Brands In Audio is the first-ever directory exclusively for branded podcasts.

A joint effort between Sounds Profitable, Lower Street, and Brian Keller, we aim to fill long-standing gaps that exist for branded content: transparency and benchmarks. Our goal is to provide a much-needed resource to brands and production agencies, enabling them to find inspiration, make connections, and improve their podcast strategies.

Podcasts are an increasingly important marketing tool, but there's been no easy way for brands and agencies creating shows to learn from each other. Until now.

More than just a directory—we see Brands In Audio as a catalyst for industry innovation.

Who Is Lower Street?

Lower Street is a full-service podcast agency on a mission to make brands more human by telling amazing stories.

Brands like Pepsi, Booking.com, Hewlett Packard Enterprise, Boston Consulting Group, Stanford GSB to mention a few. (In fact, you can find a complete list right here on Brands In Audio!).

Run by an uber-creative team of podcast fanatics, they create, produce, and grow the best shows on the internet for the kind of brands who don’t believe in settling for good enough.

Core to their show development process is to research the competition. After years of manually scouring the internet for podcasts by brands in all kinds of industries, they grew frustrated that there was a single place where everything was collected.

Brands have questions too (more on those in a minute) to which there aren’t yet good answers. So they decided to approach Sounds Profitable with the idea to finally pull all of this data together.

Who Is Sounds Profitable?

Sounds Profitable is a collection of media properties — a newsletter, a podcast, and much more — that covers both strategic and tactical changes to the business of podcasting. Their primary goal with all the media they produce is to educate and empower the podcasting industry at all levels. Their aim is to provide insightful content about all aspects of the industry, unmissable events where both buyers and sellers can interact, industry-leading research, and peerless advisory services.

Having a finger on the pulse, Sounds Profitable is an invaluable resource for all things podcasting, and with 130 partners in their network, the ideal partner for this venture.

Who is Brian Keller?

Brian is a veteran of hosting and producing branded company podcasts, from over 100 episodes of Dropbox’s internal podcast for employees, and 25 of Patreon’s podcast for creators: Backstage with Patreon. Having led Patreon’s programs for growing creator earnings, providing educational resources, and peer community, Brian wanted to bring similar insights and resources to branded podcasts.

Brian joined up with Lower Street and Sounds Profitable to contribute details of the long tail of independently produced branded podcasts, and his daily show reviews. Brian is the ongoing editor of Brands In Audio show submissions and blog content.

What Prompted Us to Create Brands In Audio?

The idea for Brands In Audio emerged from a simple realization—there wasn't a single comprehensive list of podcast agencies, a record of all existing branded podcasts, nor satisfactory benchmarks for branded shows. We felt the need to rectify that.

Our aim goes beyond just creating a database, however—we also want to generate valuable insights for the entire industry. The focus here is on understanding larger patterns and creating beneficial benchmarks for podcast categories and brand categories.

Submit Your Show/s

There are a number of reasons why submitting your podcast data to our directory is beneficial. Let’s unpack each of them in turn.

Invaluable Referencing Tool

With Brands In Audio, agencies no longer stand in the shadows. Brands can now easily identify who's behind their favorite podcasts.

Benchmarking Industry Standards

What can you expect in terms of numbers? Our aim is to generate insights for the entire industry. Using this aggregated data, we can finally benchmark industry standards and provide a comprehensive picture of the branded podcast ecosystem. This can help you to understand where your podcast stands relative to others in the industry, and identify opportunities for growth and improvement.

Amplified Exposure for Brands

Being featured in the podcast directory and blog provides brands with additional exposure to listeners, sponsors and partners..

Aggregated Data Keep Your Numbers Private

Sounds Profitable is an independent association serving all brands, platforms and service providers in the podcast space. All financial and listenership data you submit is only shared with Sounds Profitable and Brian Keller. Lower Street and the wider public only see the aggregated data available to everyone. All proprietary data remains completely confidential and will only be utilized for aggregate benchmarking purposes.

Championing Transparency

Brands In Audio is designed to make the branded podcast space more transparent and to help brands succeed in audio. It aims to foster openness about production processes and strategies, giving agencies and brands the opportunity to share their insights and learn from others.

Let's work together to shape the evolution of branded podcasts. By combining our efforts we have the potential to redefine benchmarks, increase transparency, and raise the bar for the entire industry. 

Have questions, feedback, or need to make a change to details of your show in the directory? We want to hear from you! Help us shape Brands In Audio to make it the most helpful resource it can be. Email brian@brandsinaudio.com.