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Sony Music Teams Up With Somethin' Else to Grow Global Podcast Market 

Podcasts
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The deal is the latest in a growing line of major label and digital platform investments in the podcasting sector. 

LONDON — Sony Music is further expanding its footprint in the podcast world through a global partnership with Somethin' Else, the U.K.'s biggest independent audio and podcast producer.

Terms were not disclosed for the deal, which will see Sony Music and Somethin' Else develop original, not-necessarily music-related podcast shows across multiple genres.

One priority for the two companies will be growing their joint share of the American podcast market by applying Sony's expertise in content creation, marketing and monetisation to Somethin' Else's fast-growing global business. The deal follows the opening of Somethin' Else's first U.S. office in New York last year.

"Somethin' Else is an established podcast leader focused on bringing high-quality programming to listeners," announced Dennis Kooker, Sony Music Entertainment president of global digital business and U.S. sales, in a statement.

Kooker said the partnership "will support Somethin' Else's continued creative success and expand the reach of its shows to a truly global audience."

Already-launched series that form part of the Sony Music deal include, How Did We Get Here? with Claudia Winkleman and Professor Tanya Byron, a 12-episode series about family and parenting issues, which peaked a number one in the U.K. Apple podcast charts when it bowed last month. Also included is daily satirical news show The Last Post, hosted by comedian Alice Fraser. More releases will announced in the coming weeks, says Sony.

"We are building a diverse music and entertainment company by working with partners who are the best in their fields," said Jason Iley, chairman and CEO of Sony Music UK and Ireland, whose team brokered the deal.

"This partnership will allow us, together, to rapidly expand our podcast business, reaching new audiences and revenues. Sony's ambition in this space matches ours and we look forward to playing an even bigger part in the podcast revolution," added Jez Nelson, founder and CEO of London head-quartered Somethin' Else. 

Sony Music's partnership with Somethin' Else is just the latest example of major labels and digital music platforms broadening beyond music by investing heavily in the podcast sector. 

In May, Sony Music Entertainment teamed up with Brooklyn-based podcast producers Laura Mayer and Adam Davidson to create shows across a variety of formats and genres. 

A few months later, Sony Music U.K. entered into a joint venture with Renay Richardson's podcast production company Broccoli Content, while December saw the promotion of Adam Cardew to the new position of vice president, podcasting and creative strategy at Sony's 4th Floor Creative division.

Similar moves have taken place at other major labels. In April, Universal Music Group announced a partnership with Dirty John podcast producer Wonderly to produce original audio content based on its catalog. 

For its part, Warner Music Group has continued to build on its early moves in the podcasting space, which include the Atlantic Records' What'd I Say and Inside the Album podcast series. 

Last year saw Spotify acquire podcast firms Gimlet and Anchor, as well announce plans to spend up to $500 million on podcasting content.