An Anonymous Gossip Brand Becomes Podcast Inventory
Deadline reports that the podcast network Daylight has struck a partnership with the celebrity news outlet Deuxmoi, bringing its weekly show Deux U into Daylight's sales portfolio. Deux U is hosted by the anonymous creator behind the @deuxmoi account and breaks entertainment and celebrity scoops through news and photos, largely on social channels. So the asset being sold is a tip line with a name attached to nobody. That is an odd thing for an advertiser to buy and a durable thing for a network to hold: the audience knows the account, not the person behind it.
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Anonymity is the business model here, not a quirk of branding. A host nobody can recognise is a host a rival network cannot simply hire away and put in front of a camera.
It is also a dependency the network now carries. The show's value rests on a source network that a sales team has no say over, and the account's reputation may matter more to advertisers than the podcast that just joined the portfolio.