This year, podcasting marks a major milestone: Apple Podcasts turns 20.
That’s two decades of stories, conversations, and voices reaching listeners all over the world, on demand, in their ears, and often, right when they need them most.
Podcasting has become so much more than a tech trend or a content channel. It’s reshaped how we learn, share ideas, and connect across time zones and industries. From the daily commute to the late-night wind-down, podcasts have become part of our routines, offering a rare kind of intimacy and trust that few other formats can match.
As Apple rightly said, podcasting is more than a platform — it’s a home for ideas.
And at SoundCartel, it’s been our home since long before “podcast” was even a household word.
40 Years in Audio: Our Legacy
While Apple Podcasts is celebrating 20 years, SoundCartel has been creating impactful audio for more than twice that long. Back in 1984, long before smartphones and streaming apps, we launched Business Essentials (later BE Media Production), Australia’s first dedicated business audio content agency. Our flagship product? A monthly audio magazine called Business Essentials, designed to deliver expert interviews, practical insights and timely news to business owners around the country.
The program, hosted by respected journalist Michael Schildberger, was unlike anything else at the time. Distributed on cassette (and later CD), it delivered expert interviews, practical advice, and timely insights from economists, CEOs and innovators straight to the ears of small and medium-sized businesses.
When podcasting finally emerged in the mid-2000s, Business Essentials was one of the very first business-related podcasts in Australia. And at a time when most shows were hobbyist, niche and amateur in production, ours was professional, polished and consistently ranked number one in its category for many years.
It even broke technical ground, becoming the first “enhanced” podcast in Australia, with chapters embedded into the audio. This was just a glimpse at how rich podcasting could become.
These days, Business Essentials continues as a podcast that provides inspiration and practical business advice to thousands of business owners, entrepreneurs and professionals.
This legacy matters. Because today, when we create a podcast for a brand or a thought leader, we’re not just hitting record, we’re drawing on 40 years of audio strategy, audience insight and editorial craft.
From the business audio boom of the ’80s and ’90s to the modern podcasting era, SoundCartel has remained at the forefront of audio with purpose.
How Podcasts Have Evolved Over 20 Years
Two decades ago, podcasting was a fringe format. It was the domain of tech enthusiasts, hobbyists and independent creators experimenting with a new kind of storytelling. You had to download files manually and sync them to your MP3 player. There were no apps, no charts, and certainly no brands building marketing strategies around audio.
Fast forward to today, and the landscape couldn’t be more different.
Podcasting has become mainstream.
With more than 2 million Australians tuning in daily, it’s no longer just a cool alternative to radio; it’s a core part of how we consume news, business insights, entertainment, and education. Listening is now as easy as opening an app, popping in your headphones, and hitting play.
But it’s not just the audience that’s changed; the content itself has evolved dramatically.
- Production quality has skyrocketed. Listeners now expect crisp sound, thoughtful editing, and a level of polish that reflects your brand’s professionalism.
- Strategy matters more than ever. Gone are the days of rambling chats with no clear purpose. Today’s most successful podcasts are backed by content planning, audience targeting, and measurable goals.
- The business model has matured. Podcasts have become engines for brand growth, lead generation, internal communications, and even direct revenue through sponsorships, memberships and monetised content.
- Distribution is seamless. With platforms like Apple Podcasts, Spotify, and YouTube, your voice can reach global audiences in seconds, from a recording studio in Melbourne to a boardroom in New York.
We’ve had the privilege of watching and shaping this evolution first-hand. From the early days of in-car business audio CDs to today’s high-impact branded podcasts, we’ve seen what works, what doesn’t, and what’s next.
What Makes SoundCartel Different
We understand not just how to produce content, but how to make it work.
Our approach, whether you’re recording in a home office or our Melbourne studio, is grounded in four key pillars:
- Plan strategically – Start with clarity and purpose.
- Create with precision – Every episode should reflect your voice and values.
- Grow intelligently – Build a loyal, engaged audience.
- Review continuously – Use insights to refine and improve over time.
We act quickly, collaborate closely, and focus on what actually moves the needle.
Here’s to the Next 20 Years
As Apple Podcasts celebrates two decades of creator-led audio, we’re proud to have been in this space for nearly twice as long. From business audio programs in the ’80s to modern branded shows, we’ve seen firsthand how powerful this medium can be.
And we’re just getting started.
If you’re considering podcasting as part of your brand or business, we’d love to hear where you’re at. Whether you’ve got a clear idea or just a spark of inspiration, we’re here to help you explore what’s possible.
Book a free 20-minute strategy session today and let’s make something worth listening to.