NDA Editor-in-Chief Justin Pearse sits down with Jon O’Donnell, co-founder of ViralTribe to discuss the maturation of podcasting and the reasons behind the purchase of Soho Radio.
Tell us about ViralTribe and what the company does.
We launched ViralTribe just over two years ago. There are three core strands to the business. The first is our IP division, we build intellectual property for brands, talent, and businesses. That could be internal communications, trade comms, or even original IP we create ourselves.
The second part of the business is our production services arm. We support a wide range of clients — from talent and creators to producers, helping them elevate their audio and video content. In podcasting right now, we’re constantly asked about three things: video, growth, and monetisation.
Everyone wants to know the role of video, how to grow their show, and how to make money from it.
And finally, the third strand is Soho Radio. We acquired it last year and it’s a really exciting part of our journey.
How does Soho Radio fit into your business strategy?
We’ve always loved Soho Radio, it’s got soul and energy, and it genuinely stands for something. It’s home to music and subculture in London, but it’s also approachable and inclusive. We took it on because we saw how well it complemented what we do. It has two sides: a radio station and a studio business.
For us, Soho Radio creates a distribution channel. There are loads of people with amazing podcast content strategies, but not everyone has a distribution strategy. With Soho Radio, we can create audio content for brands and distribute it directly to a London audience through live radio, on-demand, and across platforms. That end-to-end offer is something really special.
Podcasting has matured massively. What are the key trends brands should understand today?
It’s no longer enough to just launch a podcast and expect success. Five years ago, it was easier to cut through, but now the space is saturated. As a result, there’s a growing appreciation for the craft of making great podcasts. You can’t just turn up with a mic anymore, it has to be polished, thought-through content.
Video is also increasingly important. If you’re targeting mainstream or entertainment-focused audiences, video is almost essential, even if it’s just short clips for social. That said, not every podcast needs to become a video show.
You’ve got to ask, “What does video add?” For some shows, like The Rest Is Entertainment, the video might not add much beyond promotion. We always advocate an audience-first approach over a blanket video-first one.
How are brands approaching discoverability and marketing in such a busy space?
There’s no silver bullet for discovery. You can’t just publish to an RSS feed and hope for the best. Loads of brilliant podcasts will never get heard for that reason. We encourage brands to think carefully about casting, having credible, relevant voices leading your show makes a huge difference.
From there, it’s about building an ecosystem: earned media, paid promotion, the social footprint of hosts and talent, and broader marketing channels like newsletters and email. It’s about generating as many quality touchpoints as possible around your show. Paid social is playing a bigger role now, but ultimately, it’s about crafting a universe of consideration for each individual podcast.
How is the industry maturing?
There’s a definite shift happening. A lot of people are coming from TV into podcasting, whether they’re moving voluntarily or not. What’s attractive about podcasting to them is the creative freedom and lower production costs. You can just get on and make something great.
But we need to be cautious.
The magic of podcasting lies in its authenticity and intimacy. If we start trying to replicate full-scale TV productions, massive sets, endless producers, we risk losing what made podcasting special in the first place. There are lessons to be learned from TV, for sure, but let’s not forget why people fell in love with podcasts. At ViralTribe, we have a simple philosophy: if you’re not laughing or learning, what are you doing?
What role is podcasting playing in B2B communications?
B2B is actually one of the strongest parts of our studio business. Whether it’s local authorities, wellness brands, or internal comms, there’s a real appetite for B2B podcasting. It’s fast, it’s direct, and it delivers real insight.
Podcasts work as audio search engines. You can tune in, pull out two or three useful insights, and apply them right away. That’s especially valuable in sectors where people are constantly seeking new ideas and perspectives. And because it’s immersive but fits into daily life, whether you’re on a run or walking the dog, it’s uniquely effective.
