SiriusXM Partners with Audio Up for Original Podcasts

SiriusXM and Audio Up Announce Strategic Partnership

SiriusXM is collaborating with Audio Up, an audio entertainment production studio, to produce a range of new, original scripted podcasts.

This collaboration is formalized through a creative programming and strategic agreement. Audio Up will develop podcasts specifically for SiriusXM and its associated platforms, such as the SXM app, Pandora, and Stitcher.

About Audio Up

Founded in 2020, Audio Up specializes in the creation of original scripted audio content. They have already worked with prominent figures from the music industry, Hollywood, and publishing.

Notable collaborators include Machine Gun Kelly, Garrett Hedlund, and Stephen King, demonstrating their ability to attract high-profile talent.

Key Terms of the Agreement

SiriusXM gains an exclusive first-look option for all new original podcast concepts developed by Audio Up.

Furthermore, SiriusXM secures exclusive rights to manage and monetize advertising inventory related to any podcasts created for them.

Audio Up is anticipated to significantly contribute to SiriusXM’s efforts in connecting artists, record labels, brands, and creators to produce innovative audio programming across its various channels.

Investment and Board Changes

Audio Up has successfully completed a $12 million Series B funding round, with SiriusXM leading the investment.

As a result of this investment, Andrew Moss, SiriusXM’s senior vice president of business affairs and programming operations, will join Audio Up’s board of directors.

Statements from Leadership

Scott Greenstein, president and chief creative officer of SiriusXM, expressed enthusiasm about the partnership. He highlighted Audio Up’s talent for crafting podcasts that blend music, entertainment, and compelling narratives.

Jared Gutstadt, CEO and founder of Audio Up, stated that the partnership provides a substantial multi-platform outlet for their original programming.

He also emphasized SiriusXM’s role as a creative partner committed to advancing the podcasting landscape.

Content Availability

A selection of original podcasts from Audio Up’s existing catalog will be available on the SXM app, Pandora, and Stitcher.

These include titles such as Halloween in Hell, The Ballad of Uncle Drank, Bedtime Stories of the Ingleside Inn, Sonic Leap, and Make It Up as We Go.

Context of SiriusXM’s Podcast Strategy

This agreement with Audio Up builds upon SiriusXM’s $325 million acquisition of Stitcher last year.

This acquisition expanded SiriusXM’s podcast library and increased its total addressable audience to 150 million listeners across the United States.

SiriusXM has also been working to enhance Pandora by introducing varied pricing options and unique content formats, like Pandora Stories.