‘This new phase will be really powerful’: Born Bred signs new talent to LiSTNR and Hit Network
Aussie talent and creative agency Born Bred Talent has scored a new national radio gig for its most recent talent signing, podcast and fashion duo Lucy Jackson and Nikki Westcott.
The pair, founders of Australian fashion label Jagger & Stone and hosts of the Happy Hour with Lucy & Nikki podcast, have built a cult following since the launch of the brand in 2018, and podcast the following year.
The podcast discusses “starting a business, relationships, wild party stories and all the s**t that’s on every 20 somethings mind”.
In a strategic first move, Born Bred has transitioned the duo’s podcast to LiSTNR as part of its 2024 line-up. The upcoming season, set to launch on February 5, will offer fresh episodes every week.
Jackson and Westcott are also set to expand their media presence, with the development of a brand-new national radio show on SCA’s Hit Network, starting mid-February.
The weekly Saturday night show will be broadcast across the country, as an extension of their podcast content.
Clare Winterbourn, founder and CEO of Born Bred, told Mumbrella: “Lucy and Nikki are in Australia’s top 100 entrepreneurs after starting their fashion label, they moved into the podcast space, and it’s great to see them embrace that and convert their audience.
“Radio is a really exciting space because it’s been a long time since Australia’s seen an iconic female duo grace the airwaves.”
She said the agency was thrilled to support Jackson and Westcott in this next phase of growth.
“They’re at very interesting stage of their lives,” she told Mumbrella. “They grew up with a public presence and following by being fashionista festival goers, and now they’re heading into a different stage.
“So I think this new phase will be really powerful because it allows them to keep their core audience, and really speak to those super fans, but also push more boundaries in the new area and have a bigger, different audience to reach.”
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“Joining forces with Clare and the team at BBT [Born Bred Talent] is a natural next step for us,” Jackson and Westcott said.
“We’re pumped to work with LiSTNR and the Hit Network and can not wait to dive right in.”
Sam Cavanagh, head of entertainment and culture at LiSTNR, explained: “We have been fans of Lucy and Nikki’s podcast for some time now, so we’re thrilled that they have joined LiSTNR.
“They are super talented, and we look forward to helping them grow their podcast as well as developing their national radio show on the Hit Network.”
Winterbourn said the duo had been having conversations with LiSTNR for a number of years, and it’s exciting to see it progress.
“It’s been about a three year journey, so this is definitely something that has been on their minds for quite some time,” she told Mumbrella.
“Knowing their podcast audience stats, they’ll do incredibly well on radio. For them to be able to cut through to this next stage in their careers just really shows the quality of what they’re putting into the market.”
Further details on Jackson and Westcott’s upcoming radio debut will be revealed soon.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Born Bred
Born Bred Talent
Clare Winterbourn
Happy Hour with Lucy & Nikki
Hit Network
LiSTNR
Lucy Jackson
Nikki Westcott
Sam Cavanagh
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