By: Alfonso Pinzón @the.devil'shour
Cover art by Zonagirante Studio
2024 brought, as usual, its share of lessons and challenges. But I want to focus on a completely new experience for me: self-managing a podcast from scratch.
The Devil's Hour was born as a space to explore the depths of Colombian metal and its stories. However, beyond being a platform for extreme music, it also became a brutally honest teacher. about what it means to connect with an audience in a saturated digital world. Since Zonagirante.com focuses on independent music from Latin America, I will limit myself here to lessons related to self-management, leaving aside—at least for now— the immense personal and human satisfactions that this experience also gave me.
With just 9 weekly episodes on the air, we have managed to amass 10,000 followers across combined platforms, with approximately 50,000 views of our content. Our episodes, averaging one hour in length, nYou have been kept in the Spotify top 30 among thousands of podcasts in Colombia. These are metrics that may not impress mass influencers, but in the context of Colombian metal, they represent an immediate dominance of the category and resonate strongly among extreme music lovers in the country.
This isn't a guide, nor a foolproof recipe. But if you're thinking of doing something similar, here are the 3 most important things I learned:
1. Content is king (and the kingdom is our hyper-niche)
In this era of digital overload, We swim in a toxic ocean of information, riddled with islands of clickbait and archipelagos of garbage. Like shipwrecked sailors, we cling to content with weight and meaning. But here's the catch: generic content doesn't connect. In a world saturated with options, you have to focus on a hyper-niche —and understand it better than anyone else— so that your message cuts through the noise.
The proliferation of hyper-specific niches is not a new phenomenon. From 1970s punk fanzines to 1990s college radio stations, Communities have always sought refuge outside of the dominant grand narratives. But, in a world where algorithms shape what we see and hear, hyper-niches are not just an aesthetic choice; They are active resistance against the homogenization of the digital experience.
What's fascinating about hyper-niches isn't just their small size, but its capacity for deep connection. Creating content that resonates with a specific audience is not just a strategy; It is an act of rebellion in an environment dominated by algorithms that reward mass participation. This isn't just a podcasting tactic; it's part of a cultural shift.
Are we witnessing a shift from globalized narratives to localized stories deeply connected to identity? My experience with The Devil's Hour suggests that it is. Producing quality content doesn't just mean that it's relevant or aesthetically appealing; it means that it connects deeply with your audience's personal experience. It's no longer about speaking to everyone, but about finding that small audience that not only needs you, but wants to hear you.
In an infinite ocean, whoever tries to talk to everyone ends up talking to no one.
2. Without a digital marketing plan, you won't even get to the corner store.
Going to market without a digital marketing plan is like leaving the house without pants. You might not get stopped immediately, but you're not going to get very far. And please, let's understand something: posting indiscriminately on social media is not a marketing plan.
Whether we have a creative project or a small business, no endeavor will survive without an audience or customers. This seems obvious, but it's alarming how many creators and entrepreneurs, in the 21st century, They still underestimate marketing as a tool to attract and retain audiences.
A good digital marketing plan is more than just uploading random photos or posting "because you have to."It is a transmedia strategy that can combine social networks, graphic and audiovisual content, email marketing, SEO, SEM, and, above all, data analytics to continuously measure and optimize. Because what is not measured, cannot be improved.
With The Devil's Hour, Our strategy included a social media campaign, copies adapted to each platform and real-time performance analysis. This allowed us to grow consistently in a niche where every interaction counts.
3. AI and the reinvention of the creative process
Ignoring the capabilities of AI today It's like going to war with a stick while the enemy is piloting a drone. Tools like ChatGPT or Claude are not just technological toys; They are additional brains with a processing capacity that surpasses the 99% of the human species. Yes, they may hallucinate from time to time, but their margin of error is negligible compared to their ability to generate ideas, organize information, and solve problems with a speed that no human can match. The difference is that AI doesn't get tired, doesn't get distracted, doesn't miss deadlines, and doesn't waste time on Instagram.
The key is not to fear AI, but to integrate it strategically. More than just a tool, It is an ally capable of transforming the creative process: unlocking ideas, optimizing tedious tasks, and freeing up time for what really matters—creating authentic human connections.
With The Devil's Hour, We used AI from the beginning to structure episodes, generate initial questions, streamline copies for social media and to optimize campaign content. All of this allowed us to focus on what only humans can do: tell authentic and resonant stories.
And what about ethical risks? Of course they exist. But ignoring it is not the solution. AI does not replace the human essence; it amplifies it. In the immediate future, those who know how to integrate it will not only have an advantage: they will be leading a creative revolution.
Conclusion
We live in an era where big tech companies dictate the rules, the masses seek what is easy, and algorithms reward noise over depth. However, on the margins, there is still room for those who strive for authenticity.
My experience with The Devil's Hour He taught me that hyper-niches are not refuges: They are trenches from which homogenization is fought. They are a response to the chaos of a digital world designed to silence the most genuine voices. Perhaps we are witnessing the beginning of a new era., where local and identity-based narratives challenge mass-produced and globalized content.
The magic isn't just in understanding and connecting with your audience: It's about finding the courage to say something real.
May 2025 find us telling authentic stories, making courageous decisions, and, of course, generating less digital noise. Happy Holidays!
Editor's note: The remaining chapters can be found at this link: https://open.spotify.com/show/3O0uICKpdTWsSsS87LKS4H?si=Rbdn0gjQSAqO9ZPKExkmyg
