F360 Lipstick 220

New York-based rep firm Focus 360 has cast its lot with podcasters. The company has made an investment in Lipstick and Vinyl, the podcast publisher that focuses on delivering underrepresented voices, with a concentration on female voices. Terms of the deal weren’t disclosed although Focus 360 is believed to be acquiring a minority stake. The move unsurprisingly means that Lipstick and Vinyl will now rely on Focus 360 as its ad sales rep firm.

“We have been looking for a podcast partner that offered stand-out content,” said Phil Brown, CEO of Focus 360. Its deal with Lipstick & Vinyl isn’t just the rep firm’s first investment in a podcaster – it also marks Focus 360’s entry into the business of selling podcast advertising inventory. “Expanding our suite of audio ad platforms enables us to offer more solutions to our advertisers,” said Brown. He also noted the “super loyal and highly engaged” audiences that podcasts deliver to marketers.

Los Angeles-based Lipstick & Vinyl was created by CEO Allyson Marino in April 2018 after working for nearly a decade in radio and podcast sales—including at such companies as Podcast One, Acast and Compass Media Networks. The boutique publisher says it provides “bespoke services” for the more than a dozen podcasts in its network, including The Only One In The Room and Gaslit Nation.

“Focus 360 is known for its outstanding relationships with agencies, and that is extremely important to the growth of our company and our content partners,” Marino said in the announcement. “Podcasts provide a wonderfully unique and intimate way to connect with people and tell stories. Focus 360’s expertise in audio ad sales made them the perfect choice to help us grow.”