Dale Earnhardt Jr.’s Dirty Mo Media firm has inked a seven-figure podcast deal with Cadence13 as part of a broader media expansion, Axios’ Sara Fischer reports.

Dirty Mo is a nickname used to describe Earnhardt Jr.’s hometown of Mooresville, North Carolina, where the company operates today out of a race shop.In addition to audio, the company plans to push more aggressively into TV production, given the success of its existing shows, like “Lost Speedways,” a Peacock exclusive about abandoned racetracks.

With the Cadence13 deal, Dirty Mo Media will launch three new shows this fall, in addition to its four existing shows: “The Dale Jr. Download,” “Door Bumper Clear,” “The Burton Continuum” and “Speed Street.”

The new shows will focus on more than motorsports, tapping into the passions of Southern sports fans with topics like college football, Davis told Axios.Most of the Dirty Mo podcasts are simulcast in video, and future shows have video components planned. The company is launching several new original shows on its YouTube channel this year as it seeks to grow its social presence.


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