For Joshua Fox, today is something of a “full-circle moment”.
Fox is the brains behind the MAFS Funny podcast and, until recently, was a fellow staff member at The Kyle and Jackie O Show alongside Pedro Cuccovillo Vitola.
Since leaving the show, the pair have teamed up to launch AIIMS Creator Hub, collaborating on a variety of projects, most notably, the MAFS Funny podcast.
Boasting over 1,000,000 downloads since its launch at the end of January, MAFS Funny, hosted by Fox, has become the ultimate go-to for Married at First Sight fans.
Now, the pair have caught the eye of NOVA Entertainment, which has announced a new partnership with AIIMS Creator Hub.
Backed by digital marketing agency AIIMS, AIIMS Creator Hub operates as a full-scale production powerhouse, seamlessly merging creativity with strategy.
Back to the beginning
“I started my radio career at NOVA,” Fox told Mediaweek in this trade publication exclusive. “So coming back here really is a full-circle moment.”
Building on its 43 million video views across social platforms and an Instagram reach of more than 18 million, MAFS Funny has dominated the digital space, securing its spot as Australia’s #1 TV & Film podcast and #3 overall podcast in the country.
Its success has no doubt been helped by the pair’s friendship and shared radio history and experience.
“To start something, just Pedro and I … you know when it’s two friends working, it almost feels like a hobby,” said Fox. “But then for someone like NOVA, which is a huge nationwide brand that everybody knows, to back you from the start is just amazing.”
Cuccovillo Vitola told Mediaweek their initial goal was to “create content that was fresh and new – content that people want to listen to, not just rubbish that everyone else is doing.”
Cuccovillo Vitola, who worked as executive producer on The Kyle and Jackie O Show before leaving in 2024, had nothing but praise for NOVA, crediting the company for noticing and taking a punt on their ingenuity.
For NOVA Entertainment’s head of podcasts and digital content, Rachel Corbett, the feeling is mutual: “We’re always looking for opportunities to partner with creators who not only understand their audience but also how to mobilise them.
“We want to work with podcasters who understand how to build buzz, think outside the box, and galvanise an audience around their content. I look forward to MAFS Funny being the first of many shows from Pedro and Josh to do that,” she said.
Pedro Cuccovillo Vitola and Joshua Fox at AIIMS Creative Hub.
MAFS expansion
Fox and Cuccovillo Vitola said they both have plans to expand the MAFS Funny universe through the new partnership.
“NOVA has been fully supportive from the beginning,” Fox said.
“The podcast is bigger than just one season at a time. It’s a brand. It’s almost like an entertainment brand in itself,” he said.
Even when the season ends, the pair are confident there will be enough material to keep the podcast going until the next year.
“The show never really takes a break,” explained Fox. “It might not be on our screens all year round, but as soon as it ends, the real-life drama begins.”
New episodes of MAFS Funny are available on the Nova Player or wherever listeners get their podcasts.