Can raising $300,000 on Kickstarter change the playbook for independent podcast monetization?
In this episode of PodBiz, Norma Jean Belenky and John Kiernan speak with Myke Hurley, co-founder of Relay FM and co-host of Designed in California, about the realities of building a sustainable podcast business. Myke shares how an Apple 50th-anniversary special episode on Upgrade sparked a runaway Kickstarter campaign that raised over $311,000.
As he puts it:
"The key has always been with monetization for podcasting is to not set out to get it. I think people that are like, 'I want to make money, I will start a podcast,' they will very quickly realize that that's not a path."
Here are some insightful moments within the episode:
🎧 Why chasing quick money in podcasting fails
🎧 How Designed in California turned an episode idea into a $300K+ Kickstarter success
🎧 The importance of delivering a finished product or proof-of-concept during crowdfunding
🎧 Why labor, licensing, and production quality separate good work from great work
🎧 Navigating the current video podcast trend with a healthy dose of skepticism
🎧 The personal sacrifices required to build an independent podcast network
Myke Hurley is the co-founder of Relay FM and co-host of popular shows including Designed in California, Upgrade, and The Pen Addict. With nearly 15 years of professional experience in the industry, he has pioneered independent network infrastructure, creator memberships, and community-driven fundraising.
Connect with Myke on LinkedIn:
Learn more at Relay FM: www.relay.fm
Episode Chapters
00:00 – Introduction & where the money is in podcasting
03:00 – Why monetization shouldn't be your starting point
06:06 – The origins of Designed in California
09:11 – Using Kickstarter to pre-sell memberships
15:19 – The intense strategy behind a successful Kickstarter campaign
22:00 – Reinvesting a $300K budget into elite production value and licensing
25:06 – A healthy skepticism around the video podcast bubble
32:59 – The real price of success: Time and sacrifice
34:47 – Myke's 15-year journey: From 70dB to founding Relay FM
40:27 – Giving back: Raising millions for St. Jude Children's Research Hospital
50:00 – If starting over today, what Myke would do differently
Some Additional PodBiz Buzz…
"None of these endeavors are a way to find a quick buck."
"The path to success is sacrifice. You have to be willing to give something up."
"Podcasting is a medium that can hyper serve niches. It's what makes it so incredible."
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