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| Photo: Marty Swant |
If radio is the "soundtrack for work," then iHeartMedia and co-working network WeWork are hoping to redefine the soundtrack for entrepreneurs.
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| WeWork is partnering with iHeartRadio on a new podcasting and music streaming initiative. Photo: Getty Images |
Today, iHeartMedia and WeWork are launching a partnership to bring live
radio, branded podcasts and other content to WeWork's more than 90
locations around the world. Along with Work Radio—a live station that
will feature music and talk content streamed to WeWork locations—the
companies are building a new studio in WeWork's headquarters in
Manhattan. The digital studio will be used for livestream interviews,
concerts, events and performances. The studio will also create original
podcast series, starting with one that pairs young and more seasoned
entrepreneurs for conversations about their careers.
According to iHeartMedia chief marketing officer Gayle Troberman, she
realized there was room to create content specifically for the WeWork
audience after she toured a WeWork office and noticed everyone had their
headphones in.
"I'm really excited to partner with WeWork to figure out what is the
new soundtrack for work, and how do we actually start learning and
understanding what types of content people want," Troberman said in an
interview. "The beauty of doing it in the iHeartRadio
app is we'll see what people are thumbs-upping, thumbs-downing, and the
programming will change every day based on what members want more of
and when."
Since the partnership will tailor all the content and music for WeWork
locations, iHeartMedia and WeWork are trying to attract brands that want
to target entrepreneurs around the U.S. and internationally. One of the
first brands to sign on is Dell, which will be a part of the official
launch.
WeWork and iHeartMedia plan to work with brands to create sponsored
podcasts focused on topics that relate to WeWork's more than 60,000
members, and the content will also be accessible to the rest of
iHeartRadio's 85 million registered users.
Along with more career-specific content, iHeartMedia and WeWork will be
launching three new iHeartRadio Original stations curated for WeWork
members, with music throughout the week that matches the time of day and
the mood.
