Fairbairn Brothers podcast moves to new studio
Comedy duo Lachlan and Jaxon Fairbairn have transitioned their podcast ‘Fair Enough’ to MIK Studio, thanks to a newly formed partnership between the studio and their talent agency, Neuralle.
The announcement:
Australian comedy duo Lachlan and Jaxon Fairbairn, the creators behind the popular YouTube channel Fairbairn Films and the iconic Spotify Original podcast ‘Fair Enough’, are making a significant move to MIK Studio for the high anticipated third season of their podcast. The move comes from the newly formed partnership between MIK Studios and Neuralle, one of Australia’s most innovative talent and creative agencies.
With a robust audience of 1.72 million subscribers on YouTube and 1.5 million followers on TikTok, the Fairbairn brothers continue to capture the hearts of fans worldwide with their podcast with over 3.5 million streams.
The transition to MIK Made comes after two highly successful seasons at Spotify, aligning with the latest statistics showing that a remarkable 43% of Australian listen to podcasts weekly (2003) close to double the figure from 2019. MIK Studios, renowned for its rich history in youth-focused media, ventured into original podcast content just 12 months ago with the launch of their network, MIK MADE. This network already hosts popular titles like ‘Two Broke Chicks’, ‘Big Small Talk’, ‘Sometimes Funny Always Awkward’, and ‘Anomalous’ with Em Rusciano.
Dylan Adams, Head of Audio at MIK Studio and Content Director at MIK Made, expressed his enthusiasm about the partnership, “The boys have obviously been on our radar for some time now, and I’m such a personal fan of their content. When we heard they were looking for a new publisher and production partner it was a no-brainer”.
The Fairbairn brothers are represented by the innovation-focused talent agency, Neuralle, where they have been signed for the past 3 years. Neuralle Managing Director, Jordan Michaelides commented on the move away from Spotify, “The opportunity to build IP ownership on a show that their name on the tin was incredibly important for the boys. Dylan and the team at MIK have a strong belief in talent ownership which aligned with our goals and ultimately made us choose them over other networks”
The growing Australian podcast market presents a significant opportunity also. “While social formats will always be important, longer formats like podcasting and cinema are vital to the boy’s career and for that of all talent keen to extend their reach beyond phone screens” continues Michaelides. “The engagement they receive from fans who listen to the podcast is an order of magnitude more than social, evident in the CPM’s garnered for podcasting and attendees to their live comedy shows signalling their listenership to the podcast”.
This is further supported by the recent surge in podcasting popularity, with downloads surging 33% in January 2024 reaching 90.3 million according to Australian Podcast Ranker. This is a significant lift from the 60.7 million downloads in January 2023 and 81.2 million in December of the same year.
“As the founder of MIK, I’m thrilled to support and showcase the incredible talent from my hometown in South Australia” says Adam Callan, Founder of MIK Studios, “Partnering with Lachlan and Jaxon Fairbairn for the next season of their ‘Fair Enough’ podcast is a testament to our commitment to nurturing local creativity and bringing it to a global audience. With the resources available to them at MIK and our extensive global reach, we can’t wait to see the innovative and captivating content they’ll create.”
The ‘Fair Enough’ podcast will still be available across all traditional podcast distributors including Spotify. The new iteration of the show is currently in development and aiming for an October Q4 2024 release with significant investment planned behind the launch.
Source: MadCo. Agency
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