Drew Frohmann of Sorry About the MurderSUMMARYSebastian sits down with Drew Frohmann, the writer and creator behind Sorry About the Murder, a scripted audio drama set in the fictional small Canadian town of BeaverMount, Ontario, where a Quebecois Zamboni driver is compelled to solve a grisly murder while still getting the ice ready for the game. The show has two seasons and a third in development.Drew grew up in Wawa, Ontario, and spent 20 years working in advertising, specializing in audio and radio. In this wide-ranging conversation, he unpacks how a quirky childhood, a love of audio craft, and an 80s skateboarding movie all collided to produce one of indie audio fiction's most distinctive shows. He also gets refreshingly candid about the grind of writing, promoting, and sustaining a scripted podcast as an indie creator, and shares a piece of advice that every aspiring podcaster needs to hear.---IN THIS EPISODE[00:04] Sebastian introduces the show and guest — Drew Frohmann, creator of Sorry About the Murder[00:44] Growing up in Wawa, Ontario — and how a rich cast of small-town characters became the DNA of Beaver Mount[03:19] Why Drew didn't want to just write a Trailer Park Boys-style show, and the search for a strong dramatic premise[04:43] The origin story: how the 1980s film Gleaming the Cube sparked the idea of a Zamboni driver solving a murder[05:34] The importance of podcast cover artwork — the process of creating the show's distinctive retro-illustrated look using AI tools combined with art direction from Michelle Lang[08:40] How audience taste for AI-generated imagery has shifted, and why Drew plans to hire a traditional artist for Season 3[10:36] Diving into the show's premise — why a Quebecois protagonist in an English Ontario small town creates inherent dramatic tension and comedy[12:29] The "unassuming genius" character archetype — how Columbo influenced the lead character, Frenchie[13:49] How the title Sorry About the Murder was born — the earlier working title, Two Minutes for Murder, and why the final title perfectly captures the show's mix of politeness and violence[16:31] How Drew's 20 years in advertising audio shaped the sound design, scene transitions, and production ambition of the show[18:18] The writing process — from Google Docs full of Canadian motives and small-town stories, to plotting clues, to the brutal slog of a first draft[22:00] The difference between advertising copywriting (sprinting) and long-form fiction writing (marathon running)[24:41] Promoting a scripted fiction podcast — why discovery is harder than in true crime or interview formats[25:06] Joining the Fable and Folly Network, crafting a killer trailer, and how feed swaps became the most effective growth tool[27:18] Why true crime listeners rarely cross over to audio fiction — and what that means for targeting[30:39] Sustaining listener engagement between seasons — newsletters, Patreon, feed swaps, and behind-the-scenes content[34:08] YouTube as a podcast discovery platform — and how it's changing Drew's plans for Season 3[35:04] Navigating monetization: Apple Podcast subscriptions, Patreon, and the challenge of balancing free audience growth with paid subscriber value[39:25] How comedy in podcasting functions as a "court jester" — letting uncomfortable truths land through laughter[40:35] Audio fiction's unique storytelling demands vs. passive listening formats — why it requires more active attention from listeners[42:21] Sorry About the Murder as a refuge from political noise — keeping Beaver Mount as an idealized, rose-coloured Canada[43:56] The "Sorry" maple leaf merch — and whether it still resonates in the current Canadian cultural moment[45:37] Where does deeply crafted audio fiction fit in a media diet dominated by short-form content? Drew's take on audio fiction as "accompaniment"---RESOURCES & LINKSThe ShowSorry About the Murder — search on Spotify, Apple Podcasts, Pocket Casts, or your favorite podcast appInstagram: @sorryaboutthemurderFacebook: Sorry About the MurderReferenced in the EpisodeGleaming the Cube (1989) — the 80s skateboarding film that sparked the premise for Sorry About the MurderFable and Folly Network — the audio fiction network Drew credits as a key early growth channel (120–130 shows)Trailer Park Boys — referenced as an example of small-town Canadian comedy done wellStephen Leacock / Stuart McLean's Vinyl Cafe — the "idyllic, homespun" Canadian tone that influenced the show's vibeColumbo — a key character reference for Frenchie's "unassuming genius" detective archetypeHindenburg Journalist (Faden) — the audio editing software Drew uses for scripting and productionTattoo Sound + Music — the world-class studio Drew works with for sound designPodcasts Recommended by DrewHarvey in Hell (by the creator of The Milkman of St. Gads) — a noirish audio drama set during the Satanic Panic of the 80sSick Man Talking / The Fake Cop Chronicles of Newmarket — raw, honest storytelling from a voiceover artist with chronic illness, featuring deeply weird and funny character workHanna-pocalypse — a post-apocalyptic audio fiction following the last zombie, described as deeply character-driven and hangout-worthy---TALK THAT PODWant to be on this podcast? 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