History Is Not Niche – It’s Everything
“History is arguably the broadest subject in existence – it’s the record of all human experience.” Often misunderstood as niche, history encompasses everything that has ever happened. Holland and Sandbrook explore every corner of this vast tapestry, from ancient Babylon to Savile Row tailors, capturing imaginations with wit and depth. Their popularity isn’t an accident; it’s a testament to the universal allure of storytelling.
“For millennia, people have gathered to share stories – from Homer’s epics in Ancient Greece to the Dreamtime legends of Indigenous Australians.” Today, we might be listening through headphones instead of huddled around a fire, but the appeal is the same: storytelling connects us to our roots, our humanity, and each other. And when the stories are real – not fantasy – they’re even more enthralling.
Why Audio Works in a Visual-First World
Before we go further, I’ll admit I’m biased. I’m an audiophile. I listened to talk radio as a child, BBC World Service through my teens, and stayed up till 1am into my 20s for the late-night ABC quiz. Tasch once threw my clock radio off the balcony because it wasn’t tuned properly at 2am. I consume around 50 hours of audio storytelling a week, much of it in that twilight between sleep and wakefulness, where the osmosis from Kat Walls and Jethro Gilligan Toth’s The Box of Oddities permeates my dreams.
“So, why does audio – a medium that might seem outdated in a TikTok world – work so well?” It’s all about intimacy, plus the practicality of volume and frequency. Unlike books, which require focus and time, or videos that demand constant visual attention, audio can go wherever we go. It slips effortlessly into our routines, transforming daily commutes, gym sessions, and quiet moments into opportunities to learn and engage.
“Listening to Holland and Sandbrook feels like sitting down with old friends – friends who happen to be world-class historians with a knack for cracking jokes and bad accents.” Their voices are not only familiar; they’re trusted. In a world saturated with screens, audio offers a reprieve, creating a mental space where we can escape, imagine, and connect.
The Gladiator Connection : Podcasts as Cinematic Marketing Tools
Podcasts are increasingly becoming key players in cross-promotional campaigns. Scott Free Productions, for instance partnered with history podcasts like Dan Snow’s History Hit and Christian Hughes’ The Ancients to create episodes introducing the new emperors and gladiators of Gladiator 2. These podcasts, with their reach and reputation for authenticity, made them ideal for engaging younger audiences who may not have experienced the original Gladiator in theatres. And both podcasts had a treasure trove of relevant Roman-themed episodes to draw upon.
“Podcasts like History Hit and The Ancients don’t just promote – they immers, making them perfect for campaigns that demand both engagement and credibility.” Snow’s approach to podcasting has always eschewed intrusive ads in favour of branded, fully integrated. content. For example, History Hit’s collaboration with Ubisoft produced the Echoes of History podcast, offering an immersive audio experience tied to the historically inspired world(s) of Assassin’s Creed. These branded campaigns are not just ads – they’re stories that engage listeners and create meaningful connections between brands and their audiences.
A Renaissance in Storytelling and Community
“Imagine pitching The Rest Is History in a traditional media landscape: Two middle-aged historians discussing everything from ancient metallurgy to China’s modern architecture? Good luck finding a producer who’d take that risk.”
Yet podcasting’s low-cost, high-frequency, ‘done is better than perfect’ format allowed Holland and Sandbrook to bypass gatekeepers, reaching an audience hungry for engaging, thought-provoking content.
From a business perspective, podcast content collectives dedicated to cross promotion and advertising aggregation are now big business. Platforms like Spotify and Amazon have been acquiring aggregators (ie Stitcher $325 mil, Wondery, $300 mil) and single podcasts (Joe rogan $250 mil, Alex Cooper $125 mil, Kelce Brothers $100 mil+) to anchor their discovery engine across the subscription network. Our The Rest Is Hostory protagonists took their expansion in a different direction entirely, joint venturing with Gary Lineker’s Goalhanger Podcasts production to expand a portfolio around an expanding ‘The Rest Is…” group including Politics, Football.
And it’s not just history podcasts making waves. True crime podcasts like My Favourite Murder have turned intimate storytelling into a near stadium-sized spectacle, with fans packing live events. The Dollop transforms niche historical anecdotes – sometimes literally a reading from an old newspaper – into comedy gold on demand… and frequently on stage. Meanwhile, Dan Cummins riffs for hours on everything from McCarthyism to drug-fueled misadventures with Michael Jackson, creating a ‘Cult, Cult, Cult’ following that keeps audiences laughing (and occasionally cringing).
Why Podcasts Are Gold for Brands
“For brands, intimacy is gold.” Podcasts reach listeners in their private worlds, building relationships that feel personal and genuine. This is why podcast sponsorships – whether long-form live reads, affiliate advertising, or branded series – have become such a lucrative channel. From MailChimp’s iconic sponsorship of Serial to Casper, HelloFresh, and Squarespace, brands investing in podcasts see substantial returns.
And it’s not just brands tapping into podcasts’ potential. Donald Trump turned to podcasts to speak directly to male Gen Zs, unmediated and unfiltered. Meanwhile, Joe Rogan influences not just presidential elections but an entire attention economy. Podcasts capture “found time” – those moments when other media can’t reach us – making them uniquely powerful in today’s fractured landscape.
A Timeless Medium Reborn
“If there’s one lesson that The Rest Is History teaches us, it’s that storytelling is still a force to be reckoned with.
From the ancient oral traditions of Homer to the spirited banter of Holland and Sandbrook, spoken stories have always captivated audiences. Today, podcasts are reviving this timeless art, not just in earbuds but in theatres and stadiums around the world.
So, whether you’re a brand looking to connect with audiences on a deeper level, or a listener ready to learn about Neolithic metallurgy while on your morning jog, there’s never been a better time to tune in.
With the resurgence of audio, we’re not just listening to history; we’re part of it. And as The Rest Is History shows us, the best stories aren’t just read or seen – they’re heard, celebrated, and shared.
Curious about on-demand audio, endorsement advertising, or targeted podcast affiliate strategies? Reach out – we know what we’re doing, but the experts in our network REALLY know what they’re about. Dan Cummins’ “Meat Sacks” are waiting to hear about your products!
