The Walrus has acquired Toronto-based podcast production house Lead Podcasting, expanding its award-winning audio storytelling and The Walrus Podcasts. 

Lead Podcasting was founded in 2020 by CEO Amanda Cupido, who’ll continue to work with The Walrus Lab – The Walrus’ client services wing – in a leadership role as their Executive Podcast Advisor, alongside Lead Podcasting’s production team as it merges with The Walrus Podcasts. 

In an announcement Thursday, The Walrus said its in-house agency work – which includes branded podcasts, custom content and events – is part of an evolving business model that funds the publication’s independent journalism.

“We’re thrilled to have Lead Podcasting join The Walrus as part of our suite of podcasts and innovative revenue model,” said Executive Director Jennifer Hollett. “The Walrus Lab produces custom content with clients, in a range of formats: from print to events to podcasts. Lead shares our journalistic approach to podcasting. We only grow from here.”  

The Walrus Lab has worked with Lead Podcasting in the past to produce podcasts, including Sorry for Your Loss, in partnership with Mount Pleasant Group, history podcast Canadian Time Machine with the Government of Canada, and From Research to Impact with the Pierre Elliott Trudeau Foundation. 

“I could not have picked a better home for Lead Podcasting,” added Cupido. “As we continue to see increased growth in podcasting globally, this acquisition is an exciting advancement for both the podcasting and legacy media landscape in Canada. Since Lead Podcasting’s inception in 2020, we’ve brought on some of the best talent across the country who have helped define what the podcasting industry looks like today. I’m looking forward to continuing to grow and innovate alongside the brilliant team at The Walrus.” 

Hollett and Cupido say they are welcoming inquiries from brands interested in learning more about creating a podcast with the new team.