Crowd Network launches new branded content division

New venture aims to help brands create meaningful podcasts through all stages

Independent podcast company Crowd Network has just announced the launch of its latest content division, dedicated to helping brands create their own podcasts. 

The new venture, titled Crowd Branded, will help organisations add podcasts to their brand’s media mix and discover how podcasts can enhance their brand awareness and build a community with their audience. 

Through partnering with Crowd Branded, the talent team within the podcast network will help the organisation build a podcast through every step of the journey, including content strategy, production, launch, hosting, and promotion.

“Podcasts have a power to entertain, inspire and engage, and organisations can tap into this through authentic quality shows that reflect their brand essence, giving listeners something they love to listen to and come back to each week,” said Crowd Network CEO Mike Carr. “That’s what we’re offering through Crowd Branded: the ability to create a podcast that excites listeners and makes them feel like part of a true community.”

Crowd Network was first launched in 2020 by Carr and three other founding members, all of whom are former BBC staff, including Louise Gwilliam, Steve Jones, and Tom Fordyce.

The network has since launched three other content divisions, including Crowd Sports with podcasts hosted by world class athletes including Captains with Sam Warburton and The Geraint Thomas Cycling Club, Crowd Stories which features documentary and investigative podcasts including the Death of a [Rock Star/ Sports Star/ Film Star] series, and Crowd People with lifestyle podcasts like The Sam and Billie Show and The Joe Marler Show.

Crowd Network has also worked with a number of brands in the past including LinkedIn, HelloFresh, Sky, and many more across its line of podcasts. Fitness cycling app Zwift is a key sponsor of Crowd Network’s The Geraint Thomas Cycling Club and has since been able to reach the show’s highly-targeted demographic.

Having witnessed the engaged communities that the podcasts have built across the Crowd Network, Carr said that this felt like the right time to explore a branded podcasts venture.“It’s never been more competitive to market to consumers. At the same time, podcasts are still relatively unexplored as part of branding and marketing strategies, despite being one of the most engaged-with mediums,” added Carr.

“We know how to make hit podcasts,” said Fordyce. “We love pulling together the ideas, people and resources to make a show special, and we’re now looking forward to sharing this expertise with key commercial partners through Crowd Branded.”