In recent years, the traditional discipline of radio-plugging has been joined by playlist-plugging, with people who specialise in pitching tracks to streaming services’ playlist curators. Now get set for a new variant: podcast-plugging.

British radio-promotions firm Blueprint Radio has launched a new division called Blueprint Pods, which it says will focus on matching artists “with podcasts that best meet their strategic needs”. Clients include artists Tom Odell, Freya Ridings and Professor Green.

“5.2 million people listen to podcasts in the UK every month and 45% of them are under 35. They are also some of the most engaged audiences with over 25% sharing and reposting content – and we think these are numbers that no one can ignore,” said co-founder Sophie Paluch. “We believe that music audiences are now hungrier than ever to know more about the artist behind the music and podcasts are the ideal way to do this as well as a chance for artists to reach new audiences.”

The division is also hoping to place British artists in US podcasts, to help break those musicians in one of the most popular markets for spoken-word listening.

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