New York-based, Jamaican American Kerry-Ann Reid-Brown has done more for Caribbean podcasting than just about anyone, both behind the mic and behind the scenes. Her show, Carry On Friends: The Caribbean American Podcast platforms Caribbean diaspora industry leaders coalescing their expertise on race, culture, finance, heritage, and career advice.
With over 15 years of experience across HR, talent development, and customer relations, Reid-Brown represents a unique blend of talent unmatched in her field.
Her podcasting company, Breadfruit Media, specializes in podcast production and finding audio solutions for clients. Through Breadfruit Media she not only produces the Caribbean Podcast Directory – the internet’s largest repository for Caribbean and Caribbean diaspora podcasts – but she also hosts a variety of podcast and audio engineering courses to democratize the world of podcasting to anyone with a story to tell.
Undoubtedly, Reid-Brown is well suited to outline the necessary tips for building or taking your podcast to the next level in 2023. Here are her top tips to help you do just that.
Identify Your Audience
According to Reid-Brown, many new podcasters think a killer idea is the first step, but she suggests identifying your audience instead. Find your audience, she says, and where they gather, whether that be online or in person, and tweak your idea to fill their need. Once you tap into that engaged audience, you’ve found an inexhaustible treasure trove.
Being Clear on your Mission
Keeping your mission in perspective is key to managing expectations, Reid-Brown explains. She notes that it’s imperative you’re clear on the ‘why’ for what you’re creating. If your goal for creating a podcast is to capture big podcast money, you might be in for a rude awakening. Big brands make it look effortless, but the human labor involved in turning around a high-production podcast is immense, often requiring a full-time producer. Growth might be slow, but as long as you’re operating within your niche and catering to your specific audience, your numbers will grow, she affirms.
Channel your Niche
With an audience identified and expectations realistically set, the final tip is to lean into what makes you different – YOU. According to Reid-Brown, realistically, your podcast’s early days might not pull in the numbers you’re looking for unless you’re enticing an established audience from another venture. Your podcast will only survive if you’re being yourself and you’re passionate about your topic, she notes.
