Low-Risk Innovation: Starting with One Audio Project

You don't need to overhaul your entire organisation to test audio theatre. You don't need a digital team, a five-year strategy, or a complete transformation of how you work. You need one project. One test. One opportunity to learn what works for your venue.

But where do you start? What does a realistic first pilot actually look like? And how do you know if it's succeeding when revenue isn't the only measure that matters?

In this episode, Barry Robertson walks through how to start small, test smart, and build confidence — using the skills, staff, and programming you already have. From comedy nights to literary events to fully staged productions, the entry point depends on what you already do well.

Drawing on examples from venues testing audio theatre across the UK, Barry unpacks:

• What audio theatre actually is — and why it's a genre, not just a recording format
• Five different entry points: comedy, music, literary events, staged productions, and script-in-hand readings
• Why proper artist agreements and union-approved contracts are non-negotiable from day one
• How being early in a forming market is an advantage — not a risk
• What success looks like beyond revenue: geographic spread, audience feedback, staff confidence, and funding evidence
• Why you don't need new hires — your literary, marketing, and box office teams already have the skills
• How digital and live serve different audiences without cannibalising each other
• The infrastructure barrier that's been removed: storefront, hosting, payment processing, and delivery
• Why collaborative capacity matters more than isolated experiments

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This episode is for theatre leaders ready to test — but unsure where to begin, what to measure, or whether their team can actually deliver this without becoming a tech company.

Chapters:

00:00 – Introduction
01:48 – Different Entry Points
05:27 – Setting Realistic Expectations
07:24 – What Success Looks Like
09:47 – Using Existing Staff and Skills
11:53 – How Digital and Live Support Each Other
13:37 – The Infrastructure You Need
14:24 – You're Not Doing This Alone
16:07 – On the Next Episode

Podcast links:

• ⁠The Grey Hill Website⁠
• ⁠Barry Robertson LinkedIn⁠

Music by ⁠https://www.bensound.com⁠ | License code: 0YZPRSAEYDVUNFSE | Artist: Benjamin Tissot