🇩🇪German Podcasting is having a busy fall + We talk UK social impact podcasts 🇬🇧
Eurowaves #43
Hi podcasters,
How is summer treating you? Before Europeans log out of their emails for the month of August, Eurowaves is bringing you a new issue full of opportunities and insights from the UK and Scotland to Germany and The Netherlands.
I’ll continue writing and sending Eurowaves to your inboxes in August, so for those of you that want to stay updated with the world of podcasting, stay tuned.
On another note,
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🇪🇺 Podcasting & Community News 🇪🇺
🌎The AMP Task Force paper released, with a definition of a “podcast”, as well as consumption metrics. (source: Podnews)
🎙️On Talk That Pod, podcasters, storytellers, and the audio entrepreneurs behind the shows dominating your feed spill the secrets and stories about the industry.
🎙️Las Cosmos podcast turned two. Its goal is to map Latinx culture in Europe.
🇩🇪In Germany, Hotel Matze Podcast is hiring an Executive Producer.
🇫🇷In France, Nouvelles Écoutes is hiring for multiple roles.
🇬🇧The MPN Awards will livestream its awards show on July 30, in London.
🇬🇧The British Podcast Awards 2026 announced its longlist.
🇬🇧Crossed Wires, the UK podcast festival, doubled its attendance this year to 50,000 attendees. (source: Podnews)
🇪🇸The Spanish-language podcast platform iVoox has launched a new one-time podcast purchase option as a new monetisation option within its app. (source: Podnews)
🇺🇦A new podcast aiming to tell the stories of Ukranian leaders, survivors and advocates, Amplify Ukraine, has launched a crowdfunding campaign. (source: Podnews)
Eurowaves Update ☘️
Since the last issue, we have…
…+65 new subscribers.
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The State of Social Impact Podcasts, with MIC media’s Vic Elizabeth Turnbull 🇬🇧🎗️
Vic Elizabeth Turnbull is the podcast-obsessed founder of MIC media, an award-winning agency helping mission-driven organisations use podcasting to amplify voices and create impact. Having produced over 60 podcasts and trained nearly 3,000 people with podcasting skills, she’s a recognised industry voice and awards judge with a huge passion for purpose-led storytelling. She also founded MIC’s Podcast Club, a global community for indie podcasters.
Eurowaves is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.
You can connect with Vic on LinkedIn here.
What’s your podcast origin story?
I’ve been obsessed with audio since forever. I was a little kid with a Fisher-Price tape recorder making ‘radio shows’ with my teddies. Then as a teenager, recording the Top 40 every Sunday. It fascinated me so much that people got paid to bring joy into lives just by talking and playing tunes.
My career took a squiggly path. I studied media production, then worked a decade in the charity sector and co-hosted an indie radio show on the side. I couldn’t shake the audio itch! When I was made redundant, it probably was the best thing that could’ve happened. I (eventually) realised I didn’t have to choose between the things I loved. I could make great audio, support organisations trying to change the world, and help people discover that podcasting wasn’t scary.
To cut a very long story short, that’s when MIC media was born in 2019. Our first client project was nominated for a British Podcast Award, which wasn’t too bad a start! We’ve since produced 60+ projects, trained 3,000+ people, and worked with everyone from charities to Andy Burnham (who might be the next UK Prime Minister by the time you read this!).
The career I’ve built didn’t exist when I left school. Back then, I thought I wanted to be the next BBC Radio 1 Breakfast presenter, but maybe I was just looking for a way to spend my life making lovely things for people’s ears. If you’d told that young lass recording the chart show that she’d make a career out of making audio, she’d have thought you were having a right laugh.
What motivated you to specialize in podcasts in the social impact sector?
I saw a massive gap. You have these brilliant organisations out there trying to make people’s lives better, they’ve got world-class expertise and incredible stories. I just thought, podcasting could be an amazing vehicle to share all of this. But for many of them, podcasting just wasn’t on the radar. Either they weren’t aware of the medium or it was often written off because they didn’t have the internal skills or resources to pull it off.
We’re a social enterprise, it’s a profit-for-purpose model here in the UK. It was a no-brainer to set MIC up this way. It’s a pretty unique way to run a production business, but everything we make goes right back into mission-driven podcasting.
We work with ‘good eggs’ like charities, universities, and value-led businesses. Podcasting isn’t just a marketing funnel for them. It is the work. It builds trust, shifts perspectives, and amplifies voices that usually get ignored.
We’re always looking for industry partners who share that mission. If you’re reading this and want to help us develop initiatives to amplify more under-heard voices, get in touch. Let’s make something meaningful together.
How do you find the state of social impact podcasts in the UK? How was it impacted by recent local and global funding changes?
It’s definitely a tougher climate than when I kicked off MIC in 2019, but it’s brilliant to see how many mission-driven organisations are using podcasting now.
That said, I’ve spent the last few months researching hundreds of podcasts made by charities, universities, councils and other mission-driven organisations across the UK, and one thing really stood out. Lots of organisations have paused or shelved their podcasts after a few series. Don’t mistake that for the medium being ‘dead’, though. I don’t think it’s a lack of belief in podcasting at all. It’s a lack of capacity.
Relentless funding cycles, shrinking budgets and stretched teams mean that when organisations are forced to make difficult decisions, comms often takes a back seat. It’s a survival tactic, not a failure of vision.
The opportunity, though, is still huge. There are incredible stories, expertise and lived experiences waiting to be shared. Podcasts give organisations the space to explain complex issues, build trust and connect with people in a way very few other channels can.
I’ve never accepted the idea that purpose-led podcasting has to sound ‘worthy’. Some of the most creative, ambitious and beautifully crafted podcasts I’ve heard have come from mission-driven organisations. That’s why I started MIC. I want the organisations making a real difference in people’s lives to have podcasts that sound every bit as good (and better) as the biggest commercial productions. Because doing good deserves to be brilliantly told.
Share more about your journey with MIC’s Podcast Club. How has it grown into an international community?
MIC’s Podcast Club actually started before MIC media even existed! In November 2018, I booked a room above a Manchester boozer for a meetup for indie podcasters - because I was tired of Facebook groups full of “gurus” and aggressive advice. I wanted something kinder, a space where indie podcasters could ask “daft” questions without being made to feel small. I named it MIC, and I loved the name so much I nicked it for the business a few months later.
We met in person every month until 2020 forced us online and it was the best thing that could’ve happened. It opened our doors to podcasters from all over the world, transforming a local meetup into a global community. I co-host it with podcast producer Charles Commins. I jokingly say I kidnapped him at one of our first meetups, because he’s never managed to escape.
Today, it’s a free monthly live Q&A where indie podcasters just help indie podcasters. Whether it’s imposter syndrome or equipment troubles, we tackle it all. It’s exactly what I envisioned, a warm community of indie podcasters in a corner of the industry that’s dickhead free.
You’re always welcome, come and join us on the second Wednesday of every month. Join the community here.
What perspectives has MIC’s Podcast Club brought you on cross-border and international collaboration?
One of the biggest lessons MIC’s Podcast Club has taught me is that generosity beats geography. Before we went international, we were North West England-centric. Now it’s the most unlikely bunch of people you’d ever find in a room. There might be someone making a series about beekeeping, another tackling Cold War history, another about a local football club. But the magic is in the cross-pollination. They’re all connected by one common thread…a love of speaking into a microphone about our passions. Those people would probably never have crossed paths otherwise. But here they all are, helping each other make brilliant podcasts.
We’ve got members from Liverpool to Utah, South Asia to the Netherlands, but my proudest achievement isn’t the international reach; it’s the kindness. I’ve watched members share workflows, get paid work, and start collaborations. The community is so beautiful in that respect. It’s ace.
MIC’s Podcast Club doesn’t just help you troubleshoot a buzzing XLR cable; it’s about sharpening your storytelling and getting better at the craft. It reminds you that whether you’re in Manchester or Melbourne, the place may change, but finding your voice, building trust, and trying to make something that lasts are all universal. Strip away the accents and time zones, and we’re all just trying to make brilliant podcasts.
Shoutout 2-3 social impact podcasts that you think deserve more love!
Choosing my favourites is like picking the best pie filling... absolutely impossible! But these three are proper gems.
Quite Unsuitable for Females (National Football Museum): I’m biased as anything because MIC trained the team and we produced the final series, but it’s a total masterclass. We co-created this with four young producers who were huge fans of the women’s game; we taught them everything they needed to create their own episodes, and they absolutely smashed it. It unearths the hidden history of women’s football, stories that were ignored for decades. With World Cup fever still fresh in our minds, this is the perfect reminder that the game belongs to everyone. The podcast is a brilliant piece of audio storytelling.
QueerAF (Queer AF): I’ve got proper podcast producer envy with these guys. Their episode on the Transgender Pilot who survived the Nazis blew me away. It’s narrative-led storytelling at its absolute best. But what I really admire is that they don’t just platform queer stories; they’re deeply committed to funding and mentoring emerging LGBTQ+ audio creatives, paying them to tell their own history. It’s ambitious documentary audio that is technically brilliant, gripping, and deeply rooted in the community they champion.
Armchair Adventures (Made by Mortals): This one is proper special. It’s a joyful, join-in show for curious kids, but what makes it extra special is that it’s co-created with older folk. It’s part audio drama, musical, movement session, basically a cartoon for the ears. It gets kids singing, dancing, and using their imaginations. What I love most is the intergenerational angle; by shaping episodes around the real lived experiences of older folk, it creates a lovely, shared space for families to learn together.
These three shows aren’t just “good for mission-driven work”, they’re brilliant, full stop. They prove that the most compelling podcasts aren’t just about the biggest production budgets, it’s about having a story that matters and people behind the mic who actually care about what they’re saying and sharing.
Thank you, Vic!
🎙️🌍 Podcast Recommendations 🌍🎙️
ROLEMODELS – Frauen in Führung (German)
In ROLEMODELS, Nina Ritter-Reischl, former managing director of a mid-sized family business, talks to women in leadership positions about what the role is really all about. How do they make decisions when the stakes are high? How do they handle doubt, pressure, and responsibility? And what helps when leadership feels lonely at times? Here, women speak openly about their experiences. You might well recognize yourself in much of what they share and take something away from each episode for your own journey.
“Unsung: Cleaners” is a documentary podcast bringing together the voices of cleaners across Europe, telling their stories in their own words. From invisible labour and night shifts to dignity and organising for change, the five-part series explores the human stories behind one of the world’s most essential – and most overlooked – jobs: cleaning. The podcast is released as the EU overhauls its public procurement rules governing €2,000 billion in annual spending. The rules determine the working conditions of millions of cleaners who are employed by private companies but carry out public contracts.
AI Report (Dutch)
Alexander Klöpping and Wietse Hage make AI understandable and keep you up to date. Once a week, they not only discuss the latest developments but also translate major AI breakthroughs into practical applications.
Want to see your podcast recommended?
🏴 Podcasts from Scotland 🏴
John McBlain is an audio producer, podcaster and educator based in South-West Scotland. With a background in audio journalism, music and digital media production, he is the founder of Jonsan Media, producing award-winning podcasts and productions while leading the way in podcast and digital storytelling education.
Fresh off the heels of judging and winning two awards at the inaugural Scottish Podcast Awards, John is shining a spotlight on three shows that prove Scottish audio is truly unmissable. The Scottish podcasting community is bursting with talent, innovation, and ambition, actively shaping the global conversation with a distinct Scottish voice and these selections celebrate some of the best of that thriving scene.
John’s Jotter: 1999: What makes John’s Jotter: 1999 stand out for a European audience is its winning blend of warmth, sharp hosting, and a uniquely Scottish take on global 90s pop culture. It’s a masterclass in engaging chemistry combining nostalgia-tinged interviews with musicians, podcasters, and creatives alongside chart rundowns and a deep-dive into music and pop culture history. The result is an addictive, feel-good listen that leaves listeners thoroughly entertained with an irresistible, warm sense of time-capsule nostalgia.
Just Get A Real Job: A candid, refreshingly practical look at the modern creative economy. Jamie bridges the gap between artistic passion and sustainable careers, serving up invaluable industry insights with trademark warmth, humour, and a uniquely Scottish pragmatic charm. It’s part survival guide, part celebratory deep dive for anyone making a living through their craft.
Scran: Hosted by The Scotsman’s Food and Drink Editor Rosalind Erskine, Scran takes listeners on a rich, multi-award-winning culinary tour across Scotland. Instead of staying locked in a studio, Rosalind regularly hits the road to capture the authentic sounds, sights, and stories of Scotland’s producers in their own environments. It offers a warm, atmospheric, and deliciously authentic window into modern Scottish culture beyond the usual stereotypes.
Thank you, John!
You can connect with him here.
🚀Events and Opportunities🚀
Story Night: audio stories in Arabic & English (Berlin, Germany)
Tonight, we’ll listen to eight new audio stories in Arabic and English. Berlin premiere of the latest pieces by THE ECCO. THE ECCO is an international non-commercial initiative and program designed to tug at the boundaries of the world of audio storytelling, journalism, and documentary work. They bring together talents in different parts of the world — journalists, sound designers, audio producers, sound artists, & writers— all united by a common goal: to push themselves and each other out of their work-related comfort zones and explore the different shapes audio documentaries can take, where they may intersect with art and what impact this kind of playful exploration can have.
When? July 29.
Die Podfluencer (Munich, Germany)
The most important indie podcast festival for the DACH region. Not a conference. Not a glossy event. Two days of genuine podcast community – for everyone who has something to say about podcasting or who wants to get to know this medium for the first time.
English speaking podcasts can apply for the International Podfluencer Award.
When? August 15. The event will take place on October 23-24.
So Many Voices (Munich, Germany)
So Many Voices is a conference by podcasters for podcasters! Two days to get to know each other better, learn from one another, and network! So Many Voices is organized by hauseins and aims to bring everyone together: whether newbie or pioneer, creative or tech geek, journalist, media researcher or marketer. Here’s a space for all the conversations that occupy your mind throughout the year:
When? November 20-21.
That’s it for now!
Andreea
So much to take in, and what a fantastic conversation with Vic Elizabeth Turnbull.