Agents are navigating an increasingly crowded market of A-listers and big tech platforms, as more clients debate whether to ink an exclusive deal with Spotify or Amazon/Wondery, or brave the open advertising market.
As Hollywood fully buys in to podcasting, multimillion-dollar deals are the norm for the crème de la crème of shows, while a growing audio advertising marketplace has allowed more podcasters to make a good living off their work as the industry is expected to exceed $2 billion in ad revenue next year. The major talent agencies have jumped on the train and are building out their audio divisions, with agents increasingly working on podcast deals with clients.
“The deals are getting more complicated. The businesses are getting more complicated. There are more players,” Oren Rosenbaum, head of audio at
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