99% Invisible

99% Invisible is a long-running podcast about design, architecture, and the unnoticed forces that shape the world around us, hosted by Roman Mars. Since its 2010 debut, it has grown into one of the most successful independent podcasts, eventually being acquired by SiriusXM.

Early Life & Family

99% Invisible began as a project of public radio station KALW in San Francisco, produced in partnership with the American Institute of Architects. Its first episode, “99% Noise,” premiered on September 3, 2010, launching a show built around short, narrative stories about design details most people never notice.

Rise to Fame

From 2010 until April 2021, the show was produced and distributed by Radiotopia, the independent podcast network Roman Mars launched in partnership with PRX. Radiotopia became known for one of the most successful crowdfunded journalism campaigns on Kickstarter, helping establish 99% Invisible as a flagship show alongside programs like Criminal and Radio Diaries.

Career History

In April 2021, 99% Invisible Inc., the company behind the show, was acquired by SiriusXM, and the podcast moved to the Stitcher network. More recently, Roman Mars and the 99% Invisible team announced “A History of the United States in 100 Objects,” a major new series produced with BBC Studios Audio.

How They Built Their Wealth

The show’s revenue has evolved from public radio and Kickstarter-backed independent funding under Radiotopia to advertising and licensing revenue as part of SiriusXM’s podcast portfolio following the 2021 acquisition. Spin-off projects, live shows, and a companion book have added further revenue streams over the years.

Personal Life

Roman Mars has remained the show’s creative anchor throughout its history, shaping its distinctive narrative style. The show has released hundreds of episodes exploring topics from urban planning to product design since it began in 2010.

99% Invisible remains one of the most successful design-focused podcasts in the world, having grown from a small public radio project into a show distributed by SiriusXM.