JAR Audio: Stories Through Sound

Three podcast people got together and talked about branded podcasts, the podcast industry in Canada, and what goes into making a great audio story. That may not sound like an exciting discussion until I tell you that it is Jen Moss and Roger Nairn, the innovative minds behind Jar Audio, who share some great audio hacks of creating compelling branded podcasts with stories that connect with audiences.

Gone are the days companies purchase airtime on a local AM radio station and produce cringe-worthy advertorials. JAR has embraced branded content by putting audience experience at the forefront of their strategy. Their approach is refreshingly simple: understand the brand's core values, identify the target audience's interests, and craft a story that resonates beyond mere product promotion.

As I love to do, I asked both Roger and Jen to share some thoughts from their journey, including a groundbreaking experiment testing AI-generated podcasts against human-created content. Spoiler alert: Authenticity always wins. Their research revealed that listeners crave genuine human connection – something no algorithm can fully replicate.

JAR Audio are also advocating for Canadian podcast content, asking the current Liberal government to recognize the medium's potential and provide necessary funding for innovative storytelling. You can see and sign the letter here.

For radio professionals looking to transition into podcasting, Moss and Nairn offer crucial advice: forget traditional radio formats. Podcasting demands a more nuanced, audience-first approach that prioritizes storytelling over rigid structures.

Whether you're a brand considering a podcast, a content creator, or simply a podcast enthusiast, this episode is a masterclass in modern audio storytelling.

Want to learn more? Check out Jar Audio at jaraudio.com, and don't miss the full episode wherever you get your podcasts.

---