Sony Music Entertainment’s push to carve off a piece of the podcast business has led to another alliance. This time Sony Music is partnering with the U.K. audio producer Somethin’ Else. The result is a joint venture that will develop a slate of podcasts across multiple genres targeting listeners on both sides of the Atlantic.
Under the agreement, Somethin’ Else will work with Sony Music to expand its position in the U.K. market. The two companies will also pursue a range of new international podcasting opportunities including in the U.S. where Somethin’ Else has opened an office in New York.
Jez Nelson, founder and CEO of Somethin’ Else, called it a “dream combination” that will match Sony’s reach and marketing power with his company’s decades of audio production expertise and podcast success. “This partnership will allow us, together, to rapidly expand our podcast business, reaching new audiences and revenues,” said Nelson. “Sony’s ambition in this space matches ours and we look forward to playing an even bigger part in the podcast revolution.”
Somethin’ Else is the production company that’s behind popular series such as David Tennant Does A Podcast With..., Unheard: The Fred & Rose West Tapes and The Sun King with David Dimbleby. Its most recent release, How Did We Get Here? hit No. 1 on Apple Podcast’s U.K. chart. The team has also produced content for television and social media. Also included in the partnership is the daily satirical news comedy podcast The Last Post, produced with The Bugle.
“Somethin’ Else is an established podcast leader focused on bringing high-quality programming to listeners and we are very impressed with the company Jez Nelson and team have built,” said Dennis Kooker, President of Global Digital Business and U.S. Sales at Sony Music Entertainment. “Our new partnership will support Somethin’ Else’s continued creative success and expand the reach of its shows to a truly global audience.”
As podcast partners, 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 from the venture will begin rolling out shows across multiple genres by the end of this month.
It’s the latest partnership for Sony Music Entertainment. Last May Sony teamed up with Brooklyn, NY-based Three Uncanny Four Productions. Then in October it launched a similar alliance in the U.K. when it teamed with veteran podcast producer Renay Richardson to form a London-based unit called Broccoli Content.
“We are building a diverse music and entertainment company by working with partners who are the best in their fields,” said Sony Music UK CEO Jason Iley in a statement. “Somethin’ Else have driven so much of the creativity and innovation in British podcasting and we are delighted to help bring their work to audiences around the world.”