An interview with Sony Music Producer, Nia Deo

The below article was written by Raya Stout, a current Greenhead College student studying English Language, Psychology and Sociology A Levels.

As a student, trying to figure out which path to take after A Levels can feel overwhelming. That’s why I was so excited to chat with Nia Deo, a former Greenhead student with a wealth of experience in podcasting and the media industry. She is currently a producer for Sony Music Entertainment returned to college to deliver an inspiring talk to the English, Film and Music Technology students. During our conversation, Nia opened up about her journey, the challenges she faced and the lessons she learned along the way. From creating her own opportunities to managing setbacks, she offered valuable advice for anyone interested in the field or simply trying to find their footing after leaving college.

When Nia was a student, she hadn’t even considered a career in media. Her initial attraction to the industry was sparked quite unexpectedly. “I was walking on the beach one day and saw Maya Jama presenting this advert, and I was like, ‘Oh my god, I want to do that.’ I wasn’t sure how to get there, so I started to write blog posts.” This blog gave her a reason to step outside her comfort zone and experiment with different forms of media. But it wasn’t until she challenged herself to try student radio that she truly found her passion, crediting it as “the thing that really kickstarted my career.”

From there, she went on to create and present content for various organisations, including the Student Radio Association, Forge Radio and the University of Sheffield. These experiences helped her to build confidence, develop her skills and ultimately discover her love for production. However, with student radio being such a beneficial experience, it’s also highly competitive. “Challenges, I would say, is contending with other people. Like, you’ve got to be annoying. Sometimes people perceive it as stepping on their toes, but it is quite a fierce industry.” Nia pursued English Literature at the University of Sheffield, earning a Bachelor of Arts with honours before continuing to City, University of London, where she completed a Master’s degree in broadcast journalism. For her, studying English wasn’t just about analysing texts – it was about telling a story. She loved having the creative freedom to craft essays, build arguments and shape narratives through prose and literature that she’d found herself. The course, she said, really nourished her creativity and allowed her to thrive. But university wasn’t always easy. “One of the challenges was knuckling down.” Nia admits. “And not leaving essays to the last minute. People always fall victim to that; I fell victim to that.” 

I asked Nia more about some of the tasks she undertakes in her current role, producing podcasts for Sony. This may sound straightforward on paper, but she revealed that, in reality, no two days are ever the same. A key part of her job is talent management, ensuring that hosts and guests are comfortable during recordings and are happy with the final product. “I never ever want the talent to feel like we’ve done them an injustice by twisting their words or making them come out in a bad light,” she emphasized. Beyond this, she also oversees the scripting, recording and timely delivery of paid advertisements. Her creativity and organisational skills are essential in ensuring that every client is satisfied with the outcome, especially since advertising can be costly. On Liam and Millie, one of the podcasts Nia works on, she has an assistant producer. It’s her responsibility to help them develop by providing stimulating tasks and teaching valuable skills, for example, how to use video editing software. This can be challenging, she said, because she’s only just learned some of these skills herself.  “There are so many different roles that I undertake, and they’re all equally as important, and that’s what makes you a well-rounded producer.”

For Nia, her job is just as much about connection as it is about production. On When There’s a Will, There’s a Wake with Kathy Burke, she’s known to fans as Goddess Nia and is often praised on social media or the podcast’s reviews. She expressed her excitement at seeing people engage with and enjoy the things she’s produced, adding that it’s always “so rewarding, and it never gets old.” But her career hasn’t been without challenges. One of the most unexpected came in September 2022, when she was producing for Capital FM, and news of the Queen’s death broke. “That was intense,” she remarked. “It was just two weeks of rolling news.” She described how she had felt uncertain about how to navigate such a complex event, wanting to be as respectful as possible without straying too far from Capital’s signature upbeat sound. The station took on a more subdued tone, playing mellow music and sharing anecdotes about the Queen. Looking back, Nia is incredibly proud of how she and the production team handled the situation, “crafting [their content] to fit something so dark and so upsetting for the nation, but keeping it light-hearted.” 

The world of podcasting is changing fast, and Nia is excited to be a part of it. She said that, as it’s still a relatively new industry, there’s always a huge variety of new shows being created, new production houses being set up, and freelance projects to get stuck into. And the podcasting sphere doesn’t just hold opportunity for her; she’s equally as eager to see how future generations will contribute to and change the landscape. “It’s booming, it’s new, it’s fresh and it’s exciting. It’s for people our age, people older and everyone in between – there’s something for everyone.” As our conversation came to a close, we reflected on the advice Nia wishes she had heard in college – advice that could benefit many students today. She said, “I wish someone pulled me to the side and was like, ‘You don’t have to have it figured out right now.’” She, like many young people, felt a lot of pressure to plan out her whole career before she even turned 18, focusing on traditional paths like law and teaching simply because they felt like the “right” choices. “I never really thought of media as an option,” she added, “because people around me weren’t in the media.” Looking back, she’s happy that she didn’t rush into a decision, choosing instead to take a gap year and explore different opportunities. If she hadn’t given herself that time to breathe, she may never have discovered the career she loves today – and the podcasting landscape would be a little less vibrant.