The Burnouts with Phoebe & Sophia Alex Cooper: The TRUTH About Call Her Daddy and my $100M+ Media Empire
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Mar 5, 2026 
Alex Cooper, creator of Call Her Daddy and co-founder of Unwell, turned a podcast into a multiplatform media company. She talks CEO life, how Unwell makes money across ads, TV, merch and live events, and the high-stakes negotiations behind $60M and $125M deals. Short, sharp stories about hiring, incentives, and choosing partners for growth.
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A Day Spanning Reality TV To Podcast Interviews
- Alex described a typical Unwell day that can range from casting unscripted TV to post-production and acquisition meetings.
- She still records Call Her Daddy weekly, calling it her "candy of the week" amid constant company chaos.
Multiple Revenue Levers And The VHR Jump
- Unwell monetizes across podcast AdSense, evolving video host-read ads (VHRs), film/TV output deals, live events, merch, consumer products, and a creative agency.
- VHRs dramatically increased CPMs because visual host ads are worth far more than audio-only reads.
Live Events And The Agency That Began With Google
- Alex recounted Unwell's live events drawing thousands of women to multi-day activations that brands paid to join as touchpoints.
- Their creative agency spun out after brands repeatedly replaced outside agencies and asked Unwell to run campaigns directly, starting with Google.