October 26, 2021


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Podcast Studio Audio Up, SiriusXM Partner; Announce Series B funding

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Audio Up, a podcast production studio founded by audio inventor Jared Gutstad in 2020, has entered into a creative programming and strategic agreement with SiriusXM that will see the development of new original scripted series and audio entertainment concepts. SiriusXM Audio Up also led the $ 12 million Series B fundraising round, strengthening its own efforts to integrate into the growing podcast market, which has tripled in audience since 2001.

With the deal, SiriusXM Audio Up will have the option of first-look co-production for the original podcast concept and the option of exclusive distribution across SiriusXM properties. Also, selected podcasts from Audio Up’s back catalog will be available across the SiriusXM ecosystem, including Pandora (acquired in 2015 for billion 5.5 billion), Stitcher (purchased in July 2020 from EW Scripps Company for ২ 525 million) and Sirius. Andrew Moss, Senior Vice President, Business Affairs and Programming Operations, SiriusXM, also joined the Audio Up Board of Directors.

Since podcast advertising revenue is expected to more than double by 2023 – every IAB – SiriusXM Media will manage and sell advertising inventory and sponsorship with any podcast produced by Audio Up for SiriusXM. And while podcast series and studio subscriptions have become attractive among creators and distributors (the majority of podcast listeners seek content-driven benefits, as opposed to ad-free listening, according to the Cumulus Study), existing SiriusXM subscribers are clearly able to access.

Gutstadt (pictured below) enters the podcast space after founding Jingle Punks, a company that provides original music for advertising, TV, film and video games (to her credit: the theme music “Pawn Stars”), in 2008 (Olé bought Jingle Punks in 2015). The audio up slate of podcasts and franchises includes “Halloween in Hell” featuring machine gun Kelly and 24kGoldn, which extends to “Hell Valentine’s Day” and “Hell Prom”; “The Ballad of Uncle Drunk,” a satirical series about a fictional country singer (played by Gary Busy), including artists Nellie and Luke Wilson; And “English Bedtime Stories” about Mel Hubb, a 1970s-era Palm Springs hotelier, starring Lance Bass and Jason Alexander.

Lazy loaded pictures

Jared Gutstadt, CEO and Founder Audio Up
Bridger Scott

Original Music is a unique offer that can be heard on the audio-up “Sonic Leap” program, a fictional story about a real-life group “Hero the Band”, starring Anthony Anderson in his podcast debut and rapper Trippy Red, who co-starred And music contributions; And “Make It Up Wiz Go”, dubbed the “First Scripted Country Podcast Musical,” by a country star optimist (Scarlett Burke, co-producer of the series, who also contributes to the original music), and executive-produced Miranda Lambert, who He has acted in the series himself. Garrett Headland and Nashville lyricist Liz Rose are set to appear in the upcoming second season of the franchise.

Next up in the podcast studio: a series based on “Playboy Interviews”, which provides a “tailplay-type rearrangement” of the magazine’s memorable conversation, starring Tayy Diggs as Muhammad Ali, Rozana Arquette as Betty Friedan, and Gina Gerrash as Oriana Fallasi.

“Podcasts have simply scratched the surface of their potential as a powerful driver for discovery and are an entertainment medium with virtually no creative limits,” said Gutstadt, CEO and founder of Audio Up, in announcing the deal. “With the wide range and wide variety of audiences that SiriusXM, Pandora and Stitcher together represent, we not only have a huge new multi-platform outlet for our core programming, but we also have a creative partner at SiriusXM who shares our aspirations. .Podcasting up front. “

Scott Greenstein, President and Chief Creative Officer at SiriusXM, added: “It is developing a new breed of border breaking original podcast or developing innovative audio concepts that allow brands and producers to connect with audiences in new ways, where jared and audio has become a space. Talent is combined with technology. Audio Up is known for creating podcasts that combine music, entertainment and rich storytelling to create new listening experiences, and we are thrilled to welcome them into our extended SiriusXM family.

Speaking to Variety in June, Guttstad drew a bright future for the podcast medium. “Looking at what can be done with smart speakers, smart cars, the smart environment of the future, and cell phone technology with your phone’s screen shrinking and what’s happening with people’s preferred chip, I believe there will be a huge groundwall for people to create audio content. It has to be, “he said.” I think we’re seeing the very beginning of an old new medium, radio for the Internet, and podcasts, which have been around for over a decade now, really coming to a 2.0 episode right now. “

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