Somethin’ Else Appoints Annabel Wilcken as Head of Branded Podcasts in UK

Somethin’ Else, part of Sony Music Entertainment, today announced Annabel Wilcken as Head of Branded Podcasts. She will be based in the UK and report to Jen Nelson, EVP, Co-Head Global Podcasts.

In her new role, Wilcken will lead on client relationships for brand-funded podcasts, growing this part of the business alongside Somethin’ Else’s award-winning creative team. Its branded productions, which include 3.55 Chanel Podcast, Red Bull How To Be Superhuman and All Round Mine with Primark, deliver marketing and awareness for the brand, while also producing audio that audiences love.

Wilcken joins Somethin’ Else after 11 years at Spotify, most recently as Director of Multi-Market Activation & Planning. She served as one of the founding members of Spotify’s London office, and went on to help expand the multi-market advertising partnerships team in New York. She brings experience in developing influential audio and podcast partnership strategies and driving advertising revenue growth across multiple sectors including FMCG, tech and entertainment. Wilcken’s portfolio includes global brands ABInbev, Google, EA Games, Proctor and Gamble, Warner Bros and more.

Jez Nelson said: “Annabel has great experience bringing brand and agency briefs alive in the podcast space. She has that essential balance required to deliver on client briefs whilst working with creatives to make sure audiences are thrilled and engaged. We’re excited to welcome her as part of our senior team.”

Annabel added: “Having evangelized the power of audio as one of the most creative, authentic and effective tools for marketing for most of my career, joining Somethin’ Else to lead their branded podcast efforts is a hugely exciting step.

“The exponential growth in podcast consumption in recent years, and advertisers’ subsequent adoption of podcast advertising, has given the audio industry tremendous momentum. And it’s only the beginning.”

Somethin’ Else has a long and proud history of working with premium brands, including Channel, Primark, Penguin and Red Bull. Somethin’ Else believes in applying the same editorial passion and standards to brand-funded podcasts as it does its own originals or broadcaster clients’ productions.

Somethin’ Else and Sony Music Announce New Podcast Ventures

Somethin’ Else, Britain’s leading independent audio producer, and Sony Music Entertainment announced they have formed a new global content partnership to expand their development of podcast shows across multiple genres.

Somethin’ Else is the acclaimed production company behind hugely popular series such as David Tennant Does a Podcast With…, Unheard: The Fred & Rose West Tapes, and The Sun King with David Dimbleby. The team have produced content across audio, TV and social media for the past 25 years and their previous work has seen them win numerous awards including eight BAFTA’s.

Under the agreement, Somethin’ Else will work with Sony Music to expand its leadership position in the UK market. In addition the companies will pursue a range of new international podcasting opportunities including in the US where Somethin’ Else has opened an office in New York.

Newly-launched series that will form part of the Sony Music deal, include How Did We Get Here? With Claudia Winkleman and Professor Tanya Byron, which provides listeners with insight and advice in family and parenting issues. Peaking at no.1 in the UK Apple Podcast Charts at launch, the topics range from parental estrangement, gender identity, mental health issues, and challenging family dynamics amid hardship.

Also included with the partnership is The Last Post, produced with The Bugle, which was at the vanguard of satirical comedy podcasts when it launched in 2007 with John Oliver. The Last Post, which launched January 1st 2020, is a daily satirical news fantasy that delivers 365 days of fake news, alternative facts and wildly predicted half-truths hosted by comedian Alice Fraser and guests from the full line up of Bugle co-hosts.

As a partner in podcasting, Sony Music will provide its expertise in content creation, marketing and monetization to help enhance the scale and scope of Somethin’ Else’s work.

Initial releases for February and beyond will be announced in the coming weeks.