Sony Music has already formed a podcast venture in the U.S. with radio-podcasting veterans Adam Davidson and Laura Mayer. Three Uncanny Four Productions released it first podcast, Broken: Jeffrey Epstein, last month. Now Sony Music has created a similar alliance in the U.K. market. It has teamed with veteran podcast producer Renay Richardson on another joint venture.
The London-based unit is called Broccoli Content and Sony says it will develop a wide range of original scripted and unscripted podcasts under Richardson’s leadership. Kevin Kelleher, Chief Operating Officer at Sony Music Entertainment said it will be a “creator-first” partnership. “Our work together will expand Broccoli’s presence around the world and help its podcasters further grow their commercial and creative reach,” he said. The agreement further increases Sony Music’s forays into podcasting and marks its first podcasting production joint venture outside the U.S.
Kelleher credited Richardson for the “thought-provoking, smart and engaging podcast content” that she’s been part of during the past five years. Richardson has previously worked with podcasters including Acast, Audible and Panoply, and his credits include the About Race podcast and The Receipts on BBC Radio’s 1Xtra.
“I love how it is possible to carve out your own space in podcasting and that the team at Sony Music shares my vision for building Broccoli Content as a place where passionate people with dynamite ideas can find a way into the industry and succeed,” said Richardson in the announcement. “Together we will collaborate to create exciting podcasts from many types of voices and perspectives, and help them find audiences all over the world,” she added.
Sony says the Broccoli Content team will work closely with 4th Floor Creative, which is Sony Music U.K.’s creative division. It says they’ll together explore a range of podcasting opportunities originating in the U.K. market including those that would support Sony Music artists. “Podcasting has become a major force in our culture, so investing in award-winning innovators like Renay, is a natural move and a priority for us,” said Jason Iley, Chairman and CEO of Sony Music UK & Ireland.
In May Sony teamed up with Davidson and Mayer on a U.S.-focused venture. The result is the Brooklyn, NY-based Three Uncanny Four Productions. Davidson and Mayer each reportedly own 25% of the venture with Sony Music holding a 50% stake.
Sony Music isn’t the first record label to branch out into podcasting. Universal Music Group last month struck a development deal with podcast creator Wondery. The two companies will jointly develop and produce podcasts that draw on UMG’s music catalog as well as its roster of artists and labels. UMG notes it has been producing podcasts since 2012.