Sony Music Entertainment highlights top UK talent and previews slate of shows at 2023 IAB UK Podcast Upfront

Sony Music Entertainment’s (SME) Global Podcast Division today previewed the company’s robust slate of shows at the 2023 IAB UK Podcast Upfront.

The presentation was highlighted by an exciting conversation with author and podcaster Elizabeth Day to celebrate that her podcast How To Fail will be joining the Sony Music podcast slate in January 2024. One of the UK’s most successful interview podcasts, the weekly series has published over 200 episodes and reached more than 45 million downloads since 2018. How to Fail delivers a loyal and highly-engaged female skewing audience, creating exciting opportunities for advertisers to engage with listeners that exhibit a strong affinity towards wellness and self-improvement.

Elizabeth Day said, “I’m so excited about this new chapter which will bring How To Fail to a bigger, wider audience whilst still retaining the fidelity of our core listenership. […] I love working with advertisers, and I love getting genuinely enthusiastic about what I’m promoting because I think the listener can always tell.”

Today’s presentation also featured a wide-ranging discussion between actor and Shrink The Box co-host Ben Bailey-Smith and This Is History host, historian Dan Jones, who discussed their shows’ loyal audiences and expanded content and advertising offerings.

Some of SME’s premium UK talent were also featured throughout the presentation, including comic actor and director Kathy Burke, best-selling author and comedian Fern Brady and much-loved actor Ade Edmundson. The company committed to expanding its robust line-up of entertainment shows which includes the chart-topping Where There’s A Will, There’s A Wake; Out To Lunch and Kermode & Mayo’s Take, plus brand-new series What A Combo!

The company also highlighted its mission to continue broadening the kinds of podcast it creates. Over the last year, SME has developed powerful franchises of narrative, limited run series, including Chameleon, Cover Up and Smoke Screen. These franchises have loyal, engaged audiences who have signed up for The Binge – SME’s paid subscription channel – to access even more content.

For more information on all Sony Music Entertainment podcasts, follow @SonyPodcasts on Twitter and Instagram.