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The Peers Project team

BIPOC-owned podcast agency The Peers Project gains investment to launch into US market

Press Release · New York, NY, USA · via The Peers Project ·

Australia’s first and only BIPOC-led, women-owned podcast agency, The Peers Project has raised investment from venture firm, S&P Ventures, to launch into the U.S. market in 2024.

Founded in 2018 by Forbes 30 Under 30 Lister, Michelle Akhidenor, The Peers Project is an award-winning branded podcast agency producing podcasts for progressive brands worldwide. The agency is thrilled to announce closing its first-ever investment round with Los Angeles-based venture firm, S&P Ventures, to launch into the U.S. market in 2024 with a specific focus on servicing Series A and B startups across the East and West coasts.

With a track record of producing chart-topping podcasts for global companies and challenger brands including, Shopify and Alibaba, the agency’s strategic move to launch into the U.S. market marks a significant milestone in The Peers Project’s mission to amplify diverse stories and voices whilst achieving tangible business outcomes for brands through the power of podcasting.

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Michelle Akhidenor, CEO of The Peers Project, shared her insights on the investment and partnership with S&P Ventures: “S&P Ventures’ Co-founder Sam Mahmood has deep expertise in engineering success for cash-flowing service businesses and provides business mentorship and U.S. market experience that is unmatched.”

“With only 2% of venture capital going to female founders and a staggering less than 1% to Black founders, venture firms like S&P Ventures who champion and support minorities must be celebrated and acknowledged for their contribution to us minority founders who are just as capable and if not more deserving of financial support.”

The Peers Project’s decision to expand into the U.S. market servicing brands across both the East and West coasts is backed by robust data demonstrating the increasing influence of podcasts in the consumer decision-marketing possess. According to Edison Research Annual Infinite Dial report, over 50% of podcast listeners are more likely to consider purchasing from a brand they hear about on a podcast, illustrating the medium’s potency in building brand credibility and trust, and driving sales.

Sam Mahmood, Co-Founder, Partner and Chief Business Development Officer at S&P Ventures said: “The podcasting audience is projected to hit 500 million listeners by the end of 2024 and exceed $43 billion in revenue by 2032, signifying the substantial opportunity for businesses to capitalize on this growing trend.”

“Under Michelle’s leadership, The Peers Project is strategically placed to support brands across the U.S. to produce podcasts that allow them to build trust, loyalty and credibility with customers, and scale their brand to greater heights.”

The Peers Project is set to launch into the U.S. market in February 2024 with its HQ in New York. To learn more about The Peers Project’s podcast production services, visit the agency’s new website at

This is a press release which we link to from Podnews, our daily newsletter about podcasting and on-demand. We may make small edits for editorial reasons.

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