Mamamia has launched Butter, a new audio erotica brand for women.
Butter is written by Australian women and voiced by female actors and will be available in podcast form.
It will include a range of personalised sensual stories that have been carefully chosen to suit listeners’ tastes based on Mamamia’s extensive research into women’s top fantasies, including same-sex attraction, holidays, and encounters with strangers.
“Mamamia’s Sex Survey found that 49% of Australian women aren’t happy with their sex lives and 37% are interested in audio erotica,” Zara Curtis, chief content officer at Mamamia, said.
“It’s well known that one of the biggest erogenous zones for women is their imagination. We used that insight to create Butter; to help Australian women reconnect with their sensuality in a private, ethical, safe environment from a media brand they already trust.
“Our core purpose at Mamamia is to make life better for women in all kinds of ways, and Butter certainly ticks that box.”
The Butter ecosystem will extend far beyond audio content, with social platforms, written content, and a newsletter launching alongside the core audio content.
“Butter is designed to meet women wherever they are, in the unique way only Mamamia understands how to do,” Curtis added.
The first episode of Butter drops in early 2025.
The announcement of the launch of Butter comes after Mamamia named Georgie Nichols as its new chief revenue officer (CRO).
Nichols brings over 25 years of experience to the media group across media, marketing and agency teams, including general manager at Carat and media director at Telstra. Her most recent role was as national sales director at Seven West Media.
She will join Mamamia in mid-October, leading the sales team and setting the strategic commercial direction for revenue and partnership growth.
See also: Mamamia appoints Georgie Nichols as chief revenue officer