Alex Cooper, host of 'Call her Daddy,' secured a $125 million deal with SiriusXM: "She's selling a proven track record," says recruiter.

Alex Cooper, the longtime host of the popular "Call Her Daddy" podcast, has signed a $125 million, three-year deal with SiriusXM. This deal will bring her show, as well as those in her Unwell audio network, to SiriusXM's podcast network. The new agreement doubles her previous $60 million, three-year deal with Spotify, which was announced in 2021.

"Call Her Daddy," a podcast that focused on sex and relationships, was launched in 2018 and was quickly acquired by Barstool Sports. However, in 2020, the two hosts, Cooper and Franklyn, had a disagreement regarding contracts with Barstool president Dave Portnoy. As a result, Franklyn left the show, and it was moved to Spotify in 2021. In 2023, "Call Her Daddy" became the second most popular podcast on Spotify worldwide.

In 2024, Cooper, who was included in CNBC's Changemakers list for August 2023, launched The Unwell Network, featuring her own podcast and others hosted by creators such as Alix Earle and Madeline Argy.

Although not everyone can achieve the same level of success as Cooper, there are valuable insights to be gained from her career growth.

Natalie Boren, senior vice president at Career Group Companies, states that by emphasizing the worth of "Call Her Daddy" on SiriusXM and establishing herself as a prominent figure in the podcasting sector, Alex Cooper effectively secured a deal that showcases her abilities and the significance of her contributions.

"Boren states that she is not merely selling her time but also her proven track record and the potential for even greater success."

To effectively negotiate your own salary, Boren suggests taking cues from Cooper's deal and focusing on the highlighted lessons.

'Quantify your value'

To begin with, find numerical ways to prove your success.

"Show the tangible outcomes you've accomplished, such as increased revenue, better efficiency, or greater customer satisfaction," advises Boren. "For instance, Alex Cooper could have highlighted 'Call Her Daddy's' growth in listenership and social media followers during her negotiations." Besides her podcast's success, Cooper boasts 3.2 million followers on Instagram.

"Quantify your value," she says.

'Highlight your unique skills'

Think about what you bring to your company that sets you apart.

"Highlight the unique skills and expertise you possess that benefit your organization, and demonstrate how these qualities contribute to the company's success," advises Boren. Do you have a network of contacts that has helped your division expand? Do you have extensive experience in the technology your team could use to increase efficiency?

""As a podcast host, Cooper distinguishes herself through her talent for producing captivating, genuine content," she emphasizes, encouraging others to showcase their distinctive abilities."

'Research industry standards'

According to Boren, it is important to research industry standards in order to come in with a relevant number.

In the music industry, the popularity of podcasts can lead to significant paychecks. Spotify's top-rated podcast for years, "The Joe Rogan Experience," has recently signed a multi-year deal worth up to $250 million, according to The Wall Street Journal.

For those with lower salaries, she recommends using online resources and industry surveys to compare your salary to others in similar roles and with comparable experience. Tools like LinkedIn or Levels.fyi can be used to compare salaries or you can ask friends, family, or colleagues in your industry if they are comfortable sharing what they make.

To determine the current market value of your skills, stay informed about salary trends in your field, advises Boren.

'Be willing to explore other opportunities'

Even with all the evidence of your achievements, your company may not be able or willing to offer you the salary you desire. This could mean it's time to explore other options.

If the offer does not meet your expectations, Boren suggests exploring other opportunities. Look for other opportunities within your company, industry, or network that may provide you with the salary or benefits you desire. In 2022, Cooper revealed to Fortune that Amazon had offered her more money, but she chose Spotify because it promised creative freedom.

Fortune reported that Cooper believed Spotify would treat him similarly to or better than Barstool because their approach to working with creators aligned with his preferences, which is: "Do what you want. We're here to help."

Boren advises considering all options before settling on the first offer during negotiation.

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