How can European podcasters build community? with AIR's Keisha A. Salmon

Eurowaves #20 Interview

Keisha A. Salmon is the Executive Director of AIR (Association of Independents in Radio), a professional network supporting thousands of audio creators across the United States and internationally. She leads AIR’s work to strengthen independent careers through training, mentorship, and advocacy, with a focus on fair pay, sustainable pathways, and building community for freelancers in the audio industry.

You can connect with Keisha on LinkedIn here.

What lessons could Europe borrow from AIR when it comes to building supportive communities for creators?

At AIR, we’ve seen how much stronger creators become when they don’t feel alone. Having a community means being able to turn to peers for support, learn from mentors, and count on advocates who understand the realities of independent work. In Europe, there are already significant efforts, including local podcasting associations, journalism unions, and EU-funded training programs, that provide creators with valuable support. What is often missing, though, is a cross-border professional home that brings these elements together under one roof: a place that combines peer support, mentorship, fair rate and contract resources, and advocacy. Because the European ecosystem is more fragmented, it can be harder for independents to find consistency and solidarity. The lesson Europe can borrow from AIR is that when creators rally around a shared hub, they gain both the leverage to build sustainable careers and the collective strength to influence the industry together.

You’ve championed fair pay for independent audio makers. Can you share some success stories or case studies that could serve as models for podcasters and producers in Europe?

One of the clearest successes has been seeing freelancers bring AIR’s Rate Guide directly into their negotiations. Members have told us that when they were offered a rate that felt too low, they pointed to the guide as evidence of industry standards. In several cases, that simple step resulted in contracts being revised upward, sometimes by hundreds of dollars per project. We have also heard from producers who used the guide to push back on flat project fees that would have undervalued their time. By showing the expected hourly range, they were able to reframe the conversation and secure more realistic compensation. And sometimes, even when the initial offer is far below what it should be, freelancers tell us the guide gives them the confidence to either negotiate higher or walk away knowing the standard is on their side.

These stories show how transparency creates leverage. When independents have a trusted benchmark, they are better equipped to advocate for themselves and often achieve success. For European creators, the lesson is that building and using a shared reference tool can change the outcome of negotiations one contract at a time.

Which AIR resource is most helpful for members, and how might Europeans build something similar?

The most relied upon resource at AIR is the 2025 Rate Guide. It is built from survey data, interviews with freelancers, and industry research, and it outlines clear ranges for dozens of roles, ranging from producers and editors to engineers and sound designers. Freelancers use it to enter negotiations with confidence, and many have secured higher pay or fairer contracts by referencing the guide. Hiring organizations also use it to set realistic budgets and to understand what different roles actually require. That combination makes the guide valuable on both sides of the table, and it has become the single most visited tool AIR offers.

For Europe, a similar resource could be developed by pooling data from across countries, publishing it in multiple languages, and regularly updating it. It could also include context about scope, revisions, and complexity, so the guidance is not only about what to charge but also how to structure a fair contract. A resource like that would not replace the work already being done locally. It would amplify it by giving freelancers a common language and helping organizations meet the same standard across borders.

What have you learned from international collaborations that might guide Europeans as they come together?

AIR’s international work has shown us how valuable it is to step outside of our own market and learn alongside others. Through the New Voices program, we have connected with fellows working around the world who face many of the same challenges that US-based independents do, especially around pay and sustainability. Their perspectives have reminded us that the need for strong networks and fair standards is not just an American issue. By participating in international events, we have been able to bring AIR’s members into global conversations and establish new partnerships. While abroad, we also look for organizations that can introduce AIR to broader communities and open up conversations about equity, leadership, and inclusion. Content is Queen’s Black Audio Leaders Supper Club, which brought together creators from the UK, Africa, and the US. It was one example of how powerful it is to create spaces where underrepresented voices and intersectional experiences are centered. It also underscored the importance of creating spaces that recognize how multiple identities intersect and shape the way people experience the industry. When collaborations make room for those layered experiences, they become stronger and more inclusive.

That same principle applies when thinking about how Europe might come together. The issues are familiar everywhere, but the way they are solved depends on context. A model that works in New York may not work in Mississippi, and the same is true across countries. By aligning first on values like fair pay, equity, and professional growth, and then shaping tools like the rate guide, fellowships, or training programs to reflect local realities, Europe can build a stronger and more connected network of independent professionals. This approach honors local strengths while ensuring that communities with overlapping identities are fully included and supported.

Looking five years ahead, what change would you like to see globally, and how can Europeans be part of that vision?

Five years from now, I want independent audio work to have the same stability and recognition as any other professional path. Creators should be able to count on fair pay, predictable pathways into the industry, and access to shared tools that make negotiations and contracting straightforward. I want to see standards in wide use, stronger pipelines for emerging talent, and more cross-border collaboration so that great ideas and opportunities are not limited by geography.

In Europe, we already see important steps in this direction through fellowships, cross-border reporting projects, training hubs, and networks that bring independents together. The opportunity now is to connect and expand that work. A public, regularly updated rate guide could anchor budgets and RFPs across countries. Paid pathways, such as fellowships, apprenticeships, and mentorships, could be scaled to connect more directly to paid work. Partners could share practical tools such as contract templates, scopes, and credits, so teams spend less time reinventing basics and more time creating. Recurring exchanges where producers, editors, and engineers co-teach workshops and co-produce short projects could help surface models others can replicate. A light coordinating hub could help maintain shared resources while keeping program delivery local and efficient. By building on what already exists, Europe can raise the bar for freelancers, facilitate collaboration across borders, and help establish norms that strengthen the industry globally.

How can European-based American professionals and US-based European professionals get involved with AIR?

The simplest way is to join as members. Membership opens the door to our training platform, mentorship programs, rate guide, advocacy work, and a network of thousands of creators who are navigating the same freelance challenges. Many of our resources are designed to be virtual, which makes them easy to access no matter where you are based. European creators have already taught for SoundPath, taken SoundPath classes, used the Rate Guide in their own negotiations, and connected with peers through fellowships like New Voices. Beyond individual membership, there are also opportunities to collaborate through AIR’s fiscal sponsorship program, or to participate in international workshops and exchanges where our members co-teach and co-produce across borders. Whether someone is in Europe or the United States, AIR can serve as a professional home and a bridge to a larger international community of independents.