Alix Earle, a viral TikTok star with nearly six million followers, is launching a new weekly podcast under Alex Cooper’s content network Unwell, according to a report from Variety.
Hot Mess with Alix Earle will feature the social media personality recapping her life in detail, including the behind-the-scenes of her TikToks and travels. The launch date is yet to be announced.
“Earle will be letting you in on what is actually happening, beyond her trending TikToks,” the official show description said. “From friendships to family, relationship updates to rumours, traveling and navigating life after college, get ready for all the behind-the-scenes details that you’ve been waiting for.”
Cooper, who is known for hosting Spotify’s hit podcast Call Her Daddy, launched the Unwell creator network in August this year as a subsidiary of her media venture Trending, which aims to create scripted and unscripted content targeted at Gen Z audiences.
Other TikTok stars to also partner with The Unwell Network include Madeline Argy, who currently has six million followers on the app. Both Earle and Argy are working with Moorea Mongelli, president of the network and former Studio71 senior director of podcast operations, to create the long-form content.
A number of TikTok stars have transitioned from the short-form social media platform to podcasting in order to communicate with their fans in a longer, more in-depth medium. This includes examples like TikTok star Grace ‘GKBarry’ Keeling’s comedy podcast Saving Grace.
The podcast is produced by The Fellas, a company co-founded by YouTube content creators Callum ‘Calfreezy’ Airey and Joshua ‘TheBurntChip’ Larkin. The production company is known for its use of video and social media platforms like TikTok, and recently received a £1.5 million investment to expand its video podcast studio.
“[The Fellas] very much appreciate audio,” said Spotify UK & Ireland head of podcasts Chris Baughen during a session at the Radio Academy Festival on Tuesday. “They have a razor focused view on how to grab an audience and bring them in [with supporting social content].”
“With younger talent, they see creators that they know and exist on other platforms like YouTube and TikTok,” said Baughen. “A few years ago, radio made the mistake of taking young creators and trying to turn them into radio presenters, but podcasting allows them to be themselves.”
