The podcast graveyard is full of great shows nobody heard
There are over 4 million podcasts globally. The vast majority are abandoned within 10 episodes. Not because the hosts ran out of things to say, but because they ran out of audience.
The pattern is predictable. A business leader has a good idea for a show. They book a studio. They record a few episodes. The audio is clean. The conversations are genuine. The episodes are uploaded to Spotify and Apple Podcasts. And then nothing happens.
No organic search traffic to the show notes. No social clips driving discovery on Instagram or TikTok. No paid campaigns extending reach beyond the host’s existing network. No email sequences converting casual listeners into subscribers. No integration with the brand’s website, content strategy or lead generation funnel.
The podcast is technically live. But commercially, it is invisible.
This is not a production quality problem. This is a distribution and marketing problem. And that is exactly the problem a marketing agency solves.
What a standalone studio actually delivers
A standalone podcast studio typically offers:
- A recording space (sometimes with cameras, sometimes audio-only)
- Basic audio editing and mixing
- Upload to podcast platforms (Spotify, Apple, Google)
- A short episode description
- Maybe a social clip or two
That is the product. It starts and ends in the studio.
The business owner walks away with a finished audio file and a Spotify link. They share it on their personal LinkedIn. Their mum listens. Their business partner listens. Their social media manager posts it once. And the episode drifts into the algorithm with no signal, no strategy and no system to push it to the right audience.
This is not the studio’s fault. They did their job. They recorded and edited a podcast. But recording a podcast and growing a podcast are completely different disciplines.
What a marketing agency brings to podcast production
When a full-service marketing agency produces your podcast, the episode is one component inside a connected growth system.
Before recording: The agency develops the show concept, identifies the target audience, researches content gaps, builds a content calendar and positions the show to own specific conversations in your industry.
During recording: Professional multi-camera studios, broadcast-grade audio, experienced producers who direct the conversation and keep it tight.
After recording: This is where the real difference happens.
- The episode is edited into a polished long-form video and audio file
- 5 to 15 short-form clips are cut for Instagram Reels, TikTok, YouTube Shorts and LinkedIn
- SEO-optimised show notes are published on your website, targeting the keywords discussed in the episode
- Full transcripts are published and indexed by Google
- Structured data (FAQPage, Article, Podcast schema) is added
- The episode is distributed across Spotify, Apple Podcasts, YouTube, Amazon Music and any other relevant platform
- Paid social campaigns promote hero episodes to lookalike audiences
- Email sequences notify your subscriber base
- The content feeds into your broader SEO, social and content marketing strategy
Every episode generates search traffic, social reach, paid impressions, email engagement and brand authority. That is a fundamentally different outcome from uploading an MP3 to Spotify.
The maths: one episode, twelve assets
A single 45-minute podcast episode recorded at AIIMS Creator Hub generates:
- Full-length video episode (YouTube, website)
- Full-length audio episode (Spotify, Apple, Amazon)
- 5 to 15 short-form video clips (Reels, TikTok, Shorts, LinkedIn)
- SEO-optimised show notes article (Google organic traffic)
- Full episode transcript (keyword indexing)
- Quote graphics and audiograms (social media)
- Email newsletter content
- Blog post topic spinoffs (from the conversations had)
- Guest cross-promotion (the guest shares to their audience)
- Paid social creative (clips repurposed as ad units)
- Internal linking signals (show notes link to service pages)
- YouTube search and suggested video presence
A standalone studio delivers items 1 and 2. A marketing agency delivers all twelve. The cost difference between producing episodes and producing episodes that grow your brand is not double. It is the same recording session with a different team behind it.
The proof: 3 Australian Audio Awards from one agency
In 2026, shows produced at AIIMS Creator Hub won three awards at the Australian Audio Awards:
- Best Podcast Host/Presenter: Josh Fox (MAFS Funny)
- Best Sport Podcast: Unscripted with Josh Mansour
- Best New Podcast: MAFS Funny
These shows were not produced by a standalone podcast studio. They were produced by a full-service marketing agency with an in-house production team, purpose-built studios, and a marketing ecosystem that pushed the content to audiences across every platform.
The production quality won the awards. The marketing system built the audiences.
The question to ask before you book a studio
Before you invest in podcast production, ask one question: what happens after the episode is recorded?
If the answer is “we upload it to Spotify”, you are hiring a studio.
If the answer includes SEO-optimised show notes, social clip distribution, paid campaigns, email integration and audience growth strategy, you are hiring a growth partner.
The podcast itself is the raw material. What you do with it determines whether it becomes a growth channel or a vanity project.
AIIMS podcast production starts with the recording and covers everything that happens after.
Ready to build a podcast that actually grows?
AIIMS is the only agency in Australia that runs the full production pipeline and the full marketing pipeline as one connected system. Three Australian Audio Awards. A former KIIS FM Executive Producer. Four professional studios. And the SEO, social, paid and content teams to turn every episode into commercial growth.
Book a session: AIIMS Creator Hub
Call: 1300 397 603
Full service page: Podcast Production Sydney
From Kyle
& Jackie O
to #3 in the
country.
How AIIMS Creator Hub built the MAFS Funny universe from a blank page and just launched a brand new podcast with Nova Entertainment.
Two producers.
One idea.
Zero guaranteed outcomes.
Joshua Fox and Pedro Cuccovillo Vitola spent years behind the curtain at The Kyle and Jackie O Show. They understood internet culture. They saw what creator-led content could do that mainstream media was quietly failing to achieve.
In January 2025 they left, teamed up, and launched AIIMS Creator Hub — a full-scale production studio backed by AIIMS Group. Their first project: MAFS Funny, a podcast recapping Married at First Sight with Fox’s now-signature irreverent edge.
Within weeks it was a phenomenon. By March 2025, Nova Entertainment came knocking. By February 2026, MAFS Funny had crossed 100 million and was officially Australia’s #1 TV & Film podcast and #3 overall. Today, the press announces the next chapter: Occasionally Funny — a spin-off co-hosted with MAFS fan-favourite Sam Stanton.
This is the story of how AIIMS Creator Hub built that universe. And what it means for any brand serious about content.
Built from scratch. Scaled like a machine.
MAFS Funny didn’t start with a budget or a network deal. It started with two people who understood internet culture, knew exactly how audiences wanted to consume content, and had the skills to execute without asking permission.
Joshua Fox launched the show as a solo creator project. The concept was direct: unfiltered MAFS recaps, irreverent takes, exclusive cast interviews, and behind-the-scenes moments the official coverage would never touch.
Within weeks of the January 2025 launch, downloads were accelerating. 1 million downloads came before the ink was dry on the first major partnership. Social content compounded the reach — 43 million video views across platforms before mid-year.
AIIMS Creator Hub provided the infrastructure: production, strategy, PR, and the creative engine to build the MAFS Funny brand into something bigger than a single season.
Nova Entertainment didn’t find them. They earned the call.
In March 2025, Nova Entertainment announced a formal partnership with AIIMS Creator Hub. It wasn’t a cold pitch. It was a network responding to audience data they couldn’t ignore.
MAFS Funny had already hit Australia’s top podcast charts. Its Instagram reach had passed 18 million. The numbers spoke for themselves — and Nova’s Head of Podcasts and Digital Content, Rachel Corbett, said as much publicly.
“Josh has built a hugely engaged audience around MAFS Funny, because he instinctively understands internet culture and how audiences want to interact with content.”
Rachel Corbett, Network Director, Nova Podcasts
For AIIMS Creator Hub co-founder Joshua Fox, it was a full-circle moment. His radio career began at Nova. Coming back — this time as a partner, not an employee — was the kind of story that writes itself.
The partnership gave MAFS Funny distribution across the Nova Player, deepened its reach, and opened the door to what would come next.
The spin-off that proves MAFS Funny is a brand, not a show.
On 19 May 2026, AIIMS Creator Hub and Nova Entertainment launched Occasionally Funny — a new podcast hosted by Joshua Fox with MAFS 2026 breakout star and fan-favourite groom Sam Stanton as co-host.
The reveal wasn’t a press release and a link. It was a playful, multi-week storyline — Fox’s own mum competing against Sam Stanton for the co-host role, with listeners ultimately deciding the outcome. By the time today’s announcement dropped in Mumbrella, B&T, and Radio Today simultaneously, the audience was already invested.
Occasionally Funny covers everything from dating disasters and reality TV to gay culture, trending moments, and honest conversations about mental health. It’s the same irreverent tone MAFS Funny built its audience on — now with more room to move.
“Sam is the dream co-host already because his wholesomeness balances my chaos perfectly. Even though we have so much in common, it’s incredible how different we are when it comes to everything, including dating and hookups!”
Joshua Fox, Host, Occasionally Funny
New episodes drop every Wednesday on the Nova Player and wherever listeners get their podcasts.
Zero to #3 in under 14 months.
The industry took notice.
The AIIMS Creator Hub offering.
The people behind it.
Ready to build
your universe?
AIIMS Creator Hub works with brands, creators, and anyone serious about growing online. Bring the idea. We’ll do the rest.
Big News
Four nominations.
Two shows.
One incredible team.
We’re finalists in 4 categories at the Australian Audio Awards, and we couldn’t be more proud of everyone at AIIMS Creator Hub making noise, literally.
The hard work, the late edits, the episodes that somehow just worked. This is for all of it.
Fingers crossed for the big night. Let’s go.
AIIMS Creator Hub
Ready to make noise?
Book a session at AIIMS Creator Hub — studio, strategy, and a team built for creators serious about growing.
Best Podcast Host/Presenter
Josh Mansour
Unscripted with Josh Mansour
Best Podcast Host/Presenter
Josh Fox
MAFS Funny Podcast
Best New Podcast
MAFS Funny
The podcast that hit number 1 in Australia with 100 million streams in February 2026.
Best Sport Podcast
Unscripted
Unscripted with Josh Mansour
About the Achievement
AIIMS Creator Hub Named Finalist at the Inaugural 2026 Australian Audio Awards
AIIMS Creator Hub has been shortlisted as a finalist in four categories at the 2026 Australian Audio Awards, the industry’s premier night celebrating radio and podcast excellence across Australia. The awards ceremony takes place on 28 May 2026 at Carriageworks, Sydney, presented by Mumbrella, Radioinfo and RadioToday.
The nominations span two original productions from the AIIMS Creator Hub stable, competing across both independent podcast and host categories alongside some of Australia’s biggest media names.
The four nominations are:
Best Podcast Host/Presenter (Independent)
Josh Mansour for Unscripted Podcast
Best Podcast Host/Presenter (Independent)
Joshua Fox for MAFS Funny
Best New Podcast (Independent)
MAFS Funny AIIMS Group Creator Hub with Joshua Fox
Best Sport Podcast (Independent)
Unscripted AIIMS Group with Josh Mansour
Unscripted with Josh Mansour is an NRL-focused podcast that broke through internationally during the NRL Vegas round, building a fiercely loyal audience across Australia and the US within its first year of production. The show earns its name: raw conversations, no script, no filter.
MAFS Funny, hosted by Joshua Fox, became the number one podcast in Australia in February 2026, clocking 100 million streams in a single month. It remains one of the fastest-growing independent podcast launches in Australian audio history.
Both shows are produced from the AIIMS Creator Hub studio in Sydney, a production and strategy powerhouse co-founded by Pedro Vitola and Joshua Fox, built for brands, creators and anyone serious about growing their presence in the creator economy.
“10 months ago this was just an idea. What a ride it’s been.”
For me, it’s always been about making people feel like they’re in the room with us. Real conversations, no pressure, just creating a space where people feel comfortable enough to open up and share their story without judgement.
Josh Mansour, Host of Unscripted
AIIMS Creator Hub
Ready to make noise?
More than a studio. A marketing powerhouse built for people with a fierce conviction to grow. Come see what we’ve built.
AIIMS Group
What is Video Marketing?
In the era of ever-evolving digital marketing strategies, video marketing has emerged as a powerhouse for businesses looking to connect with their audience, engage customers, and drive results.
In the era of ever-evolving digital marketing strategies, video marketing has emerged as a powerhouse for businesses looking to connect with their audience, engage customers, and drive results. From social media platforms to websites and email campaigns, video marketing has become a versatile tool with a proven track record. In this blog, we will explore how video marketing helps businesses in various ways.
1. Boosts Brand Awareness
One of the primary advantages of video marketing is its ability to create memorable and shareable content. A well-crafted video can leave a lasting impression on viewers and increase brand awareness. With the potential to go viral, videos have the power to introduce your brand to a vast audience quickly. By incorporating your brand’s unique personality and values into your videos, you can build a strong and recognizable brand identity.
2. Enhances Engagement
Video content is inherently more engaging than text or static images. It can capture the audience’s attention and hold it for longer periods. Videos can convey complex information in a concise and entertaining manner, making it easier for viewers to understand your products or services. High engagement rates translate into increased time spent on your website or social media profiles, improving your chances of converting viewers into customers.
3. Improves SEO and Website Traffic
Search engines, such as Google, prioritise video content in search results. By optimising your video content for relevant keywords, you can boost your website’s visibility and drive organic traffic. Additionally, videos tend to keep visitors on your website for longer, which is another factor search engines consider when ranking websites. A well-structured video marketing strategy can help you climb the search engine rankings and reach a broader audience.
4. Fosters Trust and Credibility
Videos allow you to humanise your brand by putting a face to your business. By showcasing your team, sharing customer testimonials, or offering behind-the-scenes glimpses of your operations, you can build trust and credibility with your audience. People are more likely to connect with a business that appears transparent, genuine, and approachable. Video marketing provides the perfect platform to convey these qualities.
5. Expands Social Media Reach
Social media platforms, such as Facebook, Instagram, and TikTok, have embraced video content. Businesses that incorporate video marketing into their social media strategy often experience higher engagement rates and reach a broader audience. With features like live streaming and stories, you can interact with your followers in real time and create a sense of community around your brand.
6. Drives Conversions
Ultimately, the goal of any marketing strategy is to drive conversions and boost sales. Video marketing can help you achieve this by providing opportunities to showcase your products or services in action. Product demonstrations, explainer videos, and customer testimonials can all influence buying decisions. Additionally, strategically placed calls to action (CTAs) in your videos can direct viewers to take specific actions, such as making a purchase or signing up for a newsletter.
7. Measurable Results and Analytics
Video marketing provides valuable insights into how your audience interacts with your content. You can track metrics such as views, engagement rates, click-through rates, and conversion rates. This data allows you to refine your video marketing strategy over time, focusing on what works and optimising areas that need improvement.
In conclusion, video marketing is a powerful tool that can help businesses in various ways, from increasing brand awareness and engagement to driving website traffic and conversions. As technology continues to advance, incorporating video into your marketing efforts is no longer an option—it’s a necessity for staying competitive in the digital landscape. So, grab your camera, tell your brand’s story, and start reaping the benefits of video marketing for your business today.
How AiiMS Group’s Halo Digital Marketing Services Can Benefit You
At AiiMS Group, we recognize the immense value of video creation in today’s digital landscape. Our mission is to craft videos and photos that yield maximum impact for your business. Leveraging our industry expertise, AiiMS actively identifies and implements effective digital marketing strategies across various industries to set your business apart from the competition.
Ready to Experience Growth?
Are you prepared to harness the full potential of video and photos, elevating your brand’s visibility and engagement to unprecedented heights?
Get in touch with the AiiMS team today to embark on this transformative journey!