The podcast and radio content studio Gemini XIII has joined forces with Diversion Podcasts through an investment that will grow Diversion’s offerings under a new premium podcast network called Diversion Audio. Under the alliance, Diversion Audio will become Gemini XIII’s content division as they look to leverage sister company Diversion Books’ publishing assets and author relationships into podcasting.
Scott Waxman, founder of Waxman Literary Agency and Diversion Publishing Corp, will lead Diversion Audio. It is an expansion of Diversion Podcasts which he launched in 2020 to develop new, immersive, episodic stories in audio. He said working with Gemini XIII will position them for even bigger success in the podcast space.
“While we have been fortunate with the success of our initial shows,” said Waxman, “combining Diversion’s IP library with Gemini’s XIII expertise in sales and marketing is a natural fit and we couldn’t be more excited about the days ahead as we build out Fun Audio.”
Diversion’s biggest podcast success to date has been the series I Am Kobe, which it developed with the iHeartPodcast Network. It was recently honored with two Webby Awards, Best Sports Podcast 2022 and People’s Voice Winner. Later this year, Diversion will launch the second season of the series Good Assassins.
Diversion Publishing owns the publishing rights to thousands of book titles across fiction and non-fiction categories. It plans to develop both ongoing and limited-run podcasts from its IP category with Diversion Audio. The podcasts will span the genres of suspense, romance, parenting, music, history, business, and sports.
Waxman will lead the new network along with Senior VP of Content and Development Jacob Bronstein, who has spent his career in book publishing, podcast and audiobook production, marketing, and tech. Bronstein has helmed hundreds of audio projects with authors and actors including Tom Hanks, Ken Burns, Jeffrey Wright, and Judy Blume. At Apple, Bronstein led the marketing organizations for Apple Podcasts, Apple Books, and Apple News and has worked in the podcast space with brands including Criminal Content, Lemonada Media, Insider, and Spooler.
The Diversion Audio team will also include SVP of Production Mark Francis. A veteran audio executive, Francis helped launch the SiriusXM platform including 15 years as the Senior Director of Talk Production shaping the sound of shows and channels including Andy Cohen and Martha Stewart.
Gemini XIII is led by co-founders and audio veterans Spencer Brown, who previously founded Cadence13 and the radio network Dial Global, and Charles Steinhauer, a former COO of Westwood One. Its tie-up with Diversion Audio follows its recent acquisitions of The Infinite Agency, a Dallas digital advertising agency, and the audio imaging service Phantom Producer.
Gemini XIII Co-Founder and CEO Brown said, “Through Diversion Audio, we will build upon the successful franchises and proven track record that Scott and his talented team have created at Diversion Podcasts.” Combined with their recent acquisitions, he said it positions them well in their quest to build a “new breed” of audio company. “We think podcast listeners and readers alike will love what they hear as we launch new podcasts tied to Diversion’s expansive intellectual property library,” Brown said.
Gemini XIII is based in New York, with offices in Dallas and Sydney, Australia.