(CelebrityAccess) – Sony Music Entertainment has entered into a strategic partnership with comedy and news satire brand The Onion.
Under the terms of the deal, the companies will join forces to co-create a new daily satirical podcast focused on current events called The Topical. The Onion will oversee all creative aspects of the podcast, including writing, production and recording, while Sony Music will provide its expertise in content creation, marketing and new technology monetization to help enhance the scale and scope of the work.
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.”
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.”
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.”
United Talent Agency (UTA) represented The Onion in the agreement.
The Topical is set to launch in January 2020.