Building an Empire in Audio: A Conversation with the Founders of Podcast Nation
Meet Clio De La Llave and Nadine Robinson, the powerhouse duo behind Booje Media and its sister company Podcast Nation. What started as a boutique digital agency in Vancouver has transformed into one of the most dynamic podcast networks in North America, with shows like The Telepathy Tapes, Dear Shandy, The Mom Room, and Your Favorite Thing with Wells Adams & Brandi Cyrus.
Flightpath CEO, Sean Howard sat down with Clio and Nadine to hear their journey, lessons learned, and what’s next for podcasting.
Sean: Clio, take us back to the beginning - how did Booje Media evolve into Podcast Nation?
Clio: I founded Booje Media about 14 years ago as a digital marketing agency, and over time, we evolved with the industry - moving from blogging to social, to influencer marketing. Through that, we were introduced to podcasting. One of our talents, Kaitlyn Bristowe, launched her own show, and it really opened our eyes to the power of audio. That’s when Podcast Nation was born.
Sean: And Nadine, you’ve been there from the early days, too?
Nadine: Yes! I was there when Clio first started Booje and came back about six years ago to co-found Podcast Nation. I was a huge podcast fan - probably the one who introduced Clio to listening to them! Now I oversee operations across sales, production, and beyond.
Sean: How did you approach building Podcast Nation in its early days?
Nadine: We launched without outside investment, so we had to be incredibly strategic. We only hired when we had the revenue to support it. We also learned some tough lessons - like hiring a seasoned salesperson who didn’t quite get the podcast world. In the end, we promoted one of our producers who understood the space deeply, and she became an incredible salesperson.
Sean: What does your audience look like today?
Nadine: Our core audience is millennial women. That’s kind of our sweet spot. Within that, there’s so much variety - mental health, relationships, pop culture, parenting - so our shows touch on a wide range of interests that reflect our listeners’ lives.
Sean: You've taken a talent-first, cross-platform approach to podcasting. Why?
Nadine: It never made sense to us for a brand to work with a creator on social and not also on their podcast. We believed early on that campaigns should be integrated. Finally, we’re seeing brands come around to that idea - but executing it is still hard. Social and audio are two different worlds. The benefit for us is we’ve lived in both, so we can plug in easily across platforms.
Clio: Yes, and from the talent side, we know how important it is to be authentic. Audiences are savvy. They can tell when something’s not real. We’re always aiming for quality over quantity and making sure our creators stay true to their brand.
Sean: You’re also leaning into YouTube - why is that important?
Nadine: It’s where the industry is going. But it’s a huge investment—it probably quadruples the workload for everyone involved. Still, we encourage shows to think about video. Depending on the content, it can massively increase reach.
Clio: It takes more effort, but it also opens up new ways to monetize and reach audiences. If you’re in it for the long haul and committed to creating good content, the payoff is there.
Q: What advice would you give to someone considering launching a podcast today?
Clio: People worry the space is too saturated - but there’s still so much opportunity. Be niche. Be clear on your audience. Add value. And remember: people are talking about podcasts now more than ever.
Nadine: Yes…and you have to really love it. Podcasting is accessible, but it’s a lot of work. If you’re not passionate, your audience will know. But if you are, they’ll feel it - and that’s what makes a show successful.
About Podcast Nation
Podcast Nation is a boutique podcast network offering a diverse lineup of content across women’s health, mental wellness, pop culture, relationships, and more. Female-founded and female-led, the network connects top creators with engaged audiences through quality content and integrated brand partnerships. With standout shows like Sorry We’re Cyrus, ShrinkChicks, The Bravo Docket, The Mom Room, and The Telepathy Tapes, Podcast Nation is a hub for fresh voices and meaningful stories.
To learn more, visit podcastnation.co and boojemedia.com.
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Clio De La Llave
Nadine Robinson