Former Sony Music exec John Ingrassia has joined the new podcast studio/platform Audio Up Media, overseeing all of its music endeavors as President of Music.

Ingrassia has already struck significant deals with Primary Wave, Warner Records and Sony Music. Among the music collaborators are Miranda Lambert, who will contribute original music, executive produce, and voice a role in Make It Up As We Go, and Machine Gun Kelly who will executive produce, star in and contribute original music to Halloween In Hell. Other projects involve 24kGoldn, Lindsay Ell, iann dior and JaVale McGee.

“John and I believe that podcasting is poised to become the next great discovery platform, not only for developing artists, but also for established artists looking to release new content in innovative ways, particularly in these uncertain times, as well energizing the vast catalog of music that is available thanks to streaming services,” Audio Up Media Founder and CEO Jared Gutstadt said.

Ingrassia was most recently General Manager at Vector Management, based in Nashville. At Sony, he was Executive Vice President overseeing day-to-day operations for the Columbia Records Group, and President of the Commercial Music Group following the merger of Sony Music and BMG.

“Even as the popularity of podcasts has increased exponentially in recent years, music has been underserved,” Ingrassia said. “Audio Up’s mission is to develop innovative programming that incorporates music that can stand on its own—the perfect complement for telling stories in a pure audio medium.”