Occasionally Funny | How AIIMS Creator Hub Built Australia’s #3 Podcast with Nova Entertainment
From Kyle
& Jackie O
to #3 in the
country.
How AIIMS Creator Hub built the MAFS Funny universe from a blank page and just launched a brand new podcast with Nova Entertainment.
Two producers.
One idea.
Zero guaranteed outcomes.
Joshua Fox and Pedro Cuccovillo Vitola spent years behind the curtain at The Kyle and Jackie O Show. They understood internet culture. They saw what creator-led content could do that mainstream media was quietly failing to achieve.
In January 2025 they left, teamed up, and launched AIIMS Creator Hub — a full-scale production studio backed by AIIMS Group. Their first project: MAFS Funny, a podcast recapping Married at First Sight with Fox’s now-signature irreverent edge.
Within weeks it was a phenomenon. By March 2025, Nova Entertainment came knocking. By February 2026, MAFS Funny had crossed 100 million and was officially Australia’s #1 TV & Film podcast and #3 overall. Today, the press announces the next chapter: Occasionally Funny — a spin-off co-hosted with MAFS fan-favourite Sam Stanton.
This is the story of how AIIMS Creator Hub built that universe. And what it means for any brand serious about content.
Built from scratch. Scaled like a machine.
MAFS Funny didn’t start with a budget or a network deal. It started with two people who understood internet culture, knew exactly how audiences wanted to consume content, and had the skills to execute without asking permission.
Joshua Fox launched the show as a solo creator project. The concept was direct: unfiltered MAFS recaps, irreverent takes, exclusive cast interviews, and behind-the-scenes moments the official coverage would never touch.
Within weeks of the January 2025 launch, downloads were accelerating. 1 million downloads came before the ink was dry on the first major partnership. Social content compounded the reach — 43 million video views across platforms before mid-year.
AIIMS Creator Hub provided the infrastructure: production, strategy, PR, and the creative engine to build the MAFS Funny brand into something bigger than a single season.
Nova Entertainment didn’t find them. They earned the call.
In March 2025, Nova Entertainment announced a formal partnership with AIIMS Creator Hub. It wasn’t a cold pitch. It was a network responding to audience data they couldn’t ignore.
MAFS Funny had already hit Australia’s top podcast charts. Its Instagram reach had passed 18 million. The numbers spoke for themselves — and Nova’s Head of Podcasts and Digital Content, Rachel Corbett, said as much publicly.
“Josh has built a hugely engaged audience around MAFS Funny, because he instinctively understands internet culture and how audiences want to interact with content.”
Rachel Corbett, Network Director, Nova Podcasts
For AIIMS Creator Hub co-founder Joshua Fox, it was a full-circle moment. His radio career began at Nova. Coming back — this time as a partner, not an employee — was the kind of story that writes itself.
The partnership gave MAFS Funny distribution across the Nova Player, deepened its reach, and opened the door to what would come next.
The spin-off that proves MAFS Funny is a brand, not a show.
On 19 May 2026, AIIMS Creator Hub and Nova Entertainment launched Occasionally Funny — a new podcast hosted by Joshua Fox with MAFS 2026 breakout star and fan-favourite groom Sam Stanton as co-host.
The reveal wasn’t a press release and a link. It was a playful, multi-week storyline — Fox’s own mum competing against Sam Stanton for the co-host role, with listeners ultimately deciding the outcome. By the time today’s announcement dropped in Mumbrella, B&T, and Radio Today simultaneously, the audience was already invested.
Occasionally Funny covers everything from dating disasters and reality TV to gay culture, trending moments, and honest conversations about mental health. It’s the same irreverent tone MAFS Funny built its audience on — now with more room to move.
“Sam is the dream co-host already because his wholesomeness balances my chaos perfectly. Even though we have so much in common, it’s incredible how different we are when it comes to everything, including dating and hookups!”
Joshua Fox, Host, Occasionally Funny
New episodes drop every Wednesday on the Nova Player and wherever listeners get their podcasts.
Zero to #3 in under 14 months.
The industry took notice.
The AIIMS Creator Hub offering.
The people behind it.
Ready to build
your universe?
AIIMS Creator Hub works with brands, creators, and anyone serious about growing online. Bring the idea. We’ll do the rest.