SiriusXM is shaking things up with a big move into the Unwell Network spearheaded by Alex Cooper, thanks to the massive popularity of her flagship podcast, “Call Her Daddy.” The satellite radio powerhouse is set to launch two new channels under this multimedia brand, embracing its fresh partnership with Cooper, which reportedly came with a whopping $125 million price tag over a little more than three years.
Mark your calendars for February 11, when the Unwell Network’s leap into live radio kicks off. It will feature “Unwell Music,” a 24/7 channel boasting tunes handpicked by Cooper herself, and “Unwell on Air,” a blend of existing podcast content like Alix Earle’s “Hot Mess” along with fresh, live shows spotlighting new talent.
SiriusXM’s pivot to create fresh channels around popular podcast brands isn’t entirely new territory. They’ve made similar moves with Conan O’Brien’s Team Coco and created limited-run content with Crooked Media. It’s all part of expanding their podcast assets, increasing visibility across the board, and enhancing revenue through subscriptions and advertising.
What sets the Unwell partnership apart is the bold venture into digital video content, a growing trend in the podcast industry. As of now, video episodes of “Call Her Daddy” have moved from Spotify to YouTube, although audio versions remain accessible on Spotify. The Unwell Network isn’t stopping there; they’re pushing to widen their digital footprint on YouTube, even expanding into book discussions with a new show featuring creator Kierra Lewis.
However, amidst the excitement, not all is well at SiriusXM. As part of a strategic shift, the company recently laid off around 100 employees. While Cooper’s influence is soaring at SiriusXM, the internal climate for its regular staffers is less than rosy, underscoring the challenges behind the glamorous growth.
Original Story https://www.vulture.com/article/alex-cooper-unwell-siriusxm-channels.html
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