SmartLess Live in LA: A Win for Fans and Advertisers

When the SmartLess crew took the stage in LA for a live, fan-filled evening, it was more than just a win for podcast lovers—it marked a major milestone for SiriusXM Media and the brands who sponsored the event. With multiple major sponsors, including Ashley, Skinny Pop, and Starbucks, this became an integrated brand experience. And the results? A packed house, fan engagement, and unforgettable brand moments. 

SmartLess is known as one of the top comedy podcasts—and that comes as no surprise with the likes of Jason Bateman, Will Arnett, and Sean Hayes behind the mic. With over 9.7M monthly downloads, the podcast is wildly popular for the witty banter and a weekly surprise guest. And the excitement for the event delivered the same energy, featuring special guest (and A-list superstar and musical genius), John Mayer, who not only showed up but showed out. With a surprise performance singing some of his biggest hits, John Mayer made the gravity of the night even sweeter.

Curious to see the excitement of the event for yourself? Check out the special bonus episode from the night now. 

Built for Fans, Powered by Sponsors

Thanks to our event sponsors, the show was free for fans who are major stans for SmartLess. And from the moment the audience entered the building, sponsors were seamlessly woven into the experience. 

Popping Off with Big Attention

Skinny Pop brought the IRL experience to life with a branded photo booth that let fans sit in the podcaster seat and enjoy a moment with the brand. As they made their way to their seats, each guest had complimentary Skinny Pop to enjoy during the show, followed by “pop trivia” providing pre-show entertainment centered around fun facts about SmartLess and its hosts. And to bring the excitement to a fever pitch, the hosts snacked on some Skinny Pop on stage during the show and even threw out extra bags to the crowd—creating a natural and joyful moment that had the audience buzzing.

Skinny Pop didn’t just sponsor the night, they became a part of the narrative. Their presence shows just how fun, integrated, and memorable brands can become at sponsored events like this one. By generating active fan engagement with photo opportunities and brand products, Skinny Pop created unforgettable moments, in person and across social media. 

Energizing the Crowd 

Starbucks went all out with the experience, recreating their iconic café in the space and serving up free specialty summer beverages and coffee for the guests. And for those looking for the perfect pick-me-up for a night full of comedy, fans could also purchase espresso martinis, made with Starbucks coffee. They also handed out SmartLess-themed gift cards with the word “surprise”—a nod to the show’s beloved surprise guest format—and the entire activation was amplified via American gymnast and Olympic gold medalist, Jordan Chiles, who captured Starbucks content throughout the night and posted her experience to her 1.5M followers. 

By creating a multisensory moment, Starbucks added value to the experience while reinforcing the brand's cultural relevance in the moment. By aligning your brand with the right talent and tone, you can strengthen emotional connections, amplify storytelling, and extend campaign reach beyond traditional outreach. 

Comfortably Showing Support

Ashley provided the furniture for the live show set where the hosts spent the entire show lounging comfortably and in style. Ambassadors at the show also offered an upgrade for randomly selected guests, offering them a chance to experience the show from the Ashley VIP lounge, complete with premium seats and a complimentary drink—all unlocked by following the brand on social media. Ashley also made a charitable donation (matched by SiriusXM) that added a philanthropic layer to their on-site presence. 

Ashley’s on-stage visibility, social engagement incentives, and surprise VIP upgrades all worked together to drive brand awareness and action. For advertisers, this type of activation shows how real-life interactions can turn brand awareness into consumer loyalty.

Brand Connection Beyond the Show

The SmartLess live event was more than just a show; it was an opportunity to integrate into the culture of the night. Instead of traditional ads, brands became a part of the night and fans noticed. 

In addition to in-person impressions, sponsors were also featured in positive media coverage with several major media outlets like Billboard, People, The Wrap, and Access Daily, which gained over 2.85M views. Brands were also represented in photo and video content, organic sponsor inclusion, social media spotlights, custom RSVP pages, and a branded thank you email sent on SiriusXM’s behalf. With over 500 guests in attendance, the event generated over 222K impressions across social media.

Be A Part of What’s Next   

This live event was just the beginning. Advertisers, keep your eyes peeled for another beloved voice coming to the stage next—Conan O’Brien. If this event was any indication of what brands can expect, there’s no doubt that the love for live podcast shows is huge for fans and advertisers alike. 

And for brands looking to be a part of engaging moments with consumers outside of the podcasting world, we offer a variety of responsible opportunities at events like Music Row Happy Hour, Big Game, and Small Stage Series.

If you want to be a part of cultural movements, SoundCloud Next Wav events are for you. These moments empower and reward artists on the platform and their communities. SoundCloud reaches young, diverse, and affluent audiences who are looking for the next big star. Each full-day event is packed with artists-centric workshops, creative activations for brands, local live music from the city's hottest talent, and more—bringing artists, fans, and the brands they love together.

Ready to make impactful moments and lasting brand impressions? Let’s make your brand a part of the next one. Hit our line.

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