Gimlet is starting a new line of business, and it’s a complicated one: Branded content. Branded content is a piece of media (a video, a story, a podcast, etc.) paid for by a company that then has editorial control over the product. Lots of companies have been asking Gimlet to make podcasts for them. But, as we see in this episode, there are some very real anxieties about how to do this right. As part of this episode, we’ve put together Gimlet Media’s Advertising Guidelines. You can find them on our website.Our theme song was written and performed by Mark Phillips.John Kimbrough composed music for this episode.More music written and performed by John Delore along with his band mates, Jordan Scanella, Sam Merrick and Isamu McGregor.