The Onion, the leading comedy and news satire brand, and Sony Music Entertainment announced a strategic partnership to develop original podcast content. The companies will co-create a daily satirical podcast focused on current events called The Topical, which is set to launch in January 2020.
This partnership will bring to comedy fans a whole new way to experience The Onion’s distinctive voice and insightful commentary on a daily basis across a wide variety of platforms. The Onion will oversee all creative aspects of the podcast, including writing, production, and recording.
Commenting on the announcement, Jordan LaFlure, Executive Director at The Onion said:
The Onion is thrilled to have found a stalwart ally in Sony Music Entertainment to help it dominate yet another medium in the world of journalism. A daily news podcast provides an opportunity for The Onion to access and inform billions of presumably illiterate people previously deprived of the finest reporting the world has ever known.
Tom Mackay, President, Film & TV A&R, Sony Music Entertainment said: “The Onion is synonymous with great topical and cultural satire and we are thrilled to be working with them to further expand their presence in podcasting. We look forward to bringing their highly impactful brand of humor and commentary to fans everywhere and maximizing the commercial opportunities for this exciting new comedy podcast format.”
The agreement further advances Sony Music’s creator-first approach to collaborating with unique, creative talent. As a partner in podcasting, Sony Music provides its expertise in content creation, marketing and new technology monetization to help storytellers enhance the scale and scope of their work.
Award-winning podcast producer Renay Richardson and Sony Music Entertainment announced the launch of a new multi-genre podcasting joint venture focused on the development and distribution of original programming.
Richardson is a producer who has previously worked for leading podcast platforms including Acast, Audible, and Panoply and a successful independent podcast creator whose credits include About Race with Reni Eddo-Lodge and The Receipts on 1xtra from BBC Radio 1Xtra.
The London-based joint venture, called Broccoli Content, will develop a wide range of original scripted and unscripted podcasts under the leadership of Richardson and drive an expansion of opportunities for unique storytellers around the world to broadly connect with listeners. The agreement further increases Sony Music’s support of global podcast community and marks its first podcasting production joint venture outside the US.
In addition, the Broccoli team will work with 4th Floor Creative – Sony Music UK’s creative division, comprising of Brand Partnerships, Content, Creative, Sync, Podcasting and Digital and Audience Development – to explore a range of podcasting opportunities originating in the UK market, supporting Sony Music artists and podcasting talent.
Leading podcast developers Adam Davidson and Laura Mayer and Sony Music Entertainment announced a new joint venture that will find and develop original podcast talent and programming.
Davidson is co-founder of NPR’s Planet Money, and an award-winning contributor to This American Life, and Mayer is a top podcast and public radio producer formerly of Stitcher, Panoply Media and WNYC among others.
The joint venture will create and distribute original scripted and unscripted programming across multiple podcast genres and subject matters. Based in Brooklyn, NY, Davidson and Mayer will lead the yet-to-be named company and focus on cultivating dynamic talent and unique storytelling using Sony Music’s expertise in content creation and supporting new technologies for monetization.
The joint venture brings to the podcast community Davidson’s and Mayer’s expertise in identifying and developing premium content alongside Sony Music’s best-in-class capabilities in marketing, sales and distribution, business development, audio production, and data and analytics.
Variety reported that Sony Music owns 50% of the venture and is investing an undisclosed sum. Davidson and Mayer each hold a 25% stake.