You didn’t get into storytelling to hustle T-shirts and pitch to Patreon, right?

And yet, here we are.

The truth is, for many creatives working across film, TV, immersive and audio, the path to sustainable income often means building something around your content—not just from it.

In this week’s CreativeHQ clinic, we dove into the real talk: what’s working, what’s failing, and how producers are getting smarter (and scrappier) when it comes to monetisation.

Whether you're podcasting, developing a digital series, or spinning up IP for audio and screen, this one’s for you.

Let’s get into it.

Tip 1: Your Podcast Is Not (Just) a Podcast

Let’s stop treating podcasts like a standalone product. They're not. They’re a content ecosystem seed — a lead magnet, a testing ground, a networking tool, and yes, potentially, a revenue stream.

Whether you’re working in arts, academia, or storytelling, think: What’s the function of this piece of media in my wider business model?

For one producer, her podcast wasn’t the main event. It was the invitation to the party — drawing people into research, consultancy, or speaking work. For another, it was the entire business… but that business needed diversification to survive today’s fractured audio economy.

Pro tip:
Think of your podcast as a funnel. Even if the money doesn’t drop straight into your bank account, it should lead to something that does.

Tip 2: Diversify Revenue Streams

Let’s be honest — sponsorship alone isn’t the golden goose it once was. With industry fragmentation and listener fatigue, you need to get creative:

• Grants & foundations: Apply early. Institutions like OKRE and the Whickers are more open than ever to funding development—especially when your series tackles underrepresented or research-aligned themes.
  

• Merch: Not the logo-on-a-mug kind. The "inside joke from episode 5" kind. The kind your fans will proudly wear because they feel part of the tribe.
  

• Live events / 'eventification': No, it’s not just a buzzword. Selling exclusive access to unrecorded, candid conversations can build intimacy, urgency, and revenue.
  

• Patreon & paid tiers: Yes, there’s subscriber fatigue. But superfans still pay for access, connection, and exclusivity. Just be clear on the value they get.
  

Tip 3: Find Strategic Partners To Host Events.

Before you pitch your idea to a network or throw thousands into production, test it live.

One of our producers is working on a podcast recording/live event concept with a major private members club. Smart move. Why? It offers a soft launch, built-in audience, and the chance to collect intel before fully committing.

Charlotte shared how a previous project launched a podcast-radio play hybrid with an interactive booklet. Pages came alive through your phone creating an intimate event in your pocket. It was affordable, novel, and bagged them two awards.

Pro tip:
Think of events as revenue generators and format incubators. You can earn, test, iterate, and build buzz, all in one go.

Tip 4: Don’t Start From Scratch. Borrow an Audience.

If you don’t have the time or cash to build a following from zero, borrow someone else’s.

• Pitch to related podcasts.
  

• Do feed swaps or guest features.
  

• Use live event partners with big mailing lists (theatres, members’ clubs, cultural orgs).
  

• Find collaborators who bring more than just vibes—they bring visibility.

And remember: Legacy press ≠ listeners. It’s vanity metrics. The real conversions come from newsletters, podcast crossovers, and targeted platforms.

Tip 5: Start With Your Why… Then Funnel Like a Boss

One CreativeHQ producer summed it up perfectly: “I’m doing enough free stuff.” And she's right.

So if your content isn’t paying yet, make sure it’s at least working. Ask:

• What’s the business model behind this?
  

• Where does the audience go once they find me?
  

• How do I own the relationship (email, access, community)?

If you haven’t yet, revisit our Digital Products series. We break down exactly how to build a funnel that turns engagement into income — even if you’re starting from zero.

Final Thought: You Are Allowed to Make Money

We say this with love: stop apologising for wanting your creative work to pay you.

Your stories have value. Your content has purpose. And your business model? It’s allowed to be strategic, smart, and even (gasp) scalable.

Start with what you’ve got. Build from there. Stack value until it turns into income.

Then reinvest in your own creative freedom.

Was that helpful? Pass it along!

Every week, the CreativeHQ producers get together for group coaching. In these sessions, we tackle the most pressing challenges faced by creative media producers.

We share the insights from these clinics to widen the impact.

If you'd like to find out more about joining CreativeHQ and becoming part of our producer ecosystem, simply join CHQ Accelerate.