Lab Overview & Structure

This fascinating programme will provide participants with the knowledge, resources, and mentor support for developing their project both creatively—through story development and sound editing workshops—and strategically, with discussions on industry landscape, pitching, marketing, and releasing their project in today’s audio landscape.

In this course, participants will learn the basics of audio storytelling, the art of creating and producing distinctive audio podcasts. They will gain hands-on experience recording and editing with direction from industry experts. Participants will leave with an enriched understanding of the global podcasting landscape and its key players. They will receive invaluable tips on tools, funding models, audience development, distribution, and gain insights on how they will measure their success.

Dates: 5 – 10 September
Hours: Daily session of 4 hours (4 to 8 PM Doha time)
Language: English
Lab Fee: 1,100 QAR
Level: Beginner to Intermediate
Group Size: 6 projects will be selected with a maximum of two attendees per project
Deadline: 14th August

Lab Objectives

Participants will learn:

• About the main global players in the podcast industry
  • Platforms like Apple, YouTube, Spotify, Google Podcast etc.
    • Their strengths and weaknesses for creators (especially metrics)
    • Their significance and role in the industry
• Regional podcast networks like Kerning Cultures, Sowt, etc.
• An overview of the general podcasting landscape, distribution, and terminology
• To define their audience and podcast with a purpose
• To write scripts, map narrative arcs, and generate immersive stories for audio
• Planning, team roles, and workflow mapping
• How to choose (and use) the right equipment for their podcast
• Best practices for sound editing
• Business models for podcasters
• How to brand, market, and pitch their podcasts

Course Overview

Day One: Introductions

• Introductions
  • Participants, DFI staff, and lab producers will gather to introduce themselves and their projects
  • Lab producer Alexandra Blair will run participants through an overview of the lab schedule
  • Then, get an introduction to the Podcasting landscape in the MENA region + Q&A with Kerning Cultures' Al Shaibani
  • One on one meetings with Al Shaibani and Alexandra Blair to follow

Day Two: Foundations

• Participants will learn how to define your audience
• Then, learn how to produce a non-fiction narrative podcast from the ground up + Q&A with Snap Judgment's Marisa Dodge
• One on one meetings with Marisa Dodge to follow

Day Three: Sound Editing

• Participants will learn how to create a workflow map to help guide their creation process
• Then, learn the best practices of sound editing and recording + Q&A with Descript's Kevin O'Connell
• One on one meetings with Kevin O'Connell and Al Shaibani to follow

Day Four: Storytelling

• Participants will learn how to create a concise thesis statement for their podcast to guide their work
• Then, join the team behind Kerning Cultures' Aizen podcast for a case study in storytelling and Q&A
• One on one meetings with the Aizen team to follow

Day Five: Business & Monetization

• Participants will look at case studies for successful monetization in podcasting
• Then, join SOWT's Ramsey Tesdell to learn about monetization and business in podcasting in the MENA region with a Q&A
• One on One Meetings with Ramsey Tesdell to follow

Day Six: Talking About Your Show

• Participants will give a brief presentation pitching their show to the group with feedback
• Then, learn best practices for pitching your show to strategic partners, funders, and collaborators.
• One on one meetings with Alexandra Blair and Al Shaibani to follow.