How to Get Paid: Making Your Podcast Work in Africa

Hello and welcome to the podcast. Making today's recording at home, so expect to hear some noise in the background. Now today, I want to give a few ideas about monetizing your podcast for Nigerians. And that's because I've been seeing a lot of stuff on LinkedIn lately from other podcasters, of course, about whether it's realistic for Africans to monetize their podcasts or not. And yes, this is a sales podcast. So it's not a it's not a podcast about podcasting.

Sorry about that. Yeah, I mean, so this is a sales podcast. But you know, of course, whenever there's anything to do about how Nigerians can make money either online or with any other business idea, you know, expect me to troop them out inside the matter. So that's the reason why we're looking at this particular topic today because podcasting is becoming a thing in on the African continent and in Nigeria. Lots of people see us on video or although I don't have a video podcast or hear us, you know, on the microphone and you think podcasting is cool.

Let me get on this thing. It would be nice. I'll build a brand, I'll make some money. So I'll be making some podcast episodes about podcasting just to address this sort of thing because I just want to make sure that you guys have the right perspective and you guys have the right expectations before you jump on board because podcasting can be time consuming. I mean, think about it, I've done over 1400 episodes over the last six years.

So that's a lot of time to invest. In fact, some of you, it will be a lot of time and money because some of you wanted to have high production value. So you go and book a studio, you go and rent camera gear. You, you know, go and do everything as in you want the thing to be, you know, Guiche bound like correct. So for a lot of you is going to be an investment of money. And I just want to make sure that before you start putting money down, because I know someone who before she started and this is not now, this is a couple of years ago when money still had value before hyperinflation.

I think she dropped like 2.3 M I'm saying it 2.3 million. That's in equipment alone, microphone, camera, lights, wanting, wanting wanting 2.3 M. So before you go on drop or have money to start this journey, I just want you guys to be very, very clear about what podcasting is, how I can help you grow your business and why you're getting involved in this sort of thing in the 1st place. So the Last Post that I saw there was one guy.

The guy is actually Ghanaian anyway, but the guy don't blew as per, you know, as per business commentators. So the guy they make money, you know, then they call out for sure, you know, things like that. So what the guy was saying was that look that for those of us in the African ecosystem that the time has not arised yet for us to be monetizing our podcast. That the infrastructure, you know, infrastructure, you know, never all I put now infrastructure never set.

So you can't really say that Africans are going to be monetizing their podcast or whether we're making money from their podcast. By the way, I disagree with him because I don't think it's a matter of waiting for the infrastructure to be there because whether in Western Europe or Northern America is not as if an ecosystem is not as if a framework just showed up by itself. You know, people, you know, developed things over time so we can monetize.

Not everybody has to make money from selling advertising on a podcast anyway. So as the guy was talking now and as people were agreeing with him in the comments section, there are a couple of issues that I said, well, let me just, let me just hold. I put it now, let me jump out. Let me just articulate one or two things #1 there's a particular, there's a reason why I record my podcast episode in one take. I just grabbed the microphone.

I grabbed my phone and I spit everything. I need to spit one take one time, then I save and then I upload like that. There's a reason why if I'm going to focus on high end production for my podcast, it's going to involve a lot of costs. I'll have to call boys in. Let's record this thing properly. Somebody, guys edit this thing properly. Because remember, I'm a consultant. So I'm supposed to be spending my time talking with clients.

I'm not supposed to be spending my time editing videos or editing audio. So I guess call professionals in, let's record this thing, let's make this thing, let's pan the audio, let's do the effects, we add the music, you know, do this and this and that and that, you know, high end production, right. So if I don't have that level of cash now or if not, if I don't have that level of all I say now, not just cash, but you know, frame of minds to to to be doing all of these things, then I had better look for a cost effective way of getting into podcasting.

And that's the reason why I podcast the way I do, which is 1 phone, no editing software, no video. OK, now I don't try a small list. I bought microphone because I plugged the microphone into my phone. But sure, my broadcasting strategy has been cheap, quick, efficient, you know, sharp, sharp, sharp, sharp, sharp. So I'm not wasting too much time and I'm not wasting too much money. So in that case, I can continue to drive this thing and get to revenue a lot quicker because people who are investing plenty of money in this thing, the first thing that they have to do actually is they have to recoup their costs.

So for like that babe, they've dropped 2.3 M in equipment. The first thing she has to do actually is to recoup the 2.3 M from the podcast first. But what I'm just trying to tell you guys is not everybody needs to have high end production when it comes to making a podcast. Too many of you are looking at the big, you know, big, big, big names, big, big, big people are you're thinking that is where you need to start. You don't need to start there.

I'm a perfect example about how you can make it work. One guy or one girl, 1 phone and that's all you need. If you want to shop, if you want clean up, OK, no problem. 1 microphone and I've not hidden it from you guys. The microphone I'm using now cost 7200 naira. I haven't told you where I bought it. Ebano. Urbano has places in Abuja. It also has extensions in Lagos. I'm assuming it's also in the east. So if you're in Lagos now, all you have to do is drive straight to Urbano.

They always have a section, a section in Urbano where they sell because, excuse me, the outlay of their store is kind of similar. So there's a section where you will see phone chargers, phone stands. So if you go to that section, you will see microphone there you see one that looks like a big cotton board, you know cotton board. Now, do you think you used to clean your ears? That's what it looks like. It has a cable attached to it.

That's it. 7200 naira. You like the audio quality on this? That's it. 7200 naira as at the date of this recording, that's how much you think costs? I saw it last week Friday. The thing is still there, at least in Abuja. The thing is still there. 7002 Now the reason why I selected the one with the wire is just because I don't like things with batteries. Because things with batteries, they die. You know, I've been in the event space, even though I'm a former lawyer, I used to be in the event space.

And The thing is, you know, you need batteries for your flash, you need batteries for the camera, you need batteries for the wireless microphones and things like that. So for some equipment, when the battery is low, the equipment stops working correctly. So I didn't want to get a wired microphone. Maybe one day the microphone is low. Sorry, the battery is low, I didn't know I record one of a podcast and then I now realize that sometimes the audio is dying or the thing didn't work at all and I realized that I

wasted one hour worth of my time. So that's the only reason why I picked this one that has a wire, but you can pick one with a wireless option. But sure, if you're getting into this podcasting game, it's very possible. One guy or one girl and one phone, that's all you need. You want to shop while I'm buying microphone. There's options there for 7002. Well, of course it depends because you know, even there's even microphone of 350K wireless microphone, you know, to set up and stuff like that.

So it's all there, whatever your budget. So the reason why I'm saying this is basically I need you guys to realize this. For those of you who are thinking of creating a podcast for business purposes. And again, let me even highlight it, business purpose, business purpose, making money, Cudi ego owe money money. Be clear that This is why we're doing this. If you're somebody who is broadcasting for fun, by all means go and podcast for fun and then don't complain that you're making money.

If you're doing this for fun, do this thing for fun and stop complaining. If you are worried about money, come in this thing, come into this game with your eyes wide open and start thinking about money from the beginning. OK, Now production value podcast, you know, like I said, my own podcast is a low production value because no, no GISBAO associated with it. There's just one guy, one phone, 1 microphone. So I want you guys to think about production value differently.

I want you guys to realize that production value comes from your message. So long as the thing that you're saying, so long as it makes sense, that is all production value you need. So before I come on the microphone, I just make sure that, look, the thing that I'm going to talk about, is this something people want to hear? Does it answer a question you people have? Is it going to resonate with somebody? So long as it meets those criteria, then good.

I already have production value. So you're on the podcast. Not a problem. The only production value you should worry about in the beginning is the thing that I'm saying. Does it make sense? Is there any rhyme behind what it is that I'm saying? So long as you have that, you will be fine. All right, I have over 4200 subscribers on Spotify alone. It is because even though this is just one guy on the phone, people think this thing makes sense and people who reach out to me determine that the thing makes sense.

Well, and that I give practical tips. So don't worry. After this podcast, you know, I'll go back to giving practical sales sales tips. So if you found this podcast because you're looking for sales advice, don't worry. That's what I normally talk about. It's just that since I also have a podcast, whenever people talk about podcasting and of course people reach out to me, they say I also want to start a podcast once in a while.

I talk about podcasting over here on the podcast. And I think this is the most amount of times I've said podcast in any particular podcast episode. All right, so that's your production value. Just make sure that the thing that you want to say the thing makes sense, that people want to hear the thing, and they're answering questions, questions that people need. So as long as you're doing that, you'll be fine, even if everything isn't perfect.

For those of you who listened to yesterday's podcast episode, I was talking and my neighbor's chicken started doing Kukuruku. Oh, sorry, my alarm just went off. OK, sorry about that. My alarm just went off. I wanted this podcast episode to not last more than 10 minutes. That's why I said an alarm. So let me just wrap it up soon. So anyway, you see, my alarm just went off, all right? And then yesterday my neighbor's chicken was doing cool, cool,

cool, cool, cool, cool while I was recording, you know, But it's OK. People don't mind that my alarm go off. People don't mind that my neighbor's chicken goes cool, cool, cool, and that my neighbor's Peacock goes, you know, during the recording. They don't mind. They still flow with me because the things that I'm saying, it makes sense. So don't worry too much. There's no need to raise the fact because the equipment cost nowadays, you know, that'd be a bridge 2.3 M maybe now self you might need to raise maybe like 4.6, you know, to get your perfect studio.

You don't need to raise all that kind of money. Then finally, I guess what I want to say is look, before you start podcasting, I'm going on the Internet and start complaining about how Africans don't make money in podcasting. Please realize that this thing is a business, all right? A lot of us who are grabbing the microphone or switching on camera say what they do podcasts. It is a business. The thing looks cool, but it is a business.

I beg those boys on medicine podcast. You don't think that? You don't know that they're making money. Are they not selling sponsorship? It is a business, but you look at them, they look cool. They're doing beard gang, they're dressing fly and you'll say, oh, I should start the podcast. My friend, this thing is a business. Don't get in here and start complaining that Africans can't make can't make money. You just need, you know, you know, reason.

I'm well before you started. That's just the problem. That's why people are shouting up and down broadcasters in America are making money, thousands of dollars, blah, blah, blah. When will the Africans turn come? And the problem is, you know, reason before you started, you didn't think, OK, this thing is a business. Then from day one start thinking how will I make money? For me was a very simple thing. I have been a lawyer.

I have been in the event space. People are saying, oh boy, you're good at these sales things, you suppose they consult. I said OK, no problem. If I'm more to consult, I need a way to break into this market, I suppose, get some kind reputation, you know, before I come in, I suppose repackage myself and I said, oh, I'll start a podcast. That was it. There was a business goal. Then I was also using it to leverage public speaking because you know, once a photographer,

people would look at you as if, you know, the only thing you know how to do is just, you know, to just press button, you know, check them, check them and then edit photos. But then having the podcast, somebody listens to the podcast, they will not know that this guy is legit. He knows what he's talking about. So for that event that I mentioned, the one that was the Coca-Cola one on NBC on what was it again, using artificial intelligence to boost your businesses and also to boost your career.

That's precisely how I got how I got the thing. So the reason why I keep mentioning is just because that's the largest stage I've spoken on so far. I spoke before an audience of about 1600, about 1800. That's the largest stage I've spoken on. So that's why I keep coming back to that, You know, make it brag small. You know, that's the biggest I've done. Before that, the largest I had done was 600. So finally doing 1006 or 1008.

That was pretty cool. That was nice. So I was using it to leverage speaking opportunities. So the podcast was not giving me money, but if I was talking to somebody who was organizing an event and they were looking for speakers, I could say, I have this podcast and send the person the link and say just have a listen. Some people listen to this thing and say, oh, guess care, this boy knows what he's talking about. And then they'll call me back and then we'll start negotiating.

But you can see that from the beginning there was a plan. I'm not just grabbing a microphone to look cool. I'm grabbing a microphone because I want to make money, because I need bar, because my children are asking me, Daddy, I want pizza, Daddy, I want ice cream and ice cream and pizza doesn't fall from the sky. It happens when you make that money. In fact, if you know anybody who is a broadcaster and the person is complaining that Africans don't make money or the money's in North America and everything,

please send this podcast episode to the person right now and tell this person to stop complaining. The person is, you know, reason. I'm, well, you didn't think from the beginning, this thing is not a hobby. This thing is a business. And if it's not a business, so you don't grab the microphone, then later on you come and start complaining, say Americans are making all the money desire from the beginning. I don't complain.

If you're a hobbyist now you're doing this thing for the fun of it. Do it for the fun of it. You still bless somebody's life. There are some people who make religious podcasts and philosophy podcasts and I did digest them. I listen to it and the people, the people are blessing me. Well, but for them, you know, it's either a hobby or it's a missionary endeavor, You know, then the podcast said, you know, the one, you know, declared the glory of God.

That's my problem. You still bless people, but at least those ones that are clear, that own a missionary worker, they do. This thing is a business. If you don't know how it's going to tie into your business ideas, my friend, don't pick up the mic. Don't start the podcast. Before you even start the podcast, decide on what it is that you are going to sell because the only way that you're going to make money is number 1.

You sell something on #2 you gather an audience, you aggregate an audience, and then you start selling access to the audience. You know, that's advertising and sponsorships and endorsements and then stuff like that. But before you start, begin the people on The Honest Bunch. The Honest Bunch are a podcast. It looks cool, Abby. They sit down, you know they're laughing. They interview famous Nigerians and they tell us their wonderful stories and then things like that and podcasting looks cool.

I think I'll start a podcast, my friend. It's a business. Have you not been seeing the people that are advertising on that podcast and the endorsements that they make? And then they travel for shows. If you listen to podcasts regular, you know, here last year when they did their European Tour, they traveled to several countries in Europe. They even passed through Coventry. That's where my brother lives, my friend. They are touring from the podcast, they're podcasting.

Yes, the thing looks cool, but then they have a plan. These people are professional speakers, professional comedians. And then now that guy Daddy Fresh is a is a radio host. They're leveraging this podcast to go and do other things. This thing is a business. If it's not a business for you, it's a hobby. Do it as a hobby and then don't complain. But before you start, decide, am I going to sell something? What it is? What is it that I'm going to sell?

If you want to start selling advertising, endorsements and things like that, they just know it's going to take a while because you have to build an audience. Building an audience takes a while. I've been doing this for six years and I have 4200. I'd be 300 and something subscribers on Spotify. It took a while to get those audiences, especially since my own podcasting strategies, I want to grow organically. I don't want to pay for podcast growth.

By the way, the honest bunch, they took a different tack. They paid to advertise their podcast to grow. So it's not just the guest strategy, but also they were paying for their podcast to be advertised on different platforms. You know, so you know, pick, pick your poison. You want to do it organic and do it a slowly or you want to raise some money and pay for advertising to advertise your show like the Honest Bunch or look for a sponsor like this guy.

Tea with tea with tea. I think Lipton, Lipton tea. I think those are his sponsors. I haven't listened to the guy's show in a long time. It's a correct podcast though. You know, Unilike Graduate, the guy has done some some things in in Nigerian movies. He has done some Nigerian movies. I think he used to be a stylist, You know, I can't remember. It's it's, it's been a while. So if you want to go that that route where you have an audience and then you are people are paying you to endorse some stuff, to advertise some stuff.

Just know that it takes a while to build an audience. But sure, this thing is a business summary of what it is that I'm saying. Let me just for you guys, if you say you are an artist, you're a hobbyist, then podcast for the love of the game. All right. If you're a true artist, then do this for the love of the game and don't complain that the money is only in America. If you're a masonry like me and you like money and then you know you want to buy pizza and ice cream for your kids or you want to do foreign travel for your wife or you know you want to buy Tesla Cybertruck, like I want to buy a Tesla Cybertruck.

I mean, I saw that car 2 days ago. That car is bad, man. That car is mean. Even my children when they saw it, standing ovation, all of us standing ovation inside the car. And then my wife was looking at us like, what's wrong with these idiots? Because my wife thinks that Miss Cybertruck looks like Mangalu. She says that if I buy it, she's not entering inside that thing. He says you can resemble Mangalu. So if you're a mercenary,

welcome on board. Get the microphone and let us start thinking, how are we going to use this podcasting thing to make money? How are we going to use content marketing strategies to make money? How are we going to use all of these things to put some money in our pockets? If you're a mercenary, welcome on board and let us start raising it. Let us start figuring out a way how to make this thing work. But my own honest advice to you,

if you know those people who podcast and they make you look so cool, like, oh, it's a lifestyle thing, do not be deceived. It is a business talker marking 1's podcast. She's interviewing people looking cool. You think she's living her best life, Forget it. It is a business. I might not be able to tell you what the business angle is now, but give me another two or three years. You know, eventually we'll start to see that.

Oh, this podcast, where she did podcast is because she's trying to do like this. She's trying to do like that. She's using the podcast to leverage for something else. This thing is a business. It's a business. Should I say it one more time? This thing is a business. Don't pick up the microphone because you think this thing is cool and don't be deceived by everybody who is looking so cool. All of them, they live their best life.

Everybody looking fly, everybody smooth skin, everybody talk for nail up and down and everything. Don't be deceived. It's a business. And if you want to join us in this podcasting game, good reason. The thing well, how you make money use AI tools try and figure out how to start a podcast on I don't know, I want to start a podcast on Ankara. I want to start a podcast on African history or I want to start a podcast on on teaching children how to be good at homework.

And then you ask the AI to how can I make money podcasting about this? The thing will give you a couple of ideas. Pick one or two that seem to make sense. No problem and then start implementing Don't worry about production value. Just make sure that the thing that you're trying to say makes perfect sense. So long as it makes sense, you will be fine. If you need proof, I am here. I have not blown yet, but you, you are following your boy.

You will see that I will blow eventually and I'll be keeping you guys up to dated. Every single I say up to dated. Sorry, forgive me I can't have more. I've been updating you guys every single step of the way. It has always been one boy 1 phone for over 1000 episodes now. I say me A to shop. I've added one microphone and who knows, I'll probably do another 1002 episodes just, you know, like this. So anyway, that's it.

Thank you very much for listening. I'll catch you all some other time. If you'd love to connect with me, you can call send me a text message or a WhatsApp message on 08064662140.