User:Naomi Emuakpeje/sandbox

Introduction
A podcast is often a pre-recorded program that is available digitally on the internet. They are usually episodic and are based on a particular theme or aspect of life. Podcasts usually have permanent hosts, and many of them invite different guests for various episodes.

Although podcasts are mainly audio-based, there are now podcasts that can be watched just like talk shows. Usually, they are pre-recorded, but in recent times, podcasters have started to host live shows or broadcast live.

Podcasts are now one of the most influential and popular aspects of the Nigerian media and entertainment ecosystem – however, it has not always been this way. Podcasts popped up in Nigeria in the early 2010s but were relatively unpopular, this was due to the lack of internet democratisation. The internet was not as accessible as it is today to most Nigerians, people had to go to “internet cafes” to “browse” and do many other things that we now easily do on our phones and computers from the comfort of our living and working spaces. According to Statista, internet user penetration in Nigeria in 2018 was at 28.75%. This statistic has experienced constant growth over the years, as it currently stands at 42.65%. Internet user penetration in Nigeria is projected to reach 48.11% in 2027.

Podcasts did not occur to or interest many people, as FM radio was dominant and had a wider reach. More often than not, early podcasters in Nigeria were among the most tech-savvy people in the country who knew about digital content creation before its relatively new-found fame.

In Nigeria, podcasts are an important tool for conversations around politics, entertainment, culture, and lifestyle. They shift the ears and eyes (due to visual podcasts) of listeners from mainstream media and mainstream conversations to more personalized or niche content. Podcasters do not have to worry about regulations that radio personalities have to be mindful of because the scene is not yet formally regulated by any law or government body such as the Nigerian Broadcasting Commission (NBC). They are also able to curate content in such a way that attracts an almost perfect audience. This means that different podcasts cater to a specific kind of people, and there is one for everyone.

The Class Prefects, a podcast hosted by Immanuel Anosike is among the pioneers of Nigerian podcasts. The first episode was released on the 9th of January 2016. In an interview with Republic Journal, Anosike reminisced about the times when listeners could hear his fridge humming in the background of the podcast because of the lack of proper equipment. This relates to the fact that technology and finances are also some of the things that contribute to the quality and subsequent growth of podcasts in Nigeria. Although The Class Prefects started with a basic microphone and laptop, it grew to become a high-quality podcast with proper sound engineering.

Some popular podcasts making waves in Nigeria now are 4th Republic – a non-partisan, but political podcast, Nigerian American – a podcast centered on Nigerian migrants, I Said What I Said – a lifestyle and culture podcast that focuses on a younger Nigerian audience, Tea With Tay, Menisms, The Honest Bunch, and the new Never Fully Understood podcast – a podcast that caters to Northern Nigerian women.

Due to the advancement and accessibility of technology over the years, podcasts have become increasingly popular. This article will give a wholesome view of topics including the history of podcasts, the part technology has played, economic opportunities around them, content creation, and their role in society.

Historical Context
In the historical context of things, Nigeria’s media landscape has experienced different phases of development and transformation. In 1933, the first radio broadcast, the Radio Distribution System (RDS) was established in Nigeria. Nigeria was a British colony at that time, so RDS transmitted signals from BBC to Lagos state. It took 6 years for the number of RDS receivers to reach two thousand, however, by 1960, the number of RDS receivers grew to seventy-four thousand. The first radio station in Nigeria was established in Ibadan in the year 1939 followed by the station created in Kano, in 1944 Simwa (2018). Five years later the Nigerian National Broadcasting Service (NNBS) was created. The creation of the NBS gave rise to the launch of several regional radio stations across different states. The Nigerian National Broadcasting Service was later reorganized and transformed into NBC (Nigerian Broadcasting Corporation). Television broadcast in Nigeria can be traced back to 1959, after the NBS launched its own television broadcast, making Nigeria the first country in Africa to introduce television broadcasting Researchcage (2024).

Emergence of Digital media
The transition from traditional media to digital media in Nigeria has been a complex process driven by new technology, economic changes, and ever-shifting consumer habits. With the arrival of the internet and the rise of smartphones, digital media has gained significance in Nigeria. New technologies have also made it easier for people and communities to create and share content worldwide. The early adoption of internet-based content in Nigeria began in the early 2000s. Online news portals like the Sahara Reporters, established in 2006, positioned themselves as platforms for investigative journalism. Podcasts, an integration of “iPod broadcasts” such as I Said What I Said, also gained popularity. With this foundation of digital media in Nigeria, the traditional media landscape began to phase out gradually, as other digital media platforms like social media platforms, streaming services, and E-commerce began to develop and take over.

Technological Advancements
The term podcasting was not a familiar term in the Nigerian community as of 2010 but it began to be discovered with the emergence of smartphones and access to the internet. (Kazeem, 2023). The increase in the number of smartphone users and the expansion of the internet infrastructure provided the means and platforms for content creators to reach a wider audience and for listeners to have a variety of options. One can say that the pandemic plays a crucial role in making this possible as people were stuck at home with their devices and the internet and had nothing to do other than explore the world of podcasting. (TurnTable Charts, 2023).

Technological advancement can be found in terms of affordable recording equipment, and editing software made solely for audio. An example is a sound editing app called Anchor which allows one to record, edit, and share episodes of your podcast to all audio streaming platforms. Online hosting platforms have given aspiring podcasters and already existing podcasters a medium to create and distribute content from the comfort of their homes.

Also, the rise of social media and streaming platforms has provided a new path for promoting and sharing podcasts either as full video and audio files or short clips and sounds. Platforms like Instagram are used now to post snippets of the episodes to draw people in to watch the full video on YouTube or share and post on their story. On both platforms, podcasters can engage with their audience directly through comments to get to know their thoughts on that episode, but most conversations usually happen on X (formerly known as Twitter), and this has given podcasters the leverage to not have any interaction with traditional gatekeepers and middlemen.

Streaming platforms such as Spotify, Google Podcast, iHeart Radio, Anchor, Apple Music, Soundcloud, YouTube Music, and Amazon Music have made listening to podcasts easily accessible and possible from anywhere. As long as you have internet connectivity on your device, you have an infinite number to choose from depending on your area of interest or niche. These platforms make use of algorithms to recommend other podcasts that might be of interest to the user, this helps listeners to discover other podcasts that may align with their taste, thereby increasing the possibility of that podcast niche becoming popular.

Furthermore, technological advancements have equipped podcasters to be able to monetize their content through advertising, sponsorship deals, merchandising, and listener donations on episodes. While the podcasting market in Nigeria is still in its developing stages compared to more developed economies, the potential for growth and profitability is high. As more Nigerians embrace podcasting as both creators and consumers, the industry is sure to go through a vast growth in the coming years as the audience is growing both nationally and internationally cutting across cultures (Kazeem, 2023).

Technology has played a key role in making podcasting accessible to a wider audience. As Nigeria continues to navigate the digital age, podcasts stand as a shining example of the country's creative potential and entrepreneurial spirit in employing technology for innovation and self-expression.

A Voice for the Diverse People
Podcasts in Nigeria give many people a chance to share their stories and perspectives on various topics - especially those not often heard in usual media - making it more diverse and interesting. Podcasts let people from different backgrounds talk about their experiences and ideas surrounding certain topics.

In communicating various topics, we not only showcase the richness of the Nigerian culture but also speak the minds of people who are seen as different or who are unable to speak up on their own. This medium allows for better analysis of the different sectors in Nigeria which opens room for discussion, questions, and thoughts on said topic.

Ademola (2023) spoke on the accessibility of podcasts and the importance of diversity in the voices dominating those areas. He stated that anyone with an internet connection and a mobile device can create and share their podcasts.

As a result of the introduction to Podcasts such as I Said What I Said and Toke Moments, listeners from different regions can come together to form online communities where they can share their ideas and thoughts based on similar interests. These podcasts as well as many more others speak the minds of people making them stand out in the entertainment media sector.

Youth Demographics
The growth of podcast consumption in Nigeria has been attributed to the younger generation (Gen Z) between ages 18 and 24. According to ThisDayLive, over 60% of Nigerians are under 25, digitally literate, and conversant with technology and online platforms which makes it easy to adapt to new media.

Due to the flexible nature of podcasts, it is easy for people to adopt that new media channel. The ability of the human mind to multitask serves as an advantage for podcasts, allowing people to tune in from the get-go. Spotify data reveals that most listeners tune in between 7:00 a.m. and 9:00 a.m., likely during commutes, while stuck in traffic, or while preparing for the day (Dan-Awoh & Dan-Awoh, 2023).

As time goes by, new trends are introduced into the media sector and the youths do well to keep up with them. Aside from podcasts being a point of contact for people to be informed, they can also serve as a medium for promoting these trends and getting individuals and communities involved as well.

Cultural content
Tradition, stories and tales are passed down through generations by oral narration. Oral storytelling is the backbone of culture within African societies. Podcasting is just a modern continuation of a traditional practice.’ (Anosike, 2023)

In a country facing different social challenges in education, unemployment, crime, fraud and mental health, Podcasts do well to bring said issues to light so that the youths are carried by focusing on gender-based issues, discussing women's rights, raising awareness, and encouraging change.

Podcasts on politics offer a breakdown of current events in a conversational tone to help listeners better understand and participate in politics. During the recently concluded Lagos Gubernatorial election, Gbadebo Rhodes-Vivour, the candidate of the Labour Party, made appearances on several noteworthy podcasts, including I Said What I Said and Menisms. They also serve as tools for activism, giving voice to movements and campaigns against political corruption and human rights abuses, providing a space for activists to share experiences and mobilize support (The Republic, 2023).

Creation of Podcasts
The cost of creating and distributing a podcast is significantly lower than that of creating content for traditional media because of the nature, equipment, and distribution technology required for podcasts. The norm of needing a sizeable budget to cater to the different teams, equipment, sets, networks, and other logistics needed for traditional media has been streamlined, so a podcast could be created and operated by a one-man team with relatively inexpensive equipment. Podcasters can start as a one-man effort; with an already-in-use smartphone, in the convenience of their home.

Equipment for Podcasts
The basic equipment needed for a podcast is a recording device and a microphone. It is a myth that fancy studios and microphones are needed to create a good podcast. (Technext, 2023). If you can’t afford a professional studio, you can still improve your sound quality during post-production. Free software like Audacity and Audition can help you remove background noises and enhance your audio.

The standard microphones and cameras used in TV production such as shotgun microphones, wireless microphones, clip-on microphones, and in-ear microphones can be used for a podcast, but the beauty of a podcast is that a smartphone can be used as a microphone, and a recording device.

Distribution Technology for Podcasts
Free Podcast hosting platforms such as ‘Buzzsprout’, ‘Spreaker’, and ‘Podbean’ help podcasters store large files, monitor podcast performance by providing online analytics and data, and streamline podcast distribution to podcast directories like Apple Podcast and Spotify. Podcast hosting platforms, whether free or paid, cost less than traditional media distribution services and offer the additional benefit of distributing content to people across the globe through a computer, with ease and no additional cost.

Monetization and Sponsorships
Podcasts often earn money through sponsorships, advertisements, events, subscription models, crowdfunding, and merchandise. Podcast earning is contingent on the popularity of the podcast and subsequently, the number of listeners. “The path to profitability is not far from traditional methods. It’s just that now we have a lot more options. The path is in the audience. Eyeballs will always be valuable. If you can produce high-quality highly entertaining content consistently for a while, the audience will reward you, especially if it’s something that they enjoy.” (Thomas, 2023).

Podcast sponsorships are usually per episode, and multiple brands can sponsor one episode, at the same time. However, it is also common for brands to sponsor multiple episodes or an entire series for the decided period. There are many ways a podcast can be sponsored by a brand. The podcast can be paid to create content centered on the brand product or message.

A brand can also sponsor an entire season of a podcast. This could mean that the props and set of the podcast will be reflective of the brand. Lipton, a global brand and leader of the Nigerian tea market, has confirmed its intent to support the second season of the Tea with Tay podcast, a series hosted by actor, media presenter, podcaster, and Lipton brand influencer, Temisan Emmanuel (The Cable, 2024).

Advertisement A podcast can use product placement, where the paying brand goods are used by the podcaster and any guest available for the episode(s) paid for. The podcast directory used such as Apple Podcast can also insert adverts in the duration of the episodes and pay the creators according to the number of people that listened to the advert.

Podcasters can also host live events that fans can attend, watch the podcast, and meet the host, and the podcast makes a profit from the ticket sales. In August 2021, the I Said What I Said podcast hosted its first paid live event, and it sold out with hundreds of people in attendance. In September, the show moved to Abuja and sold out again. In October, it sold out The Fitzgerald in Accra, Ghana (Communiqué, 2022).

Podcasters can also insert a link to platforms including Stripe, PayPal, and GoFundMe, and ask their audience to donate money to enable the creation of content. Viewers are often happy to pay for content they enjoy.

Merchandise, popularly known as merch is another source of revenue where podcasters sell things like clothing items, cups, and mugs with their podcast name or a catchphrase that the podcast is known to use.

Podcasters also syndicate their shows on YouTube. By doing that, they get paid by YouTube and the amount depends on the number of views they get and the advertisements that they allow to run before or during their videos.

Content Diversity in Podcasts
Podcasts, just like many other forms of entertainment media, come in a variety of genres that cater to their specific audiences. Some of these genres include comedy, news, education, music, society & culture, and many more.

Comedic podcasts focus mainly on entertaining their audience through humour and laughter, and this is done in a variety of methods. One of these methods involves the podcast hosts telling comedic stories about their past life experiences, another method involves comedic interviews between the hosts and their guests, and the third method involves the hosts reading amusing stories that they found online. Examples of comedic Nigerian podcasts are Menisms, Tea with Tay Podcast and The Anyhow Podcast.

Music podcasts focus solely on anything going on in the music industry. Music podcast content can be anything from interviews with well-known artists, reviews of artists and their latest albums or a deep dive into a specific music genre and the evolution that it has taken to get to its current level. Music podcasts are entertaining to those who not only love music, but everything related to it. A good example of a music podcast made for Nigerian audiences is The Sample Axis. It is a podcast hosted by Gboyega Adeoya and Nwaenie Nelson and they discuss old songs, both foreign and Nigerian, and talk about the influence that these songs brought to the music industry today.

News podcasts focus mainly on informing their listeners about ongoing events, breaking news, and political analysis. All this information is usually accompanied by interviews with experts on the topic at hand, debates, and in-depth explorations into important issues. The news given to the audience can either be national or international. These podcasts are entertaining to those who wish to be properly informed about current events in the world around us. A good example of a news podcast is Lagos Talks 913, a podcast that highlights major issues that are plaguing Nigeria and by extension, the rest of the globe. Another good example of a news podcast for Nigerian audiences is Nigeria Daily, a news podcast that gives an in-depth analysis and incisive commentary on the most trending news stories of the day.

Society & culture podcasts focus on the various aspects of society. These podcasts usually cover topics related to societal problems, the behaviour of people, and the dynamics of a community and its populations. These podcasts are known to provide a platform for various people to voice their opinions, which gives the audience a deeper view into how different people live their lives, interact with others, and shape the society around them. These podcasts are entertaining to people who wish to listen to viewpoints that others hold about certain topics in society. A good example of a society & culture podcast is The Honest Bunch, which is hosted by Nedu Ani, Chukwudi Ezugwu, and Toun Live. The podcast discusses some of the most controversial issues in our society and it does so in the most brutally honest way. The podcast is also known for inviting celebrity guest speakers. Another good example of a society & culture podcast is I Said What I Said, which is hosted by Jola Ayeye and Feyikemi Abudu. The two hosts give their unapologetic opinions on current societal issues. Love Life by ‘Zikoko Magazine’ is a society & culture podcast series that discusses love, relationships, and how to navigate them. A more recent example is the Never Fully Understood podcast hosted by Fatima Garba. The podcast is centered on issues that concern women from Northern Nigeria.

To gain better audience engagement, podcast hosts encourage their listeners to participate in the conversations by commenting and conversing with other fans on social media platforms. Audience engagement in podcasts is also known to increase if the hosts portray themselves as friendly individuals who are not afraid to be open about their life experiences. The ability to be open with their fans depicts them as real and relatable people that the audience can identify themselves with. After all, relatability sells.

The Impact of Podcasts on the Society in the Nigerian Context
The proliferation of podcasts has led to an influence on Nigerian popular culture. Podcasts have first and foremost provided a new avenue for bloggers, journalists, and digital creators to share content, build their brands, and garner social capital. It has become one of the mediums for people to consume news and information. Podcasts are part of a new dimension of cultural production that has risen from the technological advancements over the years, and the rising penetration rate of internet culture. In Nigeria, podcasts have created new digital portals through which Nigerians can communicate with one another and globally (Ugo, 2009).

One impact podcast has on the Nigerian society is the democratization of media. Access to gadgets like phones, microphones, and editing software has made content creation accessible to individuals and organizations. The common barriers that are associated with news production and dissemination in traditional media platforms are non-existent with podcasts. (Dhiman, 2023). This avenue of digital oral storytelling gives room for diverse perspectives where creators can discuss niche topics that may be overlooked by traditional media platforms such as radio and television channels. Through podcasts, unconventional and critical topics surrounding societal issues can be discussed and addressed. For example, the ‘Economy is not smiling’ episode of the So Nigerian podcast sheds light on the depleting state of the Nigerian economy from the perspective of Nigerians. Also, niche podcasts like Mummy Mayhem spark unusual conversations around the millennial motherhood experience based on two parents living in Lagos, and the issues they discuss cater to a specific audience. According to Oolari (2020), consumers seek a deeper meaning when they consume content, and because of that podcasts are appealing as they tend to blend entertainment and educational output. Therefore, individuals tend to choose podcasts with topics that they find relatable, which is convenient with over 2.9 million podcast channels existing on Spotify alone. This is propounded by the social presence communication theory.

Another impact podcasts have on Nigerian society is the ability for us to export our culture and promote cross-cultural exchange through the amplification of Nigerian voices. The ease of accessibility of podcasts has a connection to its borderless nature. Creators can also reach diverse audiences at home and abroad. Podcasts can amplify the Nigerian cultural narrative, and probe issues that concern us leading to an enriched society. According to The Republic (2023), oral storytelling has been a connoisseur of culture within African societies, and podcasting is a modern continuation of this traditional practice. An example of podcasts that serve as a means of exporting the Nigerian culture is I Said What I Said. The podcast hosted by two millennials living in Lagos, Jola Ayeye and Feyikemi Abudu, discusses topics surrounding the African millennial experience specifically in Lagos, Nigeria. Additionally, they feature guests on their podcast who are known for groundbreaking achievements including Hilda Baci, a Guinness world record holder, and Pelumi Nubi, ￼ the first Nigerian woman to drive from London to Lagos. Another example is the Tea with Tay podcasts that frequently feature trailblazing Nigerians with unique stories and lessons to share. Guests like Ruth Erikan James, popularly known as ‘Veekee James’, a recipient of the Forbes 30 under 30 recognition, Hilda Baci, Chioma Ikoku an entrepreneur and reality TV star, and Kennedy Ekezie, the CEO of Kippa Africa with a net worth of over ten million dollars have been featured on the podcast.

The impact of podcasts in Nigeria can barely go unnoticed. It has led to a rise of new ‘influencers’ of culture, especially with Nigeria’s young and technologically savvy urban population. The growth of the podcast industry in Nigeria is set to constantly rise, with the advent of podcast agencies and networks. Including Carousel network and [https://www.bing.com/ck/a?!&&p=10e64a34eb6ca0faJmltdHM9MTcxODY2ODgwMCZpZ3VpZD0wNzdiYjQ2NS1hOGM1LTZmMTYtMzljZS1hNzRkYTlkODZlY2MmaW5zaWQ9NTIwMw&ptn=3&ver=2&hsh=3&fclid=077bb465-a8c5-6f16-39ce-a74da9d86ecc&psq=eggcorn+digital&u=a1aHR0cHM6Ly9lZ2djb3JuZGlnaXRhbC5jb20v&ntb=1 Eggcorn digital. ￼]

Overview
As a relatively new form of digital media, podcasts have - in a very fast manner - gained attention, becoming a quite vital platform for information spreading and also for entertainment and social engagement. This phenomenon supports the dynamic interplay between technology, culture, and communication in Nigeria, highlighting many important aspects worth reinforcing.

Traditional media platforms like radio and TV often come with high barriers to cross through, which restricts accessibility. In comparison, podcasts provide a very accessible platform for diverse voices. With a small set-up cost, anyone with just a smartphone and internet connection can make and share content. This inclusivity is particularly important in a country as diverse as Nigeria with over 250 ethnic groups, even more languages, and countless stories to tell.

Moreover, podcasts have become a tool for education and a way of disseminating information. In a country like Nigeria where education is rather sub-par, these podcasts help offer an alternative way of learning. There are educational podcasts that cover a very wide range of topics - from science to arts to politics - which provide valuable information to listeners.

The rise of podcasts in Nigeria also shows that there is a changing consumption pattern among Nigerians. As internet penetration increases and the use of smartphones becomes more common, more Nigerians are turning to digital platforms for content. Podcasts appeal to the modern lifestyle, which allows people to consume content on the go - whether at home, in their car, or at work. With this flexibility in consuming entertainment, podcasts become an attractive medium for individuals who are ‘on the go’ or are simply seeking out an intimate form of entertainment.