04: Investing in Talent
Investing in Talent
Thanks to the open and flexible nature of podcasting, it is easier than ever for people to record and share their stories. But while podcasting is booming, barriers to
entry remain. With help from foundations and donors, PRX is committed to supporting communities that have stories needing to be heard.
More Than a Partner, Also a Resource
We ensure that our producers and hosts continue to own their own shows and keep creative control of their work. Our purpose is to build long-term value for our creative partners
by providing resources that catalyze their artistry and help independent producers flourish. By creating accessible professional and educational opportunities and state-of-the-art
resources, PRX affects the narratives represented in the larger public media ecosystem. We encourage collaboration between creators and their networks, resulting in a rich tapestry
of voices, stories, and connection points within a complex and traditional media system.
01 | PRX Training
Building Strong Creative Communities with PRX Training
The democratic nature of podcasting means anyone can pick up a mic and create something—but it also means a lot of people are starting on their own, without knowing their markers
of success or where they want to go. PRX has long been a resource to help make the overwhelming amount of information about podcasting more accessible.
Co-creating Podcast Communities Around the World
In 2021, our training team prioritized co-creating podcasting ecosystems with creators around the world. By helping seed pockets of micro-experts, podcasters working with
PRX Training will go on to further pollinate their creative communities, increasing knowledge of and accessibility to podcast production wherever they are. Helping build these networks
of creators who can grow alongside one another is just as important as the hard skills that they learn through PRX Training programs.
60+
More than 60 creators from 15 countries have participated in the Google Podcasts creator program.
32
Google Podcasts creator program participants have produced 32 podcasts in six different languages.
20
PRX Training led a 20-week consultancy for KERA in North Texas in 2021.
6
Six podcasting teams were trained through the Ready To Learn program with CPB and PBS Kids in 2021.
"Every Friday I'm blessed to be around people who can help me.”
– Janet Perez
Ready To Learn team Abi and the Cosmic Caravan
Introducing the World of Work Through Ready To Learn
A highlight of 2021 for PRX Training was the launch of the Ready To Learn podcast accelerator in
partnership with PBS KIDS and the Corporation for Public Broadcasting,
supported by the US Department of Education. The pandemic sparked a huge demand for children's podcasting—but it also showed the extent to which content is lacking.
Through RTL, PRX adapted our multi-week training accelerator to work with indie producers of kids' content with the goal of preparing children for the world of work.
Six talented teams
from around the country developed and refined their shows, marketing, and monetization plans with the help of PRX. One show—Work It Work It! co-hosted
by Christina Sanabria and Andrés Salguero of Latin GRAMMY-winning children’s musical duo, 123 Andrés—was selected to be produced by PBS.
Learn more about the Ready To Learn accelerator here.
“Design thinking allowed us to strategize, very specifically starting from one point to the endpoint and see how all of it worked together in an ecosystem.”
– Samba Yonga
producer of Leading Ladies Zambia, Google Podcasts creator program participant
02 | PRX Podcast Garages
Community-Centered Creative Spaces with PRX Podcast Garages
PRX Podcast Garages offer tools, training, and space for people who want to work in this medium—regardless of age, technical background, or media experience.
Western Ave. to the West Coast
When we began our journey, we had an empty renovated auto body shop on Western Avenue in Allston, MA—the PRX Podcast Garage—and an ambitious vision to transform it into a hub
of community and creativity for media makers in Boston. Since then, we’ve expanded to a brand new Podcast Garage at KQED in San Francisco. The Podcast Garage is now a thriving
community space where hobbyists and professionals come to refine their craft, master new technologies, and create the most meaningful work they can.
"I’m particularly excited to collaborate with and learn from the many incredible audio creators here in the Bay Area, and to build a space where people can meet up,
exchange ideas, and explore audio together. I hope the PRX Podcast Garage will be a welcoming home for anyone interested in audio storytelling who is looking for inspiration,
feedback, and community.”
– Eric Dhan
Community Manager of the PRX Podcast Garage at KQED
Deepening our Relationship with KQED
In 2021, PRX opened a Podcast Garage in San Francisco with public radio station KQED. PRX is an integrated resident in KQED's brand new facility, offering
learning workshops, co-produced public events, and community outreach throughout the Bay Area.
The PRX Podcast Garage at KQED allows us to develop public and community partnerships to make audio that tells authentic stories.
The Podcast Garage is one way KQED intentionally focuses on engaging more directly with the audiences and communities they serve in the Bay Area.
"As we listen to the voices within our communities, both in the Bay Area
and Boston, we know that many of their perspectives are not visible or lack presence in the dominant media culture. Opening the PRX Podcast Garage at KQED allows us to champion
community storytelling as a way to inspire change together. With our programs, we aim to equip local creators with resources that empower them to amplify critical issues,
embrace departure from norms, take risks, and practice an abundance mentality."
– Gina James
Vice President of Strategic Impact at PRX
Heloiza Barbosa’s Journey Through PRX
FAXINA
Originally from Belem, Brazil, Heloiza moved to Boston in 1994, working as a waitress, barista, and housecleaner before earning her Ph.D. in education from Boston University.
It was listening to This American Life and other public radio shows while cleaning that helped her learn English and sparked an interest in sound design. Heloiza attended her
first event on the art of personal storytelling at the PRX Podcast Garage in 2017. “And then after that, I did every workshop—if there was a workshop that I thought I could do, I would
sign up. I never felt out of place in the Garage.”
Eventually, an idea was born—to start a Portuguese-language podcast about Brazilian domestic workers in America called FAXINA, which means “deep cleaning.” “When I thought about these stories,
the immigrant stories that had been ignored, I thought about that word faxina. That word meant so much—it's like stories that literally, and metaphorically, had been swept under the rug and
we need to collectively lift up the rug and air those stories.”
Heloiza and PRX crossed paths again when she attended the East Boston Public Library Podcasting workshop in 2019. Later that year, she was selected as a runner-up for the Google Podcasts creator program,
with the chance to attend a creator’s boot camp. “It was one week that completely changed my life.” PRX training helped shape her idea and by the end of its first season,
FAXINA was considered the best narrative podcast on platforms in Brazil, with listeners in 42 countries. FAXINA was officially selected for the full Google Podcasts creator program from thousands of applicants in
2020, which helped take the podcast to the next level.
In 2021, FAXINA was named a
winner of the 2021 Third Coast/Richard H.
Driehaus Foundation Competition. Episodes are available for English speakers via YouTube. And, Heloiza is continuing to build the creator ecosystem, “I realize the stories I want to tell are right here around me.”
03 | To Radiotopia and Beyond
To Radiotopia
and Beyond
Radiotopia from PRX—our curated network of extraordinary, cutting-edge podcasts—welcomed new partnerships with long-time friends, and launched Radiotopia Presents, a podcast of limited-run, artist-owned series from
new and original voices.
The Impact of Independence
In 2021, Radiotopia doubled down on our commitment to support independent producers' ownership of their intellectual property. That means upholding a
podcast-plus culture, where ideas can have additional lives through adaptations, books, and spinoffs—all owned by the creators, not conglomerates.
25
Radiotopia from PRX had 25 active shows in 2021.
150M
Radiotopia podcast episodes saw 150 million downloads in 2021.
4M
Four million people listened to Radiotopia podcasts each month.
16K
Sixteen thousand individual donors supported Radiotopia in 2021.
1+1
Hrishikesh Hirway of Song Exploder gave one TED Talk and released a new original song
"Between There and Here (feat. Yo-Yo Ma)."
8+1
Ear Hustle launched its eighth season and first book.
6+1
The Stoop launched its sixth season, and its first as a member of Radiotopia.
1
Radiotopia partnered with McSweeney's on their very first Audio Issue.
It’s been so refreshing to collaborate with a network that truly believes in your mission and your work … We can’t wait for our Stoop listeners to finally be able
to support us in a way that feels unique and supports other independent producers as well.”
– Leila Day
Co-Host of The Stoop
For journalists like us coming out of public radio, Radiotopia feels like a natural home for The Stoop … There’s a common ethos and values we share as public media
journalists—so this felt like the perfect fit.”
– Hana Baba
Co-Host of The Stoop
Making Room at the Table with Podcast Debuts
Limited-run podcast series can be hard to get off the ground. By holding space for shorter-run shows, Radiotopia Presents celebrates innovation in storytelling and
supports original content that other networks might not take a risk on. Each series is developed in partnership with independent producers who receive financial,
production, and promotional support from Radiotopia to bring their idea to the widest possible audience.
Forums like Radiotopia Presents lay the groundwork for future relationships: In 2018, The Stoop—a podcast telling and celebrating stories from across the Black diaspora—was a
featured mini-series in Showcase, the precursor to Radiotopia Presents. Three years later, The Stoop returned to PRX as part of the Radiotopia network.
04 | Propelling Creators to New Heights
Propelling Creators to New Heights
Radiotopia podcasts are different. Within Radiotopia producers keep the ownership rights to their shows, so they can create the shows they want, precisely as
they want to make them—and let their ideas soar.
With deep gratitude and admiration for Radiotopia and PRX, it's time for us to move into a new chapter. Radiotopia is by far the best place to launch and grow your
independent show, and we are grateful to have worked alongside so many inspiring, passionate producers. When we joined in 2015, we had only just begun with Criminal,
and Radiotopia helped us build the show into what it is today. We encourage listeners everywhere to continue supporting Radiotopia—there's nothing else like it.”
– Phoebe Judge and Lauren Spohrer
Longtime Radiotopians