PRX Chief Operating Officer Jason Saldanha and Sonic Union’s Executive Creative Director Halle Petro will present How to Authentically Unite Podcast Storytelling and Brands at South by Southwest^® (SXSW^®).  

The Fireside Chat will take place on March 8th at 11:30 AM at the JW Marriott in Austin, Texas. 

In an ever-expanding medium, a brand’s relationship to podcasts can feel like a tension gap between journalistic integrity, engaging stories, and the quest for ROI. The fireside chat explores how to unite goals to connect audiences to brands authentically – with integrity, purpose and opportunity. The conversation explores how branded podcasts can take risks with creative content to grow new audiences while bonding and deepening communities. We explore how to contextualize emotionally complex stories that are immersive, natively global, and can result in viral consumption, proving how podcasting should be a part of every brand’s media plan. 

In June, 2023, PRX and Sonic Union formed a strategic partnership to jointly provide podcast creation and production services to brands seeking to create original podcasts.   

One of the world’s top podcast distributors, Pulitzer Prize winning public media organization PRX is also home to PRX Productions, an in-house team of experienced audio producers who have created original podcasts in partnership with significant consumer brands, creatives, and mission-focused entities alike, including Ben & Jerry’s, Patagonia, Simon & Schuster, the Women’s Suffrage Centennial Commission, America Abroad Media, and more. 

“I’m incredibly honored to share the stage with Jason, my friend and collaborator, who I both greatly admire and who has been an astute driver of PRX's ongoing leadership in the podcast space,” says Halle Petro of Sonic Union. “PRX and Sonic Union have so many unique parallels, including our independent creative focus amidst tech giants and holding companies.  This Fireside Chat is the continuum of our collective journey to develop the standard for brand supported podcasts that agencies and clients will want to adopt.” 

"PRX is proud to help bring listeners podcasts from Condé Nast, the Smithsonian, PBS, and more. What we see time and again is that the form allows for creativity and flexibility while also a vehicle for unforgettable stories that resonate," says Jason Saldanha, Chief Operating Officer at PRX. "As listenership continues to grow in the U.S. and around the world, we're in an exciting moment. Brands across sectors have an opportunity to seize the medium to either deepen their bonds with audiences or to expand who they reach."