Bowen Yang & Matt Rogers’ ‘Las Culturistas’ Renewed with iHeart & Will Ferrell’s Big Money Players | Deadline

EXCLUSIVE: Bowen Yang and Matt Rogers, the duo behind the wildly popular podcast Las Culturistas, are marking a decade of dissecting “culture” with a renewed deal with iHeartMedia and Will Ferrell’s Big Money Players. The multiyear agreement, announced Monday, solidifies the podcast’s future as it continues to attract a devoted following and high-profile guests.

The news arrives as Las Culturistas prepares to celebrate its tenth anniversary with an upcoming episode featuring none other than Nicole Kidman. The podcast, which launched in March 2016, has grow a mainstay for fans eager to hear Rogers and Yang’s comedic takes on pop culture, current events, and their own lives.

From Forever Dog to iHeart: A Podcast Evolution

Las Culturistas didn’t begin with iHeartMedia. The podcast initially found a home with the Forever Dog podcast network before transitioning to Big Money Players in 2020, a move that signaled a growing ambition for the brand. Big Money Players, founded by comedian Will Ferrell, has become a significant player in the podcasting space, providing a platform for a diverse range of comedic voices. The partnership with iHeart further expands the podcast’s reach and resources. You can find more about Big Money Players on their official website.

“What Was the Culture That Made You Say ‘Culture Is For Me’?”

At its core, Las Culturistas is a conversation. Each episode features Rogers and Yang inviting guests to reflect on the cultural touchstones that shaped them, posing the now-iconic question: “What was the culture that made you say ‘Culture is for me’?” This simple yet effective premise has led to insightful and often hilarious discussions with a remarkable roster of celebrities. Over the years, the podcast has hosted Mariah Carey, Michelle Obama, Lady Gaga, Reese Witherspoon, Ariana Grande, Jennifer Aniston, and Charli XCX, among many others.

The show’s format extends beyond guest interviews. A beloved segment, “I Don’t Reckon So, Honey,” provides a platform for Rogers, Yang, and their guests to vent about frustrating aspects of culture in a rapid-fire, sixty-second rant. Listeners, affectionately dubbed “Readers,” “Kayteighs,” “Publicists,” “Finalists,” and “Kyles,” eagerly anticipate this cathartic portion of each episode. You can listen to the latest episodes and learn more about the community on Apple Podcasts.

Beyond the Podcast: Expanding the Culturistas Universe

The success of Las Culturistas has extended beyond the audio realm. In 2023, Rogers and Yang launched the Las Culturistas Culture Awards, a live awards show that aired on Bravo and Peacock. This expansion demonstrates the brand’s potential to translate its unique voice and perspective into different media formats. The awards show further cemented the podcast’s status as a cultural force, recognizing and celebrating the moments and figures that define contemporary pop culture.

A Deal Reflecting Podcast Growth

While the financial terms of the renewal deal remain undisclosed, industry observers suggest it’s a significant agreement, reflecting the growing value of successful podcasts. The podcasting landscape has evolved dramatically in recent years, with increased investment from major media companies and a surge in listenership. IHeartMedia, a leading audio media company, has been particularly active in expanding its podcast portfolio. You can find more information about iHeartPodcasts on their website.

Will Ferrell, whose Big Money Players is a key partner in the deal, expressed his enthusiasm, stating, “To say we are honored to have this partnership renewed is an understatement. Bowen and Matt have created through hard work and their brilliance, a podcast that continues to entertain, through humor and inclusion, a massive, ever-growing audience. They are two of the funniest people ever and dare I say it…great Americans.”

Will Pearson, President of iHeartPodcasts, echoed Ferrell’s sentiment, adding, “It’s been an incredible decade for Matt and Bowen as they grew Las Culturistas into a cultural powerhouse as influential as the ‘Rules of Culture’ they set for us every week, and we’re thrilled to continue our partnership as they keep defining and ranting about culture with the biggest names in the business.”

What’s Next for Rogers and Yang?

With the new deal in place, Rogers and Yang are poised to continue building on the success of Las Culturistas. The immediate focus is the upcoming tenth-anniversary episode with Nicole Kidman, promising a special celebration for longtime listeners. Beyond that, fans can expect more insightful conversations, hilarious rants, and a continued exploration of the ever-evolving world of culture. The duo is represented by UTA, 3 Arts, and SRDA, suggesting further opportunities for expansion and collaboration may be on the horizon.

Rogers and Yang themselves expressed their optimism, stating, “Hopefully people start spreading the word about podcasts, a medium with a lot of potential.” Their continued commitment to the format, combined with their unique comedic voice, positions Las Culturistas for continued success in the years to come.