Credit: Shameless Media
Shameless Media has launched Shameless Media Studios, the licensing arm of the podcast network co-founded by Zara McDonald and Michelle Andrews.
Shameless Media has achieved more than 155 million listens and 1.8 million social media followers since launching in 2018, and commands 10% of Australia's total podcast advertising revenue, according to the Australian Financial Review.
The network has now signed its first licensing deal, a multi-year partnership with KICPod and KICBump, with both shows set to move from LiSTNR in late September.
KICPod and KICBump, hosted by Laura Henshaw and Steph Claire Smith, will be available as full-length video on both YouTube and Spotify under the new arrangement.
McDonald said the partnership was a natural fit.
"What Steph and Laura have done in the podcasting space is exceptional. They have incredible chemistry, a loyal listenership, and are deeply committed to the next era of their shows. We're all very excited to see what the 'Shameless Media take' of KICPod is," said McDonald.
Andrews said the move into licensing followed the network reaching a critical mass of original content.
"Up until this point, we've been firmly focused on launching original products. By the end of the year, when we launch our original parenting podcast, we will have five, always-on original shows," said Andrews.
“Which means we're now officially in a place to turn our minds to the best licensing opportunities in the country — KICPod and KICBump are the perfect additions to our roster.”
Henshaw said the move marked a significant moment for both shows.
"We're so grateful to the team at LiSTNR for everything we achieved together. Now, it's an absolute honour to become the first licensed podcast for Shameless Media Studios — an empire which we've had the privilege to watch the incredibly talented Michelle and Zara build from the ground up,” said Henshaw.
“As an independent, women-founded media company, we couldn't be prouder to be working together.”
Rhiannon Joyce, chief commercial officer at Shameless Media, said the addition would strengthen the network's advertising offering.
"This development bolsters our advertising offering to brand partners and will unlock new revenue in the health and wellness space while also expanding our parenting offering,” said Joyce.
“We expect KICPod and KICBump to have a strong impact on how Shameless Media competes for ad spend across audio and digital categories.”
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