How African Podcasts Can Win
Tony Doe on Building Authentic Audio, Community Growth & Creative Monetisation
I had the pleasure of joining The Sangyin Podcast for their 146th episode. The conversation covered familiar ground, African podcasting, independent creators, and the stubborn puzzle of monetisation, but with the kind of clarity you only get from hard-earned perspective.
I’ve spent years in this space, from my radio beginnings to curating Into The Podverse, coaching podcasters, and now serving as operations director at Radio Masterclass. The goal has never changed: help African storytellers tell their truth and find their voice in a noisy world.
Audio Is Home
Ask me to introduce myself, and I’ll keep it simple: I’m passionate about audio. That’s not a slogan. It’s how I live and work. Whether I’m building formats with new podcasters, developing custom content for clients, or teaching through The Radio Masterclass, the objective remains constant: create meaningful audio content, rooted in truth, told by us, for all who will listen.
The Into The Podverse newsletter and podcast reflect that ethos. They’re not about trends. They’re about creators, African ones, doing the work, building community, and figuring things out, one episode at a time.
What’s Really Going On with African Podcasting?
We’re not where the big platforms are. That’s a fact, not a complaint. The African podcasting ecosystem is young, underfunded, and often misread by Western metrics. But therein lies the opportunity: we’re not bound by anyone else’s blueprint. We can build what fits us, what reflects our realities.
Monetisation models designed for podcasts with 50,000+ downloads per episode don’t apply to the average African creator. But that’s not the end of the road. It’s the beginning of something different, something more sustainable, if we’re bold enough to create it.
Data matters. Distribution matters. So does the craft. But above all, we need models that speak our language, literally and metaphorically.
Real Advice, Not Fluff
A listener, Sharon from Kenya, asked how newcomers can compete with celebrity podcasters. Here’s what I told her: You’re not a celebrity, so stop trying to act like one. Focus on what you have: community, storytelling tradition, and cultural depth. Leverage those. Join platforms like APVA. Collaborate. Share. Build something from the ground up with others who are hungry and honest. That’s how growth happens here.
Another listener, Peter, wanted to know whether to go solo or stick with guest interviews. My advice: go back to your “why.” If booking guests is a hassle, maybe it’s time to try a solo format. And when it comes to video, don’t panic. If audio is your strength, focus on it. Don’t chase visuals just because the algorithm likes it. Build with what you have, not what others flaunt.
Marketing and Monetisation: No Silver Bullets
If you’re looking for shortcuts, you’re in the wrong industry. There’s no plug-and-play marketing plan for indie podcasts. But there are time-tested approaches: swap promos, guest on each other’s shows, reach out to creators whose audiences overlap with yours. Use newsletters. Show up on LinkedIn. Talk to people. Real relationships outperform paid ads any day.
On monetisation: yes, dynamic ads are out of reach for most. But have you looked at community support? Crowdfunding? Bonus content? Paid consulting using your podcast as proof of concept? There are ways, none of them easy, all of them possible.
James Cridland’s Podnews thrives because it serves its audience. If your community sees value in your work, they’ll support it. That’s not theory. That’s fact.
What Works in Africa?
Pop culture podcasts dominate. They’re accessible, fun, and easy to digest. People want entertainment. They want gist. Religious podcasts, especially Christian ones, also do well. Then there’s a handful of news and current affairs shows, mostly from legacy media.
Business, governance, and policy podcasts? They’re necessary, but they demand more research, more rigour, and more patience. Not everyone’s built for that grind. But if you are, the field is wide open.
Parting Words
Don’t let fear of failure keep you frozen. This space rewards action, not perfection. Be willing to experiment. Learn as you go. You won’t get everything right, but you’ll get better. The key is to be honest about what you know, what you offer, and what you hope to achieve.
Tell your story. Properly. Consistently. Your voice matters, but only if you use it.
Listen to the Episode Below: