Platform Media Appoints Rhyanna Coleman as Director of Strategy: A Sign of Podcasting’s Maturing Business Model
Platform Media, the UK-based audio company behind hit podcasts like Olivia’s House and Joe Marler Will See You Now, has appointed Rhyanna Coleman as Director of Strategy. This move signals a broader trend within the podcasting industry: a shift from pure content creation to building sustainable, multi-platform brands.
From Content to Community: The Evolution of Podcast Strategy
Coleman’s previous roles at YMU and Spotify, coupled with her experience launching podcasts for Graham Norton and Ant & Dec, position her uniquely to navigate this evolution. Her focus will be on refining formats for video-first consumption, unlocking new revenue streams, and fostering dedicated communities around talent-led content. This isn’t simply about making podcasts; it’s about building ecosystems.
The industry is seeing a move beyond advertising revenue. Subscriptions, live events, and merchandise are becoming increasingly essential components of a podcast’s financial viability. Coleman’s expertise in diversifying revenue streams, honed at YMU, will be crucial for Platform Media’s continued growth.
The Rise of Platform-Agnostic Content
Coleman will focus on creating content that isn’t tied to a single platform. This “platform-agnostic” approach is becoming increasingly common as audiences consume content across multiple channels – podcasts, YouTube, social media, and more. Adapting formats for video, as highlighted in the press release, is a key element of this strategy.
Spotify’s success with video podcasts, and the increasing integration of video clips on platforms like TikTok and Instagram, demonstrate the demand for visual content alongside audio. Coleman’s experience at Spotify, where she steered the UK Originals slate including shows like Inner Monologue with Olivia Neill and The Way We Are with Munroe Bergdorf, provides valuable insight into building thriving communities through digital strategy.
Talent-Led Brands: The New Power Dynamic
Platform Media CEO Josh Adley emphasized Coleman’s ability to align creativity with commercial goals. This highlights a growing recognition that successful podcasts are often built around strong personalities and brands. Talent is no longer simply a voice; they are entrepreneurs building their own media empires.
The appointment reflects a broader trend of talent management agencies, like YMU, becoming more involved in podcasting. YMU’s focus on scaling established shows and developing new IP for clients demonstrates the agency’s commitment to the medium. This partnership between talent representation and production companies is likely to become more prevalent.
What This Means for the Future of Podcasting
Rhyanna Coleman’s appointment is a bellwether for the future of podcasting. The industry is maturing, moving beyond the “Wild West” phase of rapid growth and experimentation. The focus is now on building sustainable businesses, diversifying revenue streams, and creating content that resonates with audiences across multiple platforms.
Frequently Asked Questions
- What is Platform Media? Platform Media is a UK-based audio company that creates and produces podcasts.
- What will Rhyanna Coleman do in her new role? She will develop strategy across Platform’s original IP slate, focusing on building brands and diversifying revenue streams.
- What is a “platform-agnostic” content strategy? It means creating content that can be consumed across multiple platforms, not just podcasts.
- Why are talent-led brands becoming more important? Strong personalities and brands attract dedicated audiences and create opportunities for revenue diversification.
Pro Tip: If you’re a podcast creator, consider how you can extend your content beyond the audio format. Video clips, social media engagement, and merchandise can all contribute to building a stronger brand and a more engaged audience.
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