John Allen, better known to millions of fans as MrBallen, is the latest social media star to strike a lucrative podcast pact with SiriusXM.
The YouTube personality has reached an exclusive deal with the subscription audio platform to distribute his story-focused title “The MrBallen Podcast: Strange, Dark & Mysterious Stories” via the SiriusXM Podcast Network. The deal begins on Nov. 1 and is expected to run at least three years.
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The pact is said be worth as much as $70 million to Allen — assuming that pre-determined audience metrics are satisfied — over the life of the contract. It’s another example of how audio content with a strong following has become enormously valuable for subscription platforms. Allen’s MrBallen YouTube channel has 10.5 million followers.
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“I am thrilled and honored to be part of the SiriusXM family, and excited to welcome even more people around the world to the strange, dark, and mysterious community,” said Allen. “Telling stories that entertain, inform, intrigue, excite and maybe sometimes frighten the millions of people who share my passion for storytelling is a dream come true. Working with the incredible team at SiriusXM will allow me to take that dream to the next level, and I can’t wait to show our fans the new projects we’re developing together.”
SiriusXM will also handle advertising sales for audio and video versions of the podcast. Allen is a former Navy SEAL who found his way to YouTube after leaving the service. He emphasizes telling a range of long-form stories, including some from his time in the military.
“John Allen has built ‘The MrBallen Podcast’ into a global phenomenon,” said Scott Greenstein, president and chief content officer for SiriusXM. “His distinctive storytelling has captivated millions and set a high bar in the genre. This signing further underscores SiriusXM’s place as home to the biggest names in podcasting, whether they are audio or video stars. And as the premier destination for fans of mystery, suspense, and true crime storytelling, we’re excited to help John and the MrBallen team reach even more audiences.”
SiriusXM has a growing roster of YouTube and podcast personalities including Conan O’Brien’s Team Coco, Mel Robbins, Alex Cooper’s “Call Her Daddy.”
Allen’s deal with SiriusXM was brokered by Oren Rosenbaum, UTA partner and cohead of the UTA Creators unit.