027: MIK Museletter
We’re back with another edition of The MIK Museletter, a must-read for industry insights and creative inspiration.
What’s Got Us Talking:?
MIK Made wins major Award Nominations for the Australian Podcast Awards 2024
The only independent company to be nominated for the award, MIK Made has made a name for itself among the country’s top broadcasters, reiterating the importance of providing new voices a platform in the mainstream media. Muscling itself in next to iHeart Radio and ABC, the team at MIK couldn’t be more proud of Made's success.
We are lucky enough to say we have curated some of the most successful titles in this year's charts, including Big Small Talk, which delivers the week’s biggest stories in a bold, fresh format and Black T-Shirts, an interrogation of creativity in advertising and beyond. Give Me a Buzz, created in collaboration with Bumble, is also a nominee in the Commercial Branded Podcast category – making it a double nomination for MIK this year!?
“We’ve taken a new approach to podcast production and distribution,” said Adam Callen, founder of MIK Studio. “Podcasting is traditionally an audio-first experience, but it’s far more than just sound. Successful podcasts require thoughtful branding, visual design, and engaging social content to truly connect with audiences. We’ve also invested heavily in cutting-edge technology and infrastructure that allows us to create high-quality podcasts. It’s great to be acknowledged for our holistic approach.”
Top Of Mind: KFC: Now Accepting
Everyone knows it’s tough being second… but whether it’s sibling rivalry or a multinational fast-food corporation, humour is generally the best weapon.?
So with the recent return of McDonald’s Monopoly, KFC New Zealand saw the perfect opportunity to poke fun at their competitors’ world-famous gamified promotion.
A collaboration between Stanley St, PHD Aotearoa NZ, Special PR and Culture, “KFCurrency” is a one-day-only promotion, where customers can exchange any board game currency for chicken at KFC stores across New Zealand.
“After growing frustration amongst Kiwis at the inability to win big with QSR promotions, KFC is giving Kiwis a chance to swap fake cash for real chicken,” said Kelly Grindle, managing director of Special PR.
Like Australia, McDonald’s is still the frontrunner in the fast food wars leading the way with 33.2% of New Zealanders visiting or purchasing from the golden arches ahead of the 17.7% that visit KFC. (Roy Morgan Single Source New Zealand: 2017 - 2018)
So do not pass go, do not collect $200, instead go directly to KFC.?
Spotlight On MIK
This week we sat down with one of MIK’s audio engineers, Grant Offner.?
What are the key components for creating engaging audio?
The first key component that comes to mind is audio quality. Every hum, buzz, or wobbly table noise creates a barrier between the listener and the content. Content and pacing are also really important. If you have a good understanding of pacing, you can cut things however you need and completely restructure the delivery of content to maintain engagement. Audio is quite lenient in this regard.
Finally, there’s mixing. Audio is consumed in so many different ways—headphones, car speakers, home setups, and even a phone’s built-in speaker. The mix needs to sound good and be accessible, regardless of how someone listens to it.
What advice would you give to someone just starting out in audio engineering?
This might sound a bit strange, but I always tell myself that you know you're doing a great job when your work goes unnoticed. Great audio should be immersive, pulling listeners in without drawing attention to itself in the moment. The goal is to eliminate any friction between the storytelling and the audience, so the audio feels effortless and natural.
What’s your proudest moment at MIK?
My proudest moment at MIK has been transforming our podcasting facilitie into what they are today. We anticipated that MIK Made would put a significant demand on the studios, so we quickly learned and adapted our setup to meet its unique needs. This year alone, we’ve recorded over 30 unique shows and facilitated more than 350 recording sessions, totalling nearly 700 hours of audio across our two studio spaces. I’m incredibly proud of the amazing team here; they truly rose to the challenge.?
Our nomination for Best Publisher at the 2024 Australian Podcast Awards has been the perfect icing on the cake for this achievement. I also want to shout out ASPECT, which has been such a fun and amazing project to be a part of. It's created with a lot of passion and love, and I'm excited to see it grow.
What’s got you excited about 2024?
Even though we are coming up on the final stretch of 2024, there are always new and different opportunities popping up. I’m always excited to see what’s coming next.
MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.
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