news Archives - Baird Media

After Showmax: What South African Brands Should Do About Content Now

Hendrik Baird — Fri, 06 Mar 2026 05:00:06 +0000

Blog, Podcasting

After Showmax: What South African Brands Should Do About Content Now

March 6, 2026

Showmax is closing. The audience it served hasn't gone anywhere. Here's what South African brands and commissioners should be thinking about next — and what a professionally produced podcast series actually costs to commission.

Showmax is closing. Canal+, which completed its acquisition of MultiChoice in September 2025, confirmed this week that the streaming service will be discontinued following what it described as a comprehensive review — one that found trading losses of R4.9 billion in the most recent financial year alone, an 88% deterioration from the previous year.

The decision was not a surprise to anyone watching closely. Canal+ CEO Maxime Saada had told investors in January that Showmax was “not a commercial success — it’s quite obvious.” The numbers made the outcome inevitable.

What is worth examining now is not the collapse itself, but what it leaves behind — and what it means for the South African brands, organisations, and commissioners who were relying on platforms like Showmax to carry their content strategies.

The Audience Has Not Gone Anywhere

Showmax served a specific and genuine need: South African audiences who wanted culturally specific stories told at a high production standard. That need has not been cancelled along with the platform. The appetite for locally produced content — content that reflects South African lives, languages, and contexts — is, if anything, more acute now that one of the primary vehicles for it is gone.

Netflix has been contracting its African original commissions, not expanding them. Amazon MGM Studios halted African original content production in January 2024. Canal+ has indicated it will continue investing in premium content through its DStv channels and a forthcoming super app, but that transition is slow, uncertain, and oriented toward linear television logic rather than the on-demand, creator-led media landscape that South African audiences have already moved into.

The platform disappeared. The audience didn’t. That gap is now a commissioning opportunity — for brands willing to own their content rather than rent space on someone else’s platform.

South African audiences are watching YouTube on their televisions. They are following personalities and formats rather than browsing catalogue libraries. They are finding content through WhatsApp groups and community networks, not algorithmic discovery. The research on this is consistent: the shift from platform-dependent media consumption to creator-led, community-distributed content is not coming — it is already here.

What This Means for Brands

For the past decade, brands that wanted to reach South African audiences through premium long-form content had a relatively simple option: commission or sponsor content on platforms like Showmax, and let the platform handle distribution and discovery.

That option is now gone, or severely contracted. What remains — and what many brands have been slow to take seriously — is the alternative that was always more durable: owning the content platform yourself.

A professionally produced branded podcast series is not a compromise position. It is a content platform that the brand owns outright, distributes through every major audio and video app simultaneously, and retains full control over regardless of what any streaming service decides to do next. It reaches listeners during the hours that video cannot — commutes, gym sessions, school runs — with the kind of sustained, voluntary attention that builds genuine brand affinity over time.

It also compounds. A Showmax original runs its season and stops. A branded podcast series builds an archive — a library of content that continues working for the brand long after production ends. Every episode published is a permanent asset, not a licensed window.

What Professional Production Actually Costs

One of the persistent barriers to branded podcast commissioning in South Africa has been pricing opacity. Brands that have tried to budget for podcast production have typically received vague proposals or hourly-rate breakdowns that make total cost difficult to calculate.

Baird Media prices its podcast production differently — per finished minute of content, with every deliverable included in a single rate. There are no separate line items for post-production, content repurposing, or distribution. The total cost of a season is the episode duration multiplied by the number of episodes, multiplied by the package rate.

Three packages are available. Audio Production is priced at R1,000 per finished minute. Video Production, using three ISO cameras and delivering a fully edited MP4, is priced at R1,250 per finished minute. Full Production — the complete audio and video output with both audiograms and video reels — is priced at R1,500 per finished minute.

To put that in practical terms: a 12-episode season averaging 25 minutes per episode is 300 finished minutes. At the Audio Production rate, that is R300,000 for a complete season — including verbatim transcripts, show notes, long-form and short-form articles, social media posts, graphics, subtitles, platform distribution, and a season trailer.

Per-minute pricing is the standard model in television, radio, and film production. It is how TV commercials are costed, how documentary production is budgeted, and how audiobook production is priced. Applying it to branded podcast production brings the same transparency and predictability to a format that has historically been difficult to budget.

No retrenchments will result from the Showmax closure — Canal+’s acquisition agreement prevents staff reductions for three years. But the creative and commissioning infrastructure that Showmax represented is contracting regardless. Brands that want to maintain a serious presence in South African long-form content now need to build that capability themselves, or commission it from producers who have built it already.

The Window Is Open — For Now

The South African podcast and branded content market is still early enough that organisations entering with quality production can build genuine category authority. The major platforms are investing in audio and video convergence — Apple’s recent announcement of seamless audio/video switching in Apple Podcasts is the clearest signal yet that the infrastructure for serious content investment is maturing.

The brands that move in the next six to twelve months — with clear strategy, professional production, and content that serves their audience rather than performing for an algorithm — will be the ones associated with quality when the field becomes more crowded.

Showmax’s closure is not the end of premium South African content. It is an opening for brands willing to own what they create.

If your organisation was commissioning, sponsoring, or considering content through Showmax — or if you have been watching the platform landscape and waiting to understand where to invest — this is a useful moment to have that conversation.

Baird Media produces complete branded podcast seasons for organisations, embassies, and professional bodies. Pricing is transparent, per finished minute, with every deliverable included. Book a free 30-minute consultation at baird.media.

Podcasts Don’t Make Themselves - But We Can Help

Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a Free Strategy Session and let’s build something powerful.

Book a Free Strategy Session

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What Is a Podcast RSS Feed and Why Does It Matter?

11 March 2026 No Comments

Your RSS feed is what makes your podcast portable, distributable, and genuinely yours. Here’s how it works — and why it matters more than most beginners realise.

Why South African Podcasting Has a Production Problem — and Who’s Going to Fix It

10 March 2026 No Comments

South African podcasting has a production problem — but it isn’t a talent problem. It’s structural. This Industry Insights analysis examines why the gap exists, what it costs the ecosystem, and who is positioned to close it.

Audio, Video, or Both? What Smart Brands Know About Podcasting

9 March 2026 No Comments

Audio and video podcasting are converging. Here’s how South African brands can choose the right format — or combine both — for maximum impact.

After Showmax: What South African Brands Should Do About Content Now

6 March 2026 No Comments

Showmax is closing. The audience it served hasn’t gone anywhere. Here’s what South African brands and commissioners should be thinking about next — and what a professionally produced podcast series actually costs to commission.

What Equipment Do I Actually Need to Start a Podcast?

4 March 2026 No Comments

The question is deceptively simple. The answer, research suggests, is not what the gear guides want you to believe.

Why Every South African Brand With a Story Needs a Podcast (And Most Don’t Know It Yet)

3 March 2026 No Comments

Branded podcasts in South Africa are the most underused content strategy for corporates. Here’s why the opportunity is real — and why now is the time.

The post After Showmax: What South African Brands Should Do About Content Now appeared first on Baird Media.

Blood in the Dust Is Now Live

Hendrik Baird — Thu, 13 Nov 2025 15:10:46 +0000

Blog, Podcast, Podcasting

Blood in the Dust Is Now Live

November 13, 2025

FOR IMMEDIATE RELEASE
6 November 2025

Blood in the Dust Is Now Live — A Haunting New Audio Drama Grips South African Listeners

PRETORIA, SOUTH AFRICA — Baird Media is thrilled to announce that Blood in the Dust: The Wolwefontein Murder, the first season of a brand-new audio drama series, is now available in full at https://baird.media/blood-in-the-dust. All six episodes dropped today, and listeners are already bingeing the series.

Written and performed by veteran storyteller Hendrik Baird, with immersive sound design by Ethan Baird, this noir-inspired audio drama unravels a chilling farm murder in the Karoo. But the case is anything but straightforward.

What starts with a callout to a remote farmhouse leads Warrant Officer Gideon du Toit into a web of buried secrets, broken trust, and moral compromise. A fig tree, a silver bell, and a rifle in a septic tank—nothing in this investigation is what it seems.

“This is a story about silence, shame, and how the land keeps score,” says writer-performer Hendrik Baird. “It’s fictional—but rooted in a very real emotional truth about violence and memory in South Africa.”

Part psychological thriller, part existential reckoning, Blood in the Dust delivers a uniquely South African crime story with a slow-burn intensity and cinematic sound design. The full first season, The Wolwefontein Murder, is now streaming for free, and early listeners are already calling it “unforgettable,” “haunting,” and “impossible to stop once you start.”

This is the first of a planned trilogy. Season 2 and 3 will continue to peel back the layers, exploring new characters, hidden traumas, and the ghosts that won’t stay buried.

Now Streaming:

Title: Blood in the Dust: The Wolwefontein Murder
Written and Performed by: Hendrik Baird
Sound Design by: Ethan Baird
Episodes: 6
Listen now: https://baird.media/blood-in-the-dust

Podcasts Don’t Make Themselves - But We Can Help

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What Is a Podcast RSS Feed and Why Does It Matter?

11 March 2026 No Comments

Your RSS feed is what makes your podcast portable, distributable, and genuinely yours. Here’s how it works — and why it matters more than most beginners realise.

Why South African Podcasting Has a Production Problem — and Who’s Going to Fix It

10 March 2026 No Comments

Audio, Video, or Both? What Smart Brands Know About Podcasting

9 March 2026 No Comments

Audio and video podcasting are converging. Here’s how South African brands can choose the right format — or combine both — for maximum impact.

After Showmax: What South African Brands Should Do About Content Now

6 March 2026 No Comments

What Equipment Do I Actually Need to Start a Podcast?

4 March 2026 No Comments

The question is deceptively simple. The answer, research suggests, is not what the gear guides want you to believe.

Why Every South African Brand With a Story Needs a Podcast (And Most Don’t Know It Yet)

3 March 2026 No Comments

Branded podcasts in South Africa are the most underused content strategy for corporates. Here’s why the opportunity is real — and why now is the time.

The post Blood in the Dust Is Now Live appeared first on Baird Media.

I Swore I’d Never Do Video Podcasts…But Then This Happened

Hendrik Baird — Thu, 31 Jul 2025 04:00:47 +0000

Blog, Podcasting

I Swore I’d Never Do Video Podcasts…But Then This Happened

July 31, 2025

A personal and slightly painful confession from a lifelong audio purist who’s slowly being seduced by the world of YouTube podcasts. This article explores the blurry line between audio and video, and why even the most stubborn podcasters (yes, like me) might need to rethink their stance.

It usually starts with Colbert over breakfast.

(And what am I to do now that The-Orange-He-Who-Shall-Not-Be-Named has had a hand in cancelling his show??)

Then on to Jon Stewart and the other funny men and women of The Daily Show. A little US satire with my eggs. It’s become something of a ritual. Fork in one hand, existential dread in the other. I like my mornings served with a side of righteous indignation, a well-timed eyebrow raise, and a chuckle in my coffee.

Evenings are worse. By the time dinner rolls around, I’ve usually added South African politics to the mix. Maybe some StephenZA if I’m in the mood for an alternative take on the circus, or a bit of commentary from State of the Nation. And once I’ve caught up on the latest in Parliament’s ongoing tragicomedy, I often fall down the philosophical rabbit hole — a bit of Big Think here, a dose of Lex Fridman there (depending on who he’s quietly nodding at for two and a half hours), maybe something from Philosophy Tube or Sam Harris if I’m feeling especially masochistic.

And then it happens.

The algorithm pounces.

One moment I’m catching the tail end of a debate on democracy, the next I’m knee-deep in a two-camera podcast setup with moody lighting and two bearded men earnestly dissecting the nature of truth. And I don’t stop it. I just keep watching. Or listening. Honestly, I’m not even sure which.

That’s when the uncomfortable question bubbles up between bites:
Wait — was that a podcast? Or a video? What even is this anymore?

Because I didn’t go looking for a podcast. I didn’t open Spotify or pull up Pocket Casts. I was just browsing. Clicking. Letting the autoplay take me. And before I knew it, I was 45 minutes into a “conversation” that looked suspiciously like a YouTube video but sounded undeniably like a podcast.

And yes — I enjoyed it.

And then, without warning, I realise:
Damn it — I’ve just watched a podcast again.

I’ve Always Been a Purist About Audio

Now, I know what you’re thinking. So what? Who cares what it’s called if the content is good? And fair enough. But here’s my problem: I’ve always been a purist. The kind of person who winces when someone says, “I watch podcasts on YouTube.” That’s not a podcast, I’d mutter, pushing my glasses up the bridge of my nose. That’s a talk show with poor camera angles.

To me, podcasting has always been about the audio. The crackle of a well-told story in your ears. The intimacy of someone’s voice in your head while you’re walking the dog or pretending to answer emails. Audio, in its purest form, doesn’t need hair and makeup. It doesn’t need ring lights or thumbnail faces frozen mid-sentence. It just needs a microphone, a message, and someone listening.

That’s the world I come from. And I’ve been pretty vocal — borderline grumpy, let’s be honest — about my belief that video podcasts are a bit of a Frankenstein’s monster. Not quite video. Not quite podcast. Kind of like trying to eat soup with a fork. Yes, technically doable, but you lose a lot of the good stuff along the way.

I’ve stuck to that belief like a stubborn dog with a bone. I’ve written articles gently mocking the trend. I’ve side-eyed YouTube thumbnails with overexcited hosts in matching hoodies. And I’ve warned clients to stay focused on the power of sound rather than chasing the visual noise.

But then…something shifted.

The Article That Made Me Stop and Think

A New York Times piece landed in my inbox a few days ago. The title was innocent enough — something about podcasting and video. I nearly skipped it. But curiosity got the better of me.

And I’m glad it did.

The article painted a picture of a media landscape in flux. Even the Times, that bastion of text and trusted audio, is leaning into video podcasting with intention. This isn’t a casual experiment or a desperate rebrand. It’s strategic. It’s deliberate. They’re investing in creators who not only sound good but look good. They’re building sets. Training on-camera presence. Creating clips that are as likely to be watched on TikTok as listened to on a smart speaker.

One quote stood out. Sam Dolnick, who oversees much of this shift, said something along the lines of: “If you look at someone else’s phone on the subway, nine times out of ten, they’re looking at another human face.” Not reading. Not listening. Watching.

And I have to admit that he has a point.

The Surprising Truth: I Use YouTube All the Time

Here’s where the self-deprecation kicks in. Because despite all my purist chest-thumping, I use YouTube all the time to consume podcast content.

I tell myself it’s just for “research.” Or “background noise.” But the truth is I watch and listen on YouTube almost daily. Interviews with authors. Long-form philosophical debates. Podcasts by comedians who riff off each other while sipping lukewarm coffee in badly lit studios. I rarely sit and watch a full episode, but I jump around, I skip to the good bits, I read the comments.

I even — and this pains me to admit — sometimes prefer the YouTube version of a podcast to the actual audio feed.

Why? Because it’s easy. Because it’s where I already am. Because the algorithm serves it up before I even know what I’m in the mood for. And because sometimes, seeing the person behind the voice adds context. Not always better. But different. Human. Immediate.

Audio Still Has My Heart (But My Brain Is Catching Up)

At Baird Media, we’ve always planted our flag in the audio-first camp. We believe in its power. In the craft of editing breath and pause. In the way sound alone can make you cry or laugh or rewind.

That hasn’t changed. And I don’t want it to.

But I’m no longer naïve about the reality. Audiences are changing. Habits are shifting. Platforms like YouTube have become, for many, the primary way to discover new voices. It’s where the scroll meets the story. And ignoring that would be, frankly, unhelpful to our clients.

So here’s what we do: we lead with sound, but we support with video. We help clients shoot simple, effective visuals that don’t distract from the message. We show them how to create short video clips from longer interviews. We advise on how to repurpose without diluting. And yes, we even help with thumbnails. I still struggle with the exaggerated facial expressions, but I’ve been told they work. Apparently, looking surprised increases click-through rate by 17 percent. Don’t ask me why. The internet is weird.

Is This the End of “Real” Podcasting?

Let me be clear — I no longer think video is killing podcasting. Not at all.

If anything, it’s exposing it to more people. It’s adding entry points for new listeners who might not otherwise open Apple Podcasts or Spotify. It’s expanding the medium. That expansion comes with trade-offs, sure. Some nuance is lost when everything becomes a visual performance. But it also invites new kinds of expression. New audiences. New energy.

There will always be space for beautifully crafted, audio-only gems. Just like there’s still a place for hardcover books in a world of audiobooks and Kindle. But the formats will continue to blend. The lines will blur.

The real risk is not the rise of video. The real risk is clinging so tightly to an old definition that we miss the chance to evolve.

What I Tell My Clients Now

These days, my advice sounds a bit more like this:

Start with audio. Design your episode structure, your questions, your tone — all from the perspective of sound. But if you can, capture video while you’re at it. You don’t need a full production team. A decent webcam, good lighting, and a clean background go a long way. Use the footage wisely. Share snippets. Create trailers. Use video to invite people in, and let the audio keep them there.

And most importantly, stay true to your voice — even if that voice occasionally appears on camera.

A Little Shift in Perspective

If you had told me a year ago that I’d be recommending YouTube strategies to clients, I probably would’ve coughed dramatically and changed the subject. But here we are. And if I’m honest, it feels good to soften my stance. The world doesn’t need more rigid opinions. It needs people willing to test their assumptions.

So yes, I still believe in the magic of audio. I always will. But I also believe in growth. And in meeting people where they are. Right now, that often means somewhere between your ears and your screen.

Just don’t expect me to point at the camera and shout, “Don’t forget to like and subscribe.”

At least not yet.

Podcasts Don’t Make Themselves - But We Can Help

Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.

Book a Session

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What Is a Podcast RSS Feed and Why Does It Matter?

11 March 2026 No Comments

Your RSS feed is what makes your podcast portable, distributable, and genuinely yours. Here’s how it works — and why it matters more than most beginners realise.

Why South African Podcasting Has a Production Problem — and Who’s Going to Fix It

10 March 2026 No Comments

Audio, Video, or Both? What Smart Brands Know About Podcasting

9 March 2026 No Comments

Audio and video podcasting are converging. Here’s how South African brands can choose the right format — or combine both — for maximum impact.

After Showmax: What South African Brands Should Do About Content Now

6 March 2026 No Comments

What Equipment Do I Actually Need to Start a Podcast?

4 March 2026 No Comments

The question is deceptively simple. The answer, research suggests, is not what the gear guides want you to believe.

Why Every South African Brand With a Story Needs a Podcast (And Most Don’t Know It Yet)

3 March 2026 No Comments

Branded podcasts in South Africa are the most underused content strategy for corporates. Here’s why the opportunity is real — and why now is the time.

The post I Swore I’d Never Do Video Podcasts…But Then This Happened appeared first on Baird Media.

The Baird Media Way: How We Work, Why We Work

Hendrik Baird — Wed, 07 May 2025 12:58:29 +0000

Blog

The Baird Media Way: How We Work, Why We Work

May 7, 2025

At Baird Media, our philosophy is simple: create meaningfully, work ethically, and grow mindfully.

These principles guide every podcast we produce, every relationship we build, and every decision we make.

1. We Acknowledge the Reality of Challenges

Creative work and collaboration come with friction, uncertainty, and pressure. We don’t pretend everything is perfect. Instead, we stay honest about the challenges so we can face them clearly and respond with creativity and purpose.

2. We Focus on the Root Causes, Not Just Symptoms

When problems arise, whether in storytelling, production, or partnerships, we look deeper. We ask: What’s really going on here? Is it miscommunication, unclear goals, or unmet expectations? Then we act from insight, not impulse.

3. We Believe Things Can Improve

We approach every project, meeting, and mistake with the belief that change is possible. Whether it’s growing an audience, launching a new podcast, or improving a process, we move forward with clarity and intention.

4. We Walk the Path, Step by Step

We don’t chase shortcuts. We follow a clear, disciplined process from concept to publishing, built on focus, transparency, and continuous improvement. Our roadmap is the product of experience, reflection, and craft.

Our Eight Commitments

Clear Understanding
We take time to understand our clients, audiences, and stories deeply before we act.
Honest Intentions
We choose work that aligns with our values and avoid distractions that pull us off course.
Truthful Communication
We speak clearly, directly, and respectfully, both internally and with every client or collaborator.
Ethical Action
We make decisions that benefit people and protect the integrity of our work.
Right Livelihood
We only take on work we believe in. No exploitative content, no harmful partnerships.
Sustainable Effort
We work hard, but not to the point of burnout. We respect boundaries, recharge intentionally, and bring our best when it matters.
Focused Attention
We are present. In meetings, in edits, in strategy. Distraction is the enemy of excellence.
Deep Craft
We cultivate mastery. Whether in sound design, consulting, or coaching, we stay committed to growth and quality.

Three Core Realities We Embrace

Everything Evolves
Tastes change. Tech changes. Stories change. We remain agile and open, never stuck in “how it’s always been done.”
Work is Never Perfect
We strive for excellence, not perfection. We learn from feedback and mistakes without ego.
We Are Not the Work
Ego has no place in service. We bring ourselves fully, but we don’t confuse our identity with outcomes. This keeps us humble, curious, and open to collaboration.

Our Ground Rules for Working Together

We don’t work with people who devalue others. Kindness is non-negotiable.
We don’t create content we wouldn’t want our names attached to. Integrity matters.
We never promise what we can’t deliver. If something changes, we communicate it.
We make time to pause, reflect, and refine. Momentum is important. So is perspective.

What It Means in Our Daily Work

At Baird Media, this philosophy isn’t something we frame on a wall and forget.

It’s how we show up, how we collaborate, and how we create.

Whether we’re launching a new podcast or refining a long-running series, these principles keep us grounded in what matters.

They remind us that great work isn’t just about sound or story; it’s about intention, care, and the way we treat people along the way.

Podcasts Don’t Make Themselves - But We Can Help

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What Is a Podcast RSS Feed and Why Does It Matter?

11 March 2026 No Comments

Your RSS feed is what makes your podcast portable, distributable, and genuinely yours. Here’s how it works — and why it matters more than most beginners realise.

Why South African Podcasting Has a Production Problem — and Who’s Going to Fix It

10 March 2026 No Comments

Audio, Video, or Both? What Smart Brands Know About Podcasting

9 March 2026 No Comments

Audio and video podcasting are converging. Here’s how South African brands can choose the right format — or combine both — for maximum impact.

After Showmax: What South African Brands Should Do About Content Now

6 March 2026 No Comments

What Equipment Do I Actually Need to Start a Podcast?

4 March 2026 No Comments

The question is deceptively simple. The answer, research suggests, is not what the gear guides want you to believe.

Why Every South African Brand With a Story Needs a Podcast (And Most Don’t Know It Yet)

3 March 2026 No Comments

Branded podcasts in South Africa are the most underused content strategy for corporates. Here’s why the opportunity is real — and why now is the time.

The post The Baird Media Way: How We Work, Why We Work appeared first on Baird Media.

Become a Podmaster Season 3 is Here!

Hendrik Baird — Tue, 08 Apr 2025 04:16:53 +0000

Blog

Become a Podmaster Season 3 is Here!

April 8, 2025

Baird Media is proud to announce the release of Season 3 of its flagship podcast, Become a Podmaster.

The new season launches Tuesday, 8 April 2025, exclusively on Baird.Media, with new episodes released every two weeks, available wherever you listen to podcasts.

Hosted by Hendrik Baird and Ethan Baird, Become a Podmaster offers grounded, experience-based insight for South African podcasters.

Now in its third season, the show continues to explore what it takes to start, grow, and sustain a podcast in an increasingly competitive space.

“This season is shaped by the questions real podcasters are asking,” says Ethan Baird co-founder of Baird Media. “Each episode is practical, local, and based on conversations happening right now in our community.”

What’s Covered in Season 3:

Redefining Podcasting – What is a podcast in 2025? This episode explores how podcasting has changed and whether video shows and YouTube creators should be considered podcasters. It offers perspectives from creators and professionals on the evolution of the medium.
Choosing the Right Niche – Why niching down can help you grow faster, reach the right listeners, and improve your chances of monetizing. This episode challenges common myths and provides strategies for identifying a clear audience.
Securing Sponsorships – A practical discussion on how to approach potential sponsors, build a pitch, and demonstrate value—even if your audience is still small.
Alternative Monetization – Looks beyond advertising to explore other income streams like merchandise, memberships, coaching, and live events. Real examples from local podcasters help illustrate what’s working.
Elevating Your Podcast’s Quality – Focuses on improving your sound without breaking the bank. Includes advice on mic technique, room setup, and post-production.
The Role of Storytelling in Branding – Explores how to build a strong personal brand that connects with listeners, and how storytelling strengthens loyalty and engagement.
Social Media for Podcasters – Offers strategies for using platforms like Instagram, TikTok, and YouTube effectively, without losing focus or burning out.
The Value of Community and Professional Support – Highlights the benefits of working with podcast studios like Solid Gold and joining communities like the South African Podcasters Guild (SAPG). The episode shares how both organisations are helping podcasters improve their content, gain access to industry tools, and connect with mentors and peers.

“We created this season to reflect the reality of podcasting in South Africa,” says Hendrik Baird, co-founder of Baird Media. “From defining your format to building your audience, we cover what matters.”

Each episode includes conversations with working podcasters, clips from the community, and actionable advice.

Sponsorship Opportunity

Season 3 includes eight episodes and runs through mid-August 2025.

As planning begins for a potential fourth season, Baird Media is seeking sponsorship from companies in the podcasting space—especially equipment suppliers, hosting services, software platforms, and businesses supporting independent creators.

“Our listeners are serious about podcasting,” says Ethan. “We’re looking to work with sponsors who believe in supporting growth in the local podcast industry.”

Media & Sponsorship Enquiries:
Baird Media
Email: business@baird.media
Website: https://baird.media
Podcast Page: https://baird.media/podcast-become-a-podmaster/

Podcasts Don’t Make Themselves - But We Can Help

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Why Podcasting May Be the Last Human Space on the Internet

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The post Become a Podmaster Season 3 is Here! appeared first on Baird Media.

Podcast Sponsorship Opportunity

Hendrik Baird — Tue, 08 Apr 2025 03:45:34 +0000

Blog

Podcast Sponsorship Opportunity

April 8, 2025

Podcasting in South Africa is growing by leaps and bounds, offering unique opportunities for sponsors to reach niche, highly engaged audiences.

As more creators find their voice and more listeners discover the value of local, on-demand audio content, the podcasting landscape has shifted from experimental to essential.

It’s an exciting time to be part of the movement—and Become a Podmaster is right at the centre of it.

This is Baird Media’s flagship podcast—trusted, practical, and proudly South African.

Now in its third season, Become a Podmaster has become a go-to resource for podcasters who want to grow their shows, improve their quality, and build lasting audience relationships.

From first-time creators to production professionals and brand teams, the podcast reaches a focused and motivated group of listeners invested in the future of podcasting.

Season 3 runs from April to August 2025, with new episodes released every two weeks.

Each episode takes on a key challenge faced by podcasters today—starting with the question of how podcasting is defined in a world dominated by YouTube and social media, and continuing through topics like choosing a niche, finding sponsors, building alternative revenue streams, improving production quality, personal branding, and growing through social media.

The season concludes with a spotlight on two essential pillars of the local industry: Solid Gold Podcasts and Audiobooks and the South African Podcasters Guild (SAPG).

This series is made by podcasters, for podcasters.

And as we look ahead, we’re actively seeking sponsors for Season 4, planned for later this year.

We’re looking to partner with brands who serve the podcasting space—equipment suppliers, audio software developers, hosting platforms, and service providers who want to reach serious creators.

This isn’t just about airtime—it’s about becoming part of a trusted conversation in a growing creative community.

Sponsors are integrated naturally into the season through host-read segments, website placement, and extended brand visibility across Baird Media’s communication channels.

If your brand supports independent content, creativity, and South African stories, there’s a place for you here.

Let’s build something together.

Contact:
Ethan & Hendrik Baird
business@baird.media
baird.media

Podcasts Don’t Make Themselves - But We Can Help

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The Illusion of Platform Permanence: A Warning for African Podcasters

15 February 2026

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Baird Media Wins Double Honours for “Stripped” and “Become a Podmaster” Podcast Series

Hendrik Baird — Mon, 04 Nov 2024 11:45:23 +0000

Blog, Podcasting

Baird Media Wins Double Honours for “Stripped” and “Become a Podmaster” Podcast Series

November 4, 2024

Father-Son Team Earns National Recognition at WGSA Muse and South African Podcast Awards

Pretoria, 4 November 2024 – In a landmark achievement, Baird Media and its founders Hendrik and Ethan Baird are celebrating two major wins in one day, setting a high standard for South African podcasting. Their recent audio drama, Stripped, and the podcast Become a Podmaster were both honoured with awards over the weekend. Stripped received the prestigious Writer’s Guild of South Africa (WGSA) Muse Award for Hendrik Baird’s script, while Become a Podmaster won Bronze at the inaugural South African Podcast Awards, hosted by the South African Podcasters Guild (SAPG) in celebration of its first anniversary.

Stripped, which debuted on 24 September 2024, tells the powerful true story of Thomas Budge, a young gay Jehovah’s Witness who defied conscription in apartheid-era South Africa. After his father’s relentless campaign to have South African law amended, Budge was released from military imprisonment but faced excommunication and family rejection when his sexuality became known. Hendrik Baird’s storytelling has struck a chord with audiences, bringing to light an overlooked narrative of courage and resilience.

In addition to this award-winning drama, Baird Media’s Become a Podmaster podcast earned a Bronze award for its commitment to supporting both new and established podcasters. This podcast, which delves into the essentials of podcasting, covers everything from setup to advanced techniques for growth and audience engagement. As Become a Podmaster approaches its third season, it promises to incorporate content from Hendrik Baird’s recently published second book, The Podmaster’s Voice – Mastering the Art and Science of Podcasting, further enriching the podcasting resources available to listeners.

Founded by Hendrik Baird, an expert in media and podcasting, and his son Ethan, Baird Media has become a pillar of support for South African podcasters. Their Podmaster Startup program, designed for aspiring podcasters, provides a guided entry into the medium, while their upcoming Podmaster Masterclass will offer expert training for established podcasters seeking to refine and elevate their work. This Masterclass spans topics such as content strategy, audience engagement, monetisation, and personal branding.

These awards highlight the quality and dedication behind Baird Media’s productions and underscore Hendrik and Ethan’s mission to professionalise the South African podcasting industry. Known for their unique focus on audio drama podcasts, they aim to make podcasting a valuable medium for storytelling and brand engagement, while advancing local talent and content. Their flagship PodTheatre series has redefined brand connection by blending entertainment with brand awareness in a meaningful way.

This double honour serves as a powerful endorsement of Baird Media’s innovative approach and the impact of the father-son team’s commitment to the craft. As they look to the future with upcoming podcast seasons, new courses, and innovative audio dramas, Baird Media continues to solidify its place as a leader in South African podcasting.

For more information about Stripped, Become a Podmaster, and Baird Media’s programs, visit the website Baird.Media.

—

Press Contact:

Werner Botes

Press Liaison

Baird Media

Cell 066-0363285

press@baird.media

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Webinar: How Actors Can Start a Podcast

Hendrik Baird — Thu, 11 Jul 2024 09:24:50 +0000

Blog

Webinar: How Actors Can Start a Podcast

July 11, 2024

Join Baird Media's webinar, "How Actors Can Start a Podcast," hosted by Founder and Artistic Director Hendrik Baird and Technical Director Ethan Baird. Discover the steps to launch your own podcast, expand your reach, showcase your talent, and build your personal brand.

Are you an actor looking to expand your horizons and connect with a broader audience?

Unleash Your Voice. Amplify Your Reach.

Join us for an exclusive webinar hosted by Baird Media, where we delve into the world of podcasting and its incredible potential for actors. Discover how you can leverage your unique skills to create engaging audio content that resonates with listeners worldwide. More importantly, get some tips how you can start your own podcast.

Webinar Hosts:

Hendrik Baird
Founder and Artistic Director, Baird Media
With decades of experience in the entertainment industry, Hendrik Baird brings a wealth of knowledge and a passion for storytelling. As the Artistic Director at Baird Media, he has helped countless clients craft compelling narratives that captivate audiences.

Ethan Baird
Founder and Technical Director, Baird Media
Ethan Baird, the technical mastermind behind Baird Media, has an extensive background in audio production and technology. His expertise ensures that every podcast produced under his guidance is of the highest quality.

What You Will Learn:

1. Introduction Get to know your hosts, Hendrik and Ethan Baird, and learn about their journey in the podcasting world. Understand the agenda and the objectives of the webinar.

2. Why Podcasting? Discover the unique advantages of podcasting for actors. Learn how podcasting can help you reach a global audience and showcase your versatility. Explore examples like Will Smith’s “Will from Home” and Joseph Gordon-Levitt’s “Creative Processing,” which have captivated millions.

3. Benefits for Actors

Personal Branding: Learn how to build and enhance your personal brand through podcasting. Hear about success stories like Dax Shepard’s “Armchair Expert.”
Networking Opportunities: Understand how podcasting can open doors to connect with industry professionals and fans, much like Marc Maron’s “WTF.”
Additional Revenue Streams: Explore various monetization methods such as sponsorships, ads, and Patreon. See how popular podcasts attract sponsors.

4. Getting Started

Choosing a Niche and Format: Find out how to select a podcast theme that aligns with your interests and expertise. Explore different podcast formats and find the one that suits you best.
Technical Requirements: Learn about the essential equipment needed to start a podcast, including recommendations for microphones, headphones, recording software, and hosting platforms. Get tips on recording and editing to ensure professional-quality audio.

5. Podmaster Program Dive into the details of Baird Media’s Podmaster Startup Program. Discover how personalized coaching, technical support, and marketing strategies can help you successfully launch and grow your podcast. Hear from actors who have thrived after completing the program.

6. Q&A Engage directly with Hendrik and Ethan Baird. Ask your burning questions about podcasting and the Podmaster Startup Program. Get practical advice tailored to your unique situation.

7. Closing Understand the immense potential of podcasting for actors and the value of the Podmaster Startup Program. Learn how to take the next steps towards starting your podcast.

Event Details:

Date: Saturday 3 August 2024
Time: 09:00-10:00 am SAST
Registration: https://tinyurl.com/BairdWebinar

Quote from Hendrik Baird: “Actors bring a unique set of skills to podcasting. Their ability to engage and captivate an audience can translate beautifully into this medium. Whether they are starting their own podcast or presenting for clients, actors have the potential to create compelling and memorable audio content that resonates with listeners.”

Why Attend?

Expand Your Reach: Podcasting allows you to connect with a global audience and share your voice with the world.
Showcase Your Talent: Use your acting skills to create engaging and versatile content in various formats.
Build Your Brand: Strengthen your personal brand and open up new professional opportunities.
Network and Monetize: Connect with industry professionals, create additional revenue streams, and explore new career avenues.

About Baird Media:

Baird Media is dedicated to empowering individuals and businesses through professional podcasting services. With a comprehensive range of support from concept development to technical execution, Baird Media helps clients create high-quality, engaging podcasts that make an impact.

Join us and unlock the potential of podcasting to enhance your acting career!

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Baird Media Unveils Groundbreaking Marketing Proposition: Elevating Brands through Audio Drama Podcasts

Hendrik Baird — Tue, 05 Mar 2024 09:16:48 +0000

Blog

Baird Media Unveils Groundbreaking Marketing Proposition: Elevating Brands through Audio Drama Podcasts

March 5, 2024

Baird Media proudly announces an innovative marketing proposition for companies seeking a distinctive and impactful way to connect with their audience.

Baird Media, a trailblaser in the podcasting realm, proudly announces an innovative marketing proposition for companies seeking a distinctive and impactful way to connect with their audience.

Unlike traditional advertising on interview-style podcasts, Baird Media introduces a unique avenue: Branded Audio Drama Podcasts.

In a landscape dominated by informational podcasts, Baird Media recognizes the untapped potential of audio drama, a format reminiscent of the nostalgic Springbok Radio days.

This revival of immersive storytelling allows brands to seamlessly integrate their products or services into captivating narratives, creating an unparalleled connection with the audience.

Advantages of Branded Audio Drama Podcasts:

1. Engaging Storytelling: Baird Media’s commitment to diverse genres ensures that brands can weave their narratives into captivating stories, providing an immersive and engaging experience.

2. Deeper Connection: Unlike traditional ads, branded content within an audio drama becomes an integral part of the story, fostering a deeper connection with listeners and leaving a lasting impact.

3. Market Leadership Positioning: Aligning with Baird Media positions brands as forward-thinking and innovative, contributing to enhanced brand perception and market influence.

Hendrik Baird, Co-Founder of Baird Media, comments:

“By establishing audio drama podcasts in South Africa, we’re not just tapping into a forgotten art form; we’re capitalizing on the nostalgia people have for the golden era of radio. Brands can now leverage this powerful medium to not just advertise but to tell compelling stories that resonate with their audience on a profound level.”

Embark on a storytelling journey that transcends the ordinary – join Baird Media in revolutionising brand narratives through the power of audio drama podcasts.

Don’t miss the opportunity to infuse your brand into captivating tales, creating lasting connections with your audience.

Whether you’re seeking market leadership, deeper engagement, or a unique way to stand out, our pioneering approach offers a pathway to redefine your brand’s narrative in the dynamic world of podcasting. Contact us today at business@baird.media and let’s craft a narrative that resonates, captivates, and leaves an indelible mark on your brand’s story.

About Baird Media:
Baird Media stands at the forefront of South African podcasting, blending drama and technical expertise to redefine the landscape.

Their upcoming flagship project, “Stripped,” based on the autobiography *It Is What It Is – Grace Through Acceptance* by Thomas W.E. Budge, exemplifies the company’s commitment to narrative excellence and cutting-edge audio production.

For media inquiries, please contact:
Hendrik Baird
Cell: +27-72-629-4990
Email: hendrik@baird.media

LinkedIn: https://www.linkedin.com/in/hendrik-baird-podcast-producer/

Website: https://baird.media/

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Check Out the Coolest South African Podcasts of 2023!

Hendrik Baird — Mon, 11 Dec 2023 04:00:13 +0000

Blog, Podcasting

Check Out the Coolest South African Podcasts of 2023!

December 11, 2023

So, diving into podcasts has kinda become a daily thing for many of us, right? And let me tell you, the podcast scene in South Africa for 2023 is lit! From some crazy stories to niche chats, there's something for everyone.

Podcast Gold

Let’s spill the beans on what South Africans are vibing with, according to Spotify’s wrap-up.

Jordan Peterson on “The Joe Rogan Experience,” Rorisang Thekiso talking real stuff, and Nomzamo Mbatha dropping wisdom on “Wisdom and Wellness with Mpoomy Ledwaba” – these episodes are gold.

Hold up!

The most hyped launch of 2023? “Hot Mess with Alix Earle,” TikTok’s ‘It Girl.’

Following that, you’ve got the laughs in “Brain Leak” and the lowdown on the local music scene with “JazziQ and Friends,” featuring Kamo Mphela and Amapiano artist MFR Souls.

Big shoutouts to Gugulethu Nyatsumba, Ayandastood, and Mpoomy Ledwaba for killing it this year.

And newbies?

“What Now?” with Trevor Noah,” “Popcorn and Cheese” with Robot Boii and Mpho Popps, and “Outspoken Owls” with Katie Mohammed and Lynne Forbes are in the mix.

Top Shows in South Africa

Now, the top dogs in South Africa? “Podcast and Chill with MacG,” “Ideas That Matter” with Vusi Thembekwayo, and the real talk on “Wisdom & Wellness with Mpoomy Ledwaba.”

Mpoomy, who went through some tough times, now runs a Wellness Hub and a dope podcast.

And of course, we can’t forget the crime junkies with “True Crime South Africa,” hosted by Nicole Engelbrecht (who will be featured in the upcoming season of Baird Media’s Become a Podmaster series).

For Spotify’s Sub-Saharan Africa Podcast Manager, Ncebakazi Manzi, it’s all about the energy in the South African podcast game.

Live shows, fresh faces, and a mix of content are making waves.

These podcasts are like your favorite playlist – they’ve built solid fanbases with real stories, cool hosts, and consistent quality.

Charismatic hosts like Gugulethu Nyatsumba and the funny Darren “Whackhead” Simpson keep it real.

Well-researched and top-notch episodes keep us coming back for more.

And don’t forget to listen to the Telkom Radio Awards Best Podcast winner, “Eusebius on TimesLIVE.”

Baird Media Podcasts

To end off, we would be remiss in not telling you that Baird Media has two podcast series.

“Become a Podmaster” is a podcast that helps new podcasters understand the medium, while “Meet My Business” is an interview-style podcast which showcases entrepreneurs from around the world.

Conclusion

As the podcast scene evolves in South Africa, it’s all about the power of digital media and people wanting content that just clicks with their lives.

These podcasts aren’t just entertainment; they’re connecting with the diverse experiences of South Africa in a way that hits home.

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