Comedy and news satire brand The Onion and Sony Music Entertainment have entered a strategic partnership to develop original podcast content.

The companies will co-create a new daily satirical podcast focused on current events called The Topical, which is set to launch in January 2020.

The Onion will oversee all creative aspects of the podcast, including writing, production and recording.

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.

United Talent Agency (UTA) represented The Onion in the agreement.

“We found the perfect partner in Sony Music Entertainment and are confident in our shared vision.”

Oren Rosenbaum, UTA

Oren Rosenbaum, UTA’s Head of Emerging Platforms said: “We found the perfect partner in Sony Music Entertainment and are confident in our shared vision.

“Also, the fact that The Onion will now have its own daily news podcast literally brings tears to my eyes.”

“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.”

Jordan LaFlure, The Onion 

Jordan LaFlure, Executive Editor at The Onion added: “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.”

“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.”

Tom Mackay, Sony Music Entertainment

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.”Music Business Worldwide

SOURCE: http://cmw.net/blog/sony-music-enters-original-podcast-content-partnership-onion/