The Content Business #08 – Mahmoud Bartawi – The Real Value of Podcasting in Dubai
ABOUT THE EPISODE
In this episode of The Content Business, Ash & Kane sit down with Mahmoud Bartawi, host of Business with Bartawi, to break down how podcasting became his most powerful relationship-building tool.
Mahmoud shares how his background in banking and startups shaped his approach to conversations, why he started podcasting purely to build relationships rather than make money, and how being an English-speaking Emirati business host positioned him uniquely in Dubai’s ecosystem.
The conversation explores reputation versus virality, why integrity matters more than views, how to approach high-level guests with emotional intelligence, and why podcasting is less about downloads and more about access, network and long-term opportunity.
KEY TAKEAWAYS
• Podcasting is a relationship-building tool before it is a monetisation tool
• Reputation in a small market compounds faster than views
• Protecting guest integrity builds long-term trust
• Virality without values can damage long-term positioning
• English-speaking Emirati positioning created a unique niche
• High-level guests value emotional intelligence over hype
• Saying no to paid guest slots strengthens brand authority
• Podcasting can open doors to deals, partnerships and investment opportunities
BEST MOMENTS
“Podcasting is not about the money. It’s about relationships.”
“If networking is currency, then podcasting is cool.”
“There are people that came on the podcast I never thought would have coffee with me.”
“The ultimate goal is to protect the integrity of my guests.”
“You chasing the numbers can really make you do things you don’t even want to do.”
“Reputation.”
“Organic is built on trust.”
“It’s not about chasing the numbers, it’s about chasing relationships.”
LINKS
Mahmoud: https://www.youtube.com/@Businesswithbartawi
Website: https://www.podpartnerships.com
Instagram: https://www.instagram.com/thecontentbusinesspod
Email: hello@podpartnerships.com
ABOUT THE HOSTS
Hosted by Ashley Morris and Kane Baron, founders of UAE-based content sponsorship agency: Pod Partnerships.
They’ve worked with thousands of creators and hundreds of brands, helping both household names and fast-growing startups turn podcast, YouTube, and influencer advertising into a core part of their media strategy.
Alongside this, Ashley and Kane have trained over 10,000 podcasters since 2020, going on to directly mentor hundreds of creators to plan, launch, grow, and monetise independent podcasts.