DIVE Studios partners with Acast to scale K-pop podcasts for audiences globally
PRESS RELEASE — April 17, 2020
DIVE Studios, the first and only podcast network featuring shows by K-pop artists, has partnered with podcast giant Acast to monetize its podcast programming at scale and support advertising on its shows globally.
Founded in July 2019, DIVE Studios operates out of Seoul and Los Angeles and produces podcasts for K-pop fans, Asian Americans, and audiences who appreciate Asian arts and culture. The network’s growing podcast programming features artists such as Eric Nam, Tablo of hip-hop group Epik High, Jae of the group Day6, and Jamie Park, with more artists and K-pop groups joining the network in the near future. The network is credited with bringing the phenomenon of K-pop to the podcast medium.
DIVE Studios’ audience acquisition has in large part been driven by discovery on YouTube, a massive hub for K-pop video content — like music videos and interviews with artists — and one location where the network uploads podcast content in video form. With many of DIVE Studios’ video podcasts receiving hundreds of thousands of views on the platform, the network is now driving an audience to audio and is able to educate those who haven’t listened to podcasts before on how to do so.
“Podcasting is so different from other K-pop content out there because it feels more intimate,” says Brian Nam, CEO and co-founder of DIVE Studios. “It allows fans to better understand their favorite artists, what they think and the opinions they hold — something fans can’t get through pre existing content, which may often feel overproduced and highly polished.”
DIVE Studios’ audience is truly global, with 38 percent of its listeners in North America, 36 percent in Asia, and 17 percent in Europe. In order to support and monetize its programming across these regions, the network partnered with Acast, which has a global footprint.
Acast invented dynamic ad insertion technology in podcasting — which allows for the delivery of timely, contextualized podcast ads specific to listeners across any device or platform — and is pioneering an automated podcast ad buying solution. The company enables advertisers to run campaigns across markets and to target specific audiences.
“One of the things I love most about podcasting is how incredibly varied it is, allowing creators to reach audiences with so many different interests. Our partnership with DIVE Studios really demonstrates that,” said Veronika Taylor, director of content at Acast. “We’re excited to support their mission to bring exclusive content to a global audience in a new medium.”
DIVE Studios’ portfolio of podcasts includes K-Pop Daebak w/ Eric Nam, The Tablo Podcast, What Would Jamie Do?, Cheers to What’s Next, I Think You’re Dope w/ Eric Nam, How Did I Get Here w/ Jae of Day6, and the newly released Commit or Quit. A packed slate of programming is expected to rollout through Q2 and Q3 of 2020.
DIVE Studios is also participating in Staycast, a campaign by Acast to encourage people to listen to local government advice and stay home amidst the coronavirus pandemic — while also providing them with entertainment.
Acast is the engine powering podcast creators, advertisers and listeners everywhere. Its services are the most sophisticated available and are constantly being updated with innovative new tools and functionality.
Acast hosts 10,000 podcasts worldwide and monetizes shows from independent creators and networks, including Watch What Crappens, Forever35, and The Earios Network, and those from publishers such as VICE, HuffPost, Scientific American, Complex, The Economist, The Guardian, BBC, and PBS NewsHour.
Co-founded in Sweden in 2014 by Johan Billgren, Acast’s team of audio lovers is creating a sustainable and open podcast ecosystem — ensuring the whole industry continues to grow and flourish. The company has teams on the ground in 13 markets around the world, including in the UK, US, Australia, France, and Germany.
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