With the plan to increase its revenue by 30%, the content hub intends to explore new markets
Gone are the days when Podpah was just an internet podcast. With new programs, millions of viewers and occupying its place as a content hub for almost two years, the channel plans to fly even higher in 2024.
With the goal of increasing revenue in 2023 by 30%, Podpah announced its first step this year with the partnership with Batalha da Aldeia, which will take over the Monday schedule, previously occupied by Igor Cavalari and Thiago Marques, known as Igo and Mtico.
In addition to space and transmission, the hub will also contribute to infrastructure and increase the prize pool, which will be double both for participants and the final prize.
“Hip hop is art and it is in everything. It is the place where we meet our own people. Furthermore, this is an art that saves because it gives direction to those who live this culture. For this partnership, we wanted to understand how it was the battle situation and understand the needs,” said Igo.
Another plan for the channel is to broadcast the Planto Festival, which will take place on the 19th and 20th of April, in Fortaleza, and will have 10 hours of transmission for the more than 7 million subscribers.
Following the 2023 operation, Podpah will be responsible for the structure and coverage of the event, in addition to receiving the names of the lineup in a cube set up at the concert venue for a chat after the performances.
“This year we are going to follow the line of always bringing new things and strengthening the scene. We are with Planto and there are already other festivals appearing. We are always studying the possibilities because it is difficult to close this account because the operation is very expensive, but we are always making this effort to bring the brands, pay the bill and get it done”, explained Victor Assis, CEO of Podpah.
Podpah will also be at Rock in Rio, which takes place between the 13th and 22nd of September, in Rio de Janeiro.
The essence stamped on collaborations
This year, Podpah will also have news regarding collaborations with brands such as Oakley and a sporting goods brand, both of which will be launched at the end of the year. With the first, the collab will crown a relationship that has been years in the making, not only with the channel, but with the personal lives of Igo and Mético.
At the beginning of the year, the Podpah presenters were with the brand in the USA to visit the Los Angeles headquarters and begin the product selection process, in addition to going to the SuperBowl in Las Vegas.
“This is a collaboration that has history. Igo, for example, has a history with Oakley, so we’re not pushing any envelope with this. Being at the table with the brand’s executives, discussing and giving their opinion on things is incredible, you know? Even more so for two boys who come from the outskirts and have a history of giant overcoming. Oakley works with names like MBapp, for example, and being able to include Podpah on this list is really cool. At the end of the day, this shows the recognition of our brand and our work that went from grain to grain”, said Rafael Romano, head of marketing at Podpah.
With a spoiler given spontaneously by rapper Travis Scott during an NBA match.
“We know everything there, we saw the glasses they were going to launch, they asked for our opinion. The brand has a huge influence on our lives. In the case of Travis Scott, he went to the office the following week and saw the glasses, but It wasn’t supposed to be leaked, he wasn’t supposed to be wearing it. He simply looked at the glasses, liked it and went to the game. It wasn’t anything planned, so much so that we only found out because they sent it to us”, recalled Mtico.
Podpah has been present at the biggest global sporting events such as the World Cup, and this year’s Paris Olympic Games will be no different.
In July, Igo and Mtico will arrive in the French capital alongside a team of content creators such as Valen Bandeira and Matheus Costa to star in the “Paris Brasa” project, made in partnership with Play9, the Brazilian Olympic Committee (COB) and The YouTube.
The initiative, developed in a branded content format, will show behind the scenes and interesting facts about Team Brasil’s participation throughout the competition, in addition to live programming promoted by the sponsoring brands on the YouTube home page.
New programs and a new market
The news that Podpah had become a content hub came along with the announcement of a new program at the house, Rango Brabo, presented by Diogo Defante.
Today, the channel already adds “Quebrada FC”, presented by Rafael Vieira known as Jukanalha and “Podpah Visita”, led by Pedro Scooby and, for 2024, the channel will add two more attractions: Batalha da Aldeia and another program that will have a woman as the protagonist, which is still under negotiation and should be launched in the second half of the year.
“This is our strategy as a content hub. So this semester we have the BDA as a new feature, another one scheduled for the second and we are already starting conversations about a project for 2025”, revealed Romano.
The year will also be marked by Podpah’s entry into the education market through a partnership with a higher education institution. “We still can’t say what it is, but this is a project that has a lot to do with Podpah and we will start recording campaigns that will include OOH advertising, including. Furthermore, this project will have a hook for our vertical Podpah Social , which today has a committee. We are starting to explore a new and important market, because we want to encourage study”, added Assis.
The content hub’s agenda also includes the second edition of PodParty, the channel’s proprietary party that will take place in October and which, last year, was attended by brands such as Ambev, Oakberry, Cabana Burger, Pernod Ricard and Red Bull.
