IMG Launches SiriusXM Radio Show Featuring Its Clients (Exclusive)
'The Source' will give an open platform to WME-IMG's roster of talent, including Arianna Huffington, Ashley Graham and Niecy Nash.
First, the UFC. Next, satellite radio.
Three days after WME-IMG announced its milestone $4 billion purchase of the world's largest mixed martial arts league, IMG has revealed a new SiriusXM series that gives an open platform to the combined agency's broad roster of talent.
The Source will premiere Saturday on Stars (channel 109). During its monthlong pilot run, a pair of new episodes will air every Saturday and Sunday at noon and 1 p.m. ET. Each celebrity has been given free rein to curate his or her hour on the air. Samples made available to The Hollywood Reporter include Ashley Judd explaining micro-aggressions against women, former NFL player Ricky Williams jokingly telling Donovan McNabb that he's responsible for one of Williams' infamous failed NFL drug tests and Ashley Graham talking to Sports Illustrated Swimsuit editor MJ Day about her landmark cover. Other WME-IMG talent who will host Source episodes include Jerry Springer, Niecy Nash, Carolyn Murphy, Jenna Elfman, Chanel Iman and Arianna Huffington.
"Celebrities are increasingly looking for avenues where they can have direct conversations with their fans, and The Source is purpose-built for that," WME-IMG chief content officer Mark Shapiro said Thursday in a statement. "Listeners are going to hear these influencers in a whole new way, leading conversations on everything from politics to pop culture. We couldn't have a better home for this than SiriusXM, and are excited about the opportunities this offers for individuals and brands looking for new ways to connect with their audiences."
Sponsored by the AARP's personal-empowerment campaign Life Reimagined, The Source is the latest offering from IMG's original content arm, which also produces the Miss Universe and Miss USA telecasts, the Sports Illustrated Swimsuit special, ELEAGUE competitions (its eSports league launched with Turner), HBO Sports' Gonzaga: The March to Madness special, the NBA All-Star All-Style special and Apple TV's digital fashion network Made to Measure. Its first project was the documentary Gleason, which is being released by Amazon and Open Road this month. The radio series also is the latest example of how the mega-agency is leveraging its growing portfolio of holdings to provide crossover opportunities across its diverse array of clientele.
"Bringing new voices to radio has been a hallmark of SiriusXM, and we are excited to work with IMG to bring this eclectic slate of personalities for our listeners," said SiriusXM president and chief content officer Scott Greenstein. "This new show will draw talent from the fields of music, sports and entertainment and beyond, and give them the opportunity to speak at length and in uncensored fashion about their work, passions, views and life experiences."