Gimlet Media

Gimlet Media
Industry Radio
Genre Podcasts
Founded 2014
Founders Alex Blumberg
Matthew Lieber
Headquarters New York, New York, United States
Key people
 Alex Blumberg (CEO)
Matthew Lieber (President)
Products
Website gimletmedia.com

Gimlet Media is a digital media company and podcast network, focused on producing narrative podcasts, headquartered in Brooklyn, New York.[1] The company was founded by Alex Blumberg and Matthew Lieber, who serve as the company's CEO and president respectively.

History

Gimlet was founded in August 2014 with the launch of its flagship podcast StartUp hosted by Alex Blumberg. Originally billed as the American Podcasting Corporation (APC), Blumberg was eventually convinced to change the company's name. After working with Lexicon Branding, Blumberg and Lieber chose the name Gimlet Media for the venture.[2]

The company raised $1.5 million in seed funding at a $10 million valuation.[3] After raising most of its initial capital from investment firms Betaworks, Lowercase Capital, and Knight Enterprise Fund, Gimlet invited the listeners of its shows to help raise the last $200,000 through crowdfunding platform Quire.[4] The company was estimated to bring in $2 million in advertising revenue in 2015.[5] In December 2015, Gimlet closed a Series A round of funding that raised $6 million at a $30 million valuation.[6]

In July 2015, Gimlet announced it would add the option to pay for membership, a decision motivated by a desire to diversify revenue streams to include more than advertising. Members were given early access to pilots for new Gimlet shows, a Gimlet T-shirt, and access to the company's Slack channel.[7] Gimlet then hired Blumberg's spouse and former Rachel Maddow Show producer Nazanin Rafsanjani to explore other ways to diversify the company's revenue.[4] Rafsanjani spearheads Gimlet Creative, a wing of the company that "creates highly produced narrative audio in partnership with brands."[8][9]

On August 2, 2017, Gimlet announced it closed a $15 million Series B investment round, led by Stripes Group.[10] Emerson Collective, Graham Holdings, Betaworks, and Cross Culture Investors also contributed to the round.[11] In September, 2017, British advertising firm WPP announced it was investing $5 million in Gimlet for a minority stake in the company.[12][13]

People

Alex Blumberg, a radio journalist, producer for This American Life, and co-founder of Planet Money, came up with the idea of a for-profit podcast network after the success of a T-shirt fundraising campaign for Planet Money. He chose to document the foundation of Gimlet in the first season of StartUp, the company's first show.

Gimlet's co-founder, Matthew Lieber, holds an MBA from the MIT Sloan School of Management, is a former radio producer at WNYC, and worked as a management consultant with the Boston Consulting Group.

Timeline of shows

Current shows

TitleHost(s) / CastGenreDebut
StartUp[14]Alex Blumberg (Season 1−) and Lisa Chow (Season 2−)Business documentarySeptember 5, 2014
Reply All[15]PJ Vogt and Alex GoldmanInternet cultureNovember 23, 2014
Science Vs[16]Wendy ZukermanScienceJuly 28, 2016[17]*
Heavyweight[18]Jonathan GoldsteinDocumentarySeptember 23, 2016[19]
Homecoming[20]Catherine Keener, Oscar Isaac, David SchwimmerRadio dramaNovember 16, 2016[20]
Crimetown[20]Marc Smerling and Zac Stuart-PontierDocumentaryNovember 20, 2016[20]
Every Little Thing[21]Flora LichtmanDocumentaryApril 17, 2017[22]
Mogul[23]Reggie OsseDocumentaryApril 27, 2017[23]
The Pitch[24] Josh Muccio Business Documentary June 14, 2017[25]**
The Nod[26] Brittany Luse & Eric Eddings Culture July 17, 2017[26]
Uncivil[27] Jack Hitt and Chenjerai Kumanyika History October 4, 2017[28]
Story Pirates[29] The Story Pirates Kids November 20, 2017[29]***
Chompers[30] Rachel Ward Kids March 1, 2018[30]
Sandra[31] Alia Shawkat, Kristen Wiig Radio Drama April 18, 2018[31]
The Habitat[32] Lynn Levy Documentary April 18, 2018[32]
We Came To Win[33] Nando Vila Documentary April 25, 2018[33]

* Science Vs was originally launched and produced by the Australian Broadcasting Corporation (ABC) as part of ABC Radio's First Run digital-first podcast program, before Gimlet announced in October 2015 the podcast was moving to and relaunching on their network in 2016.

**The Pitch was originally launched as an independent podcast in July 2015 and joined Gimlet in 2017.

***Story Pirates was originally launched independently in October 2013, later joining Gimlet in 2017.[34]

StartUp

StartUp's first episode aired on September 5, 2014, and was hosted by Alex Blumberg. Through documentary-style storytelling, the podcast shares Blumberg's experience building Gimlet Media from an idea through to a startup business. In episode 12 of season 1, Blumberg announced his new co-host, Lisa Chow.

The second season of StartUp focused on online dating company Dating Ring.[35] Dating Ring differentiates itself from other dating companies by offering access to offline matchmakers, as opposed to purely algorithm based date-generating.[36] The company was incubated at Y Combinator.[1] The second season explored the difficulties of gaining success in the competitive online dating market, as well as the sexism ingrained in Silicon Valley culture.[37] The third season changed the format, exploring a different business every episode, while the fourth season focused on American Apparel founder Dov Charney.[20] Seasons five and six both focus on a variety of businesses in various stages.[14]

Alex, Inc., a TV sitcom based on Blumberg, StartUp, and Gimlet Media, debuted on ABC on March 28, 2018.[38]

Reply All

On November 24, 2014, Gimlet's second show, Reply All, made its debut. The show is billed as "a show about the internet", and is hosted by PJ Vogt and Alex Goldman. Vogt and Goldman previously worked on WNYC's On The Media before creating and hosting the technology and culture podcast TLDR.[39]

In February, 2017, Variety reported that Richard Linklater will direct a movie based on the Reply All episode "Man of the People".[40] The film, which as of August, 2017, remains untitled, will star Robert Downey Jr. as John Brinkley, and will be produced by Annapurna Pictures and Team Downey.[41][42] In addition to Linklater and Downey, three members of the Reply All team are signed on as co-producers, including PJ Vogt, Tim Howard, and Chris Giliberti.[43]

Science Vs

In October 2015, it was announced that the podcast Science Vs, hosted by Australian science journalist Wendy Zukerman, would move to Gimlet Media[44][45] after previously being produced by the Australian Broadcasting Corporation (ABC) as part of ABC Radio's First Run digital-first podcast program.[46][47]

The program dissects fads that are framed as scientific facts. The second season started on July 28, 2016,[17] and its third season returned on September 7, 2017.[48] The shows fourth season began on March 22, 2018, and in July, announced a fifth season of the show would return in the fall of that year.[49]

Heavyweight

In September 2016, Gimlet released the first episode of the podcast Heavyweight with Jonathan Goldstein. The company describes the format as stories "about journeying back to the moment when everything went wrong".[18]

A second season of Heavyweight debuted on October 26, 2017.[50]

Homecoming

Homecoming, announced in November 2016, is Gimlet's first fictional podcast. It is a psychological thriller starring Catherine Keener, David Schwimmer and Oscar Isaac.[20][51]

In December, 2016, Universal Cable Productions purchased the rights to produce Homecoming as a TV series.[52] Amazon gave the show a two-season order. In July, 2017, Variety reported that Julia Roberts was set to star in the series, replacing Keener's role from the podcast.[51][53] Sam Esmail, who created Mr. Robot, will produce, direct, and write the show. The podcast's original staff, including Eli Horowitz and Micah Bloomberg, as well as other Gimlet staff members, will assist in writing and producing the show.[54][55]

Season two of Homecoming began on July 19, 2017, and ran for six episodes.[56]

Crimetown

Crimetown, a documentary series "centered on organized crime" debuted in 2016. The first season focused on organized crime in Providence, Rhode Island.[20] The show is hosted by Marc Smerling and Zac Stuart-Pontier. The two previously worked together on the HBO documentary series The Jinx, and the documentary film Catfish.[57]

Every Little Thing

Every Little Thing premiered on April 17, 2017 as the successor to Surprisingly Awesome.[22] In finding a new host in former Science Friday producer Flora Lichtman, Gimlet decided that what they were creating was "a whole new thing" and decided to change the show's name to reflect that.

Mogul

Mogul is produced by Gimlet in collaboration with Loud Speakers Network and premiered on Spotify on April 27, 2017 with a general release via other channels on June 16, 2017. The series is a six-episode documentary podcast that tells the story of Violator's Chris Lighty and his career as a music executive.[58] The last episode of season 1 was on September 28, 2017 [59] and at age 53 on December 20, 2017, host Reggie Ossé passed away.[60]

The Pitch

In June 2017, it was announced that the podcast The Pitch, hosted by Josh Muccio, would move to Gimlet Media[25] after previously being produced independently.

The program features entrepreneurs in need of venture funding as they pitch to a live panel of angel investors, similar to ABC's hit TV series Shark Tank.[61]

The Nod

The Nod is a culture podcast designed to "gleefully explore all the beautiful, complicated dimensions of Black life." Anchored by Mogul producer Eric Eddings and former Sampler host Brittany Luse,The Nod premiered in July 2017, supplanting their former self-produced For Colored Nerds podcast.[62]

Uncivil

Hosted by journalists Jack Hitt and Chenjerai Kumanyika, Uncivil confronts the official version of the Civil War with previously-untold stories about covert operations, corruption, resistance, mutiny, counterfeiting, and more, looking to trace their effect to the modern political climate.[28] The show debuted on October 4, 2017.

Uncivil's premier episode "The Raid" won a 2017 Peabody Award for News, Radio, Podcast, and Public Service Programming. This is the first Peabody award for Gimlet Media.[63]

Story Pirates

Hosted by the Story Pirates performance group, Story Pirates takes original stories submitted from kids and turns them into comedy shows. The Story Pirates crew includes actors, comedians, improvisers and musicians on a rotating basis. The show debuted on November 20, 2017.[64]

Chompers

Hosted by Rachel Ward, Chompers is a twice daily show designed to help kids develop good tooth brushing habits. The show is designed to help kids brushing for the full two minutes that dentists recommend by integrating jokes, riddles, stories, fun facts, silly songs and more. Chompers is the first Gimlet-produced podcast that is directly integrated into an Amazon Alexa Skill. The show debuted on March 1, 2018.[65]

Sandra

Sandra is Gimlet's second fictional podcast. The show follows the character Helen (voiced by Alia Shawkat), who lands a job at the company that makes Sandra (voiced by Kristen Wig), a popular Artificial Intelligence product. "But working behind the curtain isn’t quite the escape from reality that Helen expected."[31] Sandra debuted on April 18, 2018.

The Habitat

Hosted by Lynn Levy, The Habitat follows the crew of a simulated Mars Mission crew isolated in the HI-SEAS habitat on the Hawaiian islands for a full year. The series documents the six person crew of HI-SEAS IV "from the moment they set foot in their habitat, communicating with them through audio diaries that detail their discoveries, their frustrations, and their evolving and devolving relationships with each other."[32] The Habitat debuted on April 18, 2018.[66]

We Came To Win

Hosted by Nando Vila, We Came To Win is Gimlet's first sports podcast. The show focuses on world of soccer and the FIFA World Cup.[33] It debuted on April 25, 2018.

Former shows

TitleHost(s)GenreDebutLast Episode
Mystery Show[67]Starlee KineMysteryMay 22, 2015July 31, 2015
Sampler[68] Brittany Luse Podcasts January 20, 2016October 17, 2016
Undone[20] Pat Walters Documentary November 14, 2016[20] January 23, 2017
Surprisingly Awesome[69] Adam Davidson and Adam McKay (2015–2016)
Rachel Ward (2016)		 Documentary November 3, 2015 April 12, 2017
Twice Removed[70] A. J. Jacobs Genealogy December 16, 2016[70] June 16, 2017

Mystery Show

Mystery Show, Gimlet's third show, was launched on May 22, 2015.[71] The show featured host Starlee Kine solving mysteries that could not be solved by using the Internet, brought to her by listeners and friends.[72] The mysteries tended to deal with missing objects, people, or other day-to-day questions.[73][74][75][76]

The final episode of Mystery Show's first season was released in July 2015. On October 6, 2016, Alex Blumberg announced on an episode of StartUp that Mystery Show had been canceled.[77][78]

Sampler

In January 2016, Gimlet launched the podcast Sampler, hosted by Brittany Luse, which, according to the producers, was "devoted to bringing you the best moments from the world of podcasting" by presenting excerpts from other, non-Gimlet podcasts and interviewing their makers.[79] On October 17, 2016, Blumberg and Luse announced on the Sampler season finale that the podcast had been canceled.

Undone

In November 2016, Gimlet described their new documentary series Undone as a show about "the things that happened when you weren't looking."[20] It was hosted by Pat Walters, who'd previously been a producer for Radiolab. For the show's season finale, Walters announced that Undone would not be returning for another season.

Surprisingly Awesome

Gimlet launched Surprisingly Awesome, originally featuring Adam Davidson and Adam McKay, on November 3, 2015.[80] Producer Rachel Ward filled in for Davidson or McKay throughout season 1 when one or both were unavailable. On October 5, 2016, Ward announced at the beginning of season 1 episode 22 that Davidson and McKay had left the podcast. In episode 23 on January 19, 2017, Ward announced that she would be moving on to another Gimlet project and the show was then replaced by Flora Lichtman's Every Little Thing.

The premise of the show was to take seemingly uninteresting topics and, by exploring their stories, show that they are actually of interest.

Twice Removed

Twice Removed was Gimlet's first family history podcast, which aimed to prove "we're one big family." The show was announced on December 5, with the first season debuting on December 16, 2016.[70] Featured individuals included Abbi Jacobson of Broad City, Ted Allen of the Food Network and writer Dan Savage.[81] On June 16, 2017, Gimlet announced that no new episodes would be produced beyond a series finale released that same day.[82]

Gimlet Creative

In 2016, Gimlet launched Gimlet Creative, the company's branded podcast division. Gimlet Creative works with sponsors to create podcasts that are then released under Gimlet Creative's channel, with a clear distinction drawn to separate from the company's editorial and journalism shows. This team is headed by creative director Nazanin Rafsanjani. Branded podcasts from Gimlet Creative include:

In addition to individual shows, Gimlet Creative also produces the ads featured on other Gimlet podcasts.[93]

GimletFest

In 2018, Gimlet announced their creation of a festival, called GimletFest. The first annual GimletFest took place on June 16–17 in Brooklyn, New York,[94] and featured live podcast shows and panels with podcast hosts.

See also

References

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  2. ↑ Documenting the Journey From Public Radio to Start-Up Owner - Eilene Zimmerman, The New York Times, December 9, 2014
  3. ↑ Manjoo, Farhad (17 June 2015). "Podcasting Blossoms, but in Slow Motion". The New York Times. Retrieved 25 July 2015.
  4. 1 2 Zinsli, Christopher (11 November 2014). "'This American Life' Producer Raises $1.5 Million for Podcast Startup Gimlet". The Wall Street Journal. Retrieved 26 July 2015.
  5. ↑ Bond, Shannon (22 July 2015). "Scripps deal tunes in to podcast growth". The Financial Times. Retrieved 25 July 2015.
  6. ↑ Quah, Nicholas (8 Dec 2015). "Hot Pod: Panoply's parent company takes a stake in Gimlet Media". Nieman Lab. Retrieved 8 Dec 2015.
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  8. 1 2 Mullin, Benjamin (20 June 2016). "Gimlet Creative, an early entrant to branded podcasting, is now open for business". Poynter.
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  11. ↑ Kafka, Peter (2017-08-02). "VCs don't love podcasting, but Gimlet Media has raised another $15 million anyway". Recode. Retrieved 2017-08-03.
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  30. 1 2 "Chompers". Gimlet Media. Retrieved 2018-04-16.
  31. 1 2 3 "Sandra". Gimlet Media. Retrieved 2018-04-16.
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  33. 1 2 3 "We Came to Win". Gimlet Media. Retrieved 2018-04-16.
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  93. ↑ Perlberg, Steven (2016-06-17). "Podcast Companies Experiment With Sponsored Content". Wall Street Journal. ISSN 0099-9660. Retrieved 2017-06-12.
  94. ↑ "Info × GimletFest". GimletFest. Retrieved 2018-05-03.
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