Podcast Show London: How Redhanded turned a side hustle into a sustainable creative business on Patreon
May 21, 2025
At The Podcast Show London, Patreon’s Stephanie Smellie sat down with Hannah Maguire and Suruthi Bala, co-creators of the award-winning true crime podcast Redhanded, for a candid fireside chat on building a creative business behind a paywall. From humble beginnings recording under a duvet to over 18,000 paying supporters on Patreon, the pair shared the behind-the-scenes on what it takes to make a podcasting career a sustainable business.
“There was no intentionality really, it was just … let's create good content, let's see what happens.” Suruthi Bala
Taking the side hustle full time
Redhanded started as a creative outlet between two friends, a side project that came about after a chance meeting (and a few too many drinks). But as their audience grew, they realized they needed to establish consistency and ownership over their business - and Patreon became a key pillar.
After experimenting with other income paths like ad networks and sponsorships, Hannah and Suruthi leaned into their passionate fanbase - and those fans leaned right back.
“[Our American fans] were like ‘Get Patreon! Get Patreon!’ We didn't think anyone would care … Then we did and we saw that it was a completely ring-fenced revenue stream that we could be totally in control of.” Hannah Maguire
The move wasn’t just about earning income; it was also about giving them the tools and direct line to their audience to help shape everything from pricing tiers to media formats.
“We're like real evangelizers about Patreon because it has been game changing for us.” Suruthi Bala
Community over just about everything
At the heart of Redhanded is a deep respect for their listeners - and the duo has made a point to prioritize a two-way relationship with them. That community-first approach isn’t just a feel-good ethos, it’s also a smart business strategy. By being transparent, responsive, and genuinely invested in their fans, Redhanded created a feedback loop that strengthens loyalty and retention.
“The community we’ve built on Patreon, they come first. The contract is between us and the community. It’s a conversation with our listeners and we try to make it as equitable as possible.” Suruthi Bala
And the feedback loop includes data that will help them build in the future. Using Patreon analytics, they’ve been able to build a clear picture of their core audience, tailor their media accordingly, and market it.
“Because of the data on Patreon we’re able to go to sales teams and say ‘Do you want women in their 20s, 30s, 40s who are educated with money? Because we’ve got them!’ We can’t always do that via data from other platforms.” Hannah Maguire
Building a sustainable business without burning out
Patreon’s State of Create report found 78% of creators say burnout impacts their motivation to be a creator, and Hannah and Suruthi are no exception. One of their go-to strategies for combatting burnout is repurposing media across tiers and platforms. For example, their bonus show Under the Duvet appears in audio at the $5 level and as a video at $10, giving fans compelling reasons to upgrade without doubling the workload.
They also say being connected with fans allows them to be transparent when they need to take a step back. And as a result of more reliable income thanks to a dedicated community, they’ve also been able to hire a team, plan breaks, and maintain creative energy over time.
And because they’re tuned into their audience, every decision - from pricing to editorial - feels more strategic, with less guesswork.
“What’s the cure for burnout? Hire people that are better than you at doing other things, so that you can be as good a host as possible.” Hannah Maguire
Toplining the takeaways from Redhanded:
- “Just do it!”: You don’t have to have a business plan right out of the gate, you can learn as you go and from the people around you. Just commit to creating consistently.
- Your fans and community can grow with you - and guide you: They can help you define what value you provide as you build your business - on Patreon and elsewhere.
- Transparency builds trust: Honesty is the best policy, especially when it comes to pricing.
- Be creative with what you have: Repurpose media across tiers and platforms, it increases your reach while reducing your workload.
- Take the time to invest in your creative infrastructure: When your revenue is stable, you have room to grow without burnout.
You can check out more of Suruthi and Hannah on their Redhanded Patreon page!