When most people think about Alex Cooper, they think about Call Her Daddy — the wildly popular podcast that became one of the most recognizable brands in modern media.

But what many people don’t see is the CEO behind the microphone.

Behind the viral interviews and cultural influence, Cooper has quietly built a multi-vertical media company called Unwell, spanning podcasts, television, creative agencies, live events, and consumer products.

And she did it while navigating $60M and $125M deals, high-stakes negotiations, and the steep learning curve of becoming a founder.

“It is hard to go from the Call Her Daddy girl to also a CEO and a founder.”

In an interview on The Burnout Podcast, Cooper opened up about the business side of her career — and the lessons every entrepreneur can learn from her journey.

The Hidden Transition: From Podcaster to Founder

For years, Cooper’s public identity revolved around being a host.

But internally, she was already thinking like a media executive.

When she launched Unwell, it wasn’t just another podcast network. It was a strategic merger between:

• Her podcast expertise and brand power
• Her partner Matt Kaplan’s film and television production infrastructure

The idea was simple but powerful.

Instead of selling their companies to larger media conglomerates, they decided to build the modern media company themselves.

“Media companies now are so different than what they used to be… You can bootstrap it and do it yourselves and then sell it for even more.”

This became the foundation of Unwell.

The Unwell Business Model (It’s Bigger Than Podcasts)

Most people assume Cooper’s business revolves around the podcast.

In reality, Unwell has multiple revenue engines.

1. Podcast Network

The podcast division is still the cash engine.

Unwell signs creators and shares revenue from:

• Advertising
• Sponsorship deals
• Platform partnerships

Call Her Daddy itself acts as the “mothership” brand.

2. Film and Television Production

Through Kaplan’s industry relationships, Unwell produces television and streaming projects with major studios.

This includes projects with companies like:

• Netflix
• Hulu
• Lionsgate

This allows Unwell to turn creator IP into film and television properties.

3. Live Events

One of the company’s most lucrative growth areas is live experiences.

At one event in Las Vegas, Unwell brought together 5,000–7,000 women for programming, performances, and brand activations.

These events generate revenue through:

• Brand sponsorships
• Ticket sales
• Experiential marketing

4. The Creative Agency

Unexpectedly, one of Unwell’s fastest-growing divisions became its creative agency.

Brands initially worked with outside agencies to collaborate with Unwell. But Cooper noticed something:

Those agencies didn’t understand the brand.

So Unwell created its own agency and began running campaigns directly.

Their first major client?

Google.

The $60M and $125M Podcast Deals

Cooper’s massive podcast deals are often reported as headline numbers — but the structure behind them matters.

Her early Spotify deal reportedly worth $60M had a straightforward structure:

• Guaranteed payment
• No performance benchmarks
• 52 episodes per year

“It was all guaranteed money… I didn’t have to hit benchmarks.”

But when the contract ended, Cooper realized the industry had evolved.

Video podcasts, brand integrations, and new monetization channels had emerged.

Her next deal with SiriusXM reflected that shift.

Now the contract included:

• Guaranteed base payment
• Additional upside tied to performance
• Expanded monetization options

That flexibility allowed her to earn additional revenue beyond the headline deal value.

The Business Mistake That Taught Her the Most

One of Cooper’s biggest early mistakes had nothing to do with content.

It was how deals were structured.

When she signed her Spotify deal, payments were initially routed through her agency.

That meant millions of dollars would first go to the agency, who would take their cut before transferring the remainder.

She stopped it immediately.

“Wait, no. I want that in my bank account and then I’ll send you your 10%.”

It was a small detail — but an important one.

For founders, the lesson is simple:

Understand exactly how money flows in every deal you sign.

Why Alex Cooper Walked Away From Millions

Another surprising insight from Cooper is how often she walks away from deals.

Sometimes, brands attempt to add new requirements late in negotiations.

When that happens, she often pulls out — even if it means losing millions.

“I’ve walked away from millions of dollars… because I’m very particular about what I put my name next to.”

For Cooper, protecting the brand matters more than short-term money.

Building a Culture That Works Hard

Unwell now has nearly 100 employees, many of whom came from companies like:

• Disney
• Netflix
• HBO
• Microsoft

But Cooper is clear about the company culture.

It’s not a casual startup.

“If you don’t want to work your ass off, then don’t come to Unwell.”

The team operates with a “work hard, play hard” mentality while building a media company aimed at dominating the Gen Z female audience.

The Bigger Vision: A Media Conglomerate

Today, Cooper and Kaplan still fund Unwell themselves.

But the next step could involve:

• Private equity
• Strategic investors
• Acquiring large podcasts

The goal is simple:

Turn Unwell into a modern media conglomerate built for the creator economy.

Lessons for Entrepreneurs

Alex Cooper’s story offers several key lessons for founders.

1. Build Multiple Revenue Streams

Relying on one product is risky. Unwell spans podcasts, TV, events, and agencies.

2. Understand Your Contracts

Small structural details in deals can change millions of dollars.

3. Protect Your Brand

Short-term money isn’t worth long-term reputation damage.

4. Be Comfortable Asking Questions

Many founders fail simply because they’re afraid to admit what they don’t understand.

5. Control Your IP

Owning the brand gives you leverage across every platform.

The Evolution of Alex Cooper

At first glance, Alex Cooper’s success looks like a podcast success story.

But in reality, it’s something bigger.

It’s the story of a creator who turned influence into infrastructure.

And as the creator economy evolves, founders like Cooper may represent the future of media — where talent doesn’t just perform inside the system.

They build the system themselves.