What 3 top audio influencers say creates successful brand partnerships

The power of personality is real. Today’s consumers are discerning about whom to trust, but their favorite radio and podcast hosts are part of their sacred inner circle. These influencers are raw, honest and relatable, and fans trust them to be real. So, when they endorse a product, their audience listens.

Marketers have taken notice, and they’re making the case for major investment in partnerships that align brands with popular hosts. One-third of marketers are boosting their investment in host and creator partnerships.¹ But these hosts aren’t just reading ad copy—they’re brand ambassadors and savvy communicators who fiercely guard both their fan relationships and personal brands.

The key to successful partnering? Let creators be themselves. Brands that empower their creators see the best results, and though giving up control is uncomfortable, brand-first marketers are recognizing that trust drives results. When creators are given more control over scripts and brands ditch one-off campaigns for longer-term alliances, a full three-quarters of listeners convert to purchase after learning about a product or service from their favorite Audacy influencer.²

According to three of Audacy’s most popular radio hosts and influencers—Ed Lover, Bru and Megan Holiday—the three ingredients for successful partnerships are authenticity, trust and passion.

Ed Lover: Authenticity speaks volumes
 

Ed Lover reminds us that creators need freedom and autonomy to make authentic connections with listeners.

For Lover, every endorsement is personal. He researches potential partners and tests their products. When collaborating with Apple, he actually used their devices; with Vitamin Water, he sampled every flavor. Whether he’s working with iconic brands like Coca-Cola or Mercedes or supporting regional law firms, Lover said reputation—both his own and the brand’s—is everything:

“I don’t endorse anything I don’t believe in. Because I’m a man of the people. So if I deal with any brand, I believe in your brand. I do my research because an endorsement is personal to me. When I used to endorse Apple, I totally 100% owned Apple products—I was excited about it.”

From grieving the loss of Tupac or Biggie to celebrating his children’s births, Lover shares his true self with listeners, an authenticity he says is essential.

“I am a person that brings my candor, my humor, my opinions and my feelings to my show every day,” Lover said and he aims to be equally transparent about brand sponsorships.

Partnership tip: Talent endorsements support goals all the way through the funnel, so use authentic connections to drive powerful consideration and conversion goals.

Bru: Audience trust for the win
 

Bru knows brands succeed with hosts who have built long-lasting trust with their audiences.

Audacy host Bru (a.k.a. Josh “Bru” Brubaker) believes the best partnerships come alive when brands treat creators as brand consultants, recognizing they are dialed in better than any audience study. 

“It’s all about the trust, really. People can have millions of followers, but if they don’t really know you or really relate to you, then I don’t think it’s going to do well with a brand or a partnership. Radio is such an intimate place. We’re talking about our lives and our experiences, and at the end of the day developing a real relationship with [listeners]—and that goes a long way when it comes to endorsing a product.”

Partnership tip: Creator partnerships are here to stay, so trust creators. They are the best concepting partner, and they know what activates their audiences.

Megan Holiday: Passionate advocacy delivers
 

Audacy’s alt rock host Megan Holiday doesn’t just want to introduce new products; she’s committed to helping fans. 

While Holiday has endorsed everything from banks to streaming services, she is particularly committed to mental health, addiction and wellness services. She has been candid about her mental health journey and actively seeks out like-minded brand and advocacy partners. 

For example, Holiday partners with the California Department of Mental Health to promote KROQ Los Angeles’ “Almost Acoustic Christmas,” and she supports medically assisted treatment and rehabilitation centers.

“I want to endorse things that I’m really passionate about, and that I really care about. I endorse the California Department of Mental Health because I’m passionate about trying to help people in any way that I can.”

That commitment can’t be scripted, so when brands can partner with creator-advocates, it’s a powerful way to connect with niche or targeted audiences.  

Partnership tip: Activate creator partnerships based on a host’s passion interests or causes to engage those unique or niche audiences.

For veteran content creators like Lover, Bru and Holiday, choosing partnerships based on authenticity, trust and passion has proven to be the most genuine and successful way to connect with their listeners, and savvy marketers can find engaged consumers by following suit.

Sources
 

1. Advertiser Perceptions Omnibus, March 2024.

2. Audacy Influencer Impact Study.