Navigating the Murky Waters of Audio Drama Profitability
Is It Really All About the Love?
This week has been a standout week for
– the creative development house I run with my partner in crime . Our first audio drama Calyptra Mortiferum finally launched.It’s an incredible amount of work between optioning the short, months of re-writing, contracts, casting, finding post partners, actually recording, months of post-production and then the dreaded marketing effort. I feel like we really created something special and we’re so excited about everyone seeing the fruit of our labours but… Somewhere in the midst of yet another working weekend, you remember; we better enjoy the journey – because there’s just no profitable destination.
As much as we love storytelling in this format, the business side of producing these gems is as convoluted as their plot twists.
It's no secret that the majority of audio dramas and podcasts are labours of love rather than cash cows. In fact, many creators find themselves navigating treacherous waters when it comes to turning their passion projects into sustainable sources of income.
There are a few models for revenue available but all of them seem to be in their infancy.
1. Subscription Services: Some platforms offer subscription-based models where listeners pay a monthly fee for access to a library of exclusive content, including audio dramas. While this model can provide a steady stream of revenue, it often requires a significant investment in marketing and production to attract subscribers. Moreover, the revenue generated may not always trickle down to the creators themselves.
2. Ad-Supported Content: Another common approach involves monetising through advertisements. Creators can insert ads into their episodes and get paid based on the number of listens or ad impressions. However, this model heavily relies on building a large and engaged audience, and the returns can be meager, especially for smaller productions.
3. Crowdfunding and Donations: Many creators turn to platforms like Patreon Kickstarter or Buy Me a Coffee to fund their projects through donations from loyal fans. While this can provide upfront capital and foster a sense of community, it's often unpredictable and unsustainable as a long-term revenue source.
Now, here's where things get tricky. While these models offer potential avenues for generating income, they come with their fair share of shortcomings. The harsh reality is that most audio dramas struggle to break even, let alone turn a profit. This often leaves creators grappling with the ethical dilemma of how to continue developing their passion while ensuring they can still put food on the table.
Here's the bottom line: content creators deserve to be paid (well supposing their content is any good). One of the reasons it takes us so long to bring out every episode of Shivers is because we’re paying for everything ourselves and we insist on being fair.
We optioned the short story for Calyptra Mortiferum from the original author FK Marlowe. She was paid for the option (I mean she’s not buying a Porsche or anything but we she was paid); and of course, if we ever are lucky enough to make the Shivers series into a TV show – she’ll get paid again. That’s fair – Calyptra was her idea, and it has value, and she deserves to be compensated for that value.
Our cast was paid – well everyone but Neal and I (and my husband who had a cameo but agreed to *ahem* non-financial compensation). This is not because we’re wonderful people and trust me, we are not millionaires. It’s just basic human decency.
Any business model that relies on underpaid or unpaid labour is not only unsustainable but also downright unethical. It devalues the hard work and talent of the individuals who bring these stories to life and perpetuates an exploitative cycle within the industry.
So, what's the solution? Well, there's no one-size-fits-all answer, but here's a start: prioritize transparency, advocate for fair compensation, and support initiatives that promote equitable opportunities for creators of all backgrounds. By championing ethical practices and valuing the contributions of everyone involved, we can help build a more sustainable and inclusive future for audio dramas.
In the end, while the road to profitability in the world of audio dramas may be riddled with obstacles, it's our shared love for storytelling that keeps us going. Hopefully our love of the game will keep us going long enough to finish the Shivers series….
Oh and speaking of which - if you’ve got a creepy short story you’d like us to consider for the Shiver’s series - please get in touch. They need to have a creepy, twilight zone vibe where the supernatural elements feel like they could “almost” happen in real life…
Pssst – if you like the series so far and would like to see more then consider Buying us a coffee…