goalhanger - the mega-successful London podcast studio behind the ‘The Rest Is…’ stable of podcasts (backed financially by Gary Lineker)

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- Scotland's Persepolis – a podcast company that has harnessed public support (and considerable ambition and creative energy) to bring one of the world’s largest podcast festivals to Sheffield; Crossed Wires attracted 20,000 attendees in only its second year of existence.

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Public support for podcasts and audio in Scotland would result in commensurate economic growth, job creation and skills development.

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Benefits of a Strong Sector in Scotland

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An emboldened podcasting sector would help to diversify voices, champion Scottish culture, and ensure inclusive storytelling.

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The Scottish Podcasts IP Fund could be taxpayer funded, backed by foundations or trusts (a common model in the US), or delivered in partnership with Scotland's world-leading universities and / or other investors.

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Funding and Reinvestment

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Initial funding should be seen as seed capital, with profits reinvested into successful projects and further growth, leading to further opportunities such as TV adaptations, book deals, and merchandise.

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This strategic investment would unlock Scotland’s audio talent and enhance its global standing.

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What next?

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We have such incredible potential and talent among Scotland’s audio production community - as amply demonstrated by the depth and breadth of talent on display within the Scotland Audio Network, which Bespoken looks after.

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This concerted and strategic provision could unlock this talent, give Scotland an opportunity to be world-beating in audio, and create sustainable employment opportunities.  

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Have your say?

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I’ve written the above after attending yesterday's roundtable session, and intend to submit a version of this text as written evidence to the review panel.

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The deadline to submit written evidence is 24th Aug.

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If you are in audio and podcasting in Scotland, and would like to suggest anything further - you can submit your own written evidence.

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Or if you would like for your thoughts to be included in our submission, please come back to me with your thoughts by Monday 21st at the latest, so we have time to work them in.

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