The podcasting industry is one that is changing at a pace that few can keep up with. From globalised audiences hanging on guests’ every word to niche subject matter that makes a real difference, it’s a space that’s exploded for creatives over the last five years.
Flamingo Heights in Newcastle upon Tyne, run by Ashley King is one of those companies at the forefront of podcasting. Now, thanks to the experiences and funding she’s secured as a result of her work with Creative UK, the company is in the best possible position to take its next step forward…in its very own unique and ‘flamboyant’ style.
“People always ask me ‘Why flamingos?’ Well, flamingos like to stand out.” King explains while sat in the most vibrant of settings in her studio that overlooks the River Tyne.
“They don’t try to fit in with anyone else, and they can’t be anything else because they are what they are.
“I always talk to people about finding their flock, their voice or how to ‘be flamboyant’.
“So I love that actually, collectively, if you find the right creatives to hang out with, you can be flamboyant and find your flock.”
Flamingo Heights has grown to become one of the ‘go-to’ podcasting studios in Newcastle since opening and King has built it on the back of the success of her own podcast. However, it wasn’t until her first opportunity with Creative UK came along that she found out how much help could be available to take her company forward; a reality that many like her may find familiar.
“I always feel like I’ve slipped through the cracks for any funded opportunities. And I think a lot of creatives in my industry feel this way.” King answers when asked about her journey.
“I knew I needed to grow my studio, but to do that I needed some really high spec equipment.
“I had the opportunity to apply for some funding through the Culture and Creative Investment Programme at Creative UK.
“I was also able to go on a Create Growth Programme, which really has elevated my business to another level. So it’s been a wonderful experience.”
Having expanded her network with mentors and contacts through the Create Growth Programme and added some new equipment through the Culture and Creative Investment Programme, King was keen to then explore further opportunities with Creative UK. Having built a flourishing business and been given the guidance to forecast ahead for ways in which she could offer more, a funding opportunity became available that could prove a game changer for Flamingo Heights as it evolves as King explained:
“As a result of working on my business and attending some of these incredible development sessions around things like protecting your intellectual property and coming up with alternative revenue streams, I was then able to think about the opportunities in my business.
“I was able to apply for the Creative UK Shared Success Fund, which was a little bit intimidating but it’s brought a lifelong dream to fruition.
“Right now, I’m working on a podcasting course, funded through Creative UK and that’s going to help me scale my business, grow my team, to grow our profits and to really help uplift more stories which is why we’re here in the first place.”
Flamingo Heights will join a group of vibrant and upwardly mobile companies that have benefitted from the Shared Success Fund in the North East. The fund exists to help businesses think beyond what they thought was possible and to push themselves forward for growth in a sustainable way.
“One of the really powerful things about the Shared Success Investment Fund is actually that you have five years to pay that money back which I believe is really unusual.” King explained further that the unique nature of accountability for companies who received the funding makes it a great fit for smaller businesses. “A lot of investors will want to see return on investment very quickly so to be able to have a fund where you can borrow a small amount and actually, you know it will make a massive impact but you don’t need to pay it back for five years.
“That is really incredible because it means you can try something out and you can really have time to grow as an organisation without the fear of what you owe hanging over your head.”
Flamingo Heights is an impressive organisation that is full of warmth and positivity and, with the infrastructure improved as a result of their experiences with Creative UK are now in a great place to take what King and her team have built to the next stage of their development.
"I always felt like I’d slipped through the cracks when it came to funding. But the programmes and support from Creative UK have helped me take a lifelong dream and make it real."
