The Content Business

In this episode of The Content Business, Ash & Kane sit down with Ahmed Faid, founder of Dose of Society and Dose of Emirates, to unpack how he built a 6 million+ follower media company through street interview content without becoming the face of the brand.Ahmed shares how starting in 2017 with no blueprint, pitching Snapchat with 4,000 followers, and embracing risk allowed him to turn a simple street interview concept into a global content business operating across the UK, US, and Middle East.The conversation dives into why he deliberately chose faceless content, how introducing the branded microphone changed everything, how COVID forced a pivot to Zoom interviews, and the business mechanics behind scaling a street interview format into a recognisable, monetisable global media brand.KEY TAKEAWAYS• Starting early in an emerging format can create long-term category leadership• Faceless brands scale faster because they are not dependent on one personality• Investment buys time, not just growth• Introducing a recognisable visual asset can transform short-form performance• Street interview content can evolve into a global media format• Building infrastructure first makes international expansion easier• Brand trust increases when the message stays consistent regardless of guest status• Consistency and volume matter more than perfectionBEST MOMENTS“We pretty much start out in 2017, so there’s not many people doing the kind of street interviews.”“I do place everything down to timing.”“Took me four hours to speak to one person.”“It sometimes just takes that one yes to change everything.”“Two years later, we got our first bit of money from Snapchat.”“I wanted to build something that lives beyond me.”“What does the mic stand for? Hope.”“You don’t have to go too crazy and think of something unique.”“The celebrity stuff is always kind of surreal.”LINKSAhmed: https://www.instagram.com/doseofsocietyWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

In this episode of The Content Business, Ash and Kane break down why user generated content is quietly outperforming traditional paid media and why most brands are still stuck in outdated advertising models.They unpack how UGC has evolved beyond influencer marketing into a core paid ads strategy, why imperfect content now converts better than polished campaigns, and how brands are leveraging creators’ accounts to run ads that don’t even feel like ads.The episode dives into the economics behind UGC, including faster production cycles, lower internal costs, higher watch time, and better conversion rates. They also explore how smaller creators with almost no following are monetising through UGC and why this shift is changing the future of advertising for both brands and creators.KEY TAKEAWAYS• UGC is outperforming traditional branded ads in watch time and conversion• Imperfect content builds more trust in the age of AI• Brands can deploy UGC faster than internal campaign production• Creator accounts running ads outperform brand accounts• Affiliate + ad budget models align brand and creator incentives• UGC is not just influencer marketing, it is paid media strategy• International and multi-platform distribution amplifies ROI• Small creators can monetise without large audiences• Trust compounds faster than polish• Creator ad spend is now a multi-billion dollar industryBEST MOMENTS“It’s outperforming most forms of paid media at the moment.”“The more bad it looks, the better it performs.”“The age of AI has made it easy for personality to stand out.”“Perfect becomes beige.”“It takes you that long to realise it’s an ad.”“Reach and views is literal currency.” (referenced conceptually in discussion)“You only spend money.”“It converts so much better.”“It’s a no brainer.”“UGC will change your paid media strategy.”LINKSWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane sit down with Tim Ruscica, software engineer and tech creator, to break down how he went from coding at 12 years old to building one of the largest programming YouTube channels in the world.Tim shares how posting at extreme volume helped him scale to nearly 2 million subscribers, why he dropped out of university after landing a Microsoft internship, and how his YouTube channel has generated over $5 million through brand deals, courses, and partnerships.The conversation explores AI in content creation, how technical credibility creates leverage with brands, why most creators undervalue their expertise, and the difference between building a content business and building a real business.KEY TAKEAWAYS• Volume was the single biggest growth driver in the early days• Teaching something is the fastest way to master it• Searchable content compounds long after it’s published• AI is best used for orchestration, not replacing personality• Technical expertise allows creators to charge premium brand rates• Small creator businesses often become short-term cash injections• Building a company is different from monetising attention• Professionalism and speed win brand renewalsBEST MOMENTS“I started coding when I was like 12 years old.”“I’m gonna wake up every morning at 5:30 a.m. and film three YouTube videos.”“If you post 400 videos in a year, a few of them are going to do well.”“I now have a backlog of 500 videos.”“The manual coding of me sitting there and writing lines is completely removed.”“I instantly have access to funding.”“I’ve done YouTube for a really long time.”“I can make a video that gets 20,000 views and make more than $20,000.”“Money loves speed.”“You can have so much more value as a creator than purely driving conversions.”LINKSTim: https://www.youtube.com/@TechWithTimWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane sit down with Mahmoud Bartawi, host of Business with Bartawi, to break down how podcasting became his most powerful relationship-building tool.Mahmoud shares how his background in banking and startups shaped his approach to conversations, why he started podcasting purely to build relationships rather than make money, and how being an English-speaking Emirati business host positioned him uniquely in Dubai’s ecosystem.The conversation explores reputation versus virality, why integrity matters more than views, how to approach high-level guests with emotional intelligence, and why podcasting is less about downloads and more about access, network and long-term opportunity.KEY TAKEAWAYS• Podcasting is a relationship-building tool before it is a monetisation tool• Reputation in a small market compounds faster than views• Protecting guest integrity builds long-term trust• Virality without values can damage long-term positioning• English-speaking Emirati positioning created a unique niche• High-level guests value emotional intelligence over hype• Saying no to paid guest slots strengthens brand authority• Podcasting can open doors to deals, partnerships and investment opportunitiesBEST MOMENTS“Podcasting is not about the money. It’s about relationships.”“If networking is currency, then podcasting is cool.”“There are people that came on the podcast I never thought would have coffee with me.”“The ultimate goal is to protect the integrity of my guests.”“You chasing the numbers can really make you do things you don’t even want to do.”“Reputation.”“Organic is built on trust.”“It’s not about chasing the numbers, it’s about chasing relationships.”LINKSMahmoud: https://www.youtube.com/@BusinesswithbartawiWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

In this episode of The Content Business, Ash sits down with Nick Bradley, former private equity partner turned founder and host of Scale Up with Nick Bradley, to unpack how a highly niche, audio-first podcast has generated eight figures in value.Nick shares the story of walking away from high-stakes private equity deals after a personal turning point, and how starting a podcast as a form of therapy evolved into a serious business engine. What began as solo episodes talking into a microphone is now a multi-layered ecosystem of advisory, equity, speaking, and partnerships.The conversation explores the true power of niche positioning, why sponsorship was never the goal, how 20,000 loyal listeners can outperform millions of passive views, and why depth on one platform often beats being everywhere.KEY TAKEAWAYS• A small, high-value niche audience can outperform mass reach• Audio-only podcasts can generate serious enterprise value• Sponsorship is not always the smartest monetisation route• Authority compounds when you consistently teach one thing• Equity can outperform fees when you create real business impact• Reverse engineering exits changes how you build a company• Most founders leave tens of millions on the table at exit• Depth on one platform often beats shallow omnipresenceBEST MOMENTS“I had been in private equity doing really cutthroat deals.”“It is tens of millions at least that is getting left on the table.”“The podcast went to number one in the UK pretty quickly.”“It’s like eight figures.”“From the podcast? Nothing.”“I never had sponsorship. I didn’t do ads.”“If you help enough people get what they want in life, you will have everything that you want and need in life.”“I needed some way of telling my story.”“Most business owners don’t even know how to just do the basics.”LINKSScale Up with Nick Bradley: https://podcasts.apple.com/gb/podcast/scale-up-with-nick-bradley/id1476270201Website: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane break down one of the biggest shifts happening in the creator economy right now: creators selling equity in their channels and brands offering ownership instead of cash sponsorships.They explore why private equity and VC firms are increasingly buying stakes in creator-led podcasts and media businesses, what creators actually give up when they take investment, and whether selling part of your channel is ever worth it. The conversation also flips the model, unpacking why more brands are giving creators equity instead of upfront fees and how this changes incentives, effort, and long-term outcomes on both sides.Ash & Kane discuss creative control, risk, contracts, vesting, and why most creators don’t think far enough ahead when it comes to exits, relevance, and building something beyond content.KEY TAKEAWAYS• Creators are becoming investable assets, not just marketing channels• Selling equity means giving up control, not just ownership• Investment only makes sense if it adds value beyond cash• Equity-based brand deals align incentives better than one-off sponsorships• Creators often get access to deals traditional investors never see• Most creators overestimate how long they’ll stay relevant• Equity works best once creators have financial stability• Association and distribution are often more valuable than ad spendBEST MOMENTS“Being a creator is a real job now.”“As soon as you get investors, it’s not your business anymore.”“You don’t want to just buy a boss.”“Money upfront is great, but equity changes behaviour.”“Most creators won’t be relevant forever.”“You can’t sell 100% of a creator business.”“Equity makes promotion way more authentic.”“You have to build something outside of content.”LINKSWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane sit down with investor, creator, and educator Jason Graystone to break down how giving everything away for free became the foundation of an eight-figure content business.Jason explains how a single 2.5-hour YouTube video generated over $12 million by prioritising generosity, long-form trust, and a carefully designed value ladder rather than ads, hype, or aggressive sales tactics. He shares the exact mechanics behind the funnel, why low-priced entry products outperform high-ticket offers, and how YouTube’s algorithm rewards creators who focus on depth, not hooks.The conversation also explores mental freedom, hustle culture, authenticity in an AI-driven world, and why most entrepreneurs chase numbers without understanding what they actually want from money or success.KEY TAKEAWAYS• Giving everything away for free can outperform gated content and ads• Long-form content builds more trust than short viral clips• Most YouTube revenue comes from selling your own products, not ad revenue• Small, incremental offers convert better than high-ticket jumps• YouTube rewards creators who drive meaningful viewer actions• Authenticity and congruence are becoming more valuable as AI content grows• Mental freedom matters more than financial milestones• Selling access and hand-holding often matters more than new informationBEST MOMENTS“I gave everything away for free.”“We made $1.6 million in three months from one video.”“In ten months, that video made $12 million.”“Information is worthless. It’s all on ChatGPT.”“You don’t need me anymore. You’ve got everything.”“Most people won’t do anything with information.”“YouTube works for me. I don’t work for YouTube.”“Money and freedom are two totally different skills.”“Mental freedom is the most important freedom.”“Haters only hurt when they’re right.”LINKSJason: https://www.youtube.com/@JasonGraystoneWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness (Use code: CONTENT15 for 15% off any plan)ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane sit down with Rob Moore and Carl Hartley, hosts of Cars & Money, to break down why personality-led content consistently outperforms polished business media.They discuss what it’s really like interviewing some of the world’s most controversial figures, the responsibility that comes with those conversations, and why unfiltered honesty often drives more engagement than safe, brand-friendly content.Rob and Carl also share behind-the-scenes insights into some of the biggest car creators in the world, why certain personalities dominate attention, and how Cars & Money blends cars, wealth, and real-life experience to attract high-net-worth audiences before the podcast has even officially launched.KEY TAKEAWAYS• Personal brands outperform business brands in content• Personality matters more than production quality• Independence allows creators to speak honestly without brand restrictions• Interviewing controversial guests drives attention but requires conviction• Famous car creators win because of personality, not assets• High-net-worth audiences care about credibility, not polish• Sponsorship only works when brands are genuinely relevant• View counts matter less than who is actually watchingBEST MOMENTS“No one cares about business brands.”“The thumbnail. Honestly, you would not believe it.”“I’d say every electric car is shit.”“Absolutely. Everyone will shit themselves when they find out who we’ve got.”“I can’t tell you the full story of how it came about.”“That’s a podcast I wish I’d set up.”“You can have 10 million followers and still make no money.”LINKSCars & Money: https://www.youtube.com/@CarsandMoney_OfficialWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness (Use code: CONTENT15 for 15% off any plan)ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane explore how AI is rapidly reshaping content creation, media distribution, and monetisation across podcasts, YouTube, and social platforms.They break down the rise of AI voice licensing, multilingual dubbing, AI-generated influencers, and how businesses are already monetising attention at scale. The conversation focuses on what these developments actually mean for creators, media businesses, and anyone trying to build and monetise an audience in an increasingly AI-driven landscape.Ash & Kane also discuss whether attention spans are actually shrinking, why YouTube-style content is outperforming traditional media, and how AI tools are lowering the barrier to creating, repurposing, and distributing content globally.KEY TAKEAWAYS• AI voice licensing is turning personal brands into long-term digital assets• AI dubbing allows creators to scale content into global markets without re-recording• AI-generated influencers are already monetising attention at scale• Loneliness and attention are becoming monetisable business models• AI tools are dramatically reducing the cost and friction of content creation• YouTube-style content is increasingly replacing traditional TV consumption• Content creators now outperform traditional media at capturing attention• Distribution and attention matter more than production qualityBEST MOMENTS“Your voice could now be an asset.”“AI dubbing completely changes global distribution.”“They’re monetising loneliness.”“AI girlfriends are already making serious money.”“YouTube content is replacing traditional TV.”“I don’t think attention spans are ruined, content is just better.”“Creators are better at holding attention than TV producers.”“Distribution matters more than production quality.”LINKSWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness (Use code: CONTENT15 for 15% off any plan)ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane explore why podcasting is entering a new phase and why podcast advertising is finally becoming more measurable, scalable, and performance-led.They break down major platform updates across YouTube, Apple Podcasts, Spotify, and Netflix, including dynamic ad insertion, clickable links, improved attribution, and better tracking for podcast and video advertising. The conversation focuses on what these changes actually mean for creators, brands, and anyone trying to monetise podcasts, YouTube channels, or long-form content effectively.Ash & Kane also discuss common mistakes creators make when sharing audience numbers with brands, how podcast sponsorship is evolving, and why the most successful creators use podcasts as part of a wider content and business strategy rather than relying on sponsorship alone.KEY TAKEAWAYS• YouTube’s move to dynamic, swappable ads could let creators monetise their back catalogue like podcasts• Brands care about per-episode performance, not inflated monthly view numbers• Apple’s clickable, timestamped links reduce friction and improve attribution• Spotify’s interactive CTA cards push podcasting closer to true performance marketing• Better tracking gives creators more leverage in brand negotiations• Sponsorship is rarely the best long-term monetisation strategy• Selling your own product almost always outperforms ads alone• UGC usage rights are becoming a major ROI multiplier for brandsBEST MOMENTS“Creators now can treat YouTube like they can their audio platforms.”“Don’t give brands your monthly views to make yourself feel better.”“If a brand wants to sponsor, they want to know the per episode.”“If you’ve got 10,000 people listening and 300 clicked… maybe your landing page is terrible.”“Podcasting has always struggled with tracking. That’s the biggest issue.”“BetterHelp wasn’t spending $7 million a month for brand awareness.”“UGC is outperforming most paid ads right now.”“Sponsorship is not the best way to make money through podcasts.”LINKSWebsite: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

If you’re looking to record virtual podcasts, live streams and other content in the best possible quality, try Riverside for free here: https://creators.riverside.com/TheContentBusiness (Use code: CONTENT15 for 15% off any plan)ABOUT THE EPISODEIn this episode of The Content Business, Ash & Kane sit down with Michael Smoak, also known as Higherup Wellness, to unpack how authenticity, vulnerability, and conviction have fuelled one of the fastest-growing personal brands in the creator economy.Michael shares how going from corporate sales to full-time content creation in just a few months led to millions of followers across TikTok and Instagram, and why his lack of structure, planning, or polish has actually become his competitive advantage.The conversation dives deep into vulnerability versus performative authenticity, why most creators misunderstand attention spans, how to monetise content responsibly, and how Michael has built multiple income streams while staying aligned with his values and message.KEY TAKEAWAYS• Authenticity and vulnerability outperform polished production• Ideas should be acted on immediately or they disappear• Attention spans are not broken, most content just isn’t good• Entertainment and information must coexist to scale content• Personal conviction creates trust, even when the message is uncomfortable• Most creators make more money selling their own offers than sponsorships• Free value builds goodwill that converts later• Imperfect action beats perfect planning every timeBEST MOMENTS“I’m a dick about health because I watched my best friend die.”“Life is sweeter after trials.”“Everybody has a laundry list of problems until they have a health problem.”“What people are craving is authenticity, relatability, and vulnerability.”“Internet money is real and it’s wild.”“Entertainment and information both matter. It has to be both.”“People don’t have short attention spans. Content is just bad.”“Imperfect action is the thing that changes people’s lives.”LINKSMichael: https://www.tiktok.com/@higherupwellness?_r=1&_t=ZN-931wSrDtEl4Website: https://www.podpartnerships.comInstagram: https://www.instagram.com/thecontentbusinesspodEmail: hello@podpartnerships.comCreatorsHQ: https://creatorshq.com/ABOUT THE HOSTSHosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.

Everyone wants to be a creatorVery few know how to build a real business from itWelcome to The Content BusinessThis is the podcast for creators and future creators who want more than views, likes, and viral luck. We break down how content actually turns into income and opportunity in today’s creator economyFeaturing guests like Rob Moore, Carl Hartley, Jason Graystone, Michael Smoak (Higher Up Wellness) and other creators who’ve built real businesses off the back of their contentIf you’re building a personal brand, a platform, or a media-led business, this show is your shortcutComing soon: 20.01.2026