Audacy to Rebrand its Podcast Division to Audacy Podcasts

RADIO ONLINE | Friday, March 22, 2024

Audacy

Audacy is undergoing a significant rebranding of its podcast division, streamlining its operations under the newly formed Audacy Podcasts banner. This restructuring includes the integration of Cadence13 and 2400Sports, two of its previously distinct podcast studios, into the Audacy Podcasts portfolio. However, Pineapple Street Studios, known for its collaborations with third-party entities such as HBO, Netflix, Spotify and Amazon Music, will maintain its brand identity while also coming under the Audacy Podcasts umbrella.

This consolidation is part of Audacy's broader strategy to simplify its brand offering to advertisers, aiming to enhance the Audacy brand's prominence in the market. The move is aligned with the company's efforts to recover from Chapter 11 bankruptcy, which it declared in January. As part of its recovery plan, Audacy has initiated several cost-reduction strategies, including a significant staff reduction at Pineapple Street Studios, without affecting the overall operational or staffing structure of the newly unified podcast division.

The rebranding has been subtly introduced over the past year, with Audacy logos starting to replace those of Cadence13 on show art and marketing materials, and the sports-centric 2400Sports studio rebranded as "An Audacy Sports Podcast." This unified branding strategy is designed to offer a singular value proposition to advertisers, streamlining the narrative around Audacy's portfolio and reinforcing the company's digital presence.

Audacy Chief Digital Officer J.D. Crowley emphasized the importance of this consolidation for building equity in the Audacy brand and simplifying the company's portfolio for advertisers. This strategy mirrors actions taken by other companies in the industry, such as iHeartMedia, Spotify and Libsyn, who have also rebranded their acquisitions to create a more cohesive brand identity.

Audacy has gradually expanded its presence in the podcasting world through strategic acquisitions, including a 45% stake in Cadence13 in 2017, followed by a complete buyout in 2019, and the launch of 2400Sports in 2021 as the official audio and podcast partner of Major League Baseball.