True-crime podcast RedHanded has signed a podcast distribution and ad sales deal with Amazon Music and its premium podcast studio Wondery, giving the network exclusive rights to sell advertising against the show.
This partnership marks the first-ever European podcast distribution and ad-sales deal for Amazon Music and Wondery, as the audio entertainment company continues to make investments into the podcast industry. RedHanded has become a major hit in the UK since its launch in 2017, and has won the Listener’s Choice Award at the British Podcast Awards for the past two years in a row.
“Suruthi Bala and Hannah Maguire’s unique storytelling skills, razor-sharp wit and audio alchemy has generated a huge and devoted following of hyper-engaged and highly enthusiastic fans across the globe,” said Wondery Europe’s head of commercial James Cator. “With the combination of an engaged fanbase, premium storytelling, and our innovative advertising products, we’ll deliver unique and impactful results for UK ad customers.
“With RedHanded joining the Amazon Music/Wondery podcast network, it expands the breadth and range of our podcast offerings for global listeners, as well as further audio ad-sales solutions in the UK.”
Starting from 6 April, Amazon Music and Wondery+ subscribers will benefit from ad-free listening and early access to episodes one week before they become available on all podcast platforms. Additionally, RedHanded’s weekly bonus content show, ShortHand, will now rbecome available exclusively to Amazon Music and Wondery+ subscribers, and will be released weekly from 4 April.
Both ad-free listening and early access features, as well as bonus content from ShortHand and audio-only after-show series Under the Duvet, are also currently available to RedHanded’s patreon subscribers. Other benefits across the subscription model’s three tiers include pre-sale tickets access to live shows, merch discounts, video content, and digital gifts,
“We’ve finally found a partner that’s as ambitious about our growth and world podcast domination potential, as we are!” said RedHanded co-hosts Suruthi Bala and Hannah Maguire. “To be the first European business to collaborate with Wondery and Amazon Music is an incredible opportunity for us at RedHanded to show the world the podcasting talent bubbling away this side of the pond!”
“By collaborating with Suritha and Hannah on RedHanded, we get to work with some of the best podcast talent in the UK who are also able to cross international boundaries with their content,” said Wondery chief content officer Marshall Lewy. “We’ve been fans of RedHanded for a long time because their show is both entertaining and accessible thanks to their unique style and pin-sharp political lens. We look forward to working with this talented duo to reach even greater heights together.”
Amazon Music first launched ad-free listening to subscribers in November 2022 after announcing that it was purchasing ad-inventory across 1,000 of Acast’s podcasts as well as partnering with other organisations like The New York Times, NPR, CNN, and ESPN.