It's a new milestone for our podcast - we've brought our first guest, ready to unravel more of a big news piece we discussed a few episodes ago (hint: iHeartMedia). Andy Kelly, the Senior Vice President of Ruby (iHeartMedia's branded content studio), joins us to discuss the vision behind their international expansion in partnership with the GCO of Qatar, the role of podcasting in the region, and the importance of creating localised content. The conversation also highlights the significance of human connection in audio, the challenges and opportunities in the MENA market, and the future of audio advertising with international expansion.As of the moment the episode was published, Andy Kelly has been promoted to EVP of Global Brand Partnerships at iHeartMedia.

- Chapters -

(00:00) Introduction to iHeartMedia and Podcasting in MENA(02:57) The Journey of iHeartMedia's International Expansion(06:21) The Vision for Podcasting in the MENA Region(09:07) Insights from Web Summit Qatar 2025(12:00) The Role of Audio in Advertising(15:19) Building a Podcasting Ecosystem in Qatar(18:08) Creating Localised Content for Diverse Audiences(21:11) Navigating Cultural Sensitivities in Content Creation(24:08) Live Events and Community Engagement(27:01) Future Plans for iHeartMedia in the MENA region(38:59) Building a Creative Hub in Doha, Qatar(42:03) The Future of Podcasting in MENA(45:04) Understanding the Podcast Audience(47:28) Collaborating with Regional Creators(52:16) Branded Content and Market Demand(53:52) Analytics and Support for Creators(56:00) The Importance of Storytelling in Podcasting

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• Yasser Masood (⁠LinkedIn⁠, ⁠Instagram⁠, ⁠YouTube⁠)
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• The Geeky Nomads (⁠Threads⁠, ⁠Instagram⁠, ⁠YouTube⁠)