The Content Business – Détails, épisodes et analyse

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

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: hello@podpartnerships.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.

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: hello@podpartnerships.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.

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: hello@podpartnerships.com
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.

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: hello@podpartnerships.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.

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: hello@podpartnerships.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.

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: hello@podpartnerships.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.

In this episode of The Content Business, Ash sits down with Nick Bradley, former private equity partner turned founder and host of Scale Up with Nick Bradley, to unpack how a highly niche, audio-first podcast has generated eight figures in value.

Nick shares the story of walking away from high-stakes private equity deals after a personal turning point, and how starting a podcast as a form of therapy evolved into a serious business engine. What began as solo episodes talking into a microphone is now a multi-layered ecosystem of advisory, equity, speaking, and partnerships.

The conversation explores the true power of niche positioning, why sponsorship was never the goal, how 20,000 loyal listeners can outperform millions of passive views, and why depth on one platform often beats being everywhere.

KEY TAKEAWAYS

• A small, high-value niche audience can outperform mass reach
• Audio-only podcasts can generate serious enterprise value
• Sponsorship is not always the smartest monetisation route
• Authority compounds when you consistently teach one thing
• Equity can outperform fees when you create real business impact
• Reverse engineering exits changes how you build a company
• Most founders leave tens of millions on the table at exit
• Depth on one platform often beats shallow omnipresence

BEST MOMENTS

“I had been in private equity doing really cutthroat deals.”
“It is tens of millions at least that is getting left on the table.”
“The podcast went to number one in the UK pretty quickly.”
“It’s like eight figures.”
“From the podcast? Nothing.”
“I never had sponsorship. I didn’t do ads.”
“If you help enough people get what they want in life, you will have everything that you want and need in life.”
“I needed some way of telling my story.”
“Most business owners don’t even know how to just do the basics.”

LINKS

Scale Up with Nick Bradley: https://podcasts.apple.com/gb/podcast/scale-up-with-nick-bradley/id1476270201
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: hello@podpartnerships.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.

ABOUT THE EPISODE

In this episode of The Content Business, Ash & Kane sit down with Mahmoud Bartawi, host of Business with Bartawi, to break down how podcasting became his most powerful relationship-building tool.

Mahmoud shares how his background in banking and startups shaped his approach to conversations, why he started podcasting purely to build relationships rather than make money, and how being an English-speaking Emirati business host positioned him uniquely in Dubai’s ecosystem.

The conversation explores reputation versus virality, why integrity matters more than views, how to approach high-level guests with emotional intelligence, and why podcasting is less about downloads and more about access, network and long-term opportunity.

KEY TAKEAWAYS

• Podcasting is a relationship-building tool before it is a monetisation tool
• Reputation in a small market compounds faster than views
• Protecting guest integrity builds long-term trust
• Virality without values can damage long-term positioning
• English-speaking Emirati positioning created a unique niche
• High-level guests value emotional intelligence over hype
• Saying no to paid guest slots strengthens brand authority
• Podcasting can open doors to deals, partnerships and investment opportunities

BEST MOMENTS

“Podcasting is not about the money. It’s about relationships.”

“If networking is currency, then podcasting is cool.”

“There are people that came on the podcast I never thought would have coffee with me.”

“The ultimate goal is to protect the integrity of my guests.”

“You chasing the numbers can really make you do things you don’t even want to do.”

“Reputation.”

“Organic is built on trust.”

“It’s not about chasing the numbers, it’s about chasing relationships.”

LINKS

Mahmoud: https://www.youtube.com/@Businesswithbartawi
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: hello@podpartnerships.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.

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)

In this episode of The Content Business, Ash & Kane sit down with Jack Whettingsteel, CEO of the Simon Squibb personal brand and HelpBnk, to unpack how they built a 20 million follower personal brand machine rooted in free education.

Jack shares the journey from working night shifts at Sainsbury’s and living off a student loan to helping scale one of the largest business-led media brands in the UK. Together, they break down how HelpBnk was built to provide free support to entrepreneurs, why turning down large crypto sponsorships protected long-term trust, and how mission-first thinking compounds faster than chasing short-term revenue.

The conversation dives into the mechanics behind building reach at scale through Simon Squibb, expanding internationally, monetising through aligned sponsorship and affiliates, and why the real asset isn’t salary, it’s equity in a long-term ecosystem designed to outlive the founder.

KEY TAKEAWAYS

• Reach and views are currency. Followers are vanity
• Free education builds trust faster than paid courses
• Long-term brand equity beats short-term cash
• Consistency compounds more than viral moments
• International distribution unlocks exponential scale
• Equity is more valuable than early salary
• Purpose increases audience loyalty and retention
• Attention creates investment and partnership leverage
• Not all revenue is aligned revenue
• A personal brand should evolve beyond the person

BEST MOMENTS

“A lot of luck, to be honest with you.”

“I actually kept it going just to get the student loan to fund my business.”

“It took me 30 sales calls to sign my first client.”

“Do you want to do that and make a bit of money or do you want to change the world?”

“We haven’t missed a day of posting in I don’t know how many years.”

“Reach and views is literal currency.”

“Followers is vanity.”

“There are a million ways to make money.”

“Your reputation is all you have.”

“Everyone deserves the chance to be free.”

LINKS

Jack: https://www.instagram.com/jackwhettingsteel
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: hello@podpartnerships.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.