Launching a Producer Podcast: Lessons From Ant & Dec for Music Creators

Hook: Your sample packs deserves an audience — so why are you waiting to start a podcast?

Producers tell me the same things: great sounds sit on hard drives, sample packs don’t get heard, and promotion feels expensive and scattershot. In 2026 the loudest creators don’t just release packs — they build communities and productize their expertise. That’s why launching a podcast can be your fastest, most cost-effective channel to convert listeners into buyers, collaborators, and superfans.

The late-but-strategic play: what Ant & Dec teach us

In January 2026 iconic TV duo Ant & Dec launched their first podcast, Hanging Out with Ant & Dec, as part of a new digital brand called Belta Box. Critics called it “late to the party,” but the move is strategic: they tapped an existing audience, asked the audience what they wanted, built a multi-platform release plan, and repurposed legacy clips alongside new formats. As Declan Donnelly said, “we asked our audience if we did a podcast what would they like it be about, and they said ‘we just want you guys to hang out.’”

“We asked our audience if we did a podcast what would they like it be about, and they said ‘we just want you guys to hang out.’” — Declan Donnelly

At the same time, Goalhanger — a big podcast production company — crossed 250,000 paying subscribers across its shows in late 2025, showing subscriptions are a mature revenue channel for audio-first creators. That equates to substantial recurring income and community benefits like Discord rooms, early tickets, and bonus episodes.

Why this matters for producers in 2026

• Audio-first audiences are subscription-ready: Listeners pay for value — ad-free feeds, exclusive stems, and direct access to creators.
• Short-form clips drive discovery: Reels and Shorts fuel podcast audience growth and redirect fans to sample store pages.
• Tools have matured: AI-assisted editing, automated transcripts, and integrated subscription RSS feeds make production leaner than ever.
• Community monetization is repeatable: Discord, members-only channels, and early-access stems (available for direct sale or subscription via platforms such as creator stores) turn listeners into lifetime customers.

What to copy from Ant & Dec — practical steps for producers

Below is a step-by-step playbook to launch a producer podcast that promotes sample packs and builds a community. It translates Ant & Dec’s strategic moves into producer-first tactics.

1. Validate demand before you record

Ant & Dec asked their audience what they wanted — you should too, but faster and more targeted.

• Run a 2-week poll across your email list, socials, and a short landing page: ask what topics listeners want (sound design, DAW workflows, pack breakdowns, remix contests).
• Offer a micro-incentive: a free one-shot if they vote. This builds your email list and validates topic interest.
• Analyze search intent: use keyword data for sample packs, DAW project files, producer tutorials, and podcast queries to pick the first 12 episode themes.

2. Build a minimal, repeatable format

Ant & Dec's