The Content Business

ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane break down one of the biggest shifts happening in the creator economy right now: creators selling equity in their channels and brands offering ownership instead of cash sponsorships.
They explore why private equity and VC firms are increasingly buying stakes in creator-led podcasts and media businesses, what creators actually give up when they take investment, and whether selling part of your channel is ever worth it. The conversation also flips the model, unpacking why more brands are giving creators equity instead of upfront fees and how this changes incentives, effort, and long-term outcomes on both sides.
Ash & Kane discuss creative control, risk, contracts, vesting, and why most creators don’t think far enough ahead when it comes to exits, relevance, and building something beyond content.

KEY TAKEAWAYS
• Creators are becoming investable assets, not just marketing channels
• Selling equity means giving up control, not just ownership
• Investment only makes sense if it adds value beyond cash
• Equity-based brand deals align incentives better than one-off sponsorships
• Creators often get access to deals traditional investors never see
• Most creators overestimate how long they’ll stay relevant
• Equity works best once creators have financial stability
• Association and distribution are often more valuable than ad spend

BEST MOMENTS
“Being a creator is a real job now.”
“As soon as you get investors, it’s not your business anymore.”
“You don’t want to just buy a boss.”
“Money upfront is great, but equity changes behaviour.”
“Most creators won’t be relevant forever.”
“You can’t sell 100% of a creator business.”
“Equity makes promotion way more authentic.”
“You have to build something outside of content.”

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.

ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane sit down with investor, creator, and educator Jason Graystone to break down how giving everything away for free became the foundation of an eight-figure content business.
Jason explains how a single 2.5-hour YouTube video generated over $12 million by prioritising generosity, long-form trust, and a carefully designed value ladder rather than ads, hype, or aggressive sales tactics. He shares the exact mechanics behind the funnel, why low-priced entry products outperform high-ticket offers, and how YouTube’s algorithm rewards creators who focus on depth, not hooks.
The conversation also explores mental freedom, hustle culture, authenticity in an AI-driven world, and why most entrepreneurs chase numbers without understanding what they actually want from money or success.

KEY TAKEAWAYS
• Giving everything away for free can outperform gated content and ads
• Long-form content builds more trust than short viral clips
• Most YouTube revenue comes from selling your own products, not ad revenue
• Small, incremental offers convert better than high-ticket jumps
• YouTube rewards creators who drive meaningful viewer actions
• Authenticity and congruence are becoming more valuable as AI content grows
• Mental freedom matters more than financial milestones
• Selling access and hand-holding often matters more than new information

BEST MOMENTS
“I gave everything away for free.”
“We made $1.6 million in three months from one video.”
“In ten months, that video made $12 million.”
“Information is worthless. It’s all on ChatGPT.”
“You don’t need me anymore. You’ve got everything.”
“Most people won’t do anything with information.”
“YouTube works for me. I don’t work for YouTube.”
“Money and freedom are two totally different skills.”
“Mental freedom is the most important freedom.”
“Haters only hurt when they’re right.”

LINKS
Jason: https://www.youtube.com/@JasonGraystone
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 Rob Moore and Carl Hartley, hosts of Cars & Money, to break down why personality-led content consistently outperforms polished business media.
They discuss what it’s really like interviewing some of the world’s most controversial figures, the responsibility that comes with those conversations, and why unfiltered honesty often drives more engagement than safe, brand-friendly content.
Rob and Carl also share behind-the-scenes insights into some of the biggest car creators in the world, why certain personalities dominate attention, and how Cars & Money blends cars, wealth, and real-life experience to attract high-net-worth audiences before the podcast has even officially launched.

KEY TAKEAWAYS
• Personal brands outperform business brands in content
• Personality matters more than production quality
• Independence allows creators to speak honestly without brand restrictions
• Interviewing controversial guests drives attention but requires conviction
• Famous car creators win because of personality, not assets
• High-net-worth audiences care about credibility, not polish
• Sponsorship only works when brands are genuinely relevant
• View counts matter less than who is actually watching

BEST MOMENTS
“No one cares about business brands.”
“The thumbnail. Honestly, you would not believe it.”
“I’d say every electric car is shit.”
“Absolutely. Everyone will shit themselves when they find out who we’ve got.”
“I can’t tell you the full story of how it came about.”
“That’s a podcast I wish I’d set up.”
“You can have 10 million followers and still make no money.”

LINKS
Cars & Money: https://www.youtube.com/@CarsandMoney_Official
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 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.