The Onion, the leading comedy and news satire brand, has partnered with Sony Music Entertainment to develop original podcast content. The first move from the two companies is the co-creation of a new daily satirical podcast focused on current events called The Topical, which is set to launch in January 2020.
“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,” Executive Editor Jordan LaFlure said in the announcement. “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.”
The Onion will oversee all creative aspects of the podcast, including writing, production and recording. Sony will handle the marketing and monetization effort.
Sony Music has said its podcast efforts are a natural fit for a company that takes a creator-first approach to collaborating with unique creative talent. “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,” said Tom Mackay, President of Film & TV A&R at Sony Music. “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.”
United Talent Agency (UTA) represented The Onion in the agreement. Oren Rosenbaum, UTA’s Head of Emerging Platforms said in a statement that he’s confident the two companies have a shared vision for their joint podcast project.
Sony Music has been quickly ramping up its podcast business in 2019. 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. Last week it announced the start of a similar alliance in the U.K. market. It has teamed with veteran podcast producer Renay Richardson on another joint venture with the London-based unit called Broccoli Content.