SoundCartel

🎤🎧 SoundCartel is a full-service audio content and podcast production agency SoundCartel is Australia's leading producer of audio content for businesses.
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We produce high quality podcasts, audio magazines, audiobooks and other audio-related communications for some of Australia's largest brands. Our team of journalists, writers, producers and editors are highly experienced and bring knowledge, expertise, enthusiasm and polish to every production. Since 1984, we have produced the highly recognised Business Essentials monthly audio magazine which offer

s regular updates on all the essentials of business life. We produce the Chartered Accountants Business in Focus audio series for Chartered Accountants Australia & New Zealand. We also produce Chartered Accountants Tax in Focus, which provides subscribers with a cost-effective and flexible means of keeping staff and business up to date with the latest developments in taxation. From our recording studio, we also provide video production services to help business communicate their message.

15/03/2024

Business Essentials Daily reaches 1,000 episodes!! So why did we launch the podcast at the start of COVID? And how is podcasting continuing to change the way businesses communicate? SoundCartel MD, Nick Schildberger tells all to Producer Nicki Goodman. Listen to the full ep here https://bit.ly/3PmryPQ

14/12/2023

We've been enthusiastic supporters of men’s health, and in particular raising awareness of prostate cancer, since our founder Michael Schildberger was diagnosed in 1997 who then sadly passed away from the disease 2010.

Our Managing Director, Nick Schildberger, also was diagnosed with prostate cancer in 2021. However, Nick is living proof that early detection and treatment of his prostate cancer means his life won’t be cut short by the disease.

RULE Prostate Cancer was formed in 2021 and is committed to working towards the day that no Australian man will die from prostate cancer. With Nick whole heartedly sharing in this mission, RULE asked Nick and the Schildberger family to share their cancer journey.

This is a cause very close to the hearts of everyone at SoundCartel, so we are delighted to share (and produce) this video, to tell the Schildberger family prostate cancer story.

We’d love you to join in our passion for advocating for men’s health by:

👍🏽Liking and sharing this post

🎥 Watching and sharing our full video https://soundcartel.com.au/about-podcast-agency -health

💰Making a donation to RULE https://www.ruleprostatecancer.org.au/donate

🗣️Encouraging the legend in your life to book a PSA blood test https://www.australianprostatecentre.org.au/prostate-cancer/testing

🙏

23/11/2023

New podcast release for Winston Churchill Trust
The Churchill Collective is a podcast that will ignite your passion to advance your knowledge and skills overseas, so you can return home to inspire communities in Australia.

We've been so pleased to offer a complete end-to-end solution for our most recent podcast release for The Winston Churchill Trust. Our Cartel has been working very closely with with them to build and execute their podcast strategy by:
- supporting their team with scripting
- briefing
- production
- recording
- post-production
- podcast artwork
- production of a series trailer
- audiograms for social media

With seasoned host Adam Spencer at the mic, the podcast features an incredible variety of guests who we were fortunate enough to record and produce.

The SoundCartel team:
Jeff Waters - Lead Producer
Nicole Goodman - Producer
Peter Letts - Head of Audio
Nick Schildberger - Executive Producer

If you haven't already, head over to find out more and listen here https://soundcartel.com.au/work

22/08/2023

New Podcast Release!- The REAL Deal.

We've been so pleased to offer a complete end-to-end solution and we invite you to listen to Episode 1 here https://www.dexus.com/therealdeal

09/07/2023

Fresh out of the studio is Leading Conversations Season 3 for Leading Teams Australia - New this season, Leading Teams Founder Ray McLean gives his take on the stories told and how challenges were managed. It's a rare insight into Ray's two decades of experience building strong leadership and high performing teams.

As with Season Two, leaders from eight distinct industries were paired with their Leading Teams Facilitators, in a discussion format about the issues facing their businesses. This season each leader was encouraged to be more open and raw about the issues and their experiences. The stories post COVID shine a light on how businesses managed to stare down crises successfully.

Read more and listen here https://soundcartel.com.au/work/leading-conversations/

06/07/2023

Have you heard our latest work yet? Just in time for the school holidays to beat the road trip boredom. Put the kids in the car, whack on the podcast and get ready for road trip fun!

One of the fun-est podcasts we've had the pleasure of producing here at SoundCartel. Listen here https://www.subaru.com.au/great-australian-detour/kids-cast or wherever you get your podcasts.
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04/07/2023

Studio highlights from the Subaru 'Great Australian Detour Kids' Cast' It’s been an absolute pleasure working with Andrew Daddo - a larrikin and consummate professional! Our podcast guests, true experts in their field, were so generous with their time and gave wonderful interviews. Even the kids, recording in our studio, were superstars!

Pictured below we have:

Andrew Daddo (host) & Caroline Simmons (guest) co-founder of Timboon Fine Ice Cream in Victoria

Andrew Daddo (host), Nicole Goodman Nicki Goodman (producer) & Bonnie Ravenhill (guest) from Narrikup Dairy farm in WA

Kids in the studio giving their expert opinions about what ice-cream flavour they'd like to see invented and recording special sound effects for the podcast. What FUN!!

Read more and listen here https://soundcartel.com.au/work/subarus-great-australian-detour-kids-cast/

02/07/2023

New Podcast Release! - Subaru's Great Australian Detour Kids' Cast

A podcast for kids, from Subaru? Yes! Well, for kids and adults to enjoy together, while they’re in the car, or anywhere really. We’ve had a blast working with host Andrew Daddo and the amazing team at Subaru Australia. In putting this journey of Aussie exploration together, we’ve learned so much and had so much fun, that we know listeners will have the same experience.

Read more and listen here https://soundcartel.com.au/work/subarus-great-australian-detour-kids-cast/

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21/05/2023

It was a pleasure to attend the 2023 Budget Briefing put on by Mazars in Australia, major sponsor of our Business Essentials Daily Podcast 🎧 Listen now at bit.ly/be-daily A great chance to dig in and make sense of what it all means for business!

👉🏼 But will the federal budget really deliver? Listen now https://bedaily.com.au/episodes/will-the-federal-budget-really-deliver/

Pictured here are presenters, friends and colleagues of SoundCartel

Nicole Goodman
Neville Norman
Heather Maloney
Jacqui Hine
Sue Barrett
Anna Sallows
Dean Anderson
Antoinette Fares
Evan Beissel
Michael Jones
& shoutout to Nick Schildberger

27/04/2023

Not what we usually have behind the mic here at the SC studio. They say never work with kids and animals, but having these little ones in for a session was a delight. They are working on an exciting new podcasts for families! It’s hush hush for now but more details will be announced soon.

19/12/2022

A huge thank you and well done to the entire SoundCartel team. It’s been a huge year for us all and once again we’re incredibly proud of the audio work that has come out of our small agency. See you all again in 2023 🎤🎧💓
Celebrating with current and old friends…

13/10/2022

MEET THE CARTEL, Nick Schildberger "I’ve grown up with this business in my family for three decades, but it was our recent rebrand to include the word ‘cartel’ that sums up what I like most about our business. It’s the closeness of our team, some who have worked together for more than 20 years, which makes us feel like a family. And when clients work with us, they don’t just get access to these highly skilled individuals, they also become part of our cartel.

Publishing a podcast we've worked hard on for the first time is exciting and I love the reaction we get from clients when their audio concept becomes a reality.

If you're after a Podcast recommendation, I am enthralled in ‘The Ring In’ from the ABC which tells the Fine Cotton horse racing scandal from the 1980s. But my all-time favourite ongoing podcast that I always tune into is ‘Business Wars’ from Wondery."

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world. Let's talk today [email protected]

03/10/2022

Remote recording with Yasmin Grigaliunas, Founder & Chief Evangelist at Circonomy. This recording session was for an upcoming episode of BE Daily podcast titled 'The future of the economy is circular' that will be released this Friday (October 7) at 6am.

If you don't already, listen free and subscribe in your fav podcast app! Business Essentials Daily

26/09/2022

BENEFITS OF PODCASTING FOR YOUR BUSINESS:

🔘 ENGAGEMENT

Starting a podcast is an intimate way to engage with clients, staff and prospects, and helps to establish your brand as a thought leader in your industry.

🔘 TRUST

Listeners trust podcasts more than traditional mediums, like TV & radio. The ability to hear the podcasters voice also builds trust more than blog posts do.

🔘 GROWTH

Podcast audiences are growing rapidly and exponentially, and podcasts have become a staple in content marketing strategies.

🔘 CONVERSION

High trust in podcasts results in increased brand loyalty and increased purchases in both B2C and B2B marketing.

🔘 AFFORDABILITY

Compared to traditional mediums like TV & radio, or video production, the cost per listener is lower.

25/08/2022

MEET THE CARTEL, Jeff Waters: "Sound Cartel is an amazingly inclusive company. I'm very proud to be part of an agency that values its clients and staff as people.

I'm a "story finder" as well as a storyteller. The most rewarding part of my job is both finding new stories (or new angles to existing stories) that the audience will find interesting, and then crafting them into compelling words and sound.

I am a huge fan of the ABC's "Rear Vision" podcast which adds historical context to recent events in the news. I listen to all my podcasts out loud via my digital radio (without headphones!) and it's a great way to engage with the podcast medium."

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world. Let's talk today [email protected]

11/08/2022

As a brand, why would you want to interrupt and annoy your potential audience? Why not instead create content — bloody good content — that audiences want to listen to?

Read on...https://soundcartel.com.au/blog/advertising-podcasting-not-working/

In March 2016, Pacific Content conducted three surveys with podcasters and their attitudes to advertising in podcasts. The research showed that 49.2% of the

25/07/2022

Featured work: Sunday Lunch with Nigella.
Earlier this year we had the pleasure of recording and producing one of the biggest names in food, the always delightful Nigella Lawson. As part of the Melbourne Food and Wine Podcast for 2022.

The conversation was hosted by Matt Preston and explored Nigella's challenges of the pandemic, the wonders of cooking for one, and the joys of getting out again into the wider world.

Consume this delectable episode here https://www.melbournefoodandwine.com.au/read-watch/podcasts

20/07/2022

30/06/2022

Some incredibly simple rules for Podcasting - if you're doing at least half of these then you're on the right track.

https://soundcartel.com.au/blog/podcasting-today-like-early-days-of-internet/

Do you remember those early internet days of the late '90s, when companies were scrambling to build their own websites?

30/06/2022

MEET THE CARTEL, Nicole Goodman: "It’s so exciting to be part of the fastest-growing communications medium, globally here at SoundCartel. It's an incredible feeling completing production on a podcast that a client is thrilled with.

As part of my job, I have to listen to Podcasts on a daily basis, and to be honest that is a pretty fantastic way to live. On that, I can highly recommend the podcast Believe Her - true crime without a beautiful, dead woman."

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world. Let's talk today [email protected]

09/05/2022

MEET THE CARTEL, Peter Letts: "At SoundCartel we have an amazing team and a unique collegiate culture we’ve established over a long period of time. I recently watched episode one of SoundCartel’s Business Essentials program from 1984 which started out on VHS before moving to audio. Hosted by our founder, Michael Schildberger, the episode featured some ‘new advancements in technology such as an early form of email called ‘Telememo’ from Telecom and a ground-breaking laptop called ‘The Portable’ from Hewlett Packard. Looking back at this ‘new’ technology from 1984 is both hilarious and fascinating!"

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world. Let's talk today [email protected]

02/05/2022

Here we have Rachael Coopes recording with us all the way from Paris 🇫🇷 🥐 with SoundCartel's Head of Audio, Peter Letts, watching on from Melbourne! This session is for the popular monthly investment podcast ‘In The Know’ by Magellan Asset Management.

🎧 You can listen free to ‘In The Know’ at this link https://www.magellangroup.com.au/podcast/ or wherever you get your Podcasts.

28/04/2022

🔴 RECORDING
Make your next event a LIVE PODCAST and capitalise on your content.  If you’re thinking about producing a podcast for your brand or wanting to partner for a live event, let us help you.

In March 2022, our ‘Business Essentials Daily’ (BE Daily) podcast had the pleasure of partnering with Barrington Centre to deliver a live webinar to help

04/04/2022

MEET THE CARTEL, Belinda Trimboli: As a technical producer, I love the challenge of certain podcasts that sound noisy and I can really get in there and clean 'em up. At SoundCartel we are a close-knit team and working together to sometimes meet seemingly impossible deadlines is made fun, because of that camaraderie"

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world. Let's talk today [email protected]

01/04/2022

Recording in the studio and remote recording for the Electric Rodeo podcast! As you can tell from these pics, it has been an absolute blast recording and producing this podcast. That fun and energy shines through in the final result, which makes it a pleasure to listen to.

If you haven’t already, jump on the Electric Rodeo podcast and take a deep dive into s*x, pleasure, relationships, and everything in between https://www.electricrodeopodcast.com/

Nicki Goodman
Cindy Gallop

23/03/2022

Spotify? Apple? Google? Maybe something else? Comment below… we’re curious to know 🙏🏽

17/03/2022

Latest work: Electric Rodeo Podcast
🥑🍆🔥SEX & PLEASURE EXPLAINED! Adulttoymegastore approached us to produce the second series of their podcast. They wanted to expand on their gains, refine what they had and take the podcast to another level. 

The idea was to appeal to a wider audience and to those who might be interested in certain topics but too afraid to ask. We did this by focusing each episode on a s*x and relationship expert or industry thought leader, giving gravitas to some truly fascinating topics. S*x Educator Emma Hewitt returned in her role as podcast host and the one-on-one conversations she has with each guest are incredibly entertaining, fun, and very revealing.

We urge you to take a listen! *x https://soundcartel.com.au/work/electric-rodeo/  

*xeducation *xeducator *xquestions *xpodcast *xcast

09/03/2022

MEET THE CARTEL, Chris Ashmore: "I love taking a podcast from its concept stage to its release several weeks later. The wide and varied podcasts I have the pleasure to work on means I could be interviewing a former Australian of the Year recipient in the morning, editing an episode with a leading Australian business owner by lunchtime, and preparing an interview on the topic of mental health issues later in the day. It's an incredibly rewarding job"

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world. Let's talk today [email protected]

28/02/2022

Barrington Centre, along with SoundCartel, producers of the Business Essentials Daily Podcast, invite you to join a live online with subject matter across the medical, psychological, business and economic disciplines, discussing the impacts that SME business owners and staff are facing, two-years into the COVID-merry-go-round.

More info and free registration here https://www.eventbrite.com.au/e/covid-merry-go-round-searching-for-business-wins-tickets-263905517507

In a highly uncertain time for businesses, we're bringing together experts in a to discuss the impacts so far and the approach forward. 
Let's face it, 2022 has not started as most expected or hoped. It's been met with fatigue, frustration, and hope seeping away as businesses struggle with staff shortages due to illness or isolation.

A panel of will discuss both the challenges for business and how to address them from the perspective of people, business, and health. 

REGISTER FREE TODAY
https://www.eventbrite.com.au/e/covid-merry-go-round-searching-for-business-wins-tickets-263905517507 
Presented by Barrington Centre and Business Essentials Daily Podcast

Facilitated by Nick Schildberger MD at SoundCartel

The panel of industry experts Rhonda Andrews Neville Norman Dr. Catherine Kelaher and John Di Natale

21/02/2022

An entire generation is saying goodbye to TV and radio. What does that mean for you and your brand? Enter the

Kids are saying goodbye to TV and radio. What does that mean for you and your brand?

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We've been enthusiastic supporters of men’s health, and in particular raising awareness of prostate cancer, since our founder Michael Schildberger was diagnosed in 1997 who then sadly passed away from the disease 2010. Our Managing Director, Nick Schildberger, also was diagnosed with prostate cancer in 2021. However, Nick is living proof that early detection and treatment of his prostate cancer means his life won’t be cut short by the disease. RULE Prostate Cancer was formed in 2021 and is committed to working towards the day that no Australian man will die from prostate cancer. With Nick whole heartedly sharing in this mission, RULE asked Nick and the Schildberger family to share their cancer journey. This is a cause very close to the hearts of everyone at SoundCartel, so we are delighted to share (and produce) this video, to tell the Schildberger family prostate cancer story. We’d love you to join in our passion for advocating for men’s health by: 👍🏽Liking and sharing this post 🎥 Watching and sharing our full video https://soundcartel.com.au/about-podcast-agency#men-health 💰Making a donation to RULE https://www.ruleprostatecancer.org.au/donate 🗣️Encouraging the legend in your life to book a PSA blood test https://www.australianprostatecentre.org.au/prostate-cancer/testing 🙏

Aussies love Podcasts! Podcast listenership continues to grow rapidly, and brands are seeing increasing returns from this popular medium. If it's time for your organisation to take advantage of these incredible stats and find its voice, let's talk. #soundcartel #audiocontent #podcasting #podcastproduction #digitalmarketing #marketing #podcast #podcasts #contentmarketing #entrepreneur

SUPER EXCITING news today: the Sound Minds podcast (recorded and produced by Peter Letts and Nicole Goodman here at SoundCartel) is at #7 on the Apple Podcasts top music chart - AND being featured as a podcast "We're Loving"!  Hosted by Grace McCallum at Reason Studios Here's what listeners are saying... "Wow. 5 stars. This podcast is on the top of my playlist. Grace interviews people that have incredible stories to share and does so in a way that makes me feel like I know them. Well done! Can’t wait for more episodes!"   Listen on Apple Podcasts today or wherever you get your Podcasts.   #soundcartel #audiocontent #podcasting #podcastproduction #digitalmarketing #marketing #podcast #podcasts #contentmarketing #entrepreneur #podcastcommunity #podcasthost #podcastaddict #reasonstudios

🎧 Listen to full ep here https://bit.ly/3cpKYPz Are branded podcasts effective? Fatima Zaidi, CEO of Quill Inc. says “Absolutely, if done right”, and she has the stats to back it up. Fatima joins co-hosts Nick Schildberger and Nicki Goodman to discuss the impact and benefits of a podcast on your brand. Fatima also talks about measuring return on investment and the role of podcasts in strategic communications. #podcast #brand #communications #strategy #quillinc #soundcartel #podcastingessentials #peakpodcast

🎧 Listen to full ep here https://bit.ly/3BYSOLe From the tragedy of the opioid crisis to providing joy and insight on real issues, Jessica Cordova Kramer – along with Stephanie Wittels Wachs – found a way to turn lemons into lemonade, with Lemonada Media Jess, CEO and Co-Founder of podcast network, joins co-hosts Nick Schildberger and Nicki Goodman to discuss Lemonada's core mission and the success that comes from tapping into what people need to hear. #podcasts #audio #brandedpodcasts #opiodcrisis #lemons #lemonadamedia #soundcartel

🎧 Listen to full ep here https://bit.ly/3yUgxKr Ian Walker, Executive Producer - Narrative Non-Fiction at ABC Audio Studios, is responsible for dozens of outstanding Australian podcasts including hit kids show, Short & Curly and the award-winning, true-crime series, Unravel. Ian joins co-hosts, Nick Schildberger and Nicki Goodman to discuss his approach to outstanding podcast production. #podcasting #podcastproduction #narrativepodcast #nonfiction #ABC #soundcartel #podcastingessentials

🎧 Listen to full ep here https://bit.ly/3sNHoqa We've headed to the motherland - the UK - to find out what’s happening in their hotbed of podcasting growth. Jake Warren Founder and CEO Message Heard talks to co-hosts Nick Schildberger and Nicki Goodman about the UK podcasting scene, branded podcasting and his keys to making successful, original audio. #podcasting #brandedpodcast #audioproduction #messageheard #podcastingessentials #soundcartel

🤔 How many downloads should a podcast expect? It really is all relative to your potential reach and the amplification activities you undertake. For brands that are just starting out, don’t get despondent about starting with low download numbers because they will increase over time if you put in the effort. Read some true and interesting stats about Podcast downloads at this link https://bit.ly/SoundCartel-top-10-podcast-questions . . . . . #soundcartel #audiocontent #podcasting #podcastproduction #digitalmarketing #marketing #podcast #podcasts #contentmarketing #entrepreneur

🎧 Listen to full ep here https://bit.ly/3CAhieH Trust in news is a very hot topic. And while people tend to trust podcasts more than other digital mediums, we dug a little deeper. Nic Newman is a Reuters Institute for the Study of Journalism. He's also the lead author of the Digital News Report - the most comprehensive annual, global study of news and media consumption, covering 46 countries. He talks about his findings to co-hosts Nick Schildberger and Nicki Goodman. #podcast #trust #research #media #journalism #podcastingessentias #soundcartel

🎧 Listen to full ep here https://bit.ly/3l1mjGP Rating and reviewing a podcast won’t help it get to the top of the Apple Podcast charts! Now that that’s clear, Andrew Davies, Digital and Engagement Editor at ABC Audio Studios and Radio National, chats to co-hosts Nick Schildberger and Nicki Goodman about how you should be thinking about calls-to-action. #podcasts #podcastproduction #calltoaction #soundcartel #abc

🎧 Listen to full ep here https://bit.ly/3hzXQGr Fast, wiz-bang marketing strategies might seem great, but to grow a dedicated podcast audience, slow and steady wins the race. Jeremy Enns CEO of Counterweight Creative joins co-hosts Nick Schildberger and Nicki Goodman to discuss the keys to audience growth – starting early, consistent engagement and standing out from the crowd. #podcastmarketing #podcastlistening #podcastingtips

🎧 Listen to full ep here https://bit.ly/2TjDGXU For podcasting news and the best in dry, witty commentary, James Cridland, Editor of Podnews, chats with co-hosts Nick Schildberger and Nicki Goodman. They cover podcast paid subscriptions, is Apple or Spotify winning the race to podcast domination, podcasting’s own Wolf of Wall Street and making monetisation easier! #podcast #news

🎧 Listen to full ep here https://bit.ly/3gyTrSp The last pandemic year has proved podcasting’s resilience, with Australia leapfrogging towards the US, evidenced in the latest Infinite Dial Survey, Australia. Larry Rosin, President of Edison Research - the company that's carried out the survey for the last five years - talks to Nick Schildberger and Nicki Goodman about what the audio consumption numbers mean and if trends can be established in such uncertain times? #infinitedialsurvey #australia #edisonresearch Triton Digital Commercial Radio Australia

🎧 Listen to full ep here https://bit.ly/3vDXrHw Podcast tracking and measurement tools are developing rapidly. David Zohrob, co-founder of Chartable, talks to co-hosts Nick Schildberger and Nicki Goodman about analytics, attribution and how Chartable is providing data-driven direction for brands, advertisers and producers, to help grow podcast audiences. #podcasting #brands #analytics #data #attribution

🎧 Listen to full ep here https://bit.ly/3osXpPW Almost daily, big moves are being made by big players angling for podcast domination. Sharon Taylor, Managing Director of Triton Digital, joins co-hosts Nick Schildberger and Nicki Goodman to discuss the wild ride the industry had in 2020 and what it means for 2021. The trio also chats about Apple's recently announced subscription service, the popularity of live audio, and Sharon gives us her take on transcripts and industry benchmarking. #podcasting #audio #marketing #brands

**NEW PODCAST LAUNCH** We're super excited to launch the Leading Conversations podcast for Leading Teams, a series that explores how six top executives influenced cultural change across some of Australia’s biggest brand And with workplace culture front and centre at the moment, this podcast couldn’t come at a better time. Hosted by arguably Australia’s best sporting coach – Lisa Alexander AM, former Head Coach of the Australian National Netball Team, the Diamonds, few know more about building high performing teams. Episode 1, ‘Chasing Greatness’, explores how Steve Harris, Chairman and CEO of The Brand Agency, took the W.A. communications shop from the comfort of top three, to number one. Referencing in no small part, lessons from his time as President of the Fremantle Dockers. 🎧 Listen to full ep here https://bit.ly/3fWcnvB #podcast #audio #brands #culture #leadership

🎧 Listen to full ep here: https://bit.ly/3d0pVod Some people have a way of making observations that resonate. Steve Pratt is one such person. Co-founder of Pacific Content, Steve is a branded audio specialist and in his casual way, nails its reason for being. Chatting with co-hosts Nick Schildberger and Nicki Goodman, he also highlights growth opportunities in the audio and podcasting space and how tracking is coming into its own. An episode not to be missed. #podcasting #brandedaudio

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Our Story

SoundCartel is a leading full-service audio content and podcast agency.

Based in Melbourne, we have more than 35 years’ experience bringing stories to life with the power of audio.

We produce, deliver and measure the very best audio and podcast content, quickly and professionally, working closely with our clients throughout the process.

At a time when words couldn’t matter more, SoundCartel is the agency for an audio-first world.

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