Hidden Gems: Meet Angie Griffith, Podcast Strategist and Host

Today we’d like to introduce you to Angie Griffith, a recovering Nashville artist manager making serious waves in the podcasting space. 

Hi Angie, please kick things off for us with an introduction to yourself and your story.

Please note that since publishing this article, Angie Griffith’s business has evolved, and her podcast has been rebranded to the new title Podfluencer Society. Learn more at podfluencersociety.com.

First of all… thanks so much for the opportunity! In the current digital landscape, the pressure to ride the hamster wheel – creating content to post on social media multiple times a day across various platforms just to be noticed – can feel crippling to new entrepreneurs. In the early stages of building a business, we need to be focusing on income-generating activities – and social media growth (while important long-term) can become a major distraction. It makes us feel as if we’re working, but really we’re tricking ourselves into thinking being busy is the same as being productive. I am truly appreciative of the platform you’ve provided to help business owners like myself to tell our story in a way that will reach a fresh, broad audience – relieving some of the pressure we feel to trend-chase and dance our way to the top.    

I drove from Chicago to Nashville in January of 2009 to get fully immersed into the Music Industry and forge my own entrepreneurial path – and I haven’t looked back. My unique journey continues to evolve over time as I learn more about my passions, strengths, and priorities, but one thing has remained the same – Nashville is magical. I knew that the community of the leaders, visionaries, and risk-takers in Nashville would be unparalleled, and my philosophy was (and still remains): in whatever you choose to do in business, you have to go ALL IN… and you must be present to win. 

Just after graduating from Belmont University with a Bachelor’s in Music Business, I started a publishing company – but what I naively didn’t realize at the time was the importance of real-world experience and cultivating meaningful relationships. After maximizing my run with my new publishing company, I started reaching out to industry professionals and “paying my dues” in town by providing free support in exchange for experience and recommendations. It was through this outreach and by proving my work ethic that I eventually landed a role at a small, yet rapidly growing and highly respected management company, where I was able to learn and grow at an accelerated pace. I was confident that as a manager, I would be able to learn about ALL aspects of entertainment, while nurturing close relationships with high-level creators and executives – a strategic move that has served me well. 

After nearly a decade in artist management, I started to feel a strong, intuitive pull back towards entrepreneurship – and I knew that I would not be able to live the life I envisioned for myself while working 24/7 to build someone ELSE’s empire (as a manager does). Through a series of events, I started seriously exploring podcasting in 2018 and began planning a mutually-supportive transition away from my management role.

Crazy enough, the plan was actually for the company I had been working for to sign me as their first-ever podcasting client! Of course, the pandemic halted the planning and production of that podcast, and rather than starting a new (risky) project, we all agreed to put my time and our resources to work building our first ever Podcast Division.

In February of 2021, I officially pivoted out of the company and started building my brand and business in podcasting. What I realized is that after all of my time spent managing the careers of high-profile clients, I have developed a quite unique and creative perspective on brand presentation and strategic influencer partnerships, which positions me uniquely compared to the “gurus” online in the podcasting space.

I now host a podcast featured in the Top 5 of Apple Podcasts’ curated list of Best Podcasts for Podcasters called 4 Things For Your Podcast – which is based on my belief that the same mindset and strategies used by globally-recognized entertainers can and should be applied by entrepreneurs and content creators across the board – and particularly by podcasters. Traditionally, podcasts created for podcasters are focused on tech and strategy – and while we do cover similar topics, what makes my podcast unique is the personality, relatability, and inspiration that I strive to bring to my audience in every episode. We go well beyond the surface of podcasting – for instance, while one episode may be about how to get more podcast ratings and reviews on Apple Podcasts, the next episode could be about how a Nashville musician has remained consistent to achieve their wildest dreams, providing advice for podcasters on how to do the same. 

Guests have included Carly Frankel (Mgr., Podcast Development at Wondery/Amazon Music), AJ Feliciano (Head, The Roost Podcast Network), Rob Kenney (viral YouTube creator, Dad How Do I), Alexandria Adams (WSMV News 4 Anchor), Allie Reeves (Host, 6 Figure Influencer), Josh Gleave (Producer/Co-Host of The Quad with Chris Young), Libby Vincek (Survivor, S36), Scorpio Sky (Reigning AEW TNT Champion and former Host, Wrestling with the Week), Erin Dugan (Host, Fringe Element with ESPN’s Braden Gall), Justin Adams (country music recording artist), Nikki Mitchell (former Playboy model and Host, Hen House), Jordan Blair (Host, Dreamful [top .5% of podcasts]), Sam Petralia (Co-Founder, Bullhorn.fm), and more. 

Through various offers, including personalized done-for-you podcast launch packages, one-on-one consultation, templates packs, and even free webinars and downloadables, I help other entrepreneurs and content creators to develop and launch strategic podcasts based on their long-term goals, their budget, and their resources.

Through my growth and monetization-focused concept Podfluencer Collective, I help brands to execute strategic campaigns by sponsoring podcasts that speak to their dream buyers. While traditional advertising simply shares specific messages about a brand or products in the hopes that it will increase sales, a podcast sponsorship enhances a brand’s recognition and reputation, because it supports a specific event or personality already in full alignment with their target audience. 

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced?

Starting an online business is MUCH harder than the “gurus” would have you believe. The Facebook ads we see, the webinars we watch, and the podcasts we listen to as new online business owners often portray a false sense of immediate return on our investment, whether time or financial – but the reality is that there are very few overnight successes. As a new online business owner, I’ve had to really lean into the “I’ll see it when I believe it” mentality – which is what keeps me inspired and motivated when it gets tough.    

While my background in entertainment strategy provides massive leverage on the macro-level, I have been learning an entirely new business regarding the psychology of selling – and the tech that goes along with it. In my first year, I invested roughly $15k in business coaching to learn the art of selling high-ticket programs by hosting virtual live events, and that’s just a single strategy among many that I’m required to learn if I want to succeed. The various required investments (both time and financial) of running a new online business have been a complete shock to me – and so the debt has far outweighed the return in my early journey.  

All that said, while the road is undoubtedly bumpy and unpredictable in the early stages of any new endeavor, I truly believe that the sky is the limit with consistency and discipline. When failure is not an option, the only thing standing between my current self and my highest, most abundant self is one thing – and one thing only: time.

Appreciate you sharing that. What else can you share about your background and vision for the future of your business?

As mentioned, I come from a decade in the Music Business and have only recently transitioned into podcasting – and so my unique advantage is that my skillset and wisdom gained through years of Hollywood-level experience is what’s required if you want to play in the big leagues as the podcasting space continues to grow at the rate it’s growing now. Anyone with a smartphone and WiFi can start a podcast – but to stand out, to stay consistent to win the long-game, and to get the fastest return on their time investment, podcasters need to get focused and strategic. 

There is an abundance of free information online about how to start a podcast – and while that’s helpful, it’s also a silent killer of success. Often, aspiring podcasters sit on their ideas for months or even years, because they’re focusing on creating the perfect concept and launch strategy (I’m certainly guilty of that myself). My mission is to provide what I’ve discovered through my own research and trial and error – so that I can save aspiring podcasters their most valuable resource: their time. To make it in podcasting, your most urgent priority should be actually starting your podcast – and starting before you feel ready – because it takes time and consistency (generally about 3 years) before you’ll really see significant traction. My coaching clients receive their full strategic roadmap for development and launch (along with live support specific to their project), so that they can focus on the fun, creative aspects – and actually recording and releasing episodes they can be proud of out into the world as quickly as possible.  

More specifically about my background, I have strategically advised a wide variety of clients, including touring musicians, brands, nonprofit organizations, and independent podcasters – and I maintain meaningful relationships with some of the most prestigious companies in entertainment and podcasting. My experience in podcast hosting, producing, and managing major network deals has allowed me to form a comprehensive understanding and approach to independent podcasting.

Working on the elite management teams of celebrities such as Dwight Yoakam, Michael Franti, The Lumineers, Dead & Co., Frankie Ballard, Zac Brown Band, and many, many more, is what inspired me to tap into the idea of figuring out what exactly it is that has allowed these globally-recognized entertainers to achieve their wildest dreams – and what we as podcasters can learn from them, so that we can do the same. 

In the podcasting space, I’ve worked alongside the teams of celebrities like Michael Franti, Chrissy Metz (Kate on This Is Us), Dr. Oz, comedian Celeste Barber, Ziggy Marley, JP Saxe, Aloe Blacc, Maneet Chauhan of Food Network’s Chopped, Libby Vincek of Survivor S36 Ghost Island, Katheryn Golden of Temptation Island, Switchfoot, Niko Moon, Old Dominion, Jeff Orlowski (Director of The Social Dilemma on Netflix), John Mackey (Founder of Whole Foods), and many more.

I’ve launched award-nominated, Apple chart-topping podcasts, including a #1 on the Apple Podcasts Music Chart, negotiated high-dollar brand title sponsorships, and negotiated and managed podcast deals with some of the biggest networks in the podcasting space. But more important than ALL of that is that I took a risk in leaving my fancy career to start building my own business and generational wealth through podcasting, rather than working 24/7 to help somebody else build their empire – and that’s what I envision for everyone who follows along and is inspired by my journey.

My long-term vision is to cultivate a community of visionaries who are amplifying their powerful, entertaining, and educational messages through podcasting. On 4 Things For Your Podcast, I share everything I’m learning about podcasting and entrepreneurship completely unfiltered and in real time, so that my audience benefits and is able to grow right alongside me. My journey is steadily unfolding, and I’m excited to see what God has in store for my future – because as I’ve realized throughout my life, His plan is always better than mine. So while I have goals of my own, I take aligned action in my business and move fearlessly towards open doors and opportunities.

What I’ve learned about myself is that my purpose is freedom – time freedom and financial freedom – and helping others to achieve the same. My passions are a means to get me there, which continue to evolve over time.

The recent pandemic has affected us all in different ways. How has it affected you, and can you share any important lessons or epiphanies with us?

In the early pandemic, while we were working twice as hard as ever in rescheduling tours repeatedly, we were also building out new departments and learning new skills, particularly in the live-streaming and digital space. The COVID-19 crisis taught many of us that the ability and willingness to adapt and pivot is crucial to success as an entrepreneur. On a personal level, I have grown exponentially in my ability to think critically and form my own opinions, resulting in unwavering confidence related to standing firm in my core values.

Please note that since publishing this article, Angie Griffith’s business has evolved, and her podcast has been rebranded to the new title Podfluencer Society. Connect with Angie and learn more at podfluencersociety.com.