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.