Style-ish – "The Evolution of Alex Cooper's Unwell Network"

Podcast by Shameless Media | Hosts: Madison Sullivan-Thorpe & Rhiannon Joyce | Episode Date: October 16, 2025

Episode Overview

In this episode, Madison ("Mads") and Rhiannon ("Ray") break down the evolution of Alex Cooper’s growing media empire, "Unwell," focusing on its newly launched creative agency arm and the far-reaching tentacles of the Unwell brand. They candidly explore Cooper’s rapid trajectory from podcasting success story ("Call Her Daddy") to multiplatform mogul, dissecting the strategic moves, dilemmas, and controversies surrounding Unwell’s expansion across podcasting, branded products, creative services, and even the beverage market. The hosts also analyze the challenges of building a multi-vertical media brand and the importance of authenticity and focus for continued success.

Key Discussion Points & Insights

1. Brand Unwell: The Many Arms of Alex Cooper’s Empire

[13:17]

• Madison outlines the four primary divisions:
  • Unwell Network: Creator and podcast network (including talent churn)
  • Unwell Hydration: Electrolyte drink brand
  • Unwell Productions: TV production company
  • Unwell Creative Agency: Ad/creative services arm, recent partnership with Google
• Ray raises, "Is she a jack of all trades, master of none?"—wondering if Cooper is stretching herself too thin for any one vertical to achieve its full potential.

[14:25] – Notable Quote:

“The hardest part is not saying yes to things, it’s saying no and knowing when the right opportunity can come up at the wrong time.” – Madison, reflecting on advice from brand founders

2. The Unwell Creative Agency & the Google Deal

[07:53], [10:06], [16:50]

• The launch of Unwell Creative Agency (with Google as anchor client, including a multi-year, multi-category deal) is seen as Cooper seeking industry legitimacy and a transition from personality/talent to serious businesswoman.
• Madison cites Cooper's Diary of a CEO interview, emphasizing her passion for producing and directing—her "industry accolades" focus over personal fame.
• Both agree the Google deal positions Cooper closer to the "cultural moment creation" of top-tier ad agencies—maybe even a future Super Bowl ad for Google.

[16:50] – Memorable Prediction:

“I wouldn’t be surprised if down the track she does create a Super Bowl ad for Google in this five-year plan… She’s gunning to be creating these cultural moments.” – Ray

• Risks discussed:
  • Category exclusivity (can't work with Apple, other phone/tech brands)
  • Corporate "red tape" and brand values that may dilute Cooper's edgy, zeitgeisty persona
  • Google’s lower appetite for controversy/risk compared to Cooper’s history with "Call Her Daddy"

[22:23] – Notable Exchange:

“The risk right now is that her vision or her values could potentially be diluted by this partnership for the agency arm of it?” – Madison
“Potentially. Yeah, I can see that being an issue down the track for sure.” – Ray

3. Unwell Beverages: Smart Play or Off-Brand?

[22:51], [25:00], [26:32]

• Seen as the "2025 version of Vitamin Water," echoing heavily-branded celebrity beverage plays (Vitamin Water, Prime by Logan Paul/KSI).
• Marketing straddles "party girl" and "girl boss," yet both hosts feel it's less authentically Cooper’s lifestyle now—more resonant with Alex Earle’s persona.
• Madison says, "I just don’t buy it"—feeling Cooper’s promotion is manufactured, perhaps aimed more at tapping the Alex Earle audience.
• Concerns over long-term fit and future pipeline for the drink brand; highest risk and least strategic tie-in to Cooper’s true ambitions.

[28:20] – Notable Critique:

“It looks really manufactured. You’re pretending you’re hungover, you’re pretending you’re way more fucked up than what you actually are.” – Ray

4. The Podcast Network: Proven Formula, New Challenges

[33:19], [35:37], [41:34]

• Podcast industry now leans heavily on recruiting celebrities/influencers, as opposed to building creators from the ground up—opposite of Cooper’s own Call Her Daddy rise.
• Unwell’s expansion included established personalities like Alex Earle and Madeline Argy, rather than platforming unknowns.
• The volatility of high-profile talent is a risk highlighted by the rapid rise and ambiguous exit of Alex Earle from the network; a rumored (but NDA-cloaked) rift addressed with TikTok references and subtle shade.

[37:45] – Notable Exchange:

"The inference is that there was a falling out… the creative volatility is a real challenge when it comes to the podcast network that she has." – Ray

• Madison highlights generational targeting: Call Her Daddy’s audience aging up with Cooper (now more millennial), while other Unwell podcasts serve Gen Z.
• For brand survival/legacy: crucial to grow beyond Cooper herself, supporting a portfolio of new voices—yet without cannibalizing audiences.

[41:34] – Strategic Insight:

“If she wants the podcast network to really survive but also thrive, she needs to build out the podcast outside of Call Her Daddy and really go after that Gen Z audience.” – Ray

5. Personal Reflections: Focus, Authenticity, and “Building Up, Not Out”

• Both hosts stress the importance of maintaining focus on core strengths (e.g., podcasting/cultural production) versus over-diversifying.
• Emphasis on authenticity—both in brand extension and personal storytelling.
• Succinct advice: Build on what works and drive depth, not just breadth.

[45:07] – Notable Quote:

“The golden rule of fewer, bigger, better is… never more prevalent… I would be saying, build up, not out. Don’t keep trying to diversify—what you’re doing works, but try and build up what you have.” – Madison

Memorable, Low-Brow Pop Culture Moments

• [38:21] TikTok subtle shade: Both Alexes (Cooper vs. Earle) trade barely-veiled social media jabs, quoting “How much time do you have?” as a sort of meme/inside drama.
• [39:29] Cooper posts a TikTok set to Britney Spears’ "Circus," with Vegas event guests, using Earle’s catchphrase caption—direct, winking reference to the rift.

Timestamps for Key Segments

• 04:47 – Fragrance trend chat and Law brand breakdown
• 07:19 – The origin and status of Alex Cooper’s Unwell empire
• 09:59 – Hosts’ first reactions to the Unwell Creative Agency/Google news
• 13:17 – Full breakdown of Unwell’s business divisions ("octopus tentacles" analogy)
• 15:40 – Why is the creative agency (and partnership with Google) strategically smart?
• 18:22 – Prediction: Cooper angling for a Super Bowl ad for Google
• 22:51 – The Unwell Beverages play: comparison to Vitamin Water/Prime and product authenticity
• 28:20 – On the authenticity (or lack thereof) of Cooper’s personal branding in beverage content
• 33:19 – The influencer-driven podcast strategy and its challenges
• 35:37 – Talent acquisition risks; Alex Earle case study
• 41:34 – Shifting generational focus and network succession
• 45:07 – Hosts’ advice for Alex Cooper: build up, not out

Summary Table

| Time | Topic | Standout Quotes & Ideas | |----------|-----------------------------------------------|------------------------------------------------| | 13:17 | Unwell’s 4 business arms | "Octopus tentacles… what is Unwell anymore?" – Madison | | 16:50 | Creative Agency & Super Bowl ambitions | "I wouldn’t be surprised if down the track she does create a Super Bowl ad for Google…" – Ray | | 18:22 | Creative legitimacy & cultural moments | Driving for industry—not just celebrity—accolades | | 22:51 | Unwell Beverages analysis | “It’s the 2025 Vitamin Water.” – Ray | | 28:20 | Authenticity critique | “You’re pretending you’re hungover.” – Ray | | 33:19 | Podcast network growth & talent strategy | "She hasn’t gone about the same way… [as] Call Her Daddy." – Ray | | 37:45 | Alex Cooper vs. Alex Earle drama | “The inference is that there was a falling out.” – Ray | | 45:07 | Advice: Focus and depth | “Build up, not out. Don’t keep trying to diversify…” – Madison |

Final Takeaways

• Alex Cooper’s Unwell is at an inflection point—balancing explosive growth and diversification against the risk of overextension and diluted brand focus.
• The new creative agency, with Google as flagship client, signals both Cooper’s ambitions and the complexities of marrying edgy creator culture with corporate conservatism.
• Authenticity, credibility, and a disciplined, focused expansion are seen as critical to Unwell’s sustained success—both by the hosts and in their hypothetical advice for Cooper.
• The soap-opera-worthy Unwell drama (especially with Alex Earle) adds a distinctly modern, internet-fueled twist to old-school media machination.

For listeners who haven’t heard the full episode, this lively and insightful breakdown will arm you with all the major talking points, sharpest analysis, and juiciest drama emerging from Alex Cooper’s ever-evolving Unwell universe.