Crossed Wires – Sheffield’s homegrown podcast festival – returns for its second edition, bringing with it a stellar line-up, a high-profile BBC Sounds Fringe and a mission to put the Steel City firmly on the global podcasting map. Co-founded by broadcaster and podcasting powerhouse Alice Levine, the festival continues to tap into the exponential growth of the podcast industry – while shining a spotlight on Sheffield as a hub for creativity, culture and collaboration.
Isobel O’Mahony caught up with Alice to talk what’s new, big-name bookings and turning the city into a podcast playground.
“It finished on Sunday, I think I had the Monday off and then we got back to it,” says Levine. “What told us that we were onto a good thing was, after year one, people said, ‘We didn’t get a call about year one – we’d love to do year two.’ I’ve worked on lots of TV shows, podcasts and radio shows – agents don’t usually ring you, and acts don’t usually ask to be on the line-up.
“There’s a real sense of FOMO and that’s brilliant – I really love that people felt left out, because they did miss out.
“This is a line-up you’d expect to see in year six or seven, and we’re doing it in year two.”
Hailing from Nottingham herself, Levine had no doubts Sheffield would embrace the festival. “It was always Sheffield in our mind – it will always have a home in Sheffield, for as long as the city wants it. We came up with the idea while walking in the Peaks, so it’s almost in the DNA of the festival.
“There are film and music festivals, but there isn’t anything for podcasting. We were like, we have the team for it – we have events and podcasting covered – it just felt like the stars aligned.
“We love podcasts – we’re podcast fans first.”
As host of award-winning podcast My Dad Wrote A Porno, Alice has been in the scene for years. “I know from touring that it’s amazing to have everybody in one room that loves a show – because it can be such an intimate, solitary activity, listening to something you love. And then we packed these rooms out – suddenly, you’re in a club.
“It has that feeling of going to a gig versus listening to the album on your own. There’s just this sort of euphoria – all laughing at the same thing. It’s medicine, isn’t it? It’s such a tonic.”
Community is at the heart of the festival. Within the five-year afterglow of the pandemic, Alice says meeting up still feels like a privilege. “We’re still feeling the echo of not being able to gather. This was dreamt up a good few years ago – and I wonder if it was our way of saying, ‘We need to get people together.’
“Podcasts filled that empty space for a lot of people – they were a bit of a lifeline, weren’t they?”
After acts like Katherine Ryan, Adam Buxton and Jon Ronson last year, audience feedback was simple: more, more, more.
“We listened, and what we’ve done is expand what we cover. I think you’d struggle to find a genre we don’t touch – from sport to food to politics.”
Calls for top-tier pods have been answered with series like Help, I Sexted My Boss and Dish headlining – and it’s not just the public rushing to get involved.
“Angela Hartnett, who’s obviously one of the most in-demand chefs in the world, was like, ‘I really wanna come – but I’m catering Wimbledon.’ We were like, ‘Well, sack that off!’
“So I’m imagining her plating up hot mains, jumping in a cab, shouting, ‘Get the Cornettos out!’ Give them strawberries and cream in takeaway containers – mini Magnums for everyone, because I gotta go.
“I mean, what food do we need to get Angela Hartnett to Sheffield? We’ve got to get her some Hendo’s – that’s a given.
“It’s a credit to what we did in year one that we can get these huge names. But there’s something so intimate about the early years – with bigger, shinier, more corporate festivals, you don’t get that.
“We’re really trying to hold onto the magic of what this is – born out of the city.”
Last year’s fringe events included a DJ set from Sheffield’s own Self Esteem. This year, the fringe has been given a BBC Sounds makeover, taking over the iconic Cole Brothers (former John Lewis) building.
“When that’s kitted out and full of people, I think it’s going to be a celebration of its history and heritage,” Levine says. “Live shows are expensive – but can we add value and give people an opportunity to get something for free? We recognise your time is precious.
I’ve always said: everything we put in the fringe should feel like you’d pay for it. Actually, it’s stuff money can’t buy – they’re recording shows you usually can’t pay to see.
“The BBC have so much brilliant talent and they’ve pulled out all the stops. We’ve got Russell Kane here with Evil Genius, Frank Skinner, but also stalwarts like Newscast and Football Daily.”
The fringe will also mark 100 years of the shipping forecast on the Friday of the festival.
As for after-parties, the team hasn’t slowed down. Sara Cox (The Teen Commandments) will host a special edition of Day Fever. “Another cultural event out of Sheffield,” says Alice.
“It’s very much in the spirit of Crossed Wires – being in iconic venues and celebrating these places.”
And if you’re visiting and wondering where to eat or drink, Alice has tips: “Fagans is incredible – those little green poppadom things they sell? I’ve never seen them anywhere else. I inhale, like, three packets in there.
“We’ve had lovely dinners at Bench, I love Cafe Number 9, and I think I’m going for a little after-work drink at Pearl. Fat Cat in Kelham is brilliant. And when I’m up here, I always make time for a walk in the Peaks.”
Crossed Wires is the country’s go-to weekend for all things podcast. A day out, a night out – a unique experience for anyone who loves a laugh or a natter. Alice says the team want to create a party atmosphere across the city.
“I think this will feel like Sheffield has a street party going on.
“I can’t think of anything else I’ve been to with this much spirit and energy. People are stopping us in the street, saying, ‘I’m so glad you’ve created this here.’
“The world’s a dark place right now – there’s lots of really bleak stuff happening. So let’s, if we can, do something joyful, something celebratory, something that gets everyone together. Let’s get Michael Palin on a bloody podcast by the end of all this.”
Crossed Wires takes over Sheffield’s from Friday 4 to Sunday 6 July. To be first to hear about new events and register for BBC Sounds Fringe Fest, head to crossedwires.live. Follow @crossedwiresfest for updates on socials.
THE RISE OF PODCASTING
A booming industry
The global podcast market was valued at $23.75 billion in 2023, and it’s projected to grow to $91.34 billion by 2032, at a CAGR of 16.8%.
Source: Grand View Research
Listeners in the UK
In the UK alone, more than 21 million people now listen to podcasts monthly – around 38% of the adult population.
Source: Ofcom
Advertisers take note
Podcast advertising spend in the UK reached £76.3 million in 2022, with projected growth to £143 million by 2026.
Source: IAB UK
Loyalty Rewards
According to Spotify, podcast listeners are more engaged and loyal, spending up to 2x more time with podcast content compared to traditional radio.
Source: Spotify Advertising
