Brat, the Gen Z-targeted digital video network behind web shows like “Chicken Girls” and “Zoe Valentine,” is expanding into podcasts. Brat has teamed up with Art19 to create a slate of original podcasts. Utilizing Art19’s hosting and advertising platform, Brat will initially release three original podcast series which will be set in and around the existing Brat universe of shows.
“Just like in the video space, there’s a gap in the market for youth-focused storytelling on audio channels,” said Rob Fishman, co-founder of Brat. “We’re excited to leverage Art19’s toolkit to bring our first Podcasts to life.”
The first podcast to be released is Attaway Appeal. It will be a reboot of an earlier Brat series about the school newspaper. Future podcasts will include both scripted and hosted formats that look to tap into Brat’s existing fanbase of teenagers.
The company was founded in 2017 by Fishman and Darren Lachtman, whose previous venture was acquired by Twitter in 2015. To date, Brat has raised $42.5 million in financing. It has become a prominent destination for young millennials and Gen Z viewers. The Los Angeles-based company has accumulated more than 4.5 billion minutes (or over 8,000 years) of watch time on its YouTube channel. Featuring popular teen stars like Anna Cathcart, Annie LeBlanc and Mackenzie Ziegler, Brat counts more than 11 million unique viewers each quarter.
“We are excited to provide the technology for Brat as they bring their proven storytelling capabilities and roster of digital stars to the ever-expanding world of podcasting,” said Roddy Swearngin, Art19’s President of Partnerships. The deal will give Brat detailed analytics, audience targeting features, show distribution capabilities, and monetization tools to hit the ground running rather than building its own tools.
Podcasts are only the latest expansion move by Brat. In July the company announced a partnership with MGM to develop original projects for film and T.V.