When we first started Heineken's Electrolab podcast, back in 2009, there was no other electronic-music podcast on the Romanian market. We set out to bring fresh electronic sounds from Romanian producers and DJs to the world. And we offered artists the exposure and boost that a brand like Heineken can offer. That's why it worked. That's why podcasts like Wax Treatment, XLR8R or RA work. All those podcasts offer their contributing artists exposure and validation. In return, the artists deliver some of best mixes around, which further strengthen the brand image of those outlets. It's like a vicious circle, of the good kind.
This year, in Romania everybody's doing podcasts. What is your podcast's vicious circle?
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