Login

Meet Miya Kanzaki! Creative Director for Studio Resonate

Unveiling the Magic of Podcast Advertising with Miya Kanzaki

We’re thrilled to introduce you to a remarkable guest from the podcast industry, Miya Kanzaki. Miya is a key figure at Studio Resonate, a creative powerhouse based in San Francisco. This agency is responsible for crafting outstanding audio campaigns for SiriusXM, Stitcher, Pandora, and more. Natasha had the pleasure of meeting Miya when they both participated in a panel at "That's Voiceover" in December 2023. She's here to share her insights into the world of podcast advertising, what makes it unique, and what the future holds.

What is Studio Resonate?

Studio Resonate is not your average studio; it’s an audio creative agency that creates award-winning campaigns for the advertisers within the SiriusXM media portfolio. This includes platforms like Pandora, SiriusXM, and SoundCloud, as well as their extensive network of podcasts. Their reach extends even further as they can serve ads programmatically on other platforms too. In essence, they are the masterminds behind the ads you hear on satellite radio and podcasts.

The Unique Nature of Podcast Reads

One of the main topics we discussed was what makes a podcast read different from other types of commercial reads. Miya highlighted several key points:

Customization to Listener Mindset

Podcast listeners are often deeply engaged, seeking to learn something new or be entertained. This "leaned-in" mindset means they are more receptive to the content, making it crucial for ads to resonate well within the podcast. The creative must fit seamlessly with the podcast, enhancing the listener's experience rather than

disrupting it.

The Intimate Experience

Unlike traditional radio, where listeners might not be fully attentive, podcast listeners are usually very focused. This intimate setting means that ads need to be thoughtfully crafted to maintain this connection. A loud, intrusive ad could be jarring and off-putting, whereas a well-integrated ad feels like a natural extension of the podcast content.

Native Sound

Taking cues from successful platforms like NPR and the New York Times, Studio Resonate ensures their podcast ads sound native to the environment. This involves using sound design and voice acting that blend perfectly with the podcast, making the ad feel like part of the narrative.

The Role of a Creative Director at Studio Resonate

As a Creative Director, Miya's role involves leading campaigns from the initial pitch to final production. Here’s a glimpse into her process:

Pitching and Brainstorming

Often, Studio Resonate is involved in pitching for campaigns, responding to requests for proposals (RFPs) from advertisers. This stage involves brainstorming sessions where the team, including writers and audio producers, comes up with creative ideas. These sessions are all about pushing creative boundaries and coming up with innovative concepts.

Collaboration and Production

Once a campaign is sold, the real work begins. Miya and her team dive into the creative process, producing high-quality audio content. They work closely with sales partners and often present their ideas directly to clients, sometimes even traveling for in-person meetings to build stronger relationships.

Flexibility in Creative Work

Studio Resonate prides itself on flexibility. They can build everything from scratch or collaborate with other creative agencies. Their specialization in audio gives them an edge in producing content that perfectly fits the platform and audience.

Casting Process and Voice Talent

For voice talents eager to join the roster at Studio Resonate, Miya recommends getting in touch with Steve Pogach, who leads their voiceover roster. The team knows their voice talents well and matches them with scripts that suit their strengths and personalities. However, it’s important to note that getting on the roster is highly competitive, with a long waiting list of talented individuals.

Stand for Sonic Diversity

Studio Resonate is committed to promoting diversity in their casting practices. Their "Stand for Sonic Diversity" initiative aims to include more diverse voices, including black voices and Spanish-speaking voice actors. This initiative reflects their dedication to reflecting a broad spectrum of voices in their creative work.

Our conversation with Miya Kanzaki provided invaluable insights into the intricacies of podcast advertising and the unique approach of Studio Resonate. From understanding the "leaned-in" mindset of podcast listeners to the detailed creative process and commitment to diversity, Studio Resonate sets the bar high in the world of audio advertising. 

Thanks for joining us, and I hope you found this deep dive into podcast advertising as enlightening as we did!