What happens when a podcast network builds its identity for listeners—much like a TV channel—instead of just providing services to creators behind the scenes? This episode explores why centering a podcast network’s brand can shape everything from show selection to audience community and long-term business value. It challenges the assumption that a podcast network is simply a vehicle for production and sales, and instead considers it as a consumer-facing brand that must earn long-term loyalty. Guest A.J. Feliciano brings a rare perspective—questioning whether “podcast” will even remain the right word, and pushing operators to rethink how networks build lasting value.

With a background in cable television—including nearly a decade at NBCUniversal—and experience building networks that emerged from large, fan-driven brands, A.J. Feliciano now leads the creation of a new kind of podcast network with Companion. His operational focus stretches from network structure to direct-to-consumer brand-building. If you’re curious what it looks like to operationalize a consumer-facing network from scratch, the full conversation goes much deeper.

Listen for:

00:00 Podcast networks and brand building

06:54 How podcast networks operate

15:04 Fostering community through meaningful content

20:12 Expanding Podcast Network Partnerships

30:18 Considering doing ad sales in-house

37:11 Discussing podcast network operations

43:24 Celebrities and podcast expectations

46:52 Approaching Podcast Networks

50:17 Identifying red flags in sales pitches

57:17 Building Creator Collaborations

01:06:42 Streamers licensing podcasts

WITH GUESTS: A.J. FELICIANO, GENERAL MANAGER

Website | LinkedIn

A.J.’s rec: Podcast Pop Syllabus | Book: Our Iceberg is Melting by John Kotter and Holger Rathgeber

CONNECT WITH GREG WASSERMAN, HEAD OF RELATIONSHIPS FOR RSS.COM

Website | LinkedIn

Greg’s book rec: Return on Courage by Ryan Berman

Systems, Sponsors, and Partners:

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Produced by Stories & Strategies

Content Repurposed with Castmagic

Podcast Project Management with Northflow

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