Radio has no pictures, so everything has to be built from sound: the script, the voice, the music and the mix. It is the discipline WithFeeling’s founders grew up in, with a Clios Gold for radio sound design and two BBC documentaries to show for it.
Podcasts and Radio Production
Radio and podcasts that earn the listen.
From a 30-second spot on Dubai 92 to a 35-minute documentary for the BBC, and the theme, stings and mix that make a podcast sound like the brand behind it, we write, cast, record, direct and produce the lot, from Dubai and the UK. Our brand voices team casts the talent, and our composers write the music.
20
Years of radio and spoken word
2
BBC documentaries, designed and mixed
25
+
International award wins
Sound design for two BBC documentaries, one of them an Amnesty International Human Rights Press Award winner.
Clios Gold, radio sound design (Rescue Radio) · Amnesty International Human Rights Press Award (BBC World Service, Soccer Nuns) · Clio Music Bronze 2026 · International Sound Awards Gold 2025
Start a radio or podcast project
Luckily, we know a lot about great radio, and have many awards to our name to prove it.
MORE THEATRE OF THE MIND
What radio and podcast production involves
Radio is the purest form of the craft. There is no picture to lean on, so the script, the voice, the music and the mix have to do all the work, and the listener’s imagination does the rest. That is why it is still called theatre of the mind, and why WithFeeling’s founders have spent twenty years in it.
WithFeeling is an audio production studio in Dubai with a second base in the UK, and radio advertising is where we started. We write scripts or work from your agency’s, cast and direct the voices in Arabic, English and whichever languages the campaign needs, compose original music or find and clear the right track, build the sound design, and mix and master every spot to the station’s loudness spec, with the tags, cut-downs and language versions attached. One spot or a year-long campaign, the same care goes into every second.
Long-form is the same discipline at documentary length. For the BBC we have built the sound of a minefield in Western Sahara and a football camp in the foothills of the Himalayas from location recordings, atmospheres and music, so the story stays clear and the listener feels present.
Podcasts add one more question: does the show sound like the brand behind it? A theme, an ident, stings, beds and a consistent mix are the audio equivalent of a logo and a typeface, and they are what make an episode recognisable in the first three seconds. We build that system, then record, edit, mix and master the episodes to sound like it. Our guides to podcast sonic branding and audio content strategy go deeper, and if you think radio creativity has had its day, we disagree.
Sound
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The Sound of
Anantara The Palm
Six ideas, one showstopper: a musical-theatre radio campaign for Dubai’s only overwater resort, on air on Dubai 92. Anti-advertising, a two-hander built on silence, and the mini-musical the client chose, ‘So Near, So Far Away’.
Sound
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The Sound of
NOLLA
The Number One Ladies’ Landmine Agency for the BBC: heat, wind, the detector’s tone and the thump of a controlled detonation, built under real voices so thirty-five minutes of documentary sound like being there.
Sound
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The Sound of
Soccer Nuns
Tibet’s exiled women’s football team, recorded in the field and shaped into one gripping listen for the BBC World Service. Winner of an Amnesty International Human Rights Press Award.
Three kinds of work
Spots, documentaries and shows.
Most of what we make for the ear falls into three kinds of job. Each is a different craft held to the same standard: it has to be worth hearing twice. We scope which one you need at the brief, and quote before a word is recorded.
What you get
Delivered to spec.
A radio spot is not finished when the mix sounds good in the studio. It is finished when the station accepts it first time, the levels sit right next to whatever plays before it, and every version the media plan needs exists. That is the standard every job leaves with, and it is written into the quote.
- Script: written by us or sharpened from yours, timed to the second.
- Voices: cast, directed and recorded, in Arabic, English and the languages your markets need.
- Music: composed for the spot, or found and cleared with the paper trail.
- Sound design and mix: built for small speakers and noisy cars, mastered to broadcast loudness.
- Versions: cut-downs, tags and language variants, named and delivered to every station.
- Rights: usage for the voices and the music set out plainly before you approve the script.
PODCAST & RADIO FAQS
How much does radio commercial production cost?
It depends on what the spot needs. A voiced spot with library music and a broadcast mix is the most affordable route, and a campaign of several spots is priced as a set. Where the brief calls for an original jingle or score, the music alone typically runs $8,000 to $16,500+ (30,000 to 60,000+ AED), the same as any bespoke 60-second piece. We scope it with you and quote before a word is recorded.
How long does a radio commercial take to produce?
From an approved script, most spots are recorded, mixed and delivered within a week, and tags or new versions of an existing spot can turn around the same day. Original music adds a demo stage, so allow two to four weeks for a scored campaign. Documentaries and podcast series are scheduled by length and agreed at the brief.
Do you write the script?
Yes, or we work from yours. Radio writing is its own craft: thirty seconds, one idea, and every word earning its place. We are happy to write from a brief, sharpen an agency script, or pitch a spread of ideas as finished demos and let the work compete, as we did for Anantara The Palm.
Do you cast and direct the voices?
Yes. Casting is half the spot. We shortlist voices for the brief in Arabic, English and other languages, direct the session in the studio or remotely, and deliver clean takes alongside the final mix. Our brand voices page covers how we find and manage voices for whole brands.
Can you make our podcast sound like our brand?
Yes, and it is the fastest way for a show to become recognisable. We write the theme, ident, stings and beds, set a mix standard, then produce or master the episodes so every one sounds like the one before. If your brand already has a sonic identity, the podcast becomes one more place it lives.
Do you produce podcasts end to end?
We handle the sound: recording, editing, sound design, music, mix and master, for a single episode or a whole series. Publishing, hosting and distribution stay with you or your platform, and we deliver files to whatever spec it needs.
What do you deliver?
Broadcast-ready masters at the loudness the station specifies, plus every version the media plan needs: cut-downs, tags, language variants, instrumental and voice-only stems, and the scripts. For documentaries and podcasts, mixed episodes to the platform’s spec, with the music and its rights documented.
Do you work with stations and broadcasters outside the UAE?
Yes. We are based in Dubai and the UK, we have produced documentaries for the BBC and the BBC World Service, and we deliver to station specs anywhere. Sessions are directed in the studio or remotely, so the voice, the client and the producer can be in three different countries.
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