Building an independent media brand from a first episode to six platforms.
- Role
- Founder, Host & Executive Producer
- Dates
- December 2025 to present
- On air as
- Michael Paul, with co-host Mr. Curbs
- Schedule
- Every other Sunday, 11 PM ET
The project
The Sinister District is a paranormal podcast: firsthand encounters from eyewitnesses, plus authors, historians and researchers. Everything a media brand needs had to be built from scratch: the sound, the look, the website, the release schedule and the guest pipeline.
What I was responsible for
- Brand development and marketing strategy, including podcast artwork and channel identity.
- Audio and video production and editing.
- Guest outreach. Fifteen past guests are listed on the site, with Dr. Peter Sacco and Heather Moser of Small Town Monsters booked next.
- Social media promotion on Instagram, TikTok and YouTube, including animated Shorts.
- Launching and managing the website.
A website that works as a content engine
Each episode feeds an archive, summaries and a searchable encyclopedia of 41 pages, so one recording keeps earning visits after release. A news section gives people a reason to return between episodes.
Branding and short-form video
A rule I set for the animated Shorts: witnesses’ faces are never shown. Tension comes from shadow, silhouette and body language, and it means no real person’s likeness is ever invented.
Multi-platform distribution
Outcome so far
Thirteen episodes released: 12 in Season 1, then a Season 2 premiere with a Halloween Special on November 1, 2026. Six distribution platforms, a live website and a guest list that now includes published authors. I’m leaving audience numbers off this page until I’ve pulled them from each platform’s analytics.