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Scooter Braun's Ithaca Holdings Inks Podcasting Deal With Spotify

Credit: The Riker Brothers

Graham Bunn

Uber-manager and entrepreneur Scooter Braun is taking the plunge into podcasting through a link-up with Spotify.

Braun’s Ithaca Holdings LLC today (Oct. 21) announces a podcast development deal with the streaming giant, kicking off with the new series Country Shine with Graham Bunn.

Hosted by country music radio and TV veteran Graham Bunn and sports reporter Camryn Irwin, the new podcast will explore “the latest stories coming out of Nashville and what the industry is buzzing about,” with Kip Moore and Brett Young among the early guests, reads a statement announcing the new partnership.

“As an early investor in Spotify many years ago,” comments Braun, “we’ve collaborated closely with the entire team and have watched as they continue to trailblaze the industry. We look forward to creating some incredible shows and couldn’t have picked a better series to kick things off than with Country Shine with Graham Bunn. Graham is a true talent and his connections in the country music community are unapparelled, this is a can’t-miss show.”

Podcasts are a growing business for Spotify. The streaming giant has identified spoken word content as a growth driver for its activities and has invested more than $600 million in acquiring such podcast networks as Gimlet and The Ringer. Earlier in the year, the Sweden-based company recruited Joe Rogan for a blockbuster podcast deal worth an estimated US$100 million over several years.

Now, country music will be a part of the mix. “We are excited to see how their portfolio will grow and shape the intersection of music and podcasts,” says Spotify head of network programming Liz Gateley of the new venture with Bunn, Braun and his team, “starting with their first Spotify exclusive Country Shine with Graham Bunn."

Braun takes executive producer duties on the new series, which premieres Oct. 27 on Spotify and will feature two new episodes each week.

The SB Projects founder engineered one of the U.S. music industry's most talked-about deals of recent years when Ithaca Holdings agreed to acquire Scott Borchetta's Big Machine Label Group for an estimated $300 million.