No demographic group is more likely to consume a podcast than 12 to 24-year olds. The latest Edison Research data showed four in ten said they’d listened to a podcast within the prior month. To reach that growing audience, iHeartMedia has struck a partnership with Einhorn’s Epic Productions (EEP) to develop a slate of young adult shows.
“The Einhorn team is one of the strongest creative shops we’ve worked with in podcasting – and their goal is nothing less than building entire universes from scratch – like Marvel and DC have done in the past,” said Conal Byrne, President of the iHeartPodcast Network. “Einhorn’s aim is to accomplish this while staying laser-focused on a female young adult demo – with powerful new female heroes at the center of the stories. We think the potential there is massive, the mission is important, and wanted to support it in any way we could.”
The first jointly produced podcast is entitled “Daughters of DC” and it will be released next fall, timed to coincide with interest in the presidential election season. The series is described as a scripted teen political thriller that takes place in an elite Washington school where four friends share their deepest, darkest secrets on a private audio group chat. When the girls, all from diverse and influential political families, are hacked, they’re thrust into a twisted government conspiracy that threatens to expose some of the world’s most powerful people.
“Given the current political climate, we think the time is right for a smart teen political thriller with diverse and dynamic female leads,” said Heather Einhorn, CEO of Einhorn’s Epic Productions. “We're all about creating the next generation of heroic, female characters and stories.”
The scripted podcast slate will be overseen by Byrne for iHeartMedia and EEP’s Einhorn, Chief Creative Officer Adam Stafaroni and Brand Strategist Aroop Sanakkayala.
It is not the first time iHeartMedia and EEP have worked together. Previously, the two companies partnered to develop the young adult scripted podcast “Lethal Lit: A Tig Torres Mystery,” which is currently being developed for television by producer Dana Brunetti of Cavalry Media. The second season of “Lethal Lit” is currently in pre-production. “Our synergy with iHeartMedia is unique, and we can’t wait to bring more original stories to the audience that fell in love with Lethal Lit,” Einhorn said.
The young adult market is one that iHeartMedia is especially well-prepared for with a portfolio of young-skewing radio stations on which to promote those podcasts. The company has also launched the “Sunday Night Podcasts” show that involves hundreds of local programmers selecting from a list of podcasts to match to their station’s format for AM/FM listeners.