Last updated July 26, 2024 – 12:45 p.m.
Podcast production company Persephonica is setting up its permanent headquarters and studios in Sheffield.
The move is part of plans to create a world-leading podcast hub in the north of England.
This will see some of the country's biggest podcast shows created and produced in Sheffield, a city benefiting from a multi-million pound transformation of the city centre and taking full advantage of its cultural and creative history.
Persephonica produces some of the UK's biggest podcast shows, including BBC Sounds' “Miss Me?” with Lily Allen and Miquita Oliver and “Political Currency” with Ed Balls and George Osborne.
The company has had international success with Dua Lipa's interview series 'At Your Service' and is also co-producer of the UK's largest daily podcast, 'The News Agents with Global'.
Persephonika founders Dino Sofos and Tom O'Hara are Sheffield natives and set up the company in 2021. One of their priorities when setting up the company was to increase socio-economic diversity in media and moving the headquarters to Sheffield is central to that mission.
Dino Sofos, CEO of Persephonica, said: “This is a major boost for creativity in the North and we're incredibly excited to be starting a new chapter for UK podcasting in this vibrant, creative and diverse city.”
“Talent from low-income backgrounds often struggle to start a career in the media industry as they cannot afford to pay high rents in London and do free work experience or low-paid freelance work.”
“This means that people who grow up in the South East have an unfair advantage in getting interesting and influential media jobs. The best way to change the status quo is to create more opportunities outside the capital.”
“Thanks to the wealth of world-class journalism and media courses available, South Yorkshire is home to a huge talent pool with great potential to become future stars of the podcasting industry.”
Persephonica is due to move into a former factory in Lear's Yard early next month.
The company plans to fund training and internships and partner with local universities to develop new podcasting talent in the region.
It also plans to partner with other media organisations and production companies to create new opportunities in the region, while maintaining a smaller base and staff in London.
Dino Sophos was co-founder of the Crossed Wires podcast festival, which took place in Sheffield in May, bringing thousands of podcast fans, businesses and creators to the city.
Sheffield City Council, with funding from the South Yorkshire Combined Mayoral Authority, supported Persephonica's relocation with a 'Technology Welcome Grant'.
Heidi Dawson, head of BBC Salford and controller of BBC Radio 5 Live, said: “Miss Me? is one of the BBC's most exciting new podcasts.
“This is Sheffield-based independent production company Persephonika's first BBC commission and they've done a fantastic job from concept to launch. The BBC is committed to commissioning more content outside London to better serve audiences across the UK and support home-grown production talent.”
Mayor of South Yorkshire, Oliver Coppard, said: “I am absolutely delighted that Persephonica is moving to Lear's Yard in Sheffield's new city centre.
“That a multi-award-winning theatre company which attracts millions of audiences to every performance has chosen to relocate here shows that a new, energetic and creative company shares our confidence in the future of South Yorkshire. I look forward to working with the Persephonica team as they go from strength to strength.”
Councillor Ben Miskel, chair of Sheffield City Council's transport, regeneration and climate policy committee, said: “It's fantastic to welcome Persephonica to Sheffield to be part of the fantastic Lear's Yard development.
“They are a fantastic example of a multi-award winning business that has taken advantage of funding like the Tech Welcome Grant from South Yorkshire Mayor Oliver Copperd to take their business to the next level.
“It also demonstrates the diversity of businesses moving into Lear's Yard, a Grade II listed building, which was once home to several industrial plants but has now been transformed into a building that can cater for many different types of business.”
“Our city centre is undergoing a transformation and this is another positive sign that businesses are feeling confident about the ongoing regeneration.”
