Tony Onwuchekwa, professionally known as “Tony Doe,” is a Nigerian media professional, podcast producer, and radio consultant based in Nigeria. He specializes in audio storytelling, with a strong focus on amplifying African voices through podcasts and radio content. As the owner of Tony Doe Media, he offers services including podcast development, voiceovers, radio production, and media strategy consulting. His work emphasises creating narratives for underrepresented audiences and fostering growth in the African podcasting ecosystem.
His current project, “Into The Podverse,” aims to connect what he believes has long held African podcasting back: the lack of business structure behind creative ambition.
“People were creating and not knowing what to do after creating,” he says. “Many creators struggled with things I thought were simple, such as giving your show a title, creating artwork, and writing descriptions. They just wanted to talk and share the link, hoping people would come.”
Founded as a newsletter in 2021 and later expanded into a podcast in 2023, “Into The Podverse” operates as both a content platform and an educational service. It curates trends, tools, and industry insights for African podcasters while fostering connections with international partners. The venture partly draws on Doe’s experience at Afripods, where he helped onboard local radio stations onto the company’s broadcast-to-podcast (B2P) platform, giving traditional broadcasters a path into digital audio.
“I wanted ‘Into The Podverse’ to be the highway between the West and podcasters on the continent,” Tony says. “We have unique perspectives. Even if the rest of the world does podcasting one way, ours might be a little different. It doesn’t mean we’re wrong.”
The newsletter, distributed weekly, highlights regional stories, new technologies, and market shifts that affect how African podcasters build audiences. By Monday, he releases a new podcast episode, often featuring conversations with ecosystem leaders such as James Cridland of “Podnews” and Danny Brown of Captivate.
“I wanted to show that there were people on the continent creating great stuff,” he says. “And I wanted to help those same people realize there were platforms and tools they could use to serve their own intentions.”
Building a Platform Through Strategy and Process
Behind “Into The Podverse” is a process that reflects Doe’s decades in broadcast operations. He curates news and analysis from Monday through Thursday, drawing on RSS feeds, Google Alerts, and podcast newsletters, and publishes every Friday. “The core aspect of the newsletter is curation,” he explained. “I spend time looking for local stories, so I’m not just repeating what every other podcast news service is doing.”
That focus on curation rather than production alone has become the company’s differentiator. By gathering and contextualizing information for African podcasters, Tony has positioned “Into The Podverse” as both a thought leader and a training resource. It complements his consultancy, Tony Doe Media, which offers voice production, podcast strategy, and digital marketing solutions. Together, they form a vertically integrated business designed to amplify African audio storytelling.
“I’ve been at the forefront of creating, but I saw the gap in how people were managing their shows,” he says. “‘Into The Podverse’ is a service to the ecosystem, helping creators understand that podcasting goes beyond recording and publishing.”
Tony Onwuchekwa speaking on podcasts panel at a Broadcast Media Event
Discoverability as a Business Challenge
Beyond storytelling, Tony views discoverability as one of the defining business obstacles for African podcasts. Algorithms, he says, rarely favor creators outside established markets. “You’ve got to pay attention to how your titles are shaped,” he says. “Your metadata, your show descriptions. These are what the platforms use to recognize you and push you further.”
He advises podcasters to treat metadata as their first marketing investment. “Make sure your titles are on point, make sure the show description is on point,” he says. “If it means leaving a bit of how people can contact you within the description, do that. Put your name within the show so if your name pops up in a search, your podcast does too.”
Still, he acknowledges that technical optimization alone isn’t enough. To reach audiences, creators must also spend on distribution, whether through social promotion or paid placements. Tony has begun experimenting with unconventional tactics.
“One of the things I’m trying now is to run actual podcast ads on local radio,” he says. “Someone did it in a different state, put the podcast on a billboard, and it worked.”
He argues that in-app podcast advertising remains the most effective way to drive listener growth. “It’s already being sent to people who listen to podcasts,” he says. “If you advertise within Overcast, Pocket Casts, or Spotify, you’re reaching audiences who might find what you’re doing interesting as well.”
Monetization and Market Realities
While African podcasters are expanding creatively, the economic infrastructure still lags behind. “We do not have the same opportunities as folks in the West,” Tony says. “PayPal doesn’t allow us to receive payments, so it makes it difficult when someone abroad wants to support your show.”
With advertising revenue limited by low average downloads, Tony has turned to fintech platforms such as selar.com, which enable direct listener contributions. “I share the link with my supporters abroad,” he explained. “They click, leave a message, input the amount, and within a few days, it comes into my account.”
He points out that most African podcasters sustain themselves through hybrid models, such as teaching, editing, or offering audio services on platforms like Fiverr. Others monetize through live podcasting events and brand partnerships.
“We’re about to get into the live podcasting phase,” he says, describing events in Abuja and Lagos where podcasters host listening sessions with sponsors and branded activations. “Live is coming,” he added. “And I’m looking forward to it.”
Tony Onwuchekwa with fellow podcast panelists at a Broadcast Media Event
The Human Voice in an Age of AI
Tony has also been outspoken about the risks of “assembly-line audio.” His term for AI-generated podcasts that prioritize scale over substance.
While he uses AI for research and workflow efficiency, he sees it as a supplement, not a substitute. “At the heart of it all is still the voice, still the mind of the creator,” he says. “Do the listeners care? Because it wouldn’t matter if I felt good or bad about it, if the listeners think something’s missing, they’ll know.”
He referenced a recent classroom experiment where AI-generated shows failed to connect emotionally with listeners. “Fortunately for humanity,” he says, “that says something was missing. For news or in-house memos, AI might work. But anything that requires human emotion, for now, we’re still fortunate to create that.”
Expanding Collaboration Between Radio and Podcasting
Looking forward, Tony sees opportunity in convergence. He refers to podcasting as “radio’s cousin,” a medium that could rejuvenate traditional broadcasters if they adapt to digital distribution.
“I’m looking to see more radio stations concede to podcasting,” he says. “Talk stations should make space for great conversationalists to come on board and earn income from those shows.”
One of his own series, “The Tony Doe Podcast,” found an audience beyond Nigeria when Podcast Radio in the U.S. added it to its programming rotation. “If it can happen out there, why can’t it happen locally as well?” he asked. His long-term goal is to see more Nigerian broadcasters adopt similar models and integrate podcasts into their core content strategies.
The Future of Africa’s Audio Economy
Despite persistent challenges from inconsistent internet access to limited data infrastructure, Tony remains confident in the continent’s trajectory.
He points to the success of Podfest Nigeria, a newly launched conference that brought together creators, brands, and policymakers, as evidence of growing momentum. “It was nice to have the convergence of brands, corporates, policymakers, and creators in the same space,” he says. “The conversation is being had in those circles now.”
To sustain that growth, he advocates for education and collaboration. “Podcasting has to be part of communication syllabuses across universities,” he says. “Independent podcasters need to speak out more, work as communities, and use every local tool available to push their visibility.”
Where does Tony see “Into The Podverse” in five years? “I don’t know,” he says with a laugh. “It could pack up tomorrow. But I’m already part of movements that are shaping the local radio community. I want to see more collaboration between the old and the new.”
And as for his enduring faith in the medium itself? Tony keeps it simple: “The power of personality still comes to the fore,” he says. “If you’re someone people can trust, if they believe what they hear from you, it doesn’t matter which platform you’re using. People will still pay attention.”
Karina loves writing about the influencer marketing space and an area she is passionate about. She considers her faith and family to be most important to her. If she isn’t spending time with her friends and family, you can almost always find her around her sweet pug, Poshna.
Tony Onwuchekwa, professionally known as “Tony Doe,” is a Nigerian media professional, podcast producer, and radio consultant based in Nigeria. He specializes in audio storytelling, with a strong focus on amplifying African voices through podcasts and radio content. As the owner of Tony Doe Media, he offers services including podcast development, voiceovers, radio production, and media strategy consulting. His work emphasises creating narratives for underrepresented audiences and fostering growth in the African podcasting ecosystem.
His current project, “Into The Podverse,” aims to connect what he believes has long held African podcasting back: the lack of business structure behind creative ambition.
“People were creating and not knowing what to do after creating,” he says. “Many creators struggled with things I thought were simple, such as giving your show a title, creating artwork, and writing descriptions. They just wanted to talk and share the link, hoping people would come.”
Founded as a newsletter in 2021 and later expanded into a podcast in 2023, “Into The Podverse” operates as both a content platform and an educational service. It curates trends, tools, and industry insights for African podcasters while fostering connections with international partners. The venture partly draws on Doe’s experience at Afripods, where he helped onboard local radio stations onto the company’s broadcast-to-podcast (B2P) platform, giving traditional broadcasters a path into digital audio.
“I wanted ‘Into The Podverse’ to be the highway between the West and podcasters on the continent,” Tony says. “We have unique perspectives. Even if the rest of the world does podcasting one way, ours might be a little different. It doesn’t mean we’re wrong.”
The newsletter, distributed weekly, highlights regional stories, new technologies, and market shifts that affect how African podcasters build audiences. By Monday, he releases a new podcast episode, often featuring conversations with ecosystem leaders such as James Cridland of “Podnews” and Danny Brown of Captivate.
“I wanted to show that there were people on the continent creating great stuff,” he says. “And I wanted to help those same people realize there were platforms and tools they could use to serve their own intentions.”
Building a Platform Through Strategy and Process
Behind “Into The Podverse” is a process that reflects Doe’s decades in broadcast operations. He curates news and analysis from Monday through Thursday, drawing on RSS feeds, Google Alerts, and podcast newsletters, and publishes every Friday. “The core aspect of the newsletter is curation,” he explained. “I spend time looking for local stories, so I’m not just repeating what every other podcast news service is doing.”
That focus on curation rather than production alone has become the company’s differentiator. By gathering and contextualizing information for African podcasters, Tony has positioned “Into The Podverse” as both a thought leader and a training resource. It complements his consultancy, Tony Doe Media, which offers voice production, podcast strategy, and digital marketing solutions. Together, they form a vertically integrated business designed to amplify African audio storytelling.
“I’ve been at the forefront of creating, but I saw the gap in how people were managing their shows,” he says. “‘Into The Podverse’ is a service to the ecosystem, helping creators understand that podcasting goes beyond recording and publishing.”
Tony Onwuchekwa speaking on podcasts panel at a Broadcast Media Event
Discoverability as a Business Challenge
Beyond storytelling, Tony views discoverability as one of the defining business obstacles for African podcasts. Algorithms, he says, rarely favor creators outside established markets. “You’ve got to pay attention to how your titles are shaped,” he says. “Your metadata, your show descriptions. These are what the platforms use to recognize you and push you further.”
He advises podcasters to treat metadata as their first marketing investment. “Make sure your titles are on point, make sure the show description is on point,” he says. “If it means leaving a bit of how people can contact you within the description, do that. Put your name within the show so if your name pops up in a search, your podcast does too.”
Still, he acknowledges that technical optimization alone isn’t enough. To reach audiences, creators must also spend on distribution, whether through social promotion or paid placements. Tony has begun experimenting with unconventional tactics.
“One of the things I’m trying now is to run actual podcast ads on local radio,” he says. “Someone did it in a different state, put the podcast on a billboard, and it worked.”
He argues that in-app podcast advertising remains the most effective way to drive listener growth. “It’s already being sent to people who listen to podcasts,” he says. “If you advertise within Overcast, Pocket Casts, or Spotify, you’re reaching audiences who might find what you’re doing interesting as well.”
Monetization and Market Realities
While African podcasters are expanding creatively, the economic infrastructure still lags behind. “We do not have the same opportunities as folks in the West,” Tony says. “PayPal doesn’t allow us to receive payments, so it makes it difficult when someone abroad wants to support your show.”
With advertising revenue limited by low average downloads, Tony has turned to fintech platforms such as selar.com, which enable direct listener contributions. “I share the link with my supporters abroad,” he explained. “They click, leave a message, input the amount, and within a few days, it comes into my account.”
He points out that most African podcasters sustain themselves through hybrid models, such as teaching, editing, or offering audio services on platforms like Fiverr. Others monetize through live podcasting events and brand partnerships.
“We’re about to get into the live podcasting phase,” he says, describing events in Abuja and Lagos where podcasters host listening sessions with sponsors and branded activations. “Live is coming,” he added. “And I’m looking forward to it.”
Tony Onwuchekwa with fellow podcast panelists at a Broadcast Media Event
The Human Voice in an Age of AI
Tony has also been outspoken about the risks of “assembly-line audio.” His term for AI-generated podcasts that prioritize scale over substance.
While he uses AI for research and workflow efficiency, he sees it as a supplement, not a substitute. “At the heart of it all is still the voice, still the mind of the creator,” he says. “Do the listeners care? Because it wouldn’t matter if I felt good or bad about it, if the listeners think something’s missing, they’ll know.”
He referenced a recent classroom experiment where AI-generated shows failed to connect emotionally with listeners. “Fortunately for humanity,” he says, “that says something was missing. For news or in-house memos, AI might work. But anything that requires human emotion, for now, we’re still fortunate to create that.”
Expanding Collaboration Between Radio and Podcasting
Looking forward, Tony sees opportunity in convergence. He refers to podcasting as “radio’s cousin,” a medium that could rejuvenate traditional broadcasters if they adapt to digital distribution.
“I’m looking to see more radio stations concede to podcasting,” he says. “Talk stations should make space for great conversationalists to come on board and earn income from those shows.”
One of his own series, “The Tony Doe Podcast,” found an audience beyond Nigeria when Podcast Radio in the U.S. added it to its programming rotation. “If it can happen out there, why can’t it happen locally as well?” he asked. His long-term goal is to see more Nigerian broadcasters adopt similar models and integrate podcasts into their core content strategies.
The Future of Africa’s Audio Economy
Despite persistent challenges from inconsistent internet access to limited data infrastructure, Tony remains confident in the continent’s trajectory.
He points to the success of Podfest Nigeria, a newly launched conference that brought together creators, brands, and policymakers, as evidence of growing momentum. “It was nice to have the convergence of brands, corporates, policymakers, and creators in the same space,” he says. “The conversation is being had in those circles now.”
To sustain that growth, he advocates for education and collaboration. “Podcasting has to be part of communication syllabuses across universities,” he says. “Independent podcasters need to speak out more, work as communities, and use every local tool available to push their visibility.”
Where does Tony see “Into The Podverse” in five years? “I don’t know,” he says with a laugh. “It could pack up tomorrow. But I’m already part of movements that are shaping the local radio community. I want to see more collaboration between the old and the new.”
And as for his enduring faith in the medium itself? Tony keeps it simple: “The power of personality still comes to the fore,” he says. “If you’re someone people can trust, if they believe what they hear from you, it doesn’t matter which platform you’re using. People will still pay attention.”