Gemini XIII Adds Content Division With Diversion Audio

RADIO ONLINE | Tuesday, May 10, 2022

Gemini XIII

Gemini XIII has joined forces with Diversion Podcasts through an investment that will grow Diversion's offerings under a new premium podcast network called Diversion Audio. Diversion Audio will become Gemini XIII's content division, as well as leveraging sister company Diversion Books' publishing assets and author relationships to offer a focused content model unique to podcasting. The expansion of IP from books, authors and personalities into the podcast medium will provide original audio content across episodic shows and narrative limited series.

Diversion Audio's podcasts will provide expert-driven stories that spring from Diversion's book titles, expanding them with additional interviews and guests, archival research and narrative themes previously unexplored. Diversion Audio's podcasts will span the genres of suspense, romance, parenting, music, history, business and sports.

Diversion's podcast "I Am Kobe," developed with iHeartPodcasts, was recently honored with two Webby Awards, Best Sports Podcast 2022 and People's Voice Winner. Later this year, Diversion will launch Season 2 of the series "Good Assassins," one of the top 20 biggest new podcasts of 2021. In addition, Diversion's hits include 2020's sports podcast "The Dream Team Tapes."

Scott Waxman, Founder of Waxman Literary Agency and Diversion Publishing Corp, will lead the newly-expanded network, Diversion Audio. He has been involved with dozens of New York Times bestsellers and published a broad range of authors from Mark Cuban to Ursula K. Le Guin to current bestselling author V.E. Schwab. Waxman created Diversion Podcasts in 2020 to develop new, immersive, episodic stories in audio.

Waxman will lead the new network along with Jacob Bronstein, SVP of Content and Development, who has spent his career in book publishing, podcast and audiobook production, marketing, and tech. Bronstein has helmed hundreds of audio projects with authors and actors including Tom Hanks, Ken Burns, Jeffrey Wright, and Judy Blume, and has three Grammy Awards for productions with Barack Obama and Bill Clinton. At Apple Inc., Bronstein led the marketing organizations for Apple Podcasts, Apple Books and Apple News and has worked in the podcast space with brands including Criminal Content, Lemonada Media, Insider and Spooler.

Mark Francis, Co-Founder of Diversion Podcasts, is Diversion Audio's SVP of Production and is a veteran entertainment executive with more than three decades in the audio industry as a writer, producer and director. Francis helped launch the SiriusXM platform including 15 years as the Senior Director of Talk Production shaping the sound of shows and channels including Andy Cohen, Martha Stewart and others.

Gemini XIII is led by co-founders and national audio veterans Spencer Brown, CEO, who previously founded Cadence13 and Dial Global, and Charles Steinhauer, Gemini XIII's COO and former COO of Westwood One.

Brown said, "Through Diversion Audio, we will build upon the successful franchises and proven track record that Scott and his talented team have created at Diversion Podcasts. Together with our recent acquisitions of Phantom Producer and The Infinite Agency, Gemini XIII is well-positioned to optimize these premium assets and capabilities to build and grow a new breed of audio company. The creation of Diversion Audio advances that strategy considerably. We think podcast listeners and readers alike will love what they hear as we launch new podcasts tied to Diversion's expansive intellectual property library."

Waxman added, "Through our partnership with Gemini XIII we will be able to chart a promising new path for our podcasting strategy. While we have been fortunate with the success of our initial shows, working with Spencer Brown and Charles Steinhauer, two proven leaders in the audio space, Diversion Audio will be positioned for even bigger success. Combining Diversion's IP library with Gemini's XIII expertise in sales and marketing is a natural fit and we couldn't be more excited about the days ahead as we build out Diversion Audio."