Inside the Sony Music Podcast Academy 2025: Six Weeks Nurturing a New Wave of Podcast Creators

Now that the programme has come to an end, we are sharing some insights from the class of 2025. Shania Manderson gives an inside look at the programme empowering emerging voices and redefining what it means to create in podcasting.

The Sony Music Podcast Academy is a six-week immersive programme designed for creatives eager to step into the world of podcasting. With exclusive access to state-of-the-art studios, hands-on workshops, and mentorship from the minds behind some of the industry’s most admired shows, the experience felt simultaneously aspirational and disarmingly grounded.

Yet to describe it merely in those terms is, quite honestly, to undersell it. The true offering of the programme is far richer; more intimate, more expansive, more transformative. It is not simply an introduction to podcasting; it is a rare immersion into the realities of the industry, an invitation to learn directly from those deeply invested in cultivating new talent.

From the outset, there was a palpable sense of trust in every participant’s ability; an unspoken understanding that each of us had been chosen with intention. The programme was often described as having someone firmly in your corner, and that is precisely how it felt: constant support, unwavering encouragement, and a team genuinely championing our growth. The Academy opened doors to hands-on opportunities and industry access that would be nearly impossible to secure elsewhere, making the experience both empowering and rare.

Within the first week, it became evident that every detail of the Academy had been curated with genuine care. The course's rhythm was perfectly composed, easing us in gently before unveiling the main project. It gave us the space to quell nerves, find our footing, and cultivate a deep sense of camaraderie. Even the thoughtful touches, such as breakfast and lunch laid out each day, added to the experience's warmth, offering space to breathe, bond, and fully immerse ourselves in the joy of learning.

Workshops, talks, and masterclasses soon became the heartbeat of our days. The schedule, meticulously organised, wove together everything from podcasting fundamentals and immersive sound-design sessions to nuanced guidance on intellectual property. Each session unfolded under the stewardship of industry luminaries brimming with insight, such as the CEO of Audio UK Chloe Straw, and the Head of UK Acquisitions at Patreon Emi Geddes, alongside a constellation of other accomplished professionals. This access offered a rare, unvarnished glimpse into the world of digital storytelling. Their willingness to share so openly, and to express their profound love and passion for their craft, was, quite simply, transformative. 

Each session left a lasting impression. One in particular was the talk on imposter syndrome, delivered by Almass Badat, an international live industry event producer, DJ, and visual artist. Her insight served as a powerful reminder that self-doubt never truly vanishes; it is something to be navigated with the right tools and a supportive community. Her session came at a much-needed moment, rekindling confidence and reaffirming the value of our individual creative voices.

This theme was further developed throughout our weeks, as we were treated to candid voice recordings from the hosts of some of our favourite podcasts and shows. They spoke openly about their ongoing relationship with imposter syndrome and the ways they continue to manage it, even after remarkable success. This thoughtful touch struck a powerful chord, leaving each of us feeling genuinely inspired and motivated.

Sessions on editing with Premiere Pro, initially intimidating for many as it was our first time with such software, quickly became a powerful source of confidence. Learning the fundamentals in a supportive, expert-led environment clarified the process; we gained hands-on skills that would have been difficult to acquire as thoroughly or professionally without the Academy and the Sony podcast team. Mentors were present throughout, offering guidance, reassurance, and a trusted sounding board as we explored ideas and addressed challenges. This was a further, invaluable touch of support.

The crescendo of the programme arrived in the form of our final project: a creative showcase in which we pitched our group-produced podcast pilot to the Sony Music Podcast team and an esteemed panel of judges: Chris Skinner, Vice President and Head of Content at Sony Music Entertainment; Jemima Rathbone, Executive Producer at Jampot Productions; and Bernard Achampong, Chair of AudioUK, Radio Academy Fellow, and founder of Unedited Productions. This was our moment to synthesise everything we had absorbed over the past six intensive weeks, which gave us an authentic glimpse into the process of building something from the ground up.

Working within our teams to create our podcast pilots was invaluable: a true reflection of real-world collaboration that requires balance, trust, and the subtle art of compromise. The networking interwoven throughout the programme stood out as one of its greatest strengths. We were consistently encouraged to engage with speakers, Sony staff, and seasoned professionals across the industry. Left to our own devices to reach out to talent, casting contributors, and create all the logistics that go into producing a podcast. That belief in our potential to work independently nudged us to step beyond our comfort zones, and as a result, my network has expanded in ways I could never have anticipated and continues to grow.

The final showcase felt like a full-circle moment. Watching each group reveal their work, hearing the room erupt with laughter, and seeing people genuinely enjoy what we had created was unforgettable. It felt like a collective exhale: confirmation that everything we had learnt, questioned, and wrestled with had taken shape into something meaningful.

Beyond the technical skills and industry insight, the programme quietly sparked a lasting shift within me. My resilience deepened, as did my willingness to embrace uncertainty and the unfamiliar. I discovered the strength in vulnerability, the courage to seize opportunities before I felt ready, and the richness that comes from forging new friendships and asking questions without hesitation. 

As the six weeks drew to a close, I realised I wasn’t simply leaving with new knowledge, but with a creative conviction I hadn’t realised I was missing. The Academy’s rare alchemy of structure, mentorship, hands-on discovery and thoughtful support elevated it far beyond the remit of a typical course. It became a place where ambition was not just nurtured but emboldened: the steady, intentional steps forward taken here have set in motion a new narrative, one that continues to unfold as the lessons and connections forged linger, shaping the creative journey that lies ahead.

Photos by: Emilie Dubois

Words by: Shania Manderson