The Content Business

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness 
(Use code: CONTENT15 for 15% off any plan)

ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane explore how AI is rapidly reshaping content creation, media distribution, and monetisation across podcasts, YouTube, and social platforms.
They break down the rise of AI voice licensing, multilingual dubbing, AI-generated influencers, and how businesses are already monetising attention at scale. The conversation focuses on what these developments actually mean for creators, media businesses, and anyone trying to build and monetise an audience in an increasingly AI-driven landscape.
Ash & Kane also discuss whether attention spans are actually shrinking, why YouTube-style content is outperforming traditional media, and how AI tools are lowering the barrier to creating, repurposing, and distributing content globally.

KEY TAKEAWAYS
• AI voice licensing is turning personal brands into long-term digital assets
• AI dubbing allows creators to scale content into global markets without re-recording
• AI-generated influencers are already monetising attention at scale
• Loneliness and attention are becoming monetisable business models
• AI tools are dramatically reducing the cost and friction of content creation
• YouTube-style content is increasingly replacing traditional TV consumption
• Content creators now outperform traditional media at capturing attention
• Distribution and attention matter more than production quality

BEST MOMENTS
“Your voice could now be an asset.”
“AI dubbing completely changes global distribution.”
“They’re monetising loneliness.”
“AI girlfriends are already making serious money.”
“YouTube content is replacing traditional TV.”
“I don’t think attention spans are ruined, content is just better.”
“Creators are better at holding attention than TV producers.”
“Distribution matters more than production quality.”

LINKS
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: [email protected]

ABOUT THE HOSTS
Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.
They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.
Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness 
(Use code: CONTENT15 for 15% off any plan)

ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane explore why podcasting is entering a new phase and why podcast advertising is finally becoming more measurable, scalable, and performance-led.
They break down major platform updates across YouTube, Apple Podcasts, Spotify, and Netflix, including dynamic ad insertion, clickable links, improved attribution, and better tracking for podcast and video advertising. The conversation focuses on what these changes actually mean for creators, brands, and anyone trying to monetise podcasts, YouTube channels, or long-form content effectively.
Ash & Kane also discuss common mistakes creators make when sharing audience numbers with brands, how podcast sponsorship is evolving, and why the most successful creators use podcasts as part of a wider content and business strategy rather than relying on sponsorship alone.

KEY TAKEAWAYS
• YouTube’s move to dynamic, swappable ads could let creators monetise their back catalogue like podcasts
• Brands care about per-episode performance, not inflated monthly view numbers
• Apple’s clickable, timestamped links reduce friction and improve attribution
• Spotify’s interactive CTA cards push podcasting closer to true performance marketing
• Better tracking gives creators more leverage in brand negotiations
• Sponsorship is rarely the best long-term monetisation strategy
• Selling your own product almost always outperforms ads alone
• UGC usage rights are becoming a major ROI multiplier for brands

BEST MOMENTS
“Creators now can treat YouTube like they can their audio platforms.”
“Don’t give brands your monthly views to make yourself feel better.”
“If a brand wants to sponsor, they want to know the per episode.”
“If you’ve got 10,000 people listening and 300 clicked… maybe your landing page is terrible.”
“Podcasting has always struggled with tracking. That’s the biggest issue.”
“BetterHelp wasn’t spending $7 million a month for brand awareness.”
“UGC is outperforming most paid ads right now.”
“Sponsorship is not the best way to make money through podcasts.”

LINKS
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: [email protected]

ABOUT THE HOSTS
Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.
They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.
Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness 
(Use code: CONTENT15 for 15% off any plan)

ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane sit down with Michael Smoak, also known as Higherup Wellness, to unpack how authenticity, vulnerability, and conviction have fuelled one of the fastest-growing personal brands in the creator economy.
Michael shares how going from corporate sales to full-time content creation in just a few months led to millions of followers across TikTok and Instagram, and why his lack of structure, planning, or polish has actually become his competitive advantage.
The conversation dives deep into vulnerability versus performative authenticity, why most creators misunderstand attention spans, how to monetise content responsibly, and how Michael has built multiple income streams while staying aligned with his values and message.

KEY TAKEAWAYS
• Authenticity and vulnerability outperform polished production
• Ideas should be acted on immediately or they disappear
• Attention spans are not broken, most content just isn’t good
• Entertainment and information must coexist to scale content
• Personal conviction creates trust, even when the message is uncomfortable
• Most creators make more money selling their own offers than sponsorships
• Free value builds goodwill that converts later
• Imperfect action beats perfect planning every time

BEST MOMENTS
“I’m a dick about health because I watched my best friend die.”
“Life is sweeter after trials.”
“Everybody has a laundry list of problems until they have a health problem.”
“What people are craving is authenticity, relatability, and vulnerability.”
“Internet money is real and it’s wild.”
“Entertainment and information both matter. It has to be both.”
“People don’t have short attention spans. Content is just bad.”
“Imperfect action is the thing that changes people’s lives.”

LINKS
Michael: https://www.tiktok.com/@higherupwellness?_r=1&_t=ZN-931wSrDtEl4
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: [email protected]
CreatorsHQ: https://creatorshq.com/

ABOUT THE HOSTS
Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.
They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.
Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

Everyone wants to be a creator
Very few know how to build a real business from it
Welcome to The Content Business
This is the podcast for creators and future creators who want more than views, likes, and viral luck. We break down how content actually turns into income and opportunity in today’s creator economy

Featuring guests like Rob Moore, Carl Hartley, Jason Graystone, Michael Smoak (Higher Up Wellness) and other creators who’ve built real businesses off the back of their content
If you’re building a personal brand, a platform, or a media-led business, this show is your shortcut

Coming soon: 20.01.2026