Sonar Soundlabs has announced its re-launch with a new focus on creating podcasts for the arts and culture industry.
Leveraging the talent pool of the Sonar Podcast Network, which includes more than 50 award-winning podcasts like Dwarven Moss: A D&D Podcast, You Made Me Queer!, and Squirrel Talk, hosted by Canadian drag queens and comics Selena Vyle & Hillary Yaas, the Toronto-based company says its new arts & culture production arm wants to tell the stories of brands with a cultural focus or those who want to connect with artistic audiences.
“Sonar Soundlabs grew out of The Sonar Network team, whose specialty and passion lie in the arts,” said Marianna Miniotis, Brand & Content Manager at The Sonar Network. “Podcasts are so versatile and we’d love to tell brand stories with creative flair and help businesses showcase themselves in interesting ways.”
Miniotis said The Sonar Network, which was founded in 2017, will continue to live on “as a curated collection” of arts & entertainment podcasts.
As part of the Sonar Soundlabs re-launch, the company has struck a strategic sales partnership with My Most Authentic Life Content Partnerships. Emerging from the My Most Authentic Life podcast, the newly-established sales arm, led by Fede Vargas, will be focused on driving sales by creating partnerships that capitalize on the market for brand and creator driven content.
“The podcast ad market is thriving with advertisers increasing spending at a record pace in 2024 and exponential growth expected in the coming years,” said Vargas, Founder of My Most Authentic Life and Head of Branded Partnerships at Sonar Soundlabs. “Given the significant trust and influence podcasters have gained with their listeners, they are uniquely positioned to build deep connections with their audiences. Leveraging over 15 years of my experience in sales and distribution, we’re enabling brands to tell compelling stories that resonate deeply and connect intentionally with their target audiences, ensuring they thrive in this rapidly expanding market.”
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